LOG301 Customer Management Research Assignment: Dell

Topic: Customer Management
Students name:
Institution:
Dell’s Situation before SC Segmentation
Dell’s approach to revolutionizing its supply chain management with its model that include the just-in-time inventory, configure-to-order (CTO) manufacturing approach and the impressive cash-to-cash conversion cycle was met by a series of challenges that include:
1 The company’s customers demand turned out to be quite complex
2 Consumers required multiple channel options, an approach that would grant them the capacity to personalize niche products, access low-price product options, and access devices that deliver content(Davis, 2010).
Dell’s Experience regarding Godsell’s Seven Steps
To respond to these challenges, Dell opted to determine the different segments of its customers in a bid to derive value from its services and products. According to the company’s analytics, the demands of the consumers turned out to be complex, an aspect that clearly denotes the needs of the customers tin getting the capacity to personalize niche products, multiple channel options, devices that had the ability to deliver content and low-price options(Davis, 2010). To address these challenges, Dell needed to consider Godsell’s Seven Steps that necessitated the need to:
* Map its end-to-end supply chain procedures with the aim of providing visibility within the entity (Godsell, J. 2012). To achieve this, the company initiated an end-to-end process th...