Advertising Plan

Executive Summary

This paper deciphers the advertising strategy for the DELL Inc. Dell Inc is a renowned name serving the industry of computer hardware along with computer software. Before crafting the advertising strategy for DELL Inc, major competitors were identified in order to scale the things as per the market share. Advertising strategies of the competitors were also highlighted which helped to render the strategy in a more effective manner than its competitors. The major medium to advertise was highlighted as online, as it infuses more reach than conventional medium and that too in lesser capital. As no advertising strategy can be successful if it failed to highlight the target audience it tends to reach along with the intended message. Therefore, the target audiences were also identified and the message was aligned keeping in view the interests and income bracket of the identified audience. The notion upon which the strategy based itself was affordability. As a common insight which merged out of the focus groups conducted was affordability and not the elegance or the performance. The research methods which were used comprised of Surveys and people's meter post campaign and the focus groups were used prior to the campaign.



Advertising Plan

Situation Analysis

Company Description

Dell Inc is a renowned name serving the industry of computer hardware along with computer software. The functions of dell are not only limited to the hardware and software industry. But it is also considered a major player in IT consulting and providing solutions to the companies worldwide. The headquarters of Dell Inc is situated in Washington, USA. The serving CEO of the company is Michael Dell, the company in year 2012 posted a profit of $ 3.49 billion. Since its area of operation is not confined by the geographical limitations as Dell has grown from a local player in the field of IT to an international player, it infuses around 110,000 employees worldwide working in different countries around the world (www.dell.com). Dell Inc, as of today is rendered as one of the biggest technological unit and stands on 44th position in the top 500 companies rendered by forbes. After HP and Lenovo Dell Inc is identified as the biggest PC vendor.

SWOT Analysis

Strengths

Dell Inc approximately holds on the value $7.5 billion, which in itself speaks of the confidence rested by the consumers in Dell Inc.

Dell is a major player when it comes to crafting the solutions to meet the needs of ever changing environment.

Dell also enjoys a unique and an effective business model with its major focus on direct selling.

Dell Inc also thrives on its environment friendly technology.

Weaknesses

Dell despite of being the 3rd biggest vendor, has failed to transform it customer services which even today is a major hurdle in its growth

Dell Inc, has failed to be an innovator as it spends very less on research and development

Dell Inc has very limited products under its patent portfolio.

Retail locations are few.

Opportunities

Expand the products under patent portfolio

Dell Inc should increase and strengthen its presence in the developing ...