Dell inc Strategic Analysis Report - Essay Example

Strategic Analysis Report Introduction Dell Incorporation (Dell Inc.) is regarded as one of the global leading IT (Information Technology) organisations which offer broad assortment of computing solutions as well as services to its potential global customers. The organisation directly provides its different effective services through its own distribution channels throughout the globe. Through its customer-centric approach, Dell is capable to deliver value-added products or services to its worldwide customers that eventually supported the organisation to attain loyalty and trust from its people and achieve unique sustainable position within the IT industry (Thomson Reuters, 2013; Dell, 2013). This paper intends to conduct a strategic analysis about one of the world leading IT organisations named Dell. The discussion in this paper aims to analyse the history and culture of the organization and its impact on company’s strategy. Moreover, this discussion intends to evaluate the resource capability of Dell and also shows core competencies as well as value chain analysis of Dell. The core intention of this discussion is to strategically evaluate Dell’s corporate governance, stakeholder expectation and business ethics by which the organisation is able to attain superior competitive position. Moreover, the competitive business strategy and strategic position of Dell in terms of its rivals will also be presented in this paper. Macro Environment of Dell IT market is one of leading technological industries where huge number of biggest players like HP, IBM and Apple among others is present. It has been apparently observed in this similar circumstance that IT industry comprises potential number of consumers whose buying trends are continuously changing due to incessant product innovation. In order to survive in this competitive environment, Dell effectively emphasises upon performing its different operational activities by executing broad array of business as well as functional level strategies at large (Schmid & et. al., 2006). With regard to analyse the macro environment of Dell, it has been viewed that the organisation experiences wide variety of government regulations and legal issues that eventually impose low impact upon its business performance . In order to overcome any sort of business or operational challenge, Dell effectively follows the laws and rules of its domestic government that have been mentioned in its business Code of Conduct aiding the organisation towards bringing flexibility within its entire business operation. In terms of global operation, it has been noted that the organisation faces superior degree of governmental intervention which creates extensive impact upon its business activities. In relation to economic environment, Dell primarily focuses upon the value of its domestic currencies in terms of products or service delivery which aids the organisation to earn more profit from its international business market. In relation to social business market, Dell executes wide variety of strategies by which company has been able to deliver innovative products and unique solutions services as per clients’ requirements (Ignatiuk, 2009). PESTEL (Micro Environmental Analysis) In order to identify the core business strategies of Dell, it can be apparently observed that the company tends to practice effective business performance through encompassing each macroeconomic factor namely the political, economic, social, technological, environmental as well as legal aspects while entering into any global marketplace. Political According to the business strategies of Dell, it is often observed that the company significantly focuses on complying with governmental regulations while it tends to perform its business operations in any of the global countries. Political factors can have a major bearing upon a business organisation to efficiently coordinate its number of vital operations. Political disturbances and imbalances, rigid governmental regulations against an organisation functioning in any sector can also impact the organisational functions to efficiently manage its business operations. In this regard, the business strategy of Dell in the global market has been observed to be more effective in terms of addressing different political issues and constraints which can impact on its business operations. The company is highly focused on fostering its business operational guidelines especially the human resource management (HRM) policies. The HRM policies of Dell are significantly focused on practicing adequate measures upon the recruitment process, wage structure, compensation policies and working hours among other factors in accordance with the countries’ political guidelines (Dell, 2013). Economic Incorporating economic factor of the global countries is also a major consideration of Dell in its global business operations. The company tends to take adequate measures relating to the economic stability of the countries in terms of spreading its business operations. According to the business strategies of Dell, economic stability of the host or operational country such as interest rates portfolio, taxation programmes, exchange and inflation rates, economic growth according to Gross Domestic Product (GDP) rates and other economic constraints are the major considerations (Scribd Inc, 2013). Social In relation to the social factor, Dell has been recognised to be a reliable brand for the global consumers due to its extensive deliverance of quality and value based electronic products. The continuous development of products, adequate investments of technological innovation