MARKETING COURSEWORK

Marketing Coursework

Marketing Coursework

Introduction

The progressive integration of the world economy and the associated increase in the complexity of the task accomplishment pose significant challenges to the management of modern enterprises. The key drivers of this process are political-administrative (successive liberalization, deregulation and privatization) and specialized divisions (improved transport, information and communication technologies). Steadily rising international commodity, financial and investment support in this global economic development and accelerate at the same time increases the international competition in the market. This increases the importance of marketing planning for the company, because without a well defined and effective marketing plan a company will not survive in the present day competitive environment. For this assignment, Dell Inc has been selected so that a marketing plan for the company can be devised.

Background of the Company

Dell Inc founded in 1984 by Michael Dell while he was a student. The first computer developed by Dell is a PC which was a Turbo with Intel 8088 to 8 MHz Microprocessors. The company has now achieved success thanks to a straightforward concept: eliminate the middleman and offer the customer a computer tailored to their needs. The company renamed in 1987 as Dell Computer Corporation. In 1989, it launched and marketed laptops and, in 1992, it ranked among top 500 U.S. companies. In 1999, Dell took over Compaq and became the largest PC vendor in the United States. In 2003, the company changed its name to Dell Inc. and launched more new products and services. On the corporate market, the brand wants to position itself as a provider of complete solutions by offering new technologies and service providing companies. This included an agreement with Microsoft and Nortel to offer the customers telecommunication equipment as well. In a recent move, Dell Inc. has launched its smart phone on the market.

Market Situation

The market for Personal Computer systems is 800 million Dollars, and it expects sales are stable or falter a bit in the coming years. The main buyers are people who want to have good use but not want to invest in expensive equipment. At present market situation, people are relying on the brands that have established their positive brand image by delivering quality products, in discounted prices. The PC, laptops and even smart phones of Dell Inc are price competitive which enable tech lovers to use current technology in affordable prices. According to current marketing situation, buyers prefer to buy a complete ...