Professional Documents
Culture Documents
AC9UISTIO6S
Dell ha" 7r#)! by b#th i!crea"i!7 it" c/"t#mer ba"e a!d thr#/7h ac./i"iti#!" "i!ce it" i!ce-ti#!: !#table mer7er" a!d ac./i"iti#!" i!cl/di!7 Alie!)are (5++2 a!d 8er#t Sy"tem" (5++9 , 6#table Ac./i"iti#!"; < 5++2 = Alie!)are 5++9 < 8er#t Sy"tem" 5+1+ < >ACE 6et)#r0" 5+1+ < SaaS 5+15 < S#!ic Wall 5+15 < Wy"e
MICROSO?T < %#r Wi!d#)" I6TEL < %#r micr# -r#ce""#r" 6@IDIA < %#r Ara-hic chi-" < %#r m#!it#r" SO6Y
2-3 days
Configuration evaluations
(checking the feasi ility of a specific technical configuration)
C&!+O,()!
Componen t ,anuf.
Componen t
$C ,anufactu rer
$roduct
Distri utor -)eseller
$roduct
Corporate customer
Forecast
Order
Components
,icro"ge# CompuCom
Component manufacturer
Product
Final customer
Order
Distri utor
Dell C#m-/terC" direct m#del de-arted %r#m the i!d/"tryC" hi"t#rical r/le" #! "e$eral %r#!t"; The company outsourced all components b/t -er%#rmed a""embly, It eliminated retailers a!d "hi--ed directly %r#m it" %act#rie" t# e!d c/"t#mer", It took customized orders %#r hard)are a!d "#%t)are #$er the -h#!e #r $ia the I!ter!et, It de"i7!ed an integrated supply chain li!0i!7 DellC" "/--lier" $ery cl#"ely t# it" a""embly %act#rie" a!d #rder<i!ta0e "y"tem
I6@E6TORY MODEL
BUIL !"#!#$ %$ M# %L I$%C" "# &%LL INV%N"#$'M(N()%M%N" i" -rimarily ab#/t "-eci%yi!7 the "iDe a!d -laceme!t #% "t#c0ed 7##d",
1, E/"t<i! time i!$e!t#ry ma!a7eme!t < 3 day", 5, ?#c/" #! "-eed #% i!$e!t#ry deli$ery -r#ce"", MICHAEL DELL = F' day" #% i!$e!t#ry c#m-etit#r" (+ day"1 i% I!tel c#me" #/t )ith a !e) chi-1 I am 7#i!7 t# 7et that t# the mar0et 35 day" "##!erG
I.*(.+O)0 ,"."1(,(.+
I! c#!tra"t t# #ther" )h# -r#d/ce =t# "t#c01 dell %ir"t recei$e" the #rder a!d the
m#!ey a!d #!ly the! "tart" t# b/ild1 /"i!7 that m#!ey t# -/rcha"e %r#m "/--lier
There%#re there i" c/"t#miDati#! #% -r#d/ct" %#r each a!d e$ery c/"t#mer, While #ther c#m-a!ie" had t# 7/e""1 DELL 0!e) e&actly )hat it" c/"t#mer" )a!ted
be%#re ma!/%act/ri!7 the -r#d/ct
Other" had t# mai!tai! i!$e!t#ry a" there e&i"ted middleme!1 "# t# "/--#rt a!d retail cha!!el",
re"eller
RE@OL@ERS
Supplier Manufacturing
(SLC) arehouse
Material Transfer
T# c#m-e!"ate %#r l#!7 lead time" J b/%%er a7ai!"t dema!d $ariability1 Dell re./ire" it" "/--lier" t# 0ee- i!$e!t#ry #! ha!d i! the re$#l$er", $e*ol*ers #r "/--lier l#7i"tic" ce!ter" (SLC" are "mall )areh#/"e" l#cated )ithi! a %e) mile" #% DellC" a""embly -la!t", Each #% the re$#l$er" i" "hared by "e$eral "/--lier" )h# -ay re!t" %#r /"i!7 their re$#l$er, Dell d#e" !#t #)! the i!$e!t#ry i! it" re$#l$er": thi" i!$e!t#ry i" #)!ed by "/--lier" J char7ed t# Dell i!directly thr#/7h c#m-#!e!t -rici!7,
I6@E6TORY MODEL
