Holzner (2006) found that Dell, from its very early years of business, focused on offering computers as quickly as possible and with greater quality services (p. 4- 6). With its basic marketing strategy of ‘go direct’ and its marketing objective of providing customers with outstanding value and superior quality computers, Dell could rank 34 in the Fortune 500 companies by 2008. It employs more than 63,000 employees in more than 150 countries.
This research work is an attempt to analyze the marketing strategies being adopted by Dell Inc in recent years. Rather than describing the strategies that are implemented by Dell, this piece of research work provides an in-depth analysis of why and how these strategies helped Dell success in its business and achieve its goals. This research work helps find out the strategic perspectives and theoretical approaches that explain how Dell made the success story. This work identifies most important strategic methods adopted by Dell including direct business model, Virtual integration, customization and customer focus and these strategies are detailed in order to examine how these strategies can help a business in its success path.
This research work is an analysis of international strategy from the example of Dell. Dell has been considered to be a model and illuminating example for successful company with effective international strategies. Not just one strategy, but a number of strategies are virtually integrated in the business story of Dell. This research work identifies certain international management and marketing strategies of Dell including ‘go direct’, supply chain management, customer focus, customization and virtual integration.
Dell’s ‘go direct’ model remains to be a powerful strategic tool that not only eliminates the middle men expenses, but, helps the company find and meet specific