Dell Marketing Analysis Case Study by write123

Dell Marketing Analysis
An evaluation of how Dell's marketing strategy is executed online and in print.
# 106292 | 1,851 words | 11 sources | APA | 2008 | US
Published on Jul 30, 2008 in Business (Companies) , Computer and Technology (General) , Advertising (General)


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Description:

The paper assesses the online advertising of Dell and compares it to the company's print advertising strategies. The paper also examines the underlying differentiating aspects of the Dell business model in order to identify why the Dell websites, defined by market segments, are so important to their overall messaging strategies.

Outline:
Synopsis
Dell's Online Marketing
Dell's Print Advertising
Comparing Dells' Online and Print Advertising Strategies
Exploring Dell's Mass Customization Strategies

From the Paper:

"Dell's marketing strategies are driven by the approach the company has taken to segmenting the market. In previous years Dell has segmented by the market primarily used their products to define the customers, yet today the segmentation is much more focused on understanding target audiences by demographic, line of business or government, and increasingly, psychographic data as well. Psychographics is the study of how people define themselves into groups. The intent of this paper is to evaluate how Dell's marketing strategy is executed both online and in print, and screen captures are included of each form of advertising."

Sample of Sources Used:

  • AMR Research (2003) - Configuration is the Heart of Customer Fulfillment for Complex Product Manufacturers. AMR Research Report. Monday March 31, 2003. Retrieved from the Internet on December 7, 2007 from: http://lwcresearch.com/filesfordownloads/ConfigurationIstheHeartofCustomerFulfillmentforComplexProductManufacturers.pdf
  • Business Editors & High-Tech Writers (8 September 2000). Dell Announces 'Premier Dell.com'; Premier Pages Service Evolves to Further Improve Online Customer Experience. Business Wire,1. Retrieved December 8, 2007, from ABI/INFORM Dateline database. (Document ID: 59724570).
  • Celeste Altus (2007, March). Dell provides its users a forum to share ideas. PRweek, 10(9), 6. Retrieved December 6, 2007, from ABI/INFORM Trade & Industry database. (Document ID: 1237934201).
  • Gemma Charles (2007, May). Can Dell turn his firm around? Marketing,15. Retrieved December 6, 2007, from ABI/INFORM Global database. (Document ID: 1288111601).
  • Direct Response. (2005, October). Brandweek, 46(37), SR10. Retrieved December 7, 2007, from ABI/INFORM Global database. (Document ID: 916362561).

Cite this Case Study:

APA Format

Dell Marketing Analysis (2008, July 30) Retrieved March 29, 2020, from https://www.academon.com/case-study/dell-marketing-analysis-106292/

MLA Format

"Dell Marketing Analysis" 30 July 2008. Web. 29 March. 2020. <https://www.academon.com/case-study/dell-marketing-analysis-106292/>

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