Dell ha" a "-ecial $e!d#r<ma!a7ed<i!$e!t#ry (@MI arra!7eme!t )ith it" "/--lier" S/--lier" decide h#) m/ch i!$e!t#ry t# #rder J )he! t# #rder )hile Dell "et" tar7et i!$e!t#ry le$el" J rec#rd" "/--lier"C de$iati#!" %r#m the tar7et", Dell )ithdra)" i!$e!t#ry %r#m the re$#l$er" a" !eeded << #! a$era7e e$ery t)# h#/r", It /"e" a ./arterly "/--lier "c#recard t# e$al/ate h#) )ell each "/--lier d#e" i! mai!tai!i!7 thi" tar7et i!$e!t#ry i! the re$#l$er,
Local Suppliers
Supplier O$ned
!ell O$ned
Customer
SELECTIO6 9/ality
8rice Deli$ery
Re"-#!"e t# %eedbac0, E@ALUATIO6 < t# mea"/re -er%#rma!ce /"e" "/--lier" "c#re C#"t
Deli$ery A$ailability #% tech!#l#7y @el#city #% i!$e!t#ry Way" i! )hich they did b/"i!e"" )ith dell #$er the i!ter!et,
Red/ce" ha!dli!7 c#"t, C#mm#! %act#r" that dri$e /- h#ldi!7 c#"t" i!cl/de
#--#rt/!ity c#"t"1 i!crea"ed re!t re./ired %#r the "-ace #% the i!$e!t#ry1 hi7her -remi/m" t# i!"/re the i!$e!t#ry1 a!d c#"t #% #b"#lete 7##d",
CUSTOMER SER@ICE
Ser$ice became a %eat/re #% DellK" "trate7y i! 19'2 It -r#$ided %ree #!<"ite "er$ice %#r a year a%ter "ale C#!tracted )ith l#cal "er$ice -r#$ider" t# ha!dle c/"t#mer re./e"t" %#r re-air" O!<"ite "er$ice )a" -r#$ided #! a !e&t<day ba"i" Tech!ical "/--#rt $ia a t#ll<%ree !/mber1 %a&1 a!d e<mail
!ell
13.3
"PCo#$a%
1&.2
!ell
15.0 !ell
1&.
!ell
1&.'
2 3
5 5ther s
./C
1 .3 3cer
+eno,o
(.0
3cer
'.-
3cer
11.1 !ell
12.2 3cer
12.0 !ell
12.1
3cer
5.'
+eno,o
(.
+eno,o
(.2 +eno,o
'.1 +eno,o
-.( 3cer
11.2
4oshiba
3.'
4oshiba
.0
4oshiba
.5 4oshiba
5.1 4oshiba
5.
3SUS
5.-
5ther
51.&
(.1
.5
2.3
2.1
0.(
C#!ti!/edHH,,
IN THE PAST TODAY Customers are willing to choose $C customi2a ility was highly appreciated y customers !urplus stock lost value 3uickly Demand was typically low for each product variant "ssem ly4to4order more effective than selling pre4configured $Cs in retail stores from a few standardi2ed $Cs model. Inventory of standardi2ed models moves fast Demand was relatively high for each standardi2ed model $C ecame a popular commodity# price has dropped significantly Direct sell model is less effective in today5s more standardi2ed market
FThe direct m#del ha" bee! a re$#l/ti#!1 b/t itC" !#t a reli7i#!,G - Michael Dell in April, 2007 memo to employee I! E/! 5++41 Dell #%%ered t)# 8C m#del" thr#/7h Wal<Mart "t#re" "ell I!"-ir#! !#teb##0 c#m-/ter" thr#/7h Wal<MartC" SamC" Cl/b #/tlet", I! Oct 5++4 Dell "#ld it" 8C thr#/7h1 Chi!aC" lar7e"t electr#!ic" retailer %i%ty A#meD Electrical A--lia!ce" "t#re" Later Dell al"# e&te!ded it" i!ter!ati#!al retail "trate7y by #-e!i!7 it" %ir"t retail "t#re i! R/""ia
SWOT A6ALYSIS
&trength:
1, Direct M#del A--r#ach1 it -r#$ide" Dell a )ay t# i!teract t# c/"t#mer" directly 5, C/"t#miDati#! #% -r#d/ct" 3, Reliability1 Ser$ice a!d S/--#rt (, Late"t Tech!#l#7y
/eakness:
1,Mar0et "hare 7r#)th i" "l#) d/e t# c#m-etiti#!: ?a0e -r#d/ct"M imitati#!" a%%ect "ale" 5, O$erde-e!de!ce #! S/--lier", 3. Lac0 #% Dell St#re"1 ca! be a! i""/e %#r "#me c/"t#mer".
