Dell 战略分析 英文版.docx

Analysis of the key internal activities management plan - to maximize investment returns(1) Goal of dell is to serve for enterprises to set up the gold standard, even in the malfunction or typhoon, earthquake and other natural disaster emergency, dell enterprise service center strong operational efficiency will maximize help enterprises to shorten the time machine is down, save cost, and get the maximum return on investment, the pursuit of satisfaction, stakeholder return on investment(2) The dell PowerEdge server operation of the web site covering 84 countries site, provide and language or dialect, and different monetary offer, at present there are more than 1 billion visitors each quarter view - the pursuit of satisfaction and business alliance(3) Close to the customers method is to take the computer directly sold to consumers hands. Remove retailers profit, puts the money saved returning to customers. Eliminate the middleman, in order to better service, more efficient way to provide computer is the core of Dell marketing concept - the pursuit of satisfaction, by reducing the cost of communication with the customer that direct communication(4) High quality service is to customize. Order of system direct sales model only primary sales personnel, to put the center of gravity is purely on customers. Dell direct sales model capability to provide clients with the most opulent in the value of the technological solutions.(5) Dell is pay attention to optimize the entire enterprise operation every detail, the pursuit of excellence. organization, the scale, the completion of the optimizationOrganizational structure of Dell: Dell headquarters is located in the birthplace of the state of Texas, Austin. In central Texas is also responsible for the United States, Canada and Latin America business dell America company base camp. In addition, Dell is still in the place with regional headquarters: England Bracknell, responsible for Europe, the Middle East and Africa business; Singapore, responsible for business in the Asia Pacific region, including Japan, China, Australia and New Zealand. incentive - reward, learning developmentDell the company offers a variety of welfare, one of which is to make the employees can more effectively manage yourself and your familys health and financial needs. Let workers can choose and create your own health plan; Participate in health improvement plan in order to maintain and improve their health and management; Improve personal financial situation; Get cash prize. In the Dell, Dell provides welfare is basically you can through the Dell get the professional part of the overall value. It also means that as a successful company, Has a challenging working environment and a talented team members; and have the opportunity to learn, growth and continuous development. All welfare may accord to the specific benefit plan terms change at any time, cancel or replace. employee - diversityDiversity initiative in all aspects of the enterprise culture and it also conveys the business practices and sincere commitment of Dell.In the Dell, we realize that most of the learning and development is through the on-the-job experience and task and acquisition, and the remaining part is through the communication, training and guidance of interacting with others, and through the formal study plan and gain. In practice learning: The new tasks and work change in demand for the different staff role to prepare at the same time, it also brings new learning and development opportunities. The company offers a variety of valuable on-the-job learning opportunities. Learn from others: training and guidance of activities will provide guidance and support to help them to improve performance and development capability. Training and learning plan: Dell offers all kinds of formal and informal learning plan, designed to achieve personal development. Dell training courses will help deal with team members for its current and future role ready, covering much content, including leadership and cell culture, diversity, BPI, business and financial capacity, and more content.2. Marketing Direct sales model: after an agent, dealer or end retailers, manufacturers and customers to realize the seamless virtual integration. Mass customization: (1) can make full use of the most advanced technology; (2) to maximum satisfy consumers request, truly realize the personalized service. Customer relationship management: According to clients status, the client is divided into: T type, R type, and R type of big consumer.Analysis of the external environmentsPEST factors(1) Political environment factor analysisFor the new century, from global overall and future development trend perspective, international the relative peace and stability. The economic development provides a good development environment, which is beneficial to the progress of Dell.Various protection reasonable competition and normal product laws in the world and international trade plays an important role. This undoubtedly of Dells global sales has enormous guarantee.(2) Economic environment analysisFrom 2009 to 2010 the global monetary crisis situation and influence their views have fundamental differences. Based on the ability of government interference in the economy improved, major fiscal policy coordination, developing countries enhance overall economic growth.(3) Social cultural environment analysisWith globalization in half, the world each district peoples way of life more and more similar, values also more and more close to. Due to the wide application and popularization of Internet, people can more easily understand the information all over the world, be helpful for such international enterprise to understand the culture of target market, consumption idea, etc., can according to different consumer market demand for the necessary choice of the strategy.