Dell Marketing Plan

Dell Marketing PlanFY

B BUS 320Dr. Balakrishnan P.V. University of Washington

Bothell

December 4, 2014https://sites.google.com/a/uw.edu/dell-scholar/

Group N2

Spencer Nelson

Wai Tung Leung

Wai Kit Billy Chan

Benjamin Rogojan

Michael Rambaldini

Table of Contents

Contents

Managerial Problem/Executive Summary __________________________________________1

Situation Anaylsis ___________________________________________________________2-4

SWOT Anaylsis_______________________________________________________________5

Strategy STP_________________________________________________________________6

BDI and CDI_________________________________________________________________7

Marketing Mix________________________________________________________________8

Supplemental Material ______________________________________________________9-12

Ad Campaign/Theory

Product Stats

Contact Information

Pg. 1Dell’s Marketing Plan

Managerial ProblemDell has struggled to innovative it’s product in a market where increasing standardization of hardware production has decreased profit margins (Stephen T.). Its products no longer appeal to the high tech interested population.

Although very successful in the past, Michael Dell is unwilling to change the look/versatility of their technology from their original designs. This is most likely the case because of his past success, or the “no need to fix something that isn’t broke” concept. As times change and technology increases at high speeds, the appeal of his products are decreasing to consumers causing a market share loss and lower demand for their products.

Executive SummaryComputer hardware is a rapidly changing market. However in contrast the current US computer manufacturing industry has been declining as domestic imports begin to become more popular due to decreased costs. It is predicted that in 2014 domestic supply will satisfy 89% of computer hardware demand (Edward). Furthermore, the predicted growth of the computer manufacturing segment is only about 2%. Due to canalization from tablets and smartphones (Industry Research). This is proving to cause significant problems and challenges for Dell.

Dell currently holds 12% of the computer manufacturing market (Hoover). Even though in the past decade its revenue has not declined to heavily, it has suffered from major losses in market share. Dell has been very successful in the past due to its unique business model that offered direct distribution to its customers. However with drastic change that is e-commerce and the internet as well as a reduction of hardware profit margins Dell is currently struggling to keep up with all its competitors. Even though Dell is known for being the affordable and effective business oriented computer it has been suffering.

Analyzing current market segments, and studying Dell’s existent strategies our consulting firm concurs with present analysis of both the computer manufacturing market, as well as Dell’s current standings. All of Dell’s products are falling behind both in market share as well as technologic advancements see figure supplemental material 4. Dell has proven to have a small presence in the 18-24 year old college student market. Only about 9% of college students own a Dell (see figure 3).

In conclusion Dell does not have enough of brand awareness in the Y-generation. Thus in order to increase awareness Dell needs to place its efforts into contacting the young early adopters and majority. Creating a positive feedback loop (see figure 1) that will increase brand loyalty in the college student market, and as they grow older and become professionals they will start creating businesses. In the end, they will rely on Dell due to comfortability, network externalities and brand loyalty. This will extend Dell’s product life cycle and increase revenues.

“We cannot solve a problem by using the same kind of thinking we used when we created them.” [A. Einstein]

Increased Brand awareness in College

Market

Increased B2C sales

Increased Brand Loyalty

Increased Pull factors

Increased B2B Sales

Increased Market Share and revenue

Figure 1. Depicts the

overall strategy our firm is

suggesting Dell take in

order to alter its current

track. By increasing brand

awareness in a much

larger market. The Y

generation has 20 million

extra consumers compared

to Dell’s more prevalent

Market. (United States)


Situation Analysis

Company:

Complementor:

Collaborators:

Dell started 1984 with 1000USD and eight years later is was part of the Fortune 500 list (Dell Inc.). In its introduction stage it offered its market segments a direct channel of distribution. Also they utilized a build to order system that allowed for mass customization and lower prices (Dell). In 2013 Michael Dell purchased Dell back and went private. “Dell provides a broad range of technology products for the consumer, education, enterprise, and government sectors” (McLellan, M). Dell Inc. is a company that produces products such as desktops, laptops, data storage systems, projectors, Ethernet switches, network servers, printers and third- party software and hardware. “The company's growing services unit provides asset recovery, financing, infrastructure consulting, support, systems integration, and training, as well as hosted IT services” (McLellan, M).

