E-MARKETING Tutor: Ms. Mai Yen Nhi Tutorial: 1 BA07 Presenters: Tran Thi Ngoc Lan Nguyen Thi Huong Tran Ngoc Tra Mi Bui Thi Ty DELL INC MARKET SEGMENTATION

E-MARKETING

Tutor: Ms. Mai Yen NhiTutorial: 1 BA07Presenters: Tran Thi Ngoc

Lan Nguyen Thi

Huong Tran Ngoc Tra

Mi Bui Thi Ty

DELL INCMARKET SEGMENTATION

OUTLINEOverview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards &

recognitionMarket

segmentation + Geographic + Psychographic + Behavior References

Overview of Dell Inc

+ History + Board of

directors + Products + Financial

highlights + Awards &

recognition Market


1984: Michael Dell started up PC’s Limited with $1,000. The 1st in the industry to sell CUSTOM-BUILT computers DIRECTLY to customers.

1985: Dell established CUSTOMER EXPERIENCE as a COMPANY CORNERSTONE.

1989: The company’s 1st notebook computer was introduced.

1996: Dell became one of the pioneers in Internet sales with www.dell.com

1999: E-Support was introduced

2003: Changed name to DELL INC Introduced Dell Recycling program

2006: Introduced DELLCONNECT

2007: Issued the goal of becoming the Greenest Technology company on the planet Introduced Direct2Dell blog Set retail partnerships with Walmart, Staples, Gome, Bic Camera, Carphone Warehouse





recognition Market


Donald J. Carty

James W. Breyer

William H. Gray, III

Judy C. Lewent

Klaus S. LuftAlex J. Mandl

Shantanu NarayenSamuel A.

Nunn

Michael Dell





recognition Market


Laptops & notebooks

Desktops

Printers & Ink

Electronics & Software

Mobile phones & Devices

HDTVs & Home theater

For fiscal year 2010, second quarter (ended July 30, 2010)

Revenue — $15.5 billion

Operating income — $745 million

Net income — $545 million

Earnings per share — $0.28





recognition Market


2010





recognition Market


•Diversity MBA Magazine's Top 100 Diverse Executive & Emerging Leaders

•DiversityInc's 25 Noteworthy Companies

•ConnectMoms©, momcafé and Lisa Martin International© 2010 Progressive Employers (Canada)

•Great Place to Work® Institute, Inc. Top 50 Companies (Mexico)

•Apertura Magazine's Great Places to Work List (Argentina)

•Network and Affinity Leadership Congress 2010 Above and Beyond Award

•Woman Engineer Magazine's Top 50 Employers

•Minority Engineer Magazine's Top 50 Employers

•Corporate Responsibility Magazine's 100 Best Corporate Citizens

Market: 1. America( target, occupy 50% of

net revenue)2. Europe3. Asia4. Middle East5. BRIC( Brazil, Russia, India &

China)

On May 24, 2007, Dell disclosed its plans to sell PCs in the US, Canada, and Puerto Rico through Wal-Mart and Sam’s Club retail stores

Sale method: Internet, telephone





recognition Market






recognition Market

segmentation + Geographic +

Psychographic + Behavior References

1. Official website: Dell.com Local websites: 173

2. Language: Official: English Others: Chinese, Russian,

Spanish, Japanese, French, etc.





recognition Market






recognition Market







recognition Market



Interest communities

Support Forum Blogs: Direct2Dell Ideastorm





recognition Market






recognition Market


Psychographic

+ Behavior References

Support forum:

Solve any problem related to Dell’s product

Give some advice usersget direct access to

anything you are looking to download





recognition Market


Direct2Dell blogShare information about

Dell’s products, services and customers





recognition Market


IdeaStorm- where your ideas reign

Containing customers’ feedback

Product improvement Customer relationship

management





recognition Market






recognition Market


Psychographic


•Dell stresses the importance of its direct business

model in providing direct & continuous feedback

from customer through a special way- LET

CUSTOMERS FREE TO SET UP THEIR SUITABLE

PROFILE, NO INTERMEDIARIES & AT BEST COST

at www.dell.com

US home page( with the most options and core

competencies) includes links for each major group

of customer, THEN specific products and product

categories available as link.





recognition Market


Based on light, medium, and heavy product usage

-DELL: direct e-marketing through B2B market and B2C market with market segment based on level of product usage

+ B2C: for home (individual)- LIGHT PRODUCT USAGE

+ B2B: a. small & medium businesses- MEDIUM PRODUCT USAGE b. public sector( state & local government, federal government, education, health care)- MEDIUM PRODUCT USAGE c. large enterprises – HEAVY PRODUCT USAGE





recognition Market


Sale volumes in 2006 of DELL company

DELL

For home( sales < 5%)

•90% sales for B2B in which 70% for large

enterprises who bought at least 1 million in PCS

annually through online=> target large enterprises





recognition Market






recognition Market







recognition Market

segmentation

+ Geographic +

Psychographic


http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx

http://en.community.dell.com/http://www.ideastorm.com/http://www.dell.com/





recognition Market


THANK YOU FOR YOUR LISTENING !!!

Documents

E-MARKETING Tutor: Ms. Mai Yen Nhi Tutorial: 1 BA07 Presenters: Tran Thi Ngoc Lan Nguyen Thi Huong Tran Ngoc Tra Mi Bui Thi Ty DELL INC MARKET SEGMENTATION