MARKETING PLAN

Marketing Plan

Executive Summary

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 enterprise. Thus, it has now become more important for companies to implement market strategies that could help the company to be on the leading position. In this study, Dell Inc has been opted from electronic industry of UK and the company has been analyzed through Porter's five forces, and PEST analysis, to understand the market situation. Finally, a marketing strategy has been proposed for the company in accordance with the market situation of the industry. In conclusion, it has been found that the basic objective of Dell's existing marketing strategy is to increase the demand as well as sales of its products. After analysing various markets dynamic, it has been found that in the future, the demand of electronic products will decrease, but Dell can remain competitive by decreasing the prices as well as providing the latest technology.

Marketing Plan

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. Devising a marketing plan is important for any business, because this will help in directing the business in the right direction.

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 1996, the company, while being seventh biggest worldwide manufacturer of PC, launched competitive small and medium-sized servers by integrating more powerful processors in the Pentium line. 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. Although Dell has built its success on the design, manufacture and sale of PCs to individuals and professionals, it also presented on the markets for enterprise servers, backup systems and data storage and hardware specific to computer ...