Dell Strategic Management
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Transcript of Dell Strategic Management
- 1. 1984 Michael Dell 19 The University of Texas PC features memory f t 1,000 1 000 Ad ti i Advertising 10-15% USD 50 000 50,000 USD 600,000 2 1
- 2. 1985 Advertising 1987 : catalog g Large Corporation) PCs Limited Dell Computer Corporation pp 1989 Entrepreneur of the Year Inc.
- 3. 1992 Man of the Year PC Magazine Fortune 500 Worlds largest companies 1993 CEO of the Year Financial World1995 3.5 PC Top five PC
- 4. 1996 Direct Mail Telemarketing Internet : 2001 dell.comDell No. 1 USA Servers Intel Microprocessor 2003 Dell, Inc., 2005 Fortunes Most Admired Companies 2006 (NI) USD 3,572 USD 55,908
- 5. Problems of Early Growth y Disorganization 546 1991 3 4 1995 3.4 Michael Dell 9 Dell form team Motorola, HP, Motorola HP Apple
- 6. Problems of Early Growth (Cont) 1995 Distribution Di t ib ti 2004Kevin R lli K i Rollins CEO D ll D ll Ch i Dell Dell Chairman
- 7. Business Model made-to-order PC PC World and PC Magazine Dell suppliers Dell Dell Computer (Supply-chain management)
- 8. Business Model (Cont)Dell USD 463 R&DApple USD 534 R&D HP USD 4 R&D
- 9. Business Model (Cont)Dell standard Standard PC Intel processors , Microsoft OS commodity Dell 40 50 %
- 10. Business Model (Cont) Dell overheadhd 9.6% Dell USD 1 1 3 IBM 2 HP outsource express 2005Winston Salem,Winston-Salem, North Carolina 2005 3 Desktop 5
- 11. Product Line and StructureDell line desktop , laptop servers, 2006Net revenue Desktop PC 38%, mobility 25%, software and peripherals 15%, servers and networking 10% services 9%, storage 3%
- 12. Product Line and Structure (Cont)Headquarters Round Rock, Texas, near Austin 3 SBU 1. Dell Americas North and South America Texas 2. 2 Dell Asia Pacific Pacific A stralia Australia 3. Dell Europe, Middle East and Africa UK. 7 65% 23% 12% -
- 13. Environmental Change 2006 PC 5% 2005 PC USA Apples iPod commodity PC Dell competitive Gateway HP Compaq 13.8% 14.9% 2005 Dell
- 14. Environmental Change (Cont) Lenovo 13 8% PC notebook Thinkpad IBM Lenovo PC 26% () direct marketing
- 15. Environmental Change (Cont) gEarly 2006Dell 20% 32%D ll 20 32 13% Direct marketing power over supplier arketi er erlier 2005 suppliers Dell corporate 85% . consumer
- 16. Environmental Change (Cont)Consumer market 10% 2007Corporate market 7 8% 2007Ctkt7.8% Dell USA, Canada business model
- 17. Environmental Change (Cont) Corporate package IBM, HP Dell Intel Intel Intel AMD microprocessors performance
- 18. Internal Issues Dell 2 2005 18.7% 18 7 2005 13 6 2006 13.6% Rating 6.3% Rati 6 3% 74 survey re University of Michigan 45% Dell 1 complaint 2 2005 1533
- 19. Internal Issues (Cont) USA 28% 1st quarter of 2006 40 A 2005 25 J 2006 Aug June consumer corporate Dell consumer Dell USA 6% Corporate 11% Gateway, HP, Lenovo
- 20. Internal Issues (Cont) Dell 100 2006 2005 9% 13% Apple HP Consumer Service Call Center 1 3
- 21. Internal Issues (Cont) Early 2006 2005 5000 35% Reduce Cost Dell Free Shipping low-end PC
- 22. Internal Issues (Cont) HR Dell (Offensive) 2006 Dell Chip Intel AMD new line servers PC new XPS M2010 PC laptop
- 23. Internal Issues (Cont) XPS 700 Video Gamers Dell Alienware C Ali Corporation ti Alien Gamer PC Dell2006 2 36% USD 605
