Marketing Consultancy Assignment (GC0250)
Table of Contents
1.0 Introduction.
2.0 Company background (Dell Inc).
3.0 Current position of Dell Inc in the market.
4.0 Problems identified with consumers/clients.
5.0 Situation market analysis.
5.1 Current products of Dell Inc.
5.2 Dell’s target market
5.3 Dell’s current distributor network.
5.4 Dell’s current competitors.
5.5 Dell’s financial analysis.
5.6 External environment (PESTLE) analysis.
5.7 SWOT Analysis of Dell Inc.
5.8 McKinsey 7s Analysis.
6.0 Conclusion.
Reference.
Appendix A: Situational analysis.
Market Trends.
Market Growth.
Appendix B: SWOT Analysis.
Dell’s Strengths.
Dell’ Weaknesses.
Opportunities.
Threats.
Appendix C: PESTLE Analysis.
Appendix D: Porter’s Five Forces Model
1.0 Introduction
This study has conducted a report on Dell Inc. Firstly, the report has focused on the Dell background and its current position in the market. Secondly, the report has identified the problems facing by Dell Inc in the current competitive market. Thirdly, the report has conducted an audit of the market situation of Inc. The siDell tuational analysis has focused on both the external and internal (macro and micro) environments of Dell Inc.
2.0 Company background (Dell Inc)
Dell Inc is the leading innovative computer technology company established in the US in 1984. It is now operating in most of the nations worldwide with its more than 100,000 devoted and dedicated staff serving millions of consumers every week. Dell manufactured, sells, repairs, and support computers and related devices as customers’ requirements. Dell’s key products are computers including laptop and desktop, printers, data storage devices, network devices, TVs, software, audio, and video devices (Dell Inc, 2014).
3.0 Current position of Dell Inc in the market
Dell has been getting more success in the current market in comparison with most of its competitors. Dell India and China have achieved the top position with 23.1% and 19.8% market share respectively in the domestic PC market. Dell’s notebook has been top gaining 33.1% market share in Asia including China, India, Bangladesh, Pakistan, etc. Effective leadership and sustainable growth have given a rapidly expanding retail presence to Dell in the global market. Dell has gained consistent growth in customers and small business segments with a 21.4% market share in 2014. It has also achieved a 47.1% market share in workstation space gaining top position (NDTV, 2014).
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4.0 Problems identified with consumers/clients
Although Dell Inc gained the top position once, it is facing challenges in meeting changing customer needs and expectations. It is losing market share and ‘Most Favoured Hardware’ company in comparison to HP. The questions have raised to consumers regarding innovation, reliability, speed, and service after the sale. Consumers are looking for more innovative and leading-edge technology. Consumers are demanding more tech support with reliability and products. Consumers look for more processing speed in their products and services. Consumers are looking for effective service after the sales. This means Dell Inc is having problems with sustainability, customer retention and loyalty, product innovation and design, consumer trust, and changing needs and expectations.
5.0 Situation market analysis
Situation market analysis refers to the investigation and evaluation of the organization’s environment, including competitive position, both internal and external factors, financial and operational circumstances, and the business plans and strategies. It also focuses on company current products and customers and market segments, distributors networks, and competitors (Power, 2013). More details of the situational analysis are in Appendix A and Appendix D.
5.1 Current products of Dell Inc
Dell Inc manufactures and develops, sells, delivers, and support with repairs of different kind of computers and related products. The key products laptop, desktop computer, notebook, printers, TVs, software, network devices, data storage devices, and other electronic equipment (Dell Inc, 2014).
5.2 Dell’s target market
Dell Inc market as well as sells its products and services to various sorts of target consumers and markets. The key target markets are government organizations, educational institutions, large, medium and small business enterprises, and individuals. Dell has segmented its target market in particular geographic locations: North America, Europe, and Asia (Dell Inc, 2014).
5.3 Dell’s current distributor network
The key distributor network is a direct sales model using a dynamic and modern website namely, www.dell.com, to sell its personal computers to the consumers directly. It does not make any integrators or resellers or any channel service. Dell’s advertisement and collaborative efforts make its sales and the information is processed by an advanced database system to deal with suppliers for required goods and components. The direct approach of distribution channel support Dell Inc to build up an effective consumer relationship-improving its customer retention and loyalty (Dell Inc, 2014)…………..
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