SECONDARY RESEARCH PRESENTATION

Alison Lee, Scott D**, SaVona S**, William Y**

HISTORICAL CONTEXT
1984
19-year-old pre-med freshman Michael Dell starts PCs Limited.

1988

Dell goes public.

1992
Michael Dell is the youngest CEO featured on the Fortune 500 list.

2013
Dell is sold back to Michael Dell and Silver Lake. Going private this month.

2001
Dell becomes #1 computer systems provider worldwide.

1996
Dell.com launches.

Based in Round Rock, TX 13 Acquisitions to provide expert help and maintenance to customers. Off-brand = Inspiron

(http://www.dell.com/Learn/us/en/uscorp1/about-dell-company-timeline?c=us&l=en&s=corp&cs=uscorp1, 2/13/13)

DELL LAPTOPS TODAY

Campaigns Early 2000s Dude, youre getting a Dell
(PR Watch, Dude, Youre Getting Dumped, 2/13/13)

XPS for gaming computer systems (http://www.dell.com/xps, 2/13/13)

Slogans: Yours is here, Purely You, and The Power to do More

Dells Marketing Makeover, 2/13/13)

(Businessweek,

HiEd Program spotlights education data management, lecture capture, assistive technology and virtual labs (http://www.dell.com/Learn/us/en/25/hied-solution?c=us&l=en&s=hied&cs=25, 2/13/13)

MARKET ANALYSIS
Gender Race

Men (102)
Women (98)

White (105)
Asian (105) African American (84)

Education Post Graduate College (124)

Graduated College Plus (118)

Age 18-24 year olds ( 94) 25-34 year olds (112)

MRI Reporter, Personal Computers Dell Own at Home, Fall 2011

MARKET ANALYSIS
Online buzz 63% of the online buzz comes from blogs Mentioned every 25 seconds Most post in one day 31,872 Average posting in one day 3,386 Categorical Focus Top descriptive adjectives: like(23%), first(15%) , better (11%) Positive Words focus Great, Support, Discount Overall Sentiment

- Price (53% of total post) (91% positivity)

- Expectations (19% of total post) (90% positivity)

- Quality (19% of total post) (70% positivity)

Socialradar, February 12, 2013

INDUSTRY ANALYSIS
Computers and laptops have become productivity and communications tools and have brought an endless stream of content via the web to the majority of U.S. homes.

The market is worth 48 billion

Mintel reports, Laptops & PCs, August 2012 Laptops make up 75% of the PC and Laptop markets revenue Laptops are also expected to make a 34% sales increase per year

Socialradar, 2/13/2013

INDUSTRY ANALYSIS TRENDS

Asians remain an important audience for PCs and Laptops

Access Anything Anywhere Laptop sales are expected to reach approximately $36 billion in 2012. With the release of Windows 8 in Fall 2012, new hybrid form factors will emerge that could reinvigorate the laptop market. However, going forward Mintel expects growth to remain in the moderate 3-4% range.

Mintel Reports, Laptops & PCs, August 2012

COMPETITOR ANALYSIS
HP Apple Apple Education Pricing (http://www.apple.com/education/pricelists/, 2/13/2013) (http://www.adweek.com/adfreak/apples-get-mac-complete-campaign-130552, 2/13/2013) Lets Do Amazing campaign

(http://theinspirationroom.com/daily/2010/hp-lets-do-amazing/, 2/13/2013)
(http://www.zdnet.com/hp-targets-dell-with-rapid-fire-fud-campaign-7000010853/, 2/13/2013)

FUD campaign

Mac vs. PC campaign

Toshiba Worlds First Ultra -Wide Ultrabook (http://www.trendhunter.com/trends/toshiba-satellite-u840w, 2/13/2013)

Acer

Explore Beyond Limits campaign

(http://www.marketingmagazine.co.uk/news/1157278/, 2/13/2013)

COMPETITOR ANALYSIS

Mintel, 2/13/2013

Dell Inspiron Average Posts 5,703

MacBook Pro 55,238

HP Pavilion 50,601

Acer Aspire 6,799

Toshiba Satellite 4,306

Social Radar, 2/13/2013

STRENGTHS Price Impressive IT support

WEAKNESSES Public Private

OPPORTUNITIES Windows 8 and new technology

THREATS Growing industry in tablets, netbooks, mobile devices Competitors now provide customization

RECOMMENDATIONS
Maintain a low price, provide the same service and potentially focus on advertising the new tablets to appeal to college students (18-24-year-olds). Since most competitors offer customization options for laptops, Dell should focus on improving overall design.