along with effective business strategies of the company can be identified as the major aspects of the company to achieve satisfactory responses from its wide range of consumers from different geographical locations. Moreover, the internal business environmental dimensions such as diversity management, community involvement along with environmental awareness measures of the company have also been recognised as major drivers for Dell to achieve its long-term sustainability in the global electronic market (Dell, 2012). Technological Technological investment is one of the major factors of Dell in its global standing. The company tends to execute advanced technological aspects in its range of electronic and computing products which have easily accomplished the need and the desires of the global customers. Moreover, the continuous customisation and development of products as well as advanced customer service facility through the integration of information and communication technology (ICT) can further be stated as the major competencies for Dell in the global computing and IT service industry (Scribd Inc, 2013). Environmental The environmental factors can be determined as one of the major aspects for the organisations in terms of making entry to a new market or country and it can also impact on the overall business operations. In this regard, the business strategies of Dell considerably focus upon keeping an effective balance of environment in terms of practicing its range of manufacturing, distribution as well as sales and marketing activities. In relation to the environmental awareness initiatives, the business strategies of the company i.e. Dell is highly focused on reducing the impact on the environment through its business operations. In this regard, the company tends to practice the endeavour of lessening greenhouse gas (GHG) emissions, minimising waste through recycling of non-hazardous wastes and enhancing green packaging as well as shipping activities of its range of electronic and IT products (Dell, 2012). Legal Dell preserves adequate guiding principles, which ensures to defend the business performance of the company from various external challenges. The legal guidelines of the organisation highly comply with the trade regulations concerning discrimination law, employment law, consumer law as well as health and safety law inherent within the different global nations (Dell, 2012). Porter’s Five Forces (Industry Environment Analysis) Bargaining Power of Customers In accordance with the present competitive IT industry, it can be stated that the bargaining power of the customers is relatively higher due to the increasing number of competitors within the industry. However, Dell is able to gain a competitive position by drawing a large group of institutional as well as corporate customers across the different nations of this world. Moreover, the diversification of its product lines through incorporating other computing parts such as printers and external storage services among others are potential elements for the company to compete in the respective industry (Dell Computers, 2006). Bargaining Power of Suppliers The bargaining power of suppliers is considerably moderate due to its managing capability through obtaining adequate inventories and manufacturing IT products at stipulated period of time as per the market demand. Moreover, Dell tends to entail suppliers from different regions in accordance with the inventory quality, innovativeness and cost efficiency. In this regard, it can be stated that Dell preserves moderate bargaining power of its global suppliers (Dell Computers, 2006). Threat of New Entrants In accordance with the present day context, the threat of new entrants is significantly low for Dell in the global IT and computer manufacturing industry due to the rapid growth of innovation, advanced features in the products/services as well as creative business strategy. Moreover, the integration of product diversification as well as higher investment on producing advanced electronic goods is a few of the major competencies of the company to reduce the occurrence of new entrants in the respective industry (Rothaermel, 2008). Threat of Substitute Products The business strategies of Dell significantly focus on producing exceptional electronic and IT products that are considerably diverse by their features and usage. The products and the services of the company integrate exceptional and innovative technological features in its each product line in accordance with the customer needs and desires. Therefore, it can be recognised that the threat from its substitute products is considerably low which further facilitates the company to achieve similar growth of its each product line (Rothaermel, 2008). Competitive Rivalry Dell can also be considered as one of the leading companies in the computer hardware, software, IT consulting as well as IT service industries. In relation to competitive rivalry, it has been recognised that Dell faces immense competition from the existing market rivals namely IBM, HP and Lenovo among others. In this regard, it can be stated that Dell is significantly facing a higher extent of competitive rivalry in its respective industry (Rothaermel, 2008). In relation to determine industry analysis, it has been apparently observed that IT industry is quite competitive in nature wherein threats of new entrants are continuously rising in terms of product innovation, feature, prices and qualities. Due to the prevalence of high degree of competition, there pertains little scope of product differentiation along with low level of consumer switching costs. Additionally, it has also been