Dell's Marketing Strategy Dell – Getting Products to Markets

Dell's Marketing Strategy
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Dell's Marketing Strategy
Dell – Getting Products to Markets
Dell Corporation (Dell) is prominently recognized for excellent hardware and high-power machines that are sold in consumer markets worldwide. Traditionally, Dell tends to sell the products to the customers directly. The company eliminated the role of wholesalers, retailers and related players in the distribution channel in order to maintain direct relationships with the customers. As a result, the distribution of Dell involved only two parties, namely the company and its customers. With the passage of span, Dell shifted the focus towards digital channels by using the internet for selling personal computers to the customers online. The company adopted the approach of gathering specification details directly from the customers, which are incorporated into machines and distributed via digital channels subsequently (Matsui, 2016).
Differentiating from Competitors
The promotional and distributional efforts of Dell were adequate for maintaining differentiation from the competitors noticeably. The company implemented the direct distribution approach, which is not a proactive practice of competitors. Dell interacted directly with the customers in order to track information related to the requirements of a machine. Based on the requirements, Dell tends to manufacture a personal computer and delivers it immediately without involving retailers and related intermediaries. The company promotes the distributional efficacy by positioning the brand as highly responsive and efficient towards requirements of individual customers significantly (Lakshmi, 2018).
Targeting and Relationship with Distribution Strategy
The targeting strategy of Dell is performed through the psychographic and demographic metrics of the customer base. The company targets tech-savvy professionals and executives that serve a progressive corporation while being sensitive towards the status symbol simultaneously. Based on the targeting strategy, Dell offers customiz...