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Marking Global Age CW2 Resit Assignment

Introduction to Company and Plan

According to Dell (2015), Dell is one of the leading companies in the world which are well known for corporate social responsibility activities. Dell has got immense success in the Desktop PC and laptop market and now it aims to develop new range of the smart phones. Dell introduced phones in the past as well but it did not get the desired success so the company has decided to re-launch the cell phones again but in the new category i.e. Smart Phones. It is believed that the company can be highly successful from this new business if the marketing and operations are carried out properly. The new brand will be named as “Dell Dive” and it will

focus on catering youth from the upper middle and upper class.

Company Analysis:

Goals:

Specific goals are very important for any company; Goals help the company define what it wants to achieve. There are three areas which will be focused by Dell in coming few years; which focus on taking action to benefit the macro-environment, strengthening the communities, and hire diverse and engaged workforce (Dell, 2015).

Environment:

Environment is very important aspect to be considered by any company around the globe. Dell offers very environment friendly products; their aim is to create great environment by their work and operations and the products which are produced by Dell. Dell has focused on environmental issues as they are gaining importance day by day (Dell, 2015).

Communities:

Dell employees and stakeholders work together for objectives, which are helpful for social causes and those objectives create great opportunities for the different social communities. Dell produces all its products in China so it has given back to Chinese community in recent years by different Corporate Social Responsibility Activities (Dell, 2015).

People:

To develop people, firstly Dell needs to make good and reasonable relationship between employees globally. This relationship leads to a great development of people associated with Dell (Dell, 2015).

Focus:

According to Calvo (2011), focus shows the direction of a company; it describes that what is considered by companies as important aspect to cater. Dell is highly focused on customers and their needs; no superfluous activities happen in Dell, “Once they learn directly from customers that what they need, Dell works closely with partners and vendors to build

relevant technologies at a low cost.”

Culture:

Culture of any organization is very important; a well-managed culture also shows the strength of any company. Dell has set some standards for their employees to follow. These standards lead them to provide their input in decisions but they must follow those rules and decisions (Calvo, 2011).

According to Jae-woong and Geun-woo (2010), strengths and weaknesses of Dell are:

Strengths:

1. The value of Brand equity of Dell is approximately $8 billion.
2. Dell was first company to introduce Product flexibility (customization)
3. Positive environmental record throughout company’s past performance.
4. Dell has got Competency in mergers and acquisitions.
5. Dell has primary focus on direct selling business model.

Weaknesses:

1. Very harsh customer services.
2. Low investments in research & development.
3. Weak patents portfolio.
4. Very few retail outlets.
5. Very little differentiation.

Customer Analysis:

Dell caters with different types of customers but most of its customers / consumers are the young generation as they spend most on technology based products. Dell has different types of marketing plans which are very strong in nature to target the youth. It is believed that technology can be very easily promoted in the young generation. Dell aims to produce smart phones in future which are very popular in young generation (Brown, 2014).

Competitors Analysis:

According to Brown (2014), Dell’s market share is 18% in PC and laptops market as compared to HP’s share of 15%. Dell is ranked as number 3 laptop and PC Company around the globe on the basis of market share. Whereas in Smartphone industry Apple and Samsung will be…