Dell’s main complementors are companies that produce products/ services that require a computer to operate. Microsoft would be a large complementor because of Microsoft Office and other applications that they produce. Internet providers as well as companies that develop PC games (Riot Games, Blizzard Games) would also be a complementor to Dell. You need an electronic device such as the ones that Dell produces, to have access to the internet, as well as play these games. Dell’s Alienware is specially positioned as a premium gaming computer that allows for the end-user to have a very unique experience. (Dell) (Gartner)

Dell has attained over a dozen businesses since the beginning of the 2012. This has increased Dell’s ability to create products that appeal to a larger variety of businesses and market segments. These extensions include: “storage, networking, virtualized server, data center, desktop solutions, and software-as-a-service application integration, as well as enabled expansion of its customer financing activities.” They have also acquired companies such as SonicWALL, Wyse Technology, Quest Software and StatSoft. (McLellan, M).


Situation Analysis

Customers:

Lifetime Value 20 year-old college student:

Competitor:

Dell’s main customers include schools, health care, other businesses and home/office use. Dell generates around half of their total revenue outside of the United States, and their service sales have gone from 8% to 15% of their total sales since 2008. They are able to generate revenues outside of their hurting PC market segment with these “services, including infrastructure technology, consulting and applications, and product-related support services” along with IT. (McLellan, M). However it is currently in the decline stage with its laptop market. Examining figure 3. the percent of students who own a Dell laptops is 9.46%, out of the current 13% of the population that has Dell laptops. Dell has relied on its 20% of older customers to provide the 80% of profits. Yet it is coming to a period in which it will have to examine the strategies recommends in this marketing plan.(Smith)

Dell faces several large competitors including HP, Lenovo, Apple, and Acer to name a small portion. Of these companies, they all are attempting to reduce the price of hardware to continually in order to sell at a lower prices. Coupled against Dell’s low pricing strategy, the new innovative giants have begun to slowly consume Dell’s market share. Due to a lack of innovation from Dell this has continued to occur over the past decade (Hagg, 2006). If you refer to figure 2 you can see the sales of Dell’s unit sales in comparison to competing companies over the last 8 years. This current generation (Generation Y) tends to lean towards products that have an artsy and visually attractive feel. Dell has always had a very basic, business-like product, and this hasn’t changed very much at all. This is why most of Dell’s sales are to businesses. This is also why Dell has lost a lot of market share to companies like Apple, Lenovo, and HP, who have repositioned and rebranded themselves. (McLellan, M).

The average laptop consumer buys a new computer every 4.5 yearsLet’s assume the consumers make their first purchase at the age of 20, and last purchase at 65That’s a total of 45 years of laptop consumption, with 10 total laptop purchasesWith the average cost of roughly $750 per Laptop (Dell)

o 10 purchases X $750 = $7,500 Lifetime ValueThis calculation under the assumption that the consumer is purchasing a laptop of similar value. However our end goal is that as our loyal customers become more financial stable their purchasing power will increase accordingly


Situation Analysis

Context:

Dell Competitor Chart

Figure 2. Competitors Chart, this chart above shows the unit sales compared to year’s corresponding to each pie chart. The pie charts represent the market share of the top 5 companies and the rest of the competitors. Dell has managed to have an increasing revenue due to increasing total sales of units. However in contrast, Dell’s market share has been falling to other companies that have been pushing to reposition their own products. Dell started considerably ahead of many companies with a very unique business style. Over the past two decades companies

Always Design a

thing by considering

it in its next larger

context- a chair in a

room, a room in a

house, a house in

an environment, an

environment in a

city plan.”

