dell case study on growth strategies
TRANSCRIPT
-
8/13/2019 dell case study on growth strategies
1/17
CASE ANALYSIS ON
DELL IN INDIA TARGETING SMB
Dhwani Ojha
Divyani Garg
Pankhuri Singhal
-
8/13/2019 dell case study on growth strategies
2/17
What made Dell choose a different model of
distribution when it decided to target Indian SMBs
TechnologyEducationBig Market Share
-
8/13/2019 dell case study on growth strategies
3/17
What is the present market-share of Dell
in India?
-
8/13/2019 dell case study on growth strategies
4/17
Which strategy did Dell follow?
How has this strategy helped Dell gain a competitive
advantage
Overall
Cost
Leadership
Lowest Production Cost
Lowest Distribution Cost
Win more market Share
-
8/13/2019 dell case study on growth strategies
5/17
Customer Intimacy
Segmenting its
Markets
Tailoring its Products
for Target Market
Satisfying Unique
Customer Needs
-
8/13/2019 dell case study on growth strategies
6/17
-
8/13/2019 dell case study on growth strategies
7/17
1968
1981
1984
1985
Dr. Marcian E invents
micro processor
Revolutionizes by
lighter weight andgreater speed
IBM first to launch
PCs.
Founder Michael S
Dell
Focused on Custom
built PCs and direct
selling strategies.
Designed Turbo PC
Established strong
customer base &
quality sales service.
INVENTION
EVOLUTION
DELLEMANATES
PRODUCTDVLPMNT
-
8/13/2019 dell case study on growth strategies
8/17
1987
1989
1990
1992
1stsubsidary in UK
Low cost
marketing.
Latest Technologywith customization.
Introduction of
Notebook.
Entered
Developing
countries
Targeted SMBs
GEOGRAPHICEXPNSN
PRODUCTLINE
MARKETDVLPMNT
REAPEDBENEFITS
Enjoyed an
increasing trend in
profit over the span
of 3 years.
-
8/13/2019 dell case study on growth strategies
9/17
1993Technological
difficulties
Retailed
Marketing Mode
Over forecasted
Demand
DIPS
1994.. DIVERSIFICATION Growth in Server
market.
1996.. DIFFERENTIA
TION
Customization
Direct Marketing
Quality Products
2008 REVIVE BACK Focused ondevelopingcountries
-
8/13/2019 dell case study on growth strategies
10/17
PlACE:Dell tied with Tata
croma in April2008 to sailthrough their retailoutlets.it open its ownretail outlets in
Delhi,Coimbatore.TargetcustomersIntended
positioning
PRODUCT:Desktop .Servers,communication
peripherals.
Dell and oracle alliance
to provide common
point of contact for all
computing requirement.
Notebook PCs.
PRICE:Dell cut down 6%-8%
of distribution cots
compared with other
manufacturers by
offering its products
through company
website and toll free
number.
PROMOTION:Dell started
campaigning with the
tag line I Choose myOwn path. I Choose
Dell
Dell launched real life
successful entrepreneurs
for its brand
campaigning.
DELL Marketing Mix in India
-
8/13/2019 dell case study on growth strategies
11/17
Dell product launches between 2008-12
2008The Studio line of compact and stylish
consumer desktops
2009
In Fiscal 2009, Dell added the XPStm
,Alienwaretm and E-Series commercial
Latitude and Dell Precision lines of notebook
,the 3G enabled Mini; a light, mobile notebook.
The XPStm ,Alienwaretm , OptiPlextm ,
Inspirontm , Vostrotm , Dell Precisiontm
lines of desktop.
2010At CES 2010, Dell showcased a broad range of
new products including its first ultra-mobile
gaming laptop
-
8/13/2019 dell case study on growth strategies
12/17
2011
Dell is launching a range of Dell Latitude E-
series models: the E5420, E5520, E6220,
E6420, E6520, and E6420 ATG notebooks andthe XT3 convertible tablet.
Dell is also bringing several models of its
Optiplex desktop line -- the 990, 790, and 390
2012Dell launches XPS 14 Ultra book, XPS 15 Ultra
book
Dell Launches New Cloud Products For Citrix
Users
2013The new launch include the Dell Venue tablet
line, the XPS 11 two-in-one, and the XPS 15
laptop.
-
8/13/2019 dell case study on growth strategies
13/17
Indian PC Industry: Unmasking theCompetition
Two major developments led to the growth of Indian PCindustry.
Drastic Growth in the PC Market.
PC market Served three major suppliers
Local assemblersMultinational Indian Brands
companies
1980
1997
21st
Century
-
8/13/2019 dell case study on growth strategies
14/17
LocalAssemblers
44%
Indian Brands
20%
MNC Brands
36%
SHARE OF INDIAN PC Market - Mid - Year
Review 2002-2003Major MNCPlayers
1. HP2. IBM3. COMPAQ
4. LENOVO5. ACER6. DELL
Major IndianBrands
1. HCL2. Zenith
-
8/13/2019 dell case study on growth strategies
15/17
REDUCTION IN
TAXES
REDUCED PRICE
GAP b/wBRANDED PC
AND ASSEMBLED
PC
POTENTIAL
GROWTH OF PC
MANUFACTURERS
2005
-
8/13/2019 dell case study on growth strategies
16/17
CHANGE IN
DEKSTOP TO
NOTEBOOK
CENTRICCOMPUTER
2007
TAREGT MARKET
EDUCATION
BUSINESS EXECUTIVE
HOUSEHOLD
SMB MARKET
-
8/13/2019 dell case study on growth strategies
17/17
THANK YOU