DELL : 2:1 Convertible Notebook
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- Australia 
Based on the conducted research, it has been identified three key issues. These issues are important for Dell to maintain a competitive position in the market. The three key issues resulting from the situation analysis are: - Value proposition is poorly communicated - Weak indirect sales model - Blurred line between the private and enterprise market Dell’s indirect sales model only accounts for 14% of Dell product sales, which is weak compared to Dell’s strong direct sales force. The Latitude 2:1 Notebook’s value proposition is not well communicated to the market. The end users do understand the features, but not the benefits of investing in a 2:1 device and what exactly the Latitude can accomplish for them. While Dell is aiming to become a market leader, Microsoft is moving towards small businesses. Which is a threat to Dell’s position in the market. Based on the issues, it has been developed key strategic options to each of them. The key strategy options are: - Strategy 1: Invest in promoting the Latitude products, marketing the products and not just the brand combined with establishing a buying vision. - Strategy 2: Amplify the position in the high-end business market by emphasizing on what gives Dell competitive advantages. - Strategy 3: Better align business goals with the resellers.
Bacheloroppgave i Internasjonal Markedsføring fra University of Technology, Sydney i Australia, 2017