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E-MARKETING Tutor: Ms. Mai Yen Nhi Tutorial: 1 BA07 Presenters: Tran Thi Ngoc Lan Nguyen Thi Huong Tran Ngoc Tra Mi Bui Thi Ty DELL INC MARKET SEGMENTATION.

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Presentation on theme: "E-MARKETING Tutor: Ms. Mai Yen Nhi Tutorial: 1 BA07 Presenters: Tran Thi Ngoc Lan Nguyen Thi Huong Tran Ngoc Tra Mi Bui Thi Ty DELL INC MARKET SEGMENTATION."— Presentation transcript:

1 E-MARKETING Tutor: Ms. Mai Yen Nhi Tutorial: 1 BA07 Presenters: Tran Thi Ngoc Lan Nguyen Thi Huong Tran Ngoc Tra Mi Bui Thi Ty DELL INC MARKET SEGMENTATION

2 OUTLINE Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

3 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References 1984: Michael Dell started up PC’s Limited with $1,000.  The 1 st in the industry to sell CUSTOM-BUILT computers DIRECTLY to customers. 1985: Dell established CUSTOMER EXPERIENCE as a COMPANY CORNERSTONE. 1989: The company’s 1 st notebook computer was introduced. 1996: Dell became one of the pioneers in Internet sales with www.dell.com www.dell.com 1999: E-Support was introduced 2003: Changed name to DELL INC Introduced Dell Recycling program 2006: Introduced DELLCONNECT 2007: Issued the goal of becoming the Greenest Technology company on the planet Introduced Direct2Dell blog Set retail partnerships with Walmart, Staples, Gome, Bic Camera, Carphone Warehouse

4 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References Donald J. Carty James W. Breyer William H. Gray, IIIJudy C. Lewent Klaus S. LuftAlex J. Mandl Shantanu NarayenSamuel A. Nunn Michael Dell

5 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References Laptops & notebooksDesktops Printers & InkElectronics & Software Mobile phones & DevicesHDTVs & Home theater

6 For fiscal year 2010, second quarter (ended July 30, 2010) Revenue — $15.5 billion Operating income — $745 million Net income — $545 million Earnings per share — $0.28 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

7 2010 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References Diversity MBA Magazine's Top 100 Diverse Executive & Emerging Leaders DiversityInc's 25 Noteworthy Companies ConnectMoms©, momcafé and Lisa Martin International© 2010 Progressive Employers (Canada) Great Place to Work® Institute, Inc. Top 50 Companies (Mexico) Apertura Magazine's Great Places to Work List (Argentina) Network and Affinity Leadership Congress 2010 Above and Beyond Award Woman Engineer Magazine's Top 50 Employers Minority Engineer Magazine's Top 50 Employers Corporate Responsibility Magazine's 100 Best Corporate Citizens

8  Market: 1. America( target, occupy 50% of net revenue) 2. Europe 3. Asia 4. Middle East 5. BRIC( Brazil, Russia, India & China)  On May 24, 2007, Dell disclosed its plans to sell PCs in the US, Canada, and Puerto Rico through Wal-Mart and Sam’s Club retail stores  Sale method: Internet, telephone Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

9 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

10 1. Official website: Dell.com Local websites: 173 2. Language:  Official: English  Others: Chinese, Russian, Spanish, Japanese, French, etc. Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

11 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

12 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

13 Interest communities Support Forum Blogs: Direct2Dell Ideastorm Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

14 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

15 Support forum: Solve any problem related to Dell’s product Give some advice users get direct access to anything you are looking to download Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

16

17 Direct2Dell blog Share information about Dell’s products, services and customers Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

18 IdeaStorm- where your ideas reign Containing customers’ feedback Product improvement Customer relationship management Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

19 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

20 Dell stresses the importance of its direct business model in providing direct & continuous feedback from customer through a special way- LET CUSTOMERS FREE TO SET UP THEIR SUITABLE PROFILE, NO INTERMEDIARIES & AT BEST COST at www.dell.comwww.dell.com  US home page( with the most options and core competencies) includes links for each major group of customer, THEN specific products and product categories available as link. Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

21 Based on light, medium, and heavy product usage -DELL: direct e-marketing through B2B market and B2C market with market segment based on level of product usage + B2C: for home (individual)- LIGHT PRODUCT USAGE + B2B: a. small & medium businesses- MEDIUM PRODUCT USAGE b. public sector( state & local government, federal government, education, health care)- MEDIUM PRODUCT USAGE c. large enterprises – HEAVY PRODUCT USAGE Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

22 Sale volumes in 2006 of DELL company DELL For home( sales < 5%) 90% sales for B2B in which 70% for large enterprises who bought at least 1 million in PCS annually through online=> target large enterprises Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

23 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

24 Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References

25 http://en.community.dell.com/dell- blogs/Direct2Dell/b/direct2dell/defa ult.aspx http://en.community.dell.com/dell- blogs/Direct2Dell/b/direct2dell/defa ult.aspx http://en.community.dell.com/ http://www.ideastorm.com/ http://www.dell.com/ Overview of Dell Inc + History + Board of directors + Products + Financial highlights + Awards & recognition Market segmentation + Geographic + Psychographic + Behavior References THANK YOU FOR YOUR LISTENING !!!

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