viewed that due to the presence of huge number of existing as well as new players, threat of alternative products is also high in this particular industry. Through its competitive business strategy, Dell is able to sell its product at lower margin as compared to its rivals. Moreover, suppliers bargaining power is also noted to be quite high because huge number of players are already existing in this market. In order to obtain timely materials, Dell strategically maintains smooth relationship with its potential suppliers (Schmid & et. al., 2006). Stakeholder Analysis Dell’s stakeholders primarily refer to its customers, suppliers, employees, shareholders, governmental and non-governmental organizations. Dell believes that its different stakeholders are the vital aspects of its business activities by which company can attain long-term success in future. It has been viewed that Dell effectively engage with its different and always acquire the viewpoint of its business partners regarding making any sort of strategic decision planning in order to bring sustainability towards the future operational activities. Dell always consults with its stakeholders in order to make smooth sustainable operation, enhance employee engagement and also to improve products solution, packaging as well as better service delivery to its global customers. Additionally, Dell also introduced “social responsible investor forum” with its ‘Investor Relation’ team in order to scrutinize its financial performance and corporate responsibility measures (Dell, 2013; Weiss, 2008). Dell strongly believes that its values, purposes and ethical guidelines will support it towards attaining business success. In this similar context, it has been viewed that its effective structure of corporate governance plays an imperative part by which the organisation identify its new business opportunities by a considerable level. The structure of corporate governance that is prevailing on Dell ultimately helps the company to make solid commitments in bringing integrity, beliefs and values amid the staff members. Most significantly, Dell also possesses a strong responsibility culture that influences every level of employees to share their views regarding work environment. Additionally, Dell always considered feedback from its Socially Responsible Investors (SRIs), Non-Governmental Organizations (NGOs) and Subject Matter Experts (SMEs) in order to gain sustainability operational ideas within its business activities. Through these effective means, the organisation not only had been able to obtain confidence towards its strategic path but also to deliver better understanding to its stakeholders regarding making effectual decisions (Weiss, 2008; Dell, 2012). Business Ethics The business ethics of Dell can be better analysed with the help of ‘Code of Conduct (COC)’ that the company established while performing its different operational functions. This COC of Dell portrays specific guidelines to the employees in order to carry their daily operational activities in a sustainable manner. Dell’s COC generally acts as a guidance which helps the organisation to maintain ethical standards and moral principals within its business activities. Additionally, Dell also developed its international business COC which are primarily applied into its global operations. Through its global COC, company effectively identify and manage the cultural differences and workforce diversity within its international business operation. Through its ethical principles, Dell focuses to develop a trustworthy business partner which is considered to be the most valuable assets of its success (Dell Inc., 2012). History & Culture of Dell In the year 1985, Dell manufactured its first turbo PC by which the organisation established unique customer experience and gain sustainable position within the PC market. In the year 1987, the organisation initiated its first international subsidiary in the United Kingdom. Dell attains its first public offering by raising $30 million and also increased its market capitalization from $1,000 to $85 million in the year 1988. Additionally, in the year 1991, the global sales of the organisation became almost double for the third consecutive year. By taking this into concern, in the year 2009, Dell acquired ‘Petro System’ and introduced new business called Dell Services that provided its customers with end-to-end IT services. In the year 2011, Dell earned record breaking sales revenue in its strategic enterprise solution (Dell, 2013). Dell possesses ‘winning’ culture by which the organisation is able to focus upon the important aspects like cost efficiency and competitiveness. Dell’s organizational culture primarily refers sharing values and assumptions that help the employees to identify new business market opportunities. The critical success factors of Dell’s organizational culture have been noted to be faith, truthfulness, sincerity, judgement, bravery, admiration and accountability. Additionally, Dell’s organizational culture is considered as a collective behaviour of its employees by focusing upon the common values along with habits, targets, visions as well as beliefs, working communication and symbols (Vojtickova & Mrnkova, 2011). The organisational culture of Dell can be better understood with the help of the following graphical representation. Figure: Dell Organizational Culture Source: (Vojtickova & Mrnkova, 2011) Resource and Capability of Dell Dell possesses unique resources by which it is able to deliver extensive choice of innovative products, computing solutions and services at the right time as per the market requirements. Additionally, its resources comprise unique