Dell Computer Corporation Marketing Strategy

Dell Computer Corporation was founded in 1984 by Michael Dell in terms ofmarketing mode that Dell directly sells personal computer systems to customersthemselves without through distribution channels. It enables Dell better to meet the needsof all varieties of customers and thus come up with the most effective computing solutionsto them. From PC to workstation, Dell manufactures every computer system according tocustomers' requirements. These revolutionary actions have made Dell the world-leadingcomputer manufacturer and the biggest one in the industry.At the beginning of 21st century, with fiercer business competition, underlyingproblems within Dell Computer Corporation naturally exposed that sales volume slumpedin some areas. How to change this unfavorable situation? How to regain the lost marketshare and profits? It is the top urgent task for Dell Computer Corporation. This paper isbased on 4Cs theories of marketing.First, it points out Dell Computer Corporation in the competitive market by use ofPorter's five forces model. Applying the SWOT analyzing method, it discloses DellComputer Corporation's strengths and weaknesses, opportunities and threats. After that,with a detailed research on Dell Computer Corporation's present operations, according toChinese PC industry's situation, we can find the strengths and weaknesses of Dell'smarketing tactics and also try to find the shortcomings of PC companies.Finally, Constructive proposals are made for Dell to renovate marketing ideas, reformin marketing administration mechanism and improve the management.