DELL – CURRENT COMPETITIVE ENVIRONMENT TYPE: Public TRADED: NASDAQ INDUSTRY: Computer Hardware & Software, IT Consulting, IT Services PRODUCTS: Desktop, Netbooks, Notebooks, Peripherials, Servers, Printers, Scanners, Smartphones, Storages, TVs AREAS SERVED : Worldwide (33countries) – 110,000 employees

DELL – CURRENT COMPETITATIVE ENVIRONMENT Competitors  HP, Lenovo, Acer, Toshiba, Sony, Gateway, Asus, IBM, Samsung, Apple, MSI & Sun Microsystems. Competitive tools  Low Inventory  Direct Sales Model  Customer focused

DELL – CURRENT COMPETITIVE ENVIRONMENT 2011 (US$BILLON) 2012 (US$BILLION) REVENUE63.07 OPERATING INCOME 4.43 NET INCOME3.49 TOTAL ASSETS44.53 TOTAL EQUITY8.91

DELL – CURRENT COMPETITIVE ENVIRONMENT

3 RD Largest PC Vendor after HP & Lenovo with a Powerful ;  Supply Chain Management (JIT manufacturing approach)  Electronic Commerce. Direct Sales Model – Individual PCs configured to customers specification. NASDAQ - Server Systems - 36hrs – 3days usage Policy of manufacturing close to customers – talk to customer Low Inventory because of industry nature of depreciation Markets specific brand names to different market segments USA & India With all Dell’s business functions provide support globally: R&D, manufacturing, finance, analysis, customer care.

DELL – CURRENT COMPETITIVE ENVIRONMENT Mergers & Acquistions:  2011 – Compellent  February 2012 – AppAssure (Backup & Disaster Recovery Software) – Prior 194% revenue growth (2011) & had 3500% growth prior 3yrs.  March SonicWall, network & data security provider(130 patents)  April 2012 – Wyse, Global Mkt leader for thin client systems.  April 2012 – Clerity Solutions, application re(hosting).  July 2012 – Quest Software

DELL – CURRENT COMPETITIVE ENVIRONMENT Launch of Microsoft's Windows 8 software – Customers cutting back on purchase (late Oct) With touchscreen devices and Internet-based computing; win Black mkt by Apple – Ipad. Dell intends to slash more than $2 billion in costs over the next three years, primarily from the supply chain and sales group, as it sharpens its focus on the technology needs of corporations