Dell Goes Back to its PC Roots Essay

dingle is a figurer company that do its name by first selling personal computers directly to customers done their website, catalogs, and over the phone. As time passed, dingle grow into tie in crossing lines while battling aggressive rivals such as Hewlett Packard and orchard apple tree, striving to be the image one consumer place in the United States. Despite substantial look for and commercialiseing investment, dells strategy to expand into other connect crossway lines did not succeed, and the company was force to regain its focus on PC gross sales. This case includes the steps taken by dell to aid its legendary PC roots.Key Marketing IssuesBrand A name, term, design, symbol, or other feature that identifies one food marketers overlap as distinct from those of other marketers. Dell is shining up its distinguish by improving customer service, which is especially important as PC sales grow more slowly throughout the application and competitors dig in to defend market sh be.Early Adopters People who adopt new harvestingions earlyish, tell apart new harvest-tides c arfully, and are viewed as the people to check with by afterward adopters. Dell is not looking to pioneer extremist new lines for early adopters, but has gone back to their PC roots, emphasizing related family moorage harvest-tides.Innovators First adopters of new products. line of business Extensions Development of a product that is closely related to existing products in the line but is designed specifically to meet different customer needs. Over the years, Dell has expanded into related product lines while battling rivals, hoping to obtain larger revenues.Product Line A crowd of closely related product items viewed as a unit because of marketing, technical, or end-use considerations. Over the years, Dell has expanded into related product lines while battling aggressive rivals, hoping to derive an ever-larger portion of revenues and profits from a wider incorp orate of products for use beyond the home plate office. Product Mix The composite, or total, group of products that an organization makes available to customers. Dell has returned to its PC roots, emphasizing computers and laptops, inkjet and laser printers, networking equipment, and related products for home office use, after the failure of their consumer electronics strategy.Product Life speech rhythm The progression of a product through intravenous feeding decimal points introduction, growth, matureness, and decline. Dell introduced the Dell Digital nickelodeon and Dell Music Store to compete with apples iPods and iTunes store. However, Apple had so much momentum that Dell was forced to discontinue its own brand of medication players. Personal Case abstractI learned that Dell first made is name selling personal computers directly to customers through its website, catalogs, and phone orders. With a long narrative of marketing technology-based products, Dell has frame a well-known U.S. brand. Despite considerable research, Dells attempt to enter the lucrative $100 one million million world of consumer electronics did not succeed. Although Dell faces intense competition from other consumer electronics companies, they neer stop looking for new ways to shine up its brand by improving customer service, an especially important step as PC sales grow more slowly throughout the industry and competitors dig in to defend market contribution. Case Questions1-Why would Dell not pioneer revolutionary new products for innovators and early adaptors the way its competitor Apple does? According to wsu.edu, an early adaptor is a person who quickly adopts something new-usually a technological innovation. Our text defines innovators as first adopters of new products. Today Dell has gone back to its PC roots, emphasizing computers and laptops, inkjet and laser printers, networking equipment, and related products for home and office use. Because of its failed attempt s to launch new products, the company is not looking to pioneer revolutionary new lines for innovators or early adopters. Instead it adds new features to products with a proven market, finds ways to make production more cost effective, and seeks to consider both Dell and non-Dell products as efficiently as possible.2-In what stage of the product life speech rhythm do personal computers appear to be? How does this excuse Dells attempt to expand into consumer electronics? According to answers.ask.com, a products life cycle describes the stages products experience when introduced to the market. There are four general stages including introductory stage, when marketers raise awareness of the product growth stage, when ontogeny in market share is sought mature stage, when producers of the product keep back maximized market share and minimized costs and the decline stage, when competitors entering the market erode market share and profits begin to decline (anwers.ask.com).The stage th at Dells personal computers appear to be in is the maturity stage. With a long history of marketing technology-based products, Dell has become a well-known U.S. brand. Their management saw the brand as a authorization to exploit in marketing new flat-screen televisions, tiny digital music players, and other non-computer products. Dell launched its consumer electronics items just as major technological developments were churning the industry and changing how consumers buy and use such products.Dell was caught in the crossfire of intense competition. At the start of the consumer electronics initiative, the company introduced the Dell Digital Jukebox and the Dell Music Store, putting it on a competitive concussion course with Apples popular iPods and iTunes store. Dell discontinued its brand and has been reselling products made by Samsung and other manufacturers. This allows Dell to satisfy customer read for certain for consumer electronics without incurring the high cost of resear ch and development.3-How far digest Dell widen its product strut without hurting the companys credibility? For example, what might be the impact of new products such as Dell motorcycles or Dell frozen pastries? According to enotes.com, the product mix of a company, which is generally defined as the total composite of products offered by a particular organization, consists of both product and individual products. A product line is a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups are marketed through the same types of outlets, or fall within given price ranges.Over the years, Dell has become a popular U.S. brand, which was viewed as a strength to emerge into the market of new flat screen televisions, digital music players, and other products. Although Dell did a considerable amount of research and development to make these products a success, the strategy did not succeed. For t his reason, Dell should not attempt to widen its product mix, because it has been proven that doing so will hurt the companys creditability. Dell motorcycles or Dell frozen pastries would definitely hurt the companys creditability, because they are known as a number one computer company. Dell should continue to develop and emphasize computers, printers, and other home office related products to introduce its creditability. ConclusionsFor Dell to continue to successfully market to its consumers and defend its legendary PC roots and name brand, they must develop the optimum product line by understanding buyers goals. The product life cycle is also an important concept to make sure the introduction, alteration, and termination of a product are timed and executed properly, helping to better maintain profitable products and drop unprofitable ones. Although Dell does not pioneer revolutionary new products for innovators and early adopters the way its competitors does, they stand strong in the PC market. Line extensions, however, are used to successfully take market share from competitors.