Case History - DELL. This case study has been created by the author, analysing DELL's business model.

Contents

Case History         2

Introduction         2

Key Marketing Principles         3

Application         4

Justification         6

The Direct Business Model         7

Harnessing the earnings         7

Low-Cost Leader         7

Market Segmentation         8

Business-to-business Market         9

Customer Relationships         9

Sales and Marketing         10

Conclusions         10

Appendix 1         11

Appendix 2         12

Appendix 3         13

Appendix 4         14

Appendix 5         15

Key Events         16

References         18

Case History

Introduction

Everything was started during his last year at college on 1984 when (student at that time) Michael dingle decided to establish a family with a simple vision and business pattern that personal computers could be built-to-order and sold directly to customers done promise and direct mail before 1994 and almost exclusively through the Internet nowadays (Kraemer et. al, 2001). Since its launch, Dell Computer has palpated an upwardly path until today that is the leading company in the PCs foodstuff worldwide dominating over its main competitors (see Appendix 1).



Dell Computer Corporation operates in both business-to-consumer and business-to-business market concentrating more(prenominal) on the business-to-business market as it can be gain by looking at the companys product portfolio (that is intended more on businesses) in appendix 2 as easy as its web site in appendix 3 (it can be observed that Dells main customers are small, medium, and galactic organisations as well as public government, education and healthcare institutions). Dells mission is to be the most successful computer company in the world at delivering the best customer experience in markets it serves (dell.com). In order to achieve this Dell has positive a sophisticated business model concentrating on the humble prices, product operations (build-to-order concept), manufacturing and logistics as well as on the effective use of the a direct distribution grant chain bypassing intermediaries, the development of customer relationship and the after gross revenue service support (The Monroe Street...

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