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Essay / Research Paper Abstract
This 9 page paper offers an overview of Dell Computer Company. Discussion includes a brief description/history of the company, the marketing mix using the 4Cs (an update of the 4Ps), market share of PCs and servers in the U.S. and international markets, as compared to several competitors, factors of their competitive advantage, and worldwide operations. Bibliography lists 12 sources.
Page Count:
9 pages (~225 words per page)
File: MM12_PGdell5.rtf
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Unformatted sample text from the term paper:
operations. Bibliography lists 12 sources. PGdell5.rtf DELL COMPUTER CORPORATION , November, 2001 properly! Executive
Summary Dell Computer Corporation was established in 1984 by Michael Dell, who is the longest-tenured CEO of major US computer company. Dell changed the marketing approach for PCs from using
third-parties to going direct - direct from company to user. Dell has used the Internet brilliantly to increase sales. Dell is the worlds #1 direct computer sales vendor. Compaq holds
the number one position in terms of market share for servers in the world but Dell recently took #1 position for servers in the United States. This is an
international company with a global presence. There are operation and manufacturing facilities in numerous international locations. Dell achieves it competitive advantage through its direct link to consumers and through
its exceptional customer service. The company is also always on the cutting-edge both in the products it offers and in the products it uses to streamline operations. Description of
Company Michael Dell founded Dell Computer Corporation in 1984. Dell is still the CEO and owns 12 percent of the company. Dell is the longest-tenured CEO of any major US
computer company. Corporate headquarters are located in Round Rock, Texas, near Austin. Dell revolutionized the PC marketing world by taking the middle man out of the equation. The company
has always followed a direct approach - direct from the company to the user. Due to the direct marketing and sales approach, Dell can offer lower prices than many of
its competitors making it the worlds #1 direct computer sales vendor (Hoovers, 2001). The company moved into the server market and quickly became one of the leaders in this market:
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