Strategic Management & Marketing - Essay Example

as the process of dividing consumers or potential buyers, in market into different segments or groups in which customer share same level of interest in the comparable set of needs fulfilled by different marketing plans. Customers always segment themselves and they take no notice how companies segments them. When they choose to buy any competing product or service, they select proposition that suits them better than any other. To capture maximum market share, companies must make sure that their offerings meet the requirement of customers and should offer price that customers perceive as value for money (McDonald and Dunbar 2004).

The input of winning proposition provides the detail understanding of customers include who they are and where they are found to be, as this understanding plays a vital role in segmentation process. The purpose of this report is to analyze the market segmentation and target customers of desktops, launched by Dell and it will analyze positioning of the desktops that Dell is offering to the customers around the world. Micheal Dell founded Dell in 1984 in Texas. He has a different and unique vision of designing, manufacturing, and selling the technology.

More than 109,000 employees are working for Dell around world and they are committed to make technology working hard for the customers. Dell have made many efforts to make technology more reachable to the customers and organizations around the globe and more than 120,000 computer systems shipped everyday to more than 180 countries, that is more than one computer in every second. The business of Dell designed in such a way that it caters different needs of organization, small and medium businesses, educational institutes, government bodies, health-care providers and for home users of computer.

Dell is number one PC provider to big enterprises of the world and number one public sector customer’s provider in USA. The company does business with more than 95% companies of Fortune 500