#pportunity:
1, With i!crea"e i! e<c#mmerce the #!li!e retail "t#re" #% Dell -r#$ide them better %rame)#r0 t# ta- !e) b/"i!e"" 5, The Direct a--r#ach M#del #% Dell )#/ld hel- them there e&i"ti!7 t# "ell the #ther IT -r#d/ct"1 "# !e) -r#d/ct de$el#-me!t #--#rt/!ity i" %#r Dell 3, Tablet a!d Smart -h#!e Mar0et,
"hreats:
1, With the i!crea"e i! i!!#$ati#! i! the mar0et the c#m-/ter "y"tem" are bec#mi!7 #/tdated1 "# Dell "h#/ld c#!"ta!tly c#me #/t )ith !e) -r#d/ct" 5, 8e#-le !eed the ./ality -r#d/ct" at l#) -rice )hich )a" Dell "tre!7th d/e t# itC" c/"t#miDe "#l/ti#!1 b/t !#) it" c#m-etit#r" are c#mi!7 /)ith -r#d/ct" i! "ame -rice ra!7e
AT 8RESE6T
ItC" bad !e)" %#r a 8C ma!/%act/rer (8artic/larly i% it d#!Ct al"# -r#d/ce tablet" #r m#bile -h#!e", A !e) "t/dy -redict" that the ri"e i! "ale" #% tablet" a!d cell -h#!e" )ill directly1 a!d !e7ati$ely1 a%%ect the "ale" #% 8C"1 )hich ha$e already bee! "teadily "l#)i!7 d#)!, Ma!y -e#-le attrib/te the decli!e #% 8C "ale" t# $ari#/" %act#r"1 li0e the 7r#)i!7 -#-/larity #% "mart-h#!e" a!d tablet", La"t year1 tablet "ale" t#talled ar#/!d 112 milli#! /!it": thi" year itC" e&-ected t# N/m- /- t# 194 milli#!1 a !early 4+ -erce!t i!crea"e, The rea"#! %#r the i!crea"e i" lar7ely d/e t# decrea"i!7 -rice"1 l#$e #% the cl#/d1 a!d addicti#! t# a--", O! the #ther e!d #% the "-ectr/m1 )hile 8C" "#ld 3(1 milli#! /!it" la"t year1 a!tici-ated "ale" )ill dr#- t# 31L milli#! thi" year,
DELLCS ?UTURE
Dell i! *5( Iilli#! Deal t# A# 8ri$ate i! 5+13 (bi77e"t by %ar "i!ce the day" #% the rece""i#! Micr#"#%t hel-ed )ith /- t# *3 billi#! l#a! a" -art #% the %i!a!ci!7, (Thi" i" !#t the %ir"t time %#r Micr#"#%t, I! 19941 It re"c/ed A--le )ith a *1L+ milli#! i!$e"tme!t %r#m Ia!0r/-tcy Rea"#! < DellK" i! the mid"t #% a c#m-le& re"tr/ct/ri!71 reali7!i!7 it" %#c/" t# bec#me m#re #% a %/ll<%eat/red1 e!ter-ri"e<#rie!ted c#m-a!y, (Iy 7#i!7 -ri$ate1 it ha" 6O "tre"" %r#m "hare h#lder" t# 7e!erate -r#%it"
THA6> YOU