dell case study on growth strategies

8/13/2019 dell case study on growth strategies

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CASE ANALYSIS ON

DELL IN INDIA TARGETING SMB

Dhwani Ojha

Divyani Garg

Pankhuri Singhal


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What made Dell choose a different model of

distribution when it decided to target Indian SMBs

TechnologyEducationBig Market Share


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What is the present market-share of Dell

in India?


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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


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Customer Intimacy

Segmenting its

Markets

Tailoring its Products

for Target Market

Satisfying Unique

Customer Needs


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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


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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.


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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


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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


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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


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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.


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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


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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


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REDUCTION IN

TAXES

REDUCED PRICE

GAP b/wBRANDED PC

AND ASSEMBLED

PC

POTENTIAL

GROWTH OF PC

MANUFACTURERS

2005


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CHANGE IN

DEKSTOP TO

NOTEBOOK

CENTRICCOMPUTER

2007

TAREGT MARKET

EDUCATION

BUSINESS EXECUTIVE

HOUSEHOLD

SMB MARKET


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THANK YOU

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dell case study on growth strategies