CASE STUDY – Global Differences in Marketing

Jun 18th, 2015
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Dell’s vision is to “strive to provide the best possible customer experience by offering superior value; high-quality, relevant technology; customized systems; superior service and support; and differentiated products and services that are easy to buy and use”. The core elements of the strategy which are evident in Dell’s marketing communications are: • “We simplify information technology for customers. Making quality personal computers, servers, storage, and services affordable is Dell’s legacy. As a result of direct relationships with customers, or “customer intimacy,” it is best positioned to simplify how customers implement and maintain information technology and deliver hardware, services, and software solutions tailored for their businesses and homes. • We offer customers choice. Customers can purchase systems and services from Dell via telephone, kiosks, and website, www.dell.com, where they may review, configure, and price systems within the entire product line; order system

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CASE STUDY Global Differences in MarketingSubmitted byJai Prakash Meena(2007 IPG-25 )Dells vision is to strive to provide the best possible customer experience by offering superior value;high-quality, relevant technology; customized systems; superior service and support; anddifferentiated products and services that are easy to buy and use.The core elements of the strategy which are evident in Dells marketing communications are:We simplify information technology for customers. Making quality personal computers,servers, storage, and services affordable is Dells legacy. As a result of direct relationshipswith customers, or customer intimacy, it is best positioned to simplify how customersimplement and maintain information technology and deliver hardware, services, and softwaresolutions tailored for their businesses and homes.We offer customers choice. Customers can purchase systems and services from Dell viatelephone, kiosks, and website, www.dell.com, where they may review, configure, and pricesystems within the entire product line; order systems online; and track orders frommanufacturing through shipping.Customers can purchase custom-built products and custom-tailored services. Historicallyflexible, build-to-order manufacturing process enabled Dell to turn over inventory every fivedays on average, thereby reducing inventory levels, and rapidly bring the latest technologyto its customers.Dells sales and ma

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