Dell's Marketing Strategy

Dell’s Marketing Strategy
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Dell’s Marketing Strategy
Despite having undergone a series of transformation, mergers, and rebranding, Dell Technologies has been a regular fixture in the world of personal computing for several decades. Founded in 1984, the American computer company has ranked among the global leaders and a fierce competitor to computer companies such as Apple, Hewlett Packard, Lenovo Group, IBM (Tachiya, 2013). The company currently offers a wide range of computer solutions, including PC and all other peripherals, printers, network devices, and even data storage systems, to individuals, enterprises, and government institutions. In addition, the acquisition of EMC Corporation by Dell in 2015 made the company a key player among vendors of data storage solutions for large enterprises. Several factors can be attributed to Dell’s success in the industry, with the wide range of products and a marketing strategy that utilizes distribution as a promotional strategy being the major driving forces.
Distribution and promotion strategies are the core marketing aspects that Dell Technologies have capitalized on, and the company has managed to use distribution as a promotion component. Distribution in marketing refers to how a company makes its product available to the consumers. In contrast, product promotion refers to the various tactics a company employs to positively influence consumer behavior on a product or service (Thabit & Raewf, 2018). Dell has a unique product distribution strategy where the consumers order a device to be built for them, with the specification they are looking for, and are then delivered to them just in time. Besides the low-cost productivity associated with this strategy, the company also benefits from low inventory management, which has allowed it to become the frontrunner in building customized computers for consumers. Dell also has its products available to the customers via major retail merchants alongside its retail stores.
The tech space is flooded with lots of reputable brands that offer fierce competition to Dell Technologies for the scarce and declining consumer market for computers. By focusing on a customized building strategy as a major product distribution strategy, Dell can capture specific customer needs as opposed to an approach where a product is built based on company informed functional and user requirements, as is the case for most of its competitors. This approach allows Dell to capture user requirements as well as their personalized information to be used later in the marketing process. Furthermore, the delivery of the customized products via digital space allows them to bypass the retailers and any other intermediaries that might impede distribution efficacy. This paints a picture of Dell as an efficient and highly responsive company because...