Dell 4 Ps Essay

1039 Words Jul 7th, 2008 5 Pages
Marketing Program, Strategy, and Tactics (4 Ps):

Product: Dell Inc. provides a wide variety of both business class and home/consumer class products and services. The company markets specific brand names to different market segments. Some examples of Dell products typically sold to corporate clients are Dell PowerEdge servers, Power Vault, Dell EMC storage systems, and PowerConnect switches. A few examples of products for individual and professional customers are Dell Precision workstations, OptiPlex desktops, Dimension desktops, and Inspiron and Latitude notebooks. In addition to these Dell also offers printers, projectors, and LCD televisions, to name a few. Dell’s obvious cash cow is its PC business. Dell has always been
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Place: Until fairly recently, Dell computers were only available to be ordered on their website or by phone. There was not a physical place that a customer could go to purchase a Dell computer. While this gave Dell’s customers the ability to customize their order to meet their needs, it also kept some people from buying computers from Dell if they wanted to see and touch the computer before buying it, or if they weren’t willing to wait the extra time for Dell to build the computer and ship it to them. In response to this, Dell recently began offering its products in several physical locations, such as Wal-Mart, Target, and Costco. Of course, they still offer their traditional online and phone ordering options. Internet sales make up over 50% of the firm’s total sales.

Market-Product Focus:

Target Markets: Dell targets two market segments: corporate and consumers. There are several differences between Dell’s individual consumers and the businesses. Corporate customers comprise about 85% of Dell’s sales. Generally, businesses are willing to spend more on computer products than an individual consumer wants to spend. Businesses typically buy at regular intervals and are repeat buyers, whereas individual consumers probably just buy one home computer and may not buy again for several years. Businesses usually are interested in more than just the price; they also evaluate what options come on the computer and how easily they are upgraded. Dell also

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