Eliel Saarinen

In the current macro-environment there are several factors affecting Dell Inc. technology and e-commerce has altered the way products can be ordered. Originally Dell used direct methods combined with online stores to reduce costs. However with reducing semi-conductor prices and technology standardization profit margins have been reducing. Decreasing barriers to entry, allow competition to increase. This in turn has decreased Dell’s market segment. Social media is a large part of communication for friends, families, dating etc. With the major increase in social interactions electronically, comes a major increases in the pull factors for portable devices without requiring Dell to incorporate a new strategy. Thus Dell can focus towards social media users, to increase sales. Finally, economic factors also play a major role in the PC industry. With the economy fluctuating up and down, it can cause insecurities and a demand for continuing education and higher levels of employment. College students are considered a large portion of technology sales, because the programs and applications that these new technologies can provide to students help with research, homework and studying, which are all required means of action for a student’s success. (Edwards, J).


such as HP and Lenovo have managed to both gain large segments of the market. Dell’s goal should be to reposition and change the attitude of the customers as innovative and high quality in order to increase sales (Gartner)


SWOT Analysis

Strengths Weakness

Internal Dell has strong brand equity with generation X and Corporations

Dell is a privately owned Company

It is a privately owned company

“The company has relatively weaker presence in the robustly growing smartphone market” (MarketLine

Slow to alter products Dell has a poor

relationship with its suppliers

Opportunities Threat

External Laptop sales are predicted to be 50% of sales in 2015(Stephen T)

The computer market has a wide variety segments

Possibilities on expanding with cloud computing.” They already have networking products, and if they can continue growth in these area, it will help them to increase their revenues and regain market share (MarketLine).

Decreasing profit margins for hardware based companies

Lowering barriers of entry

Large amounts of competition

Supplemental Material 1. This SWOT analysis covers the basic strengths and weaknesses Dell is currently facing. Overall the entire market of manufactures is facing big changes. However if Dell jumps early on the opportunities it has in front of itself it can genuinely have a chance of surviving. There are many options and roads Dell can go down. In this report we focus strongly on college markets, there are many other options.


Strategy STP

Segmentation

The College Student MarketThe college student market segment is important for Dell as an indicator in B2C market. College students are one of the most frequent computer users. We can make assumptions of our success level in B2C market concerning the characteristics of college student market.

Demographic & Psychographic Characteristics of the College Student Market

College students use computers in various activities. School works require a large demand of usage of computers. Students write essay and do research on computers since internet has become the largest and the easiest to access database in history. Despite school works, students use computers for entertaining and social purposes. For instance, video watching, music playing, gaming and social networking.

The CDI of computers in US college students is 1356. It shows that college students is a very large and developed market. The BDI of Dell’s computer is estimated 146. It still has a high potential growth rate. We suggest targeting college students market to increase Dell’s profit. (Geographic Research)

College students are usually at age 18-24 and make up about 6.49% of the current population. A small start, see figure 1 to see reasoning. Their lifetime values are higher than other occupations. A solid bond between Dell and students can provide a stable stream of revenue in the future. Also, college students’ income are low, which makes computers purchase a relatively high-involvement products. Buyers actively search for information in high-involvement purchase. It makes the market more competitive since they would do research and compare with different brands. However, this process shapes customers become more loyal since they can discover more about our products. (Geographic Research)

Dell’s goal should be alter the attitudes and value perception of the target market proposed above. The goal should be to reposition Dell’s products as a high quality product (in contrast to what supplemental figure 2) that can lead them to success and the top of their classes. In order for this to happen Dell must be positioned in students mind. This would require creating a new brand line series that connects with the target market. This will be further demonstrated in the ad campaign. Nevertheless we feel it is necessary to state that a Dell needs to make this connection in order to survive.

