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Introduction Dell was founded in 1984 by Michael Dell on a simple concept: by selling computer systems directly to customers, we could

best understand their needs and efficiently provide the most effective computing solutions to meet those needs. Our revolving business strategy combines our revolutionary direct customer model with new distribution channels to reach commercial customers and individual customers around the world. Dells has given a impact on the PC industry since its inception nearly 25 years ago.

Target Market Trying to be all things to all people is one of the biggest stumbling blocks to attracting and keeping customers. Choosing a target market is tough. It means eliminating entire groups of people from your messages. Nowadays, most people look at Dell computer and think they are being all things to all people. It is an illusion created by their size. The success of Dell lies in large part with market segmentation and specialization strategies that Michael Dell learned that hot Houstan summer, pioneered at Dell Computer, and that the company still does today. The target market in Dell focused on individual users with low budgets whom appreciate the technology rather than focusing only on the executives and managers with no budget limitations.

Demographic segmentation Based on my research, I found out that Dell selected their demographic segmentation based on age, income, occupation and generation. The ranges of the customers ages are within 18 and above. Customers are mostly a businessman or a college student. Income is also consider a major problem in their marketing strategy because no one would rather pay at a high price but in the same time that other brands of laptops is much more cheaper compare to Dell. They will do all the research based on their customers income in order to set a price which is very convenient for customer to purchase their product but in the same time the Dell Company wouldnt cause unnecessary loss of customers. Dell would be the best choice for all the people who want to buy a laptop because they will always promote their product through advertisement, brochure, and leaflet with a very low price in order to get their customers attention. Dell also targeted customer based on customers occupation. Nowadays, most of the students in college have their own laptop, this is because a laptop is the most convenient tool to help the student to get their jobs done. So Dell decided to target on those customers who think of laptop is important to them compare to those who doesnt care about having a laptop.

In a modern generation everyone needs a computer to finish their task, so that it is very different from the older generation. Dell can promotes and sells their laptop by targeted the generation.

Geographical segmentation Dell mostly focus at cities compare to a villages. Because people in cities used a laptop more wisely compared to people in villages. Cities also consist of careers that involve a lot of technologies and IT stuffs. The living lifestyle in city is more hectic, this has influenced the people because of the advance IT segment. People in the cities will be left out if there wouldnt have a computer with them. Most of the people in cities will drop by to a caf or a restaurant such as Paparich, Oldtown, and Starbucks to get their access of Wi-fi connection by using their laptop.

Competitors There are some competitors for Dell. Because of many different brands of laptops, I have chosen the Sony Vaio and Toshiba as the competitors for Dell. Primary Competitors Dell Product Inspiron Laptop Up to Intel Core2 Duo Processors 14 Sony Vaio VGNSZ483N/C Intel Centrino Duo Processor Technology Intel Up to Core2 Duo Processor 500GB55 7200R
3

Toshiba Satellite A505-S6980 Intel Core2 Duo Processor T6600 500GB HDD (5400rpm)

PM hard drive

T7400(2.16 GHz)*1*2 Intel PRO/Wireless 3945ABG Network Connection Intel 945GM Express Chipset 160GB (HDD recovery storage max: 7GB*4, Remain) Serial ATA, C:

5400rpm

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Secondary Competitors Product 1. Apple - iPhone 2. HTC Pda Phone

Dells major competitors include Apple, Hewlett-Packard (HP), IBM, Samsung, Sun Microsystems, Gateway, Lenovo, Sony, Acer, Toshiba and Asus. I only explained around two competitors that give an impact to Dell. Secondary competitors are competitors in a different industry that offer a product or services that can be similar as the particular product. Dell has its own competitors and it is definitely given a hard time to all the Dell products. Some people would rather choose a Apple Iphone or a HTC Pda phone because it is much more convenient to carry around because of the size. It is much easier to carry because it is small and the specification is not much different compared to Dell. In order to overcome this problem, Dell has to come out with more promotion, modify the model of the laptop, or add in more feature to it to keep their customer loyal to their product.

Conclusion Based on all the research that I have done, Dells competitor, Sony Vaio is far more advanced. Dell holds patents in not only their line of desktop and notebook computers as well as the other products Dell Computers that they manufacture, but they also hold patents in the way in which they distribute their products. In conclusion, the Dell computer is successful in global markets as a result of the Dell could best understand customers needs and their direct sell business model. And yet they still have a lots space to improve in order to get more attention from the public and defeat their competitors as well.

Reference Cage,M 2004, Target Marketing Retrieved March 15, 2010 from http://www.entrepreneurslife.com/thoughts/entry/target-marketing/ Kotler,P. & Keller,K. 2009, Age and stage in the life cycle, 2009, Marketing Management, 13th Edition, Prentice Hall, NSW Kotler,P. & Keller,K. 2009, Perception, 2009, Marketing Management, 13th Edition, Prentice Hall, NSW Kotler,P. & Keller,K. 2009, Selective retention, 2009, Marketing Management, 13th Edition, Prentice Hall, NSW

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