DELL : 2:1 Convertible Notebook

Abstract

Based on the research conducted, three main issues have been identified as the most receptive to change: 1. The value proposition of the Latitude 2:1 Notebook’s is not well communicated to the market. 2. The indirect sales model is weak and only accounts for 14% of Dell product sales. 3. The line between the private and the enterprise market have become more blurred, and Microsoft and their Surface Pro have started targeting businesses of different size. These issues are also seen as being the key opportunities for Dell in order to increase its competitive position in the 2:1 Notebook market. The strategy options proposed in order to cope with the identified key issues are: Strategy Option 1 1. Change promotional activities’ focus from communicating the overall brand, to communicate the Latitude characteristics and specifications. 2. Develop a new IMC plan in order to change the scope of the promotion. 3. Let commercial customers try Latitude products for a period as a trial. Strategy Option 2 1. Improve communication links between parties, and better align business goals with participants in the indirect sales model. 2. Consider appointing a Marketing Manager to assist with promotional activities for wholesalers and resellers. 3. Consider giving incentives to wholesalers and resellers for them to promote products and services more efficiently. Strategy Option 3 1. Focus on the high-end premium business segment with the Latitude range. 2. Emphasise and leverage the competitive advantage derived from product performance, reliability, total cost of ownership (TCO) and after-sales service.