Positioning

Targeting


BDI and CDI

% of Students Own Dell % of Student PopulationBDI 9.46% 6.49%

% of Students that Own Laptop

% of Student Population

CDI 88% 6.49%

Number Calculations:

BDI CDI

146

1356

Dell Category Develpment Index

Figure 3. The numbers used to calculate these values were Pew research as well as US census data. Using Smiths data the amount of our consultants were able to figure out both the CDI as well as the BDI. The computer manufacturing market is large. As depicted by the CDI. The top 4 companies own anywhere from 5-15 percent. This allows for a large amount of market growth. This is depicted above. Although Dell’s BDI is above 100, it also is only a small portion of the entire plausible market percentage. This is one of the many reasons we are recommending targeting and positioning Dell products towards College students. (Smith)(Geographic Research)

% of college students=6,884,656+13,650,306/316,148,990 =6.49%

CDI=88 %( Smith) (6.495343224091907%*100=1356(1355.9322033898304)

BDI=9.46%6.495343224091907%*100=146 (145.76271186440678)


Marketing Mix

Products:Dell produces a wide scope of computers, server and networking products. Recently it has been diversifying its products by producing its own tablets the Dell Venue. The product mix allows for a wide array of market segments each who have very different demographics and psychographics. This includes B2B and B2C, and even amongst these products have many subsets that are specifically catered to each segment. It produces over 15 specific brands that follow multi-product branding principles. Dell focuses on creating products that allow for mass customization for each of its clients. Purchasing computers both for an individual and a large corporation require a high level of involvement Dell’s product would be considered a specialty product. Supplemental material 6 breaks down the Inspiron 15 inch 7000 series product as well as its price.

PromotionCurrently Dell spends about 1% of its income on advertising. However we strongly urge Dell consider increasing its advertising expenses by 1%. This would require a cut from Dell’s current operating expenses, this is a necessary condition. As shown in figure supplemental material 5. 90% of the applicants used some form of research before purchasing their laptop or computer. Companies such as Apple, and HP are viewed with higher prestige in this supplemental material 1.It is important that Dell get repositioned as a highly effective and tech centric computer that has multiple usages. Being tech smart has become a hip trend. (Long)The increased 1% of advertisement expenses should be used to increase customer awareness of Dell’s products quality. Dell should offer product samples to PC magazine, as well as increase seller awareness at retail properties such as Best-Buy and the Microsoft store. By doing these actions Dell will reposition its laptops as high quality, and good value purchases.

PriceDell’s product allow for end-user customization of the product. Thus the price is flexible and the base price can be altered based on desired requirements. In case of laptops Dell’s site begins its Inspiron 3000 series at 249.99 USD and it extends to its Alienware at 6000.00USD. (Dell).

PlaceDell has recently altered its methods and distribution channels. Examining figure 4 it depicts the old method of purchasing Dell which required pre ordering and receiving product from the main assembler. However currently Dell is offered at 30 Retail locations. This includes the Microsoft store, BestBuy and Costco. Due to constantly reducing hardware profit margins (Edward), it would be unwise for Dell to invest into expanding into creating main distribution channels. As advised above increasing product recognition and repositioning Dell in the mind of generation Y should be the current goal of Dell. Dell’s current strategy for its laptops as it lingers on the precipice

New Product:According to our marketing teams survey that we passed out on various networks for user response we recommend Dell produce a laptop in the range of 500.00 USD – 750.00 USD positioned specifically as a Student's best friend. Of those that responded 81% of students in 4 year colleges agreed that a laptop in this price range is the standard price. Furthermore 80% of those same students agreed they would be more likely to purchase a laptop that had a free 4 year pre-downloaded Microsoft suites was a preferable attribute. Thus the new product is actually a new product line recommendation. A series of several specialty products that are customized to match the needs and wants of several general student majors. For instance, a faster run-time for computer programmers, and electrical engineers, or perhaps better graphics cards for Art and multimedia majors. These are just two examples for the new product lines. (Please check out the URL for more examples).

https://sites.google.com/a/uw.edu/dell-scholar/products-services


of the mature phase and decline phase is to increase awareness and remind of utility of its products.


