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dc.contributor.authorNilsen, Aurora B.
dc.date.accessioned2017-09-28T11:24:40Z
dc.date.available2017-09-28T11:24:40Z
dc.date.issued2017
dc.identifier.urihttp://hdl.handle.net/11250/2457301
dc.descriptionBacheloroppgave i Internasjonal Markedsføring fra University of Technology, Sydney i Australia, 2017nb_NO
dc.description.abstractAfter conducting an internal and external analysis based on primary and secondary research, the conclusion was that Dell is a strong brand in the commercial market. However, the research also concluded that Dell is facing three key issues: The blurred lines between the private and enterprise market have become more blurred as Microsoft and their Surface Pro are targeting small businesses and entrepreneurs, which is a major threat to Dell who is aiming to become the market leader in the commercial 2:1 Notebook market. In addition, Dell’s weak indirect sales model is a major weakness which only accounts for 14% of Dell’s total product sales. As for the value proposition, end users do not understand the benefits of investing in a high-margin device as the Latitude 2:1 Notebook. Furthermore, the three issues set the basis for identifying the overall sales objective and marketing objectives with underlying strategies to further ensure Dell’s profitability and success: Sales objective: Achieve a market penetration rate of 20% for Dell’s Latitude 2:1 range. Marketing objectives: 1. Promotion strategy, 2. Distribution improvement, and 3. Customer retention Dell is suggested to implement three of the strategies to achieve the desired market penetration rate by July 2018. The strategies should be implemented in a prioritized matter, based on the time sensitivity of each strategy option. Each strategy option is justified with thorough research and theory, and portrayed in a timetable for implementation. The three recommended strategies are: § Develop a promotional pull strategy § Improve the indirect sales model by implementing training programs § Implement customer service as a part of the value propositionnb_NO
dc.language.isoengnb_NO
dc.publisherBI Norwegian Business Schoolnb_NO
dc.subjectAustralianb_NO
dc.subjectInternasjonal markedsføringnb_NO
dc.subjectInternational marketingnb_NO
dc.titleDELL : 2:1 Convertible Notebooknb_NO
dc.typeBachelor thesisnb_NO


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