A Consumer-Oriented Marketing Strategy for Dell Marketing Plan by Jessie

A Consumer-Oriented Marketing Strategy for Dell
This paper advocates the revision of Dell's marketing strategy to increase performance through internet marketing and the coordination of Dell's splintered marketing agents.
# 151620 | 2,279 words | 15 sources | APA | 2010 | US
Published on Jul 23, 2012 in Business (Companies) , Business (Marketing)

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This paper presents a detailed analysis of Dell's precarious marketing problem. Dell is struggling in its business-to-business (B2B) market due to poor brand image and marketing communication errors. This paper begins with a literature review that discusses the marketing theory behind these concepts. Then, the Dell situation is analyzed. The final section offers recommendations on how Dell can revise its current marketing strategy to increase performance.

Theory and Literature Review
Comments and Solutions
Recommendation 1: Streamline and Unify
Recommendation 2: Refocus on Internet Marketing

From the Paper:

"The announced changes follow Dell's recent marketing struggles. The company that initially made a name for itself during the 1990's as an online provider of PC products has experienced a series of marketing setbacks that have weakened the Dell brand name and placed Dell at a strategic disadvantage to its competitors. One notable example occurred during the summer of 2010 when Dell floundered publicly on its stance toward its partner Ubuntu, the maker of a Linux-based operating system. Dell marketing flubbed when it publicly stated on Dell's website that Ubuntu was superior to Windows operating system and then retracted the statement to claim Windows was superior. Dell marketing retracted its statement again and seemed to choose a compromise that touts Ubuntu for "advanced users and enthusiasts" and Windows for the majority of users (Murphy, 2010, P. 1). In making series of errors, Dell risks angering two financial partners while also diluting its marketing message intended for personal, business and public institution buyers."

Sample of Sources Used:

  • Annual Report to the U.S. Securities and Exchange Commission, Form 10-K, 2010, Dell Inc. Retrieved from http://i.dell.com/sites/content/corporate/financials/en/Doc uments/fy10-year-in-review/FY10_Form10K_Final.pdf.
  • Banham, M 2010, 'Dell reviews select Y&R Brands creative business,' Brand Republic September 17, Retrieved from http://www.brandrepublic.com/news/1029100/Dell-reviews- select-Y-R-Brands-creative-business/?DCMP=ILC-SEARCH.
  • Blumler, J & Katz E 1974. The uses of mass communications: current perspectives on gratifications research, Part 1, Sage Publications, Thousand Oaks, CA.
  • Davis, J 1999 'Dell delves into affiliate marketing,' CNET News, March 23. Retrieved from http://news.cnet.com/Dell-delves- into-affiliate-marketing/2100-1017_3-223410.html.
  • Dell, M 1999, Direct from Dell: Strategies that Revolutionized an industry, HarperCollins Publishers, New York, NY.

Cite this Marketing Plan:

APA Format

A Consumer-Oriented Marketing Strategy for Dell (2012, July 23) Retrieved January 28, 2022, from https://www.academon.com/marketing-plan/a-consumer-oriented-marketing-strategy-for-dell-151620/

MLA Format

"A Consumer-Oriented Marketing Strategy for Dell" 23 July 2012. Web. 28 January. 2022. <https://www.academon.com/marketing-plan/a-consumer-oriented-marketing-strategy-for-dell-151620/>