Since Dell Inc. was created, their main strategy has been to use a low-cost and direct-sales model focused on maximizing the benefits of the company´s costumers. They don’t have property systems and offer diversified products and services related with desktops, PCs and Handhelds.
With this low cost customers focused strategy they become the number one direct-sale computer vendor, with almost the 30 percent of the US PC Shipment for the Q3 2008 (Malhotra, 2010).
One of the main challenges of successful companies is to increase or maintain their result, especially if they face rising competitive markets, with an intense competition for market share and consumer fidelity. The strategy for Dell is to diversify the revenue sources; the options can be to look for new clients in other geographic locations (out of the US like the Americas or Asia), look for new customer segments (enterprise solutions) or to sell new product to the same customers, as Michael Dell said: “Our results this quarter and over the past year reflect a new Dell, one focused on providing our customers productivity-enhancing solutions either developed organically or acquired” (O´Brien, 2011).
To succeed in this last strategy, Dell is implementing a Marketing Research Project to gather data from their recent PCs and notebooks customers. The Research Design is Conclusive and implemented through a survey where Dell wants to understand their customer’s satisfaction, explore the probability of repeat buying and recommendation to friends and family. The result will help in the strategy of selling their new products: flat-screen TVs and printers to their actual household customers.
O´Brien, Terrence (2011, 11). Dell reports Q3 earnings, enterprise division rakes in record $4.7 billion. Retrieved on January 20, 2012 from http://www.engadget.com/2011/11/15/dell-reports-q3-earnings-enterprise-division-rakes-in-record-4/
Malhotra, Naresh (2010). Marketing Research: An Applied Orientation. Pearson Education Inc. Prentice Hall