Organisational Strategy

Case Study
Pages 10 (2510 words)
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This report identifies critical changes in the IT industry as instigated by Dell Computers Inc under the leadership of Michael Dell. It identifies how over a period of less than 10 years the IT industry moved away from a 'one size fits all' approach to genuine customer relationship management providing individualised selection of the components of a personal computer (PC).


Porter (1980) explained the importance of focusing on cost leadership and product differentiation to gain competitive advantage - producing an excellent product which is a complete solution to a perceived need. It will then use system lock-in to sustain its competitive edge - locking in complementary products, maintaining a proprietary standard whilst locking out potential competitors.
Between 1996 and 2006 the PC industry underwent two major revolutions. Firstly the way in which PCs were ordered changed with the commencement of e-commerce and secondly the methodology for manufacturing PCs altered radically with the introduction of lean manufacturing and supply chain management.
1996 Dell began selling on-line in 1996 recognizing the importance of having an encompassing e-commerce strategy. By 2000 its on-line sales were $50m/day. Dell became the largest manufacturer of personal computers in the world in 2001.
Many have argued that the Internet renders strategy obsolete. In reality the opposite is trueit is more important than ever for companies to distinguish themselves through strategy. The winners will be those that view the internet as a complement to, not a cannibal of, traditional ways of competing.
The great paradox of the Internet is that its very benefits - making informatio ...
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