Dell computers - describe their marketing plan - Essay Example

Through highly creative approach of meeting the challenges of fast changing requirements of the people, the company follows a dynamic strategy that incorporates the following major ingredients of competitive advantage. Marketing Mix Dell Computers has highly innovative approach towards marketing and pursues a market mix strategy to promote its goods and services. Unique aspects of its products and services are important ingredients of its market strategies that it promotes through various channels of mass media.

While its online presence provides it with great asset to communicate with its customers on a personal level, it also helps the firm to access a larger database of prospective customers and showcase its range of products. The visual advertisements of Dell are intrinsically lined to the company’s mission and goals of meeting the needs of the people. They portray company’s state of the products and services under the landscape of changing socio-economic paradigms and demography. Thus, its advertisement on various channels show how its products are used by people from different market segmentation – from the common man to meeting the highly complex demands of specific industry or individuals through customization of products and services. . The company is able to do so through exploiting people’s changing requirements and providing them with goods and services that meet their preferences.

It specializes in the personal computers and accessories. The company continuously strives for new product development that can exploit the huge potential of Information technology. Dell’s vision of future encompasses flexible computer solutions so that its customers can easily manage to work within the complex environment of information technology comprising of ‘the data, preferences, applications, operating systems and associated IT policies that uniquely define the individual’. Indeed the solutions are designed to ‘provide IT with centralized control of end-user data and images (or digital identity), while still enabling end-user flexibility to work from anywhere and eventually on any device’ (dell.com) Using green technology and client virtualization hosting are yet another areas that provides it with unique market leadership initiatives.

It is a key technology that facilitates the customers to run multiple applications under different operating system with complete data security. In the fast advancing technology, Dell’s products and services provide the customers wit state of the art technology that can meet the future challenges with confidence and total security. Thus, various products and services have become vital differentiating elements of Dell’s competitive advantage within the industry. Promotion of brand image The company has been able to establish a highly credible brand image.

Kotler (2005) strongly stresses that brand building is extremely important aspect of marketing because