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In 1985 Dell introduced the first computer of its own design- the Turbo PC. The first year gross revenues amounted to $6 million. He managed to establish Dell as one of the most worldwide successful and profitable companies only after the first years of its function. The Story of DELL INC.ĭell was founded in 1984 by Michael Dell, a 19-year old teenager, who started his business with a capital of $1000 and the aim of selling IBM PC-compatible computers. Moreover the report will analyse and discuss the company's pricing strategies and objectives in response to the slow market growth and increased competition while exploring and suggesting further options that can increase Dell's revenue and market share. This report looks at the success story of Dell in its marketing approach, highlighting the key components of its marketing mix as well as its segmentation, targeting and positioning process. In addition, Dell lost its leadership position after HP merged with Compaq to assume the market leader's position. In recent years, Dell was hit by slower growth and increased competition in its core market segments. It is also remarkable to see how Dell that was founded on the basis of direct marketing operations beginning with telephone sales could swiftly embrace the internet as its main direct sales channel. These services are mainly low cost with good quality and are ones that can be considered good value for money. Furthermore it is globally known for building personal computers, enterprise products like servers as well as storages and IT solutions which are customised per order to match the customer's needs. Dell is one of the world's largest computer systems companies, which is highly distinguished by its direct channel marketing policy.