Dell Case Analysis

Dell – 2011

Forest David

A. Case Abstract

Dell is a comprehensive strategic management case that includes the company’s year-end 2010 financial statements, organizational chart, competitor information and more. The case time setting is the year 2011. Sufficient internal and external data are provided to enable students to evaluate current strategies and recommend a three-year strategic plan for the company. Headquartered in Round Rock, Texas, Dell’s common stock is publicly traded under the ticker symbol DELL.

Dell is one of the world's top producers of desktop and notebook PCs. Dell also offers a broad range of technology products for the consumer, education, enterprise, and government sectors, including network servers, data storage systems, printers, Ethernet switches, and peripherals, such as displays and projectors. Dell also markets third-party software and hardware. Dell’s growing services unit provides asset recovery, financing, infrastructure consulting, support, systems integration, and training. Dell generates nearly half of its revenues outside the US.

Dell designs, develops, manufactures, markets, sells, and supports mobility products, including laptops, netbooks, tablets, and smartphones; desktops PCs; and servers and networking products. It also offers storage solutions comprising storage area networks, network-attached storage, direct-attached storage, disk and tape backup systems, and removable disk backup.

B. Vision Statement (proposed)

To regain our position as the #1 computer company in the world.

C. Mission Statement (proposed)

1. Customers

2. Products or services

3. Markets

4. Technology

5. Concern for survival, growth, and profitability

6. Philosophy

7. Self-concept

8. Concern for public image

9. Concern for employees

D. External Audit

Opportunities

1. Corporate demand for PCs is increasing.

2. Asia-Pacific sales increased 5.6% in first quarter 2011 and are expected to grow...