- 24. Future ProspectsMichael Dell 1990s direct-sales model Dell laptops serversDell Dell 2 3 Netherlands 40%
- 25. Future Prospects (Cont) June 2006Dell 2.9 USD 23.99 2001 consumer
- 26. External Factors Social USA and EuropeInnovative productMaturity Stage (standard PC as commodity) Emerging CountryLow penetration rateCustomer behavior standard PC
- 27. Economic
- 28. Environmental EuropeECMA (European Computer Manufacturers Association)Environmentally conscious design batteries electricaldesign, batteries,safety, energy consumption USAEPEAT (Electronic Product Environmental Assessment)conformed with IEEE 1680-2006
- 29. Environmental Emerging Countries Peoples Republic of China Electronic Industry Standard (SJ/T 11364 2006) 11364-2006) Information for toxic or hazardous substances, environmental protection, etc. Technology gyWindows Vista
- 30. Product Pr d ct Life CycleC cle USA.Penetration at 75% IndiaiPenetration at 5.1% R.O.C. Penetration at 9% with Growth 62%
- 31. Internal Fact rs Factors StrengthSupply Chain ManagementR&D on process and Supply ChainDynamic Organizational Structure WeaknessRely on capacity of manufacturing componentsRely on only 1 business model
- 32. Internal Factors (Cont) OpportunityHigh PPP in emerging country e.g. R.O.C.Low penetration in emerging countryWork at home trendDevelopment of complementary ppp y product e.g. Windows Vista g ThreatMain Market : Maturity Stage (Innovative product not fit Dell)Strong Competition (Apply, HP, Lenovo, Acer)
- 33. Competitors C mpetit rs HP : M&A CompaqEmotional Marketing Lenovo : IBM Dell Logistic Efficiency Dell
- 34. Corporate Strate C rp rate Strategy Intensive Growth:Market DevelopmentIndividual User : emerging countries retailersIntensive Growth: Product ih DevelopmentIndividual User : R&D Design
- 35. Integration Growth Inte rati n Gr th Corporate & SMEp: Horizontal M&A Silverback Technologies : E-mail Desktop management E-mail, Everdream : desktop management company EqualLogici: storage systems provider i MessageOne: e-mail management
- 36. Target Market1. 1 Corporate 2. SME 3. Individual User ii
- 37. Positioning Corporate & SME : Corporate ProfessionalIndividual User : Local Producer with trust
- 38. Marketing Strategy Product
- 39. ServiceNon-personal service : Download software Service Call priority- Customer profitability Price i Market Penetration
- 40. Place USA and EuropeHybrid Model - Direct Model : Premium (Customized product) - Retail channels ( standard mass) :: maturity customization
- 41. Place Emerging CountryRetail channelsPromotion Be Direct Attitude Dell local producers
- 42. Reference http://en.wikipedia.org/wiki/List_of_countries_by_GDP_%28PPP%29 http://en.wikipedia.org/wiki/Economic_development http://en wikipedia org/wiki/Economic development http://en.wikipedia.org/wiki/Image:Gdp_nominal_and_ppp_2005_world_map_single_colour.png http://www.dell.com/content/topics/global.aspx/corp/environment/en/program_policy?c=us&l=en&s=corp&~section=002 http://www.epeat.net/ http://www.aeanet.org/governmentaffairs/gajl_LABELING_SJT11364_2006ENG.aspi j http://westwood.wikispaces.com/Life+Cycle+of+Computer+Hardware?responseToken=a19060b2ea7737e4ebcf803638c803f1 http://www.epeat.net/Docs/EPEAT%20Green%20Computer%20Launch%20(7-24-06).pdf http://en.wikipedia.org/wiki/Ecma_International
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