Supplemental Material

Supplemental Material 1. Comparing perceived laptop quality vs average laptop price. The quality portion of this graph was gathered through an online survey which allowed users to grade their preference of quality of each brand of laptops. There is an aggregation of companies located near Dell all of which sell a decent product at a lower price. These companies are currently challenging Dell’s market share as they sell a product that customers perceive as the same quality and near the same price. Apple was seen to have the highest quality, however it also has a price that is also just as high. Thus for the student segment Apple often exceeds preferred value. So Dell’s goal should be to increase quality and maintain price. The students perceive a certain value at about 750 USD represents a standard laptop. By maintaining that price but increasing the student’s positive attitude towards Dell, it should increase sales and create a long customer life time value.

Supplemental material 2. Dell has an extensive line of products. The brands listed above are only Dell’s B2C products. Each of which have their own individual list of products. Starting with Dell Inspiron, this is Dell’s cheapest product that it aims to create affordable but decent value products. It sells them in several series and has both PC and Laptop versions. From there Dell’s two next computer based products are created with similar though processes. XPS and Alienware offer a more premium experience, Alienware is more focused on. Dell’s ne focus should either be to extend

Dell Distributor

Consumer

Figure 4.(Franses) This figure demonstrates the basic model Dell used in its early stages. It took orders and built the product directly following. Reducing costs, and allowing the company to offer more affordable computers. This model is currently being challenged with the emergence of e-commerce and lowering profit margins (Franses).


on of its current brands into a student only version, or make a new brand all together that is focused towards creating a positive attitude among students. (Dell)

Dell’s Current BCG Matrix

0.11100

10

20

1

1

1

1

Dell's BCG Matrix

Realative Market Share

Annul

Growth

Question Marks

Cash Cows The Dogs

Rising Stars

Supplemental Material 3. Dell's BCG Matrix. Examining the current standing of Dell’s products, many of them are being pulled towards the dog section of the BCG matrix. Laptops, PCs, and Servers could still become cash cows, and rising stars. Dell’s storage on the other hand should be deleted. Other companies such as Google, and Amazon provide a much cheaper version of storage. Since these companies specialize in this product it would be inadvisable to attempt to compete in this segment of the market. Similar to Netscape vs. Internet Explorer Dell would not be able to offer a product cheap enough to compete with the already established data storage companies. It is very important that Dell begin making a change in its line in order to increase the current standings of its products. (2007 PC)

Dell’s BCG Matrix Goals

0.11100

10

20

1

1

1

1

Dell's BCG Matrix

Realative Market Share

Annul

Growth

Question Marks

Cash Cows The Dogs

Rising Stars

Following the strat-egy of targeting kids and creating a new innovative repositioned brand. The end result is a gravitational pull of students becoming managers and then purchasing Dell for larger corporations

Supplemental Material 4. Dell's goal for its products over the next few quarters and years is by implementing the new strategy of targeting students is to create a new positive attitude about Dell’s product line. If Dell is seen as a product that is both high tech and capable of handling all the jobs necessary for the student, this will later be translated into


future purchases. It will create network externalities. The more Dell can sell and make small changes that only Dell offers the more it could force future companies to rely on Dell products to be successful. This is a long term strategy. The goal will be to create a sustained life time value out of each customer. (2007 PC)


Purchasing Decision Process

Information Search:

Laptops are a specialty product that require a large amount of value

analysis. 90% of students research before purchasing a laptop, both

through external sources as well as word of mouth from friends.

Purchase Decision

If no form of negative feedback appears or

a change in need occurs

Alternative Evaluation

Evaluate all the options. Most students voted that Apple was the best option. However also

most agreed that USD 750 was the reasonable price for a

laptop. Thus comparing all the options that fall in a specific

price range.

Post purchase Behavior:

Compare laptop to preconceived beliefs. Plausible cognitive dissidence if the product fails to meet expectations.

Preferably for Dell, new positive attitude, increased word-of-mouth advertisement and brand loyalty.

Otherwise the steps will be repeated.

