Dell and apple

Presentation on

marketing strategies of

Dell Vs Apple

Presented by :

Kshitiz Pokhrel

Introduction of Apple

Steve Jobs started Apple in 1976 together with Steven Wozniak.

Desktop computers, notebooks, related peripherals, software ,networking

and connectivity products

The customers feel more comfortable when being able to touch and feel

the products

"Soon there will be 2 kinds of people. Those who use computers, and those

who use Apples.

Introduction of Dell

Dell was founded in 1984, by Michael Dell

Dell is a leading provider of products and services that customers require

worldwide

The company’s approach is to be innovative and focus on the customers’

requirements

The power to do more then we have done.

Discription of Business of Apple

The company offers a range of personal computing products including;

desktop computers, notebooks, related peripherals, software ,networking,

and connectivity products

value for an Apple customer is physical contact both with the products and

with educated and knowledgeable employees

selling its products both on the Internet and through distribution channels

Discription of business of dell

Sell personal systems direct to customers

Dell is a leading provider of products and services that customers require

worldwide

Build their information-technology and Internet infrastructures

They listen and learn from the customers themselves and they innovate

from there

sell its products only on the Internet

Marketing mix of Dell vs Apple

Product

Price

Promotion Resource

People

Market leader in 2001-2007

Market leaders in 2007-2011

Dell different strategies

Dell different strategies

Direct to the customer

1 2 3 4

Dell Different strategies

1 2 3 4

Just in time component inventories


1 2 3 4

Customer relationship market


1 2 3 4

Partnership with suppliers

Apple different strategies

1 2 3 4

Cool factor


1 2 3 4

Entering market after they are

developed


1 2 3 4

distribution channel strategy


1 2 3 4

companies used highly educated

employees to sell their product


Market segmentation

Apple

• position themselves in an enviable place in terms of market positioning

• Strong marketing and advertising teams

Dell

• Customer oriented(product are lunched according to customer)

• Dell provides high quality computer systems at the lowest price

SWOT Analysis of Dell

SWOT Analysis of DellS

W

O

T

• Ranked as 38 in fortune 500(2010)

• A well known brand name

• Strong customer Relationship

management(CRM)

• Dell direct sales model(Dell controls its supply

chain which build a computer to a customer’s specification)

• Product customization

S

W

O

T

• They don't have any unique technology to

offer in a market

• Weak relationship with other retailors• Poor consumer service

• Low differentiation


S

W

O

T

• Diversification strategy by introducing many

new products to its range (printers, LCD

television and other non computing goods.)

• Opportunity to sell directly to computer retailer


S

W

O

T

• Competitive rival (Big competition from

Apple, HP, Lenovo, ACER.

• Fluctuation in the world currency market.(changes of the world currencies

affect the cost of supplies ,then dells

production cost)

• Slowing growth rate of laptop market

• Growing growth rate of smartphone and tablet


SWOT analysis of Apple


S

W

O

T

• Customer loyalty combined with expanding

closed ecosystem

• Apple is a leading innovator in mobile device technology

• Strong financial performance ($10,000,000,000

cash, gross profit margin 43.9% and no debt)

• Brand reputation

• Retail stores

• Strong marketing and advertising teams


S

W

O

T

• High price

• Incompatibility with different OS• Decreasing market share

• Patent infringements

• Further changes in management

• Defects of new products

• Long-term gross margin decline


S

W

O

T

• High demand of iPad mini and iPhone 5

• iTV launch

• Emergence of the new provider of application processors

• Growth of tablet and smartphone markets

• Obtaining patents through acquisitions

• Damages from patent infringements

• Strong growth of mobile advertising market

• Increasing demand for cloud based services

S

W

O

T


• Rapid technological change

• 2013 tax increases

• Rising pay levels for Foxconn workers• Breached IP rights

• Price pressure from Samsung over key

components

• Strong dollar

• Android OS growth

• Competitors moves in online music market

History of Apple in logo

Belief on Apple and Dell products

Conclusion

Our final conclusion is that Apple and Dell have managed to be successful

with two different distribution strategies because they have always fulfilled

the needs and expectations of their customers, creating a strong

relationship with them.

They sell their product where their customers expect to find them and that

is the key of a successful distribution strategy