Dell Selling Directly, Globally

Case Study : Dell Selling Directly, Globally

Dell Computer Corporation under the longest serving CEO, Michael Dell had used direct business model in his company. The commitment to evaluate its external environment before making strategic decisions is part of the pattern Dell follows when using its direct business model. Its success was founded on the direct business-to-customer model, which revolutionized the PC industry, at first in the US and then in over 170 nations around the world.

The direct model was founded on a simple concept: that by selling personal computers directly to customers whereby Dell could best understand their needs and provide the most effective computing solutions to meet those needs. Dealing directly with customers meant that Dell knew exactly what its customers wanted. Only by three ways Dell communicates with the customers, which are www.dell.com, voice-to-voice and face-to-face.

Dell even applied an expansion strategy that involved selective introduction of the direct model, country by country. The strategy followed the same pattern in each country. The benefits of the direct model have increased attention to customer experience and satisfaction.

The standards for pricing and performance worldwide which includes cost-efficient, fast and customer friendly operation has thrust Dell to the top of the computer industry all over the world.

In conclusion, Dell’s direct business model has led him to be one of the top PC manufacturers in the world and Dell Computer Corporation will continue to grow intensively without any interference with the Dell Direct Model, the very reason for the company’s past success.

The Marketing Strategy followed by Dell.

Dealing directly with suppliers was essential for the successful application of Dell’s direct model. Dell chose to build PCs to order, and Dell was the first PC manufacturer to offer free installation of applications software as a standard service...