Problem Need/Recognition

Students realize that either they require a laptop, or their current laptop does not meet

needs and wants.

Supplemental Material 5. Computers are a specialty product that require a longer information search period. We found this to be supported by the data collected in our Survey. Out of the thirty responses gathered 90% stated they always research before purchasing a laptop. Of the 30, 80% also answered that they were more likely to purchase a laptop if it were owned by their friends. The flow chart above depicts the process an individual will take when considering to purchase a new laptop.


Dell’s Ansoff Matrix

Supplemental Material 6. Our team went over many ideas of how and where to penetrate the market. We asked many questions during our environmental scan. We came up with several ideas and looked into the feasibility of each of them for new products that could open up and start increasing revenue and market share.


Ad Campaign

Target Market:The target market of this commercial is college students working on 4 year degrees between the ages of 18-24 years old.

Theory and Goals:This ad is a reminder form of advertisement. The goal is to create a positive attitude towards dell products in the target market mentioned above. Throughout the commercial the viewer’s examine a student walking campus, the goal is to connect and begin a conversation with the target audience. Then it allows the audience to see the vast utility Dell’s products can offer. Also the scene involving the energy drink is used to elicit a combination of a humorous appeal when the can misses the recycle. It should both be create a faintly portion of comedy relief as well as connect with students lackadaisical nature combined with the need of a product that can get things done(see intended message below). Overall, the goal is to create a connection with the market segment, attach a combination of a catchy tune as well as a humorous point that will generate a positive and enjoyable attitude towards Dell and all of its products.

Intended MessageThe message our target market is supposed to get is that success starts with Dell. Thus no matter what homework assignments or projects a student may start his or her Dell can handle any of them with speed and agility. This will appeal our target market segment’s needs of being top of their class. In the end, the message this ad should drive home is that Dell products are products that can get things done efficiently, and on multiple levels.

Report Conclusion: Dell is still a strong contender in the hardware market segment, it has a solid sense of

brand locality with its older customers

Businesses should not be the only focal point of Dell’s targeting plan, the Y generation

has 20 million more consumers in America compared to Dell’s current Market.

Connect with Students, create a product that meets their needs as well as their wants

in a laptop.


Product Stats

New Inspiron 15 7000 Series Touch

Price 749.99 USD

Basic Features 4th Generation intel Core i5 Processer

Windows 8.1 Pro 8 GB Memory 1TB Hard Drive Touch Enables

Special Features USB 3.0 with Power Share HDMI v 1.4a Digital Memory Card Secure Digital Extended Capacity

Extra Features(Accessory Cost) Accident coverage 4 years Office Productivity Software McAfee liveSafe 12 month Adobe Software


References

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Haag, S., Cummings, M., McCubbrey, D., Pinsonneault, A., & Donovan, R. (2006),Management Information Systems For the Information Age (3rd Canadian Ed.),Canada: McGraw Hill Ryerson

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McClellan, Michael. Dell Inc., Company Profile. Competition. Hoover’s, a D&B Company. Retrieved 25 Nov., 2014. Retrieved from Hoover’s Database.

Long, Katherine. "UW Maxed out on Computer-science Space." The Seattle Times. 9 Nov. 2014. Web. 4 Dec. 2014.<http://seattletimes.com/html/localnews/2024992431

_uwcomputerscixml.html>

Smith, Arron. "College Students and Technology." Pew Research Centers Internet American Life Project RSS. Pew Research, 19 July 2011. Web. 19 Nov. 2014. http ://www.pewinternet.org/2011/07/19/college-students-and-technology /

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United States. Census Bureau. Population Division. "Table 2-32: 2010." United States Census 2010. Washington: US Census Bureau, 4 Mar. 2004. Web. 12 Aug. 2009. <http://www.census.gov/population/www/cen2000/briefs/phc-t31/tables/tab02-32.pdf>.

http://www.pewinternet.org/2011/07/19/college-students-and-technology/



Dell Marketing Plan

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