Dell Computers

Paper Summary:

This paper investigates the promotional messages used by Dell Computers and describes how these messages are conveyed. In addition, it analyzes how the messages work to position Dell's products to appeal to its target audience. Lastly, this paper identifies where the products are in its product life cycle and how this life cycle stage affects pricing strategies for Dell.

Paper Outline:
Abstract
Introduction
Promotional Messages Used by Dell
Dell Products, Life Cycle Position and Pricing Strategies
Conclusion
References

From the Paper:

"Computers and computer peripherals are the lifeblood of Dell Computers. For this reason, they are also the primary thrust of their marketing efforts. Dell's computers are in the maturity phase of the product life cycle. They are under intense competition from direct to consumer manufacturers, such as Gateway. For this reason, their pricing strategy is to offer comparable products at the price point or slightly lower than their competitors. At this stage, very little differentiation, in actual product, occurs, as the computers are built with similar, if not the same, components."

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