(4) Science and technology environmental analysis With the continuous development of science and technology, computer and other products renewal frequency more and more high, technology is more and more short cycle.For raising the level of science and technology to further improve the degree of automation manufacturing industry, and continuously improve the scientific management method, and the labor productivity of enterprises has been greatly improved, and reduce the cost of production, improving the profit space.SWOTAdvantage - S(1) Direct selling. According to customer requirements for manufacturing products, and the client direct delivery, Dell is the most effective and clear understanding of consumer needs, and then respond promptly.(2) The price advantage. Due to the exact model and abandon the middle channel, according to customer requirements in manufacturing computer. Information instead of inventory, accelerates the capital turnover rate, reduces the cost and realizes the price strength.(3) Customers customized. Clients through the Internet or telephone directory customization product out middlemen, more reasonable.(4) PowerEdge server URL covering 84 countries site, provision and language or dialect, and different monetary quotation, seven site production computer system throughout Asia, Europe, Africa and North America.Disadvantage - W(1) Dell notebook product price is more prominent, and the imbalance in the front. The product price strategy focused on market, establish a brand image in high-end product less. This will lead to the Dell brand influence decline.(2) with a direct sales model development bottleneck, is hard to maintain its cost benefit. Lanugo and Acer and competitors have supplied chain reduced to two weeks, which decreases Dells benefit.(3) after sales service power is weak, compared with association, dells direct sales model decided to service station quantity too little(4) The fundamental service outsourcing increased the complexity of the service process. Service quality cant guarantee.Opportunity(1) the retail market with development opportunities.(2) the popularity of the notebook(3) users to improve computer professional requirementsSO strategy:(1) hybrid sales model. Dells products to enter the global more than 13000 retail outlets, internal management is basically complete the corresponding adjustment, expand the cooperation with other enterprise.(2) for the low end of the market, pushing low-cost notebook (3) mass customization system, more professional, more can meet the demand of marketWO strategy: (1) and professional level IT retail channel enterprise cooperation. Provide consumers with the most professional service, highlights the dells professional, improve dell influence. (2) pay attention to the customer, and customer alliance: customer alliance dell differentiation strategy is the most prominent point.Threat(1) the client in Internet orders after a period of time, often need to configuration and send, prolong the product to the client in the hands of time, influence consumers do not want to buy Dell.(2) a single direct sales model, the market share is not big(3) the competition between industriesST strategy: (1) plenty of parts inventory, fast to send, as far as possible quickly put the product to customer. (2) in the play to its own characteristics of direct sales model at the same time, gradually increasing retail market.WT strategy: (1) the diversity of sales model, carry out the electronic commerce channel multiplication (2) the implementation of the door-to-door service and maintenance, and extending the warranty strategy.Recommended strategiesl PC businessWe think that because dell is a direct way to grow perceptibly, therefore, in this respect, dell can increase its market in China, the propaganda held some promotional activities, so that customers really understand marketing, understand dell products, it will remove the trouble back at home.l server businessDell can improve the appearance of the server, make its style more novel and convenient. If the service industry appeared to decline, Dell should be considered by the contraction or peell services businessThe industry generally is the enterprise liquidation, stripping or through the shrinkage and be cut object, Dell this industry should carry on the contraction strategy, so we have the possibility of profit.l other electronic products businessIn the electronic products in the industry, through analysis we think Dell should strengthen and develop the television, mobile phones, MP3, such as the function of the affiliate products.l according to professional users PC and server business market penetration:Along with the work is more and more dependent on the network and computer, in the business environment, the role of the computer more obvious. Home may not have computers, but in the office, at least has a computer is used to assist in the work, so pay attention to home computer at the same time, we sell can pay more attention to the commercial computer. In the past dell business computer is it merely a part of the PC business, but through the analysis we know. Dells PC business is one of the leading businesses, after that it can use this advantage to strengthen its position in the mercantile industry.Dell in order to better meet the needs of the commercial environment, it can be specially designed software, through the phone and VOIP adapter and Skype software such as cooperation, realize the online conversation function, it can certainly improve the existing commercial computer