business operating segments which are quite difficult for its rivals to operate such types of operational activities. Dell’s operating segments are large enterprise, public oriented business, medium along with small-sized business and consumer market. With the assistance of these operational segments, the organisation is quite capable enough to deliver wide variety of enterprise solutions, services and consumer products to its global clients (Dell Inc., 2012). Core Competencies of Dell Dell primarily competes based upon its ability of offerings, competitiveness, scalable and integrated solutions by which it provides innovative products, solutions and dynamic services as per the expectations of its potential global customers. Dell always believe that its strong business relationship with its customers and unique distribution channels like retailers, system incorporators, distributors and value-added resellers can help it to attain core competitive position by responding instantly as per the customer changing needs. Dell’s business model helps it to make direct communication with its customers and also facilitates the organisation to modify its product or services as per the needs of the specific customers group. Moreover, Dell always focuses on customer-centric approach through which the organisation is able to identify precise needs and demands of its customers across the globe. In this way, the organisation attained strong market position and also developed core competencies within the IT market as compared to its rivals (Dell Inc., 2012). Value Chain Analysis of Dell In relation to analyse the value chain analysis of Dell, it has been viewed that inbound logistics of the organisation always prefer to obtain essential sources of raw materials by following just-in-time ordering approach. Through this particular approach, Dell closely scrutinizes the activities of its suppliers and always preserves strong relationship with them in order to obtain necessary materials at the right time. Moreover, Dell’s operation is primarily related to manufacturing of products and delivering accurate service solutions by executing as well as following customer-centric strategy within its business activities. In relation to outbound logistics, Dell work closely with different partners like retailers, third party resellers and solution providers in order to share best practices and increased capabilities, so that finished products and service solution should be delivered at the right time and at the right places (Scribd Inc., 2013). In terms of marketing, Dell directly sells its different choice of products or services through its own sales distribution channels. The organisation develop sales strategy in order to recognize the evolving needs of its customers where its marketing initiative programs helps to fulfil those needs. In terms of institutional customers, Dell maintains its field sales force throughout the globe, wherein filed-based enterprise solution specialists provide services by considering the feedback of the global clients. As a global IT corporation, Dell delivers broad array of computing solutions and services straight through its own distribution channels. In terms of services, Dell provides end-to-end technology and security consulting solution to its clients. Additionally, the organisation manage its services through its consumer engagement model by which it able to offer wide assortment of configurable IT and business services such as infrastructure technology, consulting and various other product related services (Scribd Inc., 2013). The value of Chain of Dell can be better explained with the help of the following pictorial illustration. Figure: Value Chain of Dell Source: (Insight Innovations LLC, 2013). Scope and Diversity of Organizational Portfolio It has been apparently observed in this similar concern that Dell builds its reputation as a world leading technological service provider by complying with the requirements of the customers and also by developing effectual solutions in order to satisfy potential market needs. Organizational portfolio primarily refers to Dell’s business development strategy that embraces organisation’s acquisition strategy and strategic investment. Dell always believe that its organizational portfolio helps to deliver benefits to its customer and also assist to bring superior competence as well as productivity by creating value for its stakeholders. A vital component of Dell’s business strategy has been viewed to be continuous shifting of its product or service portfolio that helps the organisation to deliver value-added services and attain huge revenue over longer time period (Dell Inc., 2012) Competitive Business Strategy Dell’s competitive business strategy primarily refers to its growth strategy which helps the organisation to attract more number of potential customers through new distribution channels by delivering unique solutions, services and innovative products. With the help of this strategy, Dell also able to expand its association with third party resellers and improve certain business areas by targeting new acquisition and various other business arrangements. Additionally, through this strategy, Dell successfully align its sales capabilities with its business objectives by which also it is quite able to earn higher growth margin as well as attain sustainable competitive position. Apart from this strategy, Dell also implements acquisition strategy by which company identify its current business position, uncertainties and risks that might impact upon its day-to-day operational activities. Moreover, through its innovation approach, Dell directly communicate to