Except for the relatively few companies that have been somewhat successful in managing their businesses reasonably well, the first few years in the 2000’s have been a struggle for most companies in the industry due to unstable market, fierce competition and over saturation of the market. As PC sales slow worldwide, computer companies have embarked on a broad campaign to gain market share—by cutting prices, introducing new product lines, and forming alliances with companies that can help them broaden their capabilities. Among those who seem to be surviving and planning to take advantage of the economical situation, include Dell Computer Corpo

Dell’s website provides the storefront where online shoppers can browse and view different products and make their shopping decisions without the need for a business intermediary. In business, an intermediary is also known as the proverbial “middle man.” The traditional supply chain flows from the manufacturer to the wholesaler, then to the retailer and then finally to the ultimate user, the consumer. While the traditional supply chain is alive and well for many businesses, the traditional supply chain no longer applies for many of companies harnessing the power of e-Commerce. The new supply chain removes some, if not all, of the intermediaries.

In conclusion, Dell is on a mission and that is to provide the best on-line customer experience to all who buy Dell products. This task will be accomplished by demonstrating the key features, product benefits, and service to all consumers. Dell will continue to strengthen their competitive position as the leader of on-line computer systems. If Dell wants to optimize their return on investment, they must continue to form strong customer relationship as well as vendor relationships and participation. This way, Dell will continue to be the leader for many years to come.

Expansion - Currently, Dell is expanding from the desktop computer market to enterprise computing, a move that involves building high-powered server computers. The company's expertise in selling over the Internet and efficient supplier network are critical if Dell is to drive better value for its customers, Chong says (E-Commerce, Nov 29).

In retail, product placement is a key component of the entire marketing plan. The word placement is a little misleading in that placement, as a marketing term, refers to how and where a product is placed so that customers have access to it. Therefore placement really refers more to distribution. In the case of Dell, distribution is where Dell has broken the proverbial mold. Traditional distribution channels are not used. Dell has replaced the traditional distribution channels with the Internet. Customers cannot drive to their local retail outlet and purchase a Dell computer. They must purchase a Dell computer online or via a toll free number. The product is configured and shipped directly to the end user, bypassing all traditional channels.

The most visible example of promotion of the Dell products is the television advertising commercials mentioned earlier, which is mainly used to target the general public. During the memorable commercials, customers are instructed to go to the Dell website or to call a toll free number to make a purchase. The young quirky college student in the commercials speaks about the value and the benefits of owning a Dell computer, which mainly appeals to young college students. But this is not the only way Dell is promoting its product suite. Searching the Internet for the word Dell via any popular Internet search engine such as Yahoo! or Google places Dell.com at the top of the results list. In addition there are paid banner-advertising links placed strategically around the results. It is not uncommon to see a Dell advertisement in a business magazine or newspaper to attract other businesses to conduct business with Dell.

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