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Dell Marketing Strategies

CONTENTS
Product and Market Description 3
About Dell 4
Marketing Objectives of DELL 5
Products and Services 6
DELL’s Competitors and Market Players 7
Aggregate Market Forces 8
Microenvironment Analysis 10
Macro environment Analysis 13
Marketing Program, Strategy, and Tactics (4 Ps): 15
Dell Market Strategy 16
Value Chain Analysis 18
Differential Advantage for each company 20
Expected Future Strategies 22
Segmentation 23
Targeting 24
Positioning 24
Consumer Behavior 26
Assumptions in Planning Process 30
Value Proposition 31
Competitor’s Targeting 32
Conclusion 33

Product and Market Description

Laptop also known as notebook is a small portable computer compared to a desktop. Although the concept of a laptop was introduced as early as 1971, the first commercial portable computer, Osborne 1, was available only in 1981. Before Windows 95 came out, laptop was used by research institutions and untouchable to general public. As technology innovation has been repeatedly occurred, laptop became portable, inexpensive, and user-friendly. Desktop computers serve all the purposes a laptop does but with their bulk and masses of cables they’re not very portable. That’s where laptops gain prominence. Today Laptop PC industry is dynamic and has high demand from personal users in home and business users in their office. Its portability provides advantage for the users in terms of business communication tools anywhere, anytime. Marketing strategy including price war and brand-value creation is more common in laptop PC industry among major players in 21st century.
In India laptops still form a very miniscule portion of the Indian PC market. Call it a fad, or the emergence of a new breed of technology conscious IT users (or both), a shift in working styles and the need for "anytime-anywhere" access to...