its customers regarding their needs, demands and preferences which assist the organisation to deliver innovative products and better solution as compared to its rivals (Gandhi & et. al., 2002; Dell, 2013). Benchmarking and Strategic Direction The notion of benchmarking strategy can be defined as the process which tends to recognise the best practices through which an organisation can increase its efficiency of the business activities. The primary objective of this process is to understand, compare and evaluate the existing position and identify best practices of the organisation to develop its performance (Schaus, 2010). In relation to the business strategies of Dell, it is often observed that the organisation tends to evaluate its major competences and resources to improve its current business practices in the global IT market. Moreover, the company also tends to analyse its internal environment with the business practices which facilitates it to foster its business operations along with facilitating it to meet the performance of its different functions (Dragolea & Cotîrlea, 2009). The strategic direction of Dell significantly constitutes effective leadership skills, which enables the business processes to accomplish the overall goals and objectives of the organisation. Dell always follows unique strategic direction for which the company attains continuous success and long-term growth within the IT industry. Moreover, it has been further observed that Dell possesses certain exceptional resources by which the company’s competitive position has been largely secured as compared to its rivals. Apart from these aspects, the company’s leadership style also influences its employees to an effective extent by which the organisation delivers right products as per the market demands (Dragolea & Cotîrlea, 2009). SWOT Analysis Strengths In relation to measure the strengths, it has been observed that Dell considerably possesses a range of strength factors in the global computing and IT consulting industry. Product customisation, diversification along with integrating advanced technological features can be identified as the major strengths of the company. Moreover, well-build brand image as well as extensive global presence has also played a major part for the company to establish its long-term sustainability in the respective industry (McGraw-Hill Education, n.d.). Weaknesses According to the business process of Dell, the company tends to make personal computers (PCs) and other computing products through procuring electronic and computing parts from a range of global suppliers around the world. Therefore, quality concern is one of the major weaknesses of the company. Moreover, highly focusing on corporate and government institutional customer segments is also a major weakness for the company to sustain its leading position in the IT and technology industry (McGraw-Hill Education, n.d.). Opportunities The notion of product diversification along with introducing new products in the market have been recognised to be a major strategic advantage of Dell which highly creates potential opportunities for the company to achieve long-term sustainability. Moreover, the incorporation of the subsidiaries namely Alienware, Force10 and Dell Services could also facilitate to meet the future desires and expectations of the global customers (McGraw-Hill Education, n.d.). Threats Competitive rivalry within the global IT industry is one of the major threats for Dell which can create various obstacles for the company to sustain in its leading position. Moreover, the strategy of customising existing market through commencing a range of products in lower pricing differences could also impact on the organisation’s premium products in the market. In addition, a lack of targeting youth customer groups can also impact on Dell to compete in the fiercely growing global computer and IT market (McGraw-Hill Education, n.d.). Strategic Position Dell’s marketing strategy helps to improve and bring efficiency within its business operation as per the changing trends of the external business market settings. In relation to determine the strategic position of Dell, it has been viewed that the organisation continuously changed its overall operational strategies on the basis of economic and political environment as well as changing trends of consumer buying behaviours. The marketing strategy of Dell is directly based upon its business model through which company is capable to offer superior customer experiences by maintaining strong affiliation with its business partners and stakeholders. This business model helps the organisation to gain superior competitive position as compared to the other players within the industry. It has also been viewed that Dell utilizes JIT (Just-In-Time) approach within its inventory practices which helps the organisation to maintain minimal level of inventory and earn huge profit margin. It has been further observed that PC market is continuously raising its product cost in terms of quality and features, where Dell still maintain its consistent market growth through its direct distribution strategy resulting in making greater strategic position within the IT industry (Dell, 2013). Conclusion The core idea that emerges from overall discussion is that Dell is one of the leading IT organizations that strategically positioned itself within this industry by delivering accurate products at the right time as per the market requirements. In order to bring sustainable business environment, the company should effectively emphasize upon developing its strategic implementation procedure. 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