Competitive Analysis & Marketing Strategy for Dells Computer - Essay Example

Competitive Analysis & Marketing Strategy         Competitive Analysis & Marketing Strategy Competitive Analysis The main competitors for Dell computers are Acer, Sony, Apple, Gateway, Samsung, Hewlett-Packard, Lenovo, and Toshiba. In addition, Dell and its partner, Alienware, battle in the market alongside VoodooPC, AVADirect, Falcon Northwest among other producers. In the middle of the year 2006, Dell Company had acquired nearly 18% and 19% of market share of the entire world’s personal computers.

This is in comparison with its competitor, Hewlett-Packard, which had approximately 15% of the world’s personal computer market share. In the last period of the year 2006, Dell Company lost its advantage in the PC trade to one of its rivals, Hewlett-Packard. Studies carried out during that period indicated that Dell Company shipped less computer units in the whole world than Hewlett-Packard (Holzner, 2005). Conversely, recently, Apple Macs are more used in colleges than Dell computers.Dell has a competitive advantage over its rivals.

The company’s mission is hugely focused on its clients. Its initiatives include promoting world growth, establishing a culture of winning, increasing the experience of clients, and attaining leadership of products. When the company sells the PCs to the clients directly, it understands the needs of clients and gives efficient computing answers to meet clients’ necessities. This perspective is advantageous to Dell because it permits the company to design effective systems for clients and at adequate costs.

Moreover, the direct sales do away with middle men or retailers who add excessive cost and time. Also, Dell’s computers are customized and targeted to the needs of the clients. The company also provides projectors, network servers, work stations, and printers (Holzner, 2005).Market StrategyDell’s position in the market place is that of convenience to the clients. Dell Company is a varied information technology provider which partners with other companies to provide a large variety of global services and products.

Dell Company is committed to giving its clients well built and designed systems, and also ensuring that they are innovative so as to give clients a value that is outstanding (Mueller, 2002). For over 20 years, Dell Company has been linked with developing, customizing and designing services and products that satisfy a broad range of clients including individual clients to retailing and corporate businesses. Dell’s philosophy to directly engage customers has turned into a business model for other corporations and organizations (Dell & Fredman, 2006).

ProductThe manufacturing processes should be separated so that the company does not depend on a single supplier’s chain for production of equipment or production. When the company separates the production processes, it can reach the customers on the basis of the areas the products are created. This will also diversify the risk production costs and concentration of labor.PriceThe prices of a product should be based on what the local consumers can afford. For example, Dell has factories in China.

This helps it provide services and products at the local costs without encountering extra costs to the product and service prices.PlaceA company’s products should be found close to its local clients. This will help enhance trust for the local products of the same company. Also, it will help form a vast and broad client base.PromotionA company should use tremendous marketing campaigns to advertise its product. The company should employ a number of promotion methods to market its services and products.

For example, the company should use awareness campaigns and social media. Dell uses the direct approach to promote their services and products (Dell & Fredman, 2006).ReferencesDell, M., & Fredman, C. (2006). Direct from Dell: Strategies that revolutionized an industry. New York: Harper Business.Holzner, H. (2005). How Dell does it. New York: McGraw-Hill. Mueller, S. (2002). Upgrading and repairing PCs (13th ed.). Indianapolis: Que Publications.