The Consumer Laptop Market

Paper Summary:

The paper presents an evaluation of a company using Dell as the benchmark for the evaluation. The paper analyzes Dell's IT infrastructure, supply chain and extensive use of key performance indicators and metrics of performance. The paper concludes that the consumer laptop market is very attractive although there are many processes the engineering, IT, marketing and supply chain organizations will need to consider. The paper also looks at the ethical question of whether the company can produce the high end performance laptops reliably enough to gain and keep customers' trust.

Outline:
Executive Summary
Assessing the U.S. and Global Laptop Market
Lessons learned from Dell
Summary of Strategic Recommendations
Ethical Considerations of entering the Consumer Laptop Market
Conclusion

From the Paper:

"With the intent of finding greater price elasticity in consumer markets, the CEO of our company has requested an analysis of selling our enterprise-class laptops to the consumer markets. His reasoning is that the enterprise markets that are comprised primarily of large corporations are increasingly turning price into the only differentiator in evaluating ours and competitor's laptops. Selling into the consumer market gives our company the opportunity to differentiate on branding, a more precise approach to segmentation and the development of strategies that focus on buyer behavior, and the development of future product strategies based on the unmet needs of this entirely new market."

Sample of Sources Used:

• Louis Columbus. (2003) - Configuration Is the Heart of Customer Fulfillment for Complex Product Manufacturers. In AMR Research Editing Services (Ed.), April, 2003. AMR Research Series. Boston: AMR Research.
• Dell Investor Relations. (2006). Dell Computer Corporation Annual Report. In DellInvestor Relations (Ed.), Annual Report Series (2006 Annual Report). Round Rock, TX: Dell Investor Relations. Retrieved February 28, 2007, from Dell Investor Relations Website: http://www.dell.com/downloads/global/corporate/annual/2006_dell_annual.pdf
• IDC Worldwide Quarterly PC Tracker, June 2006 - International Data Corporation. Framingham, MA . 2006
• Eric Karofsky, & Kevin Reale. (2007) - Performance-Based Logistics Requires SupplyNetwork Agility. In AMR Research Editing Department (Ed.), AMR Research Alert Series. Boston: AMR Research.
• Laudon and Laudon (2006) - Management Information Systems: Managing the Digital Firm. Companion Website for Management Information Systems: Managing the Digital Firm, 9/e. Accessed from the Internet on February 28, 2007 from: http://wps.prenhall.com/bp_laudon_mis_9/0,10571,2101529-,00.html

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• Analytical Essay # 109445 : "Future Product Demand"

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