Case Study Marketing Management: Dell New Horizons (Hbs 502 022) Dutch

6012 words - 24 pages

Dell's mission is to be the most succesful computer company in the world at delivering the best customer experience in markets they serve. In doing so, Dell will meet customer expectations.In this essay three questions are answered:1.Why is Dell so succesful.2.What are Dell's strengths, weaknesses, threats and opportunities (SWOT analyses).3. What is Dell's growstrategy for the future.GROEPSOPDRACHT 1MARKETING MANAGEMENTCASE DELL- NEW HORIZONSRotterdam, 5 maart 2003Studenten: Cindy Brouwerstudentnr. 119661e-mail adres cindy.brouwer@meespierson.comNico Geelhoedstudentnr. 274903e-mail adres nja.geelhoed@port.rotterdam.nlInhoudsopgave1.DELL COMPUTER CORPORATION42.HET SUCCES VAN DELL; WAARAAN DELL ZIJN SUCCES TOT OP HEDEN TE DANKEN HEEFT42.1BUSINESS STRATEGIE42.2DIRECT BUSINESS MODEL52.3HET INTERNET52.4CUSTOMER RELATIONSHIPS62.5DIFFERENTIATIE EN POSITIONERING62.6CONCLUSIE73.SWOT-ANALYSE73.1STRENGTHS73.2WEAKNESSESS83.3OPPORTUNITIES93.4THREATS93.5SWOT MATRIX103.5.1Onderbouwing SWOT-analyse103.6STRATEGISCHE AANDACHTSVELDEN114.OMGEVINGSANALYSE EN AANTREKKELIJKHEID MARKT124.1AANTREKKELIJKHEID IT INDUSTRIE124.1.1Bedreiging van nieuwkomers124.1.2Bedreiging van substituten134.1.3Interne Competiviteit134.1.4Onderhandelingsmacht kopers134.1.5Onderhandelingsmacht leveranciers134.2KLANTEN135.GROEISTRATEGIE135.1TOELICHTING STRATEGISCHE KEUZE145.2GROEISTRATEGIE PER STRATEGISCH AANDACHTSVELD155.2.1Marktpenetratie155.2.2(Marktgerichte) productontwikkeling155.2.3Uitbouwen service- en support portfolio165.2.4Marktsegmentatie en vergroten klantwaarde165.2.5Internationale expansie165.3ALGEMENE AANBEVELINGEN171. Dell Computer CorporationDell Computer Corporation (Dell), opgericht in 1984 door Michael Dell, is 's werelds grootste verkoper van computer systemen via het directe verkoopkanaal. Dell's productportfolio omvat PC's, notebooks, workstations, network servers en storage products. Tot de doelgroep behoren zowel consumenten als zakelijke gebruikers. Naast de "thuismarkt" de Verenigde Staten, is Dell vertegenwoordigd in de volgende regio's: West-Europa, Azië/Pacific, Japan en Latijns Amerika.Dell is één van de belangrijkste spelers in IT-industrie. De IT-industrie wordt gekenmerkt door heftige concurrentie. Dell weet zich in deze markt van haar concurrenten te onderscheiden door gebruik te maken van het directe kanaal (direct model). Hierdoor wordt er bespaard op kosten van een retailnetwerk. Daarnaast is Dell via dit directe kanaal in staat PC's, en producten in elkaar te zetten volgens de wensen van de klant. Dell heeft hiermee voor een revolutie in de IT-industrie gezorgd, die overstelpt wordt door onverkochte voorraad en producten die snel verouderden. Dell's geïntegreerde supply chain heeft er voor gezorgd marktaandeel te behalen en tegelijkertijd winstgevend te blijven.Dells missie is: "to be the most successful computer company in the world at delivering the best customer experience in markets we serve."2. Het succes van Dell; waaraan...

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