市场营销报告样本

1、市场营销报告班级：国贸系三班x 张艳鹍时间： 2010 年 12 月 28 日指导老师：张锡宝DELL1 Brief introduce to dellDellImportant international computer manufacturing and sales company computers, as well as excellent Internet infrastructure equipment and service providers. The stock market symbol: DELL. Dell designs, manufactures and prov

2、iding appropriate products and services to customer requirements, but also supply a wide range of software and peripherals. Dell provides a wide range of high- performance computer systems, including notebook computers, desktop computers, workstations, servers and storage products.Dell founder Micha

3、el Dell man (Michael Dell). Dells success is mainly due to the unique Dells direct sales model by, listening to our customers the mostimmediate needs, and industry-standard computing products and a full range of services directly to customers, and create the best Buying experience.The overall demand

4、 environment today is a challenging environment, while Dells highly efficient and customized direct sales model, specially designed to meet such an environment.2 Development of dell1984, Michael Dell founded Dell Computer Corporation1985 launched the first personal computer to his own design - Turbo

5、. Turbo Intel 8088 processor, processing speed is 8MHz1987 became the first to provide Next Business Day Onsite computer systems products andservices company, set up offices in the UK, began to expand the international market, Dell officially listed in 1988, initial public offering of 3.5 million ne

6、w shares, priced $ 8.5 per share in 1989 Dell launched its first notebook computer Dell desktop computerLimerick in Ireland in 1990 to build production plant to supply Europe, the Middle East and Africa for the first time in 1992 by Fortune magazine as the worlds five hundred enterprises in 1993, th

7、e top five manufacturers of computer systems in Australia and Japan Set up an office, entered the Asia Pacific market price of $ 8.5 in 1995, the first in Dell stock rose to $ 100 before the splitOpened in 1996 in Penang, Malaysia, Asia-Pacific manufacturing center, Dell began selling computer produ

8、cts through the site to begin main network server market, one of the S & P 500 Index 1997 1,000 million Dell computers off the assembly line, common stock in the sub-Rose to 1,000 dollars per share, before demolition, Dell launched its first workstation systems, online sales increased from $ 1,000,0

9、00 a day early, jumped to over $ 4,000,0001998 expansion in the U.S. and Europe, production plant, and opened in Xiamen, China manufacturing and customer service centers, PowerVault storage products launched in 1999 in Nashville, Tennessee (Nashville, Tenn) establishment of new offices, expanding Am

10、erican business, Eldorado do Sul, Brazil set up production facilities to meet the needs of the Latin American market, launched E-Support - Direct from Dell online technical support servicesOnline sales in 2000 reached 5,000 million U.S. dollars per day, calculated by the workstation shipments, Dells

11、 first top ranked global launch PowerApp application server, the first Dell PowerEdge servers millions off the assembly line in 2001 for the first time a global market share Most computer makers, according to the standard Intel architecture server shipments computing, Dell ranked first in the United

12、 States, the introduction of PowerConnect network switchesDell 2002, Austin industrial park its name Topfer Manufacturing Center, in recognition of Mort Topfer in the 1994-2002 term of office, and the social contribution of Dell, Dell launched its first blade servers, handheld devices introduced int

13、o the Axim X5 Market for retail customers in the United States launched a standards-based cash registers, launched 3100MP projector into the projector market, sold the two millionth Dell PowerConnect network switch units, Dells U.S. customers to choose their preferred supplier of computer systems 3

14、The reason why dell can fly before 2006A .The begin of direct sellingIn 1988, Dells public offering of stock, direct model formally announced the beginning.From the beginning, their design, manufacture and sale of the entire process, to listen to customer feedback, reflecting customer problems and m

15、eet customer requirements for the purpose. They established a direct relationship between the telephone call from the start, followed by face to face interaction, but now the help of the network for communication, these practices so that they can get the customers response and timely informed of the

16、 people for the products, services and recommend other products on the market , and know what they want the products developed.Dells direct model offers the most valuable technology solutions: System Configuration strong and rich, unparalleled performance and low cost. It also enables Dell to price

17、competitive in order to introduce the latest relevant technologies. Dell, in his memoirs described the benefits of the direct sales modelComparedB the advantage of direct sellingwith the traditional indirect model, direct model really play a productive advantage. Because indirect sales process model

18、 must have two: one from the manufacturer to the dealer and the other is from the distributor to the customer. In direct mode, only a sales staff, and have been able to focus fully placed in the customer. At this point, Dell does not meet with customers in a way, their customer base to be broken dow

19、n, some of them to sell for large enterprises, while others are responsible for the federal government, state governments, educational institutions, small Companies and general consumers. Such a framework of good for sales, becausesalespeople become professionals. They do not - they get more than on

20、e produced by different manufacturers of different products all the details, do not have toremember that every form ofcustomer preferences in the product all the while dealing with the issue of his clients have become the line at home Hand, which makes cooperation between Dell and the overall custom

21、er experience more completeFive reasons: First, rapid response, on demand, Dell headquarters powerful order processing system and production system; Second, powerful data processing capabilities and advanced information management technologies; Third, the excellent customer service, strong call cent

22、er Services; Fourth, a strong and efficient supply chain; Fifth, low cost and price wars.C Build to orderBy a single custom Dell direct model to truly achieve a zero inventory and high turnover. As Dale said: People look only to stay in the mode of Dells direct sales, and this as Dells unique place.

23、 But the final stage of direct sales is only a means. we truly work towards Operating mode is the pursuit of zero inventory. As customized by Dell, its inventory turnover of一五 times a year. In contrast, other rely ondistributors and resellers to sell competitors, and its turnover number is less than

24、 half of Dell. In this regard, well- known industry analyst in Boston ? J ? William Gregory said:The annual cost ofparts and components industry decreased by一五 % or more, this fast turnaround means moregross profit can be from 1.8% to 3.3%. D Conclusion of dell direct selling1, a direct contact with

25、 customers. The design, manufacture and sales process is to listen to customer feedback, reflecting customer demand as the starting point.2, using the most popular network of direct sales, making care more convenient to buy capacity, thus greatly improving the efficiency of sales.3, the most competi

26、tive price advantage but also direct one of the factors. Relative to the value- added resellers, since bypassing the retailers, the price is relatively cheap, and thus played a real productivity advantage.4 Dell facing challengeA sharply decrease at the second quarter in2006In 2006, Dells success an

27、d fortune to enter the global market, direct sales model in all countries, much of Wall Street stock industry sector and the IT challenge. Dells overall performance in 2006, lack of good can be said, not only in the third quarter was the most powerful competitor to HPs global market share of 16.3% c

28、ompared with 16.1% and beyond, lost the personal computer market in the worlds treasure-bit, and sales growth rate lagged behind the overall market average, particularly in emerging markets led to its overall share of the negative decline in the market while a number of important senior management t

29、urnover also makes the Dell seems decidedly become a sick old man of the enterprise. Dell has a former vice president of William J - Amelio, former preside nt of Chi na, Foo Piau Pha ng, former preside nt of Chi na, Michael David, the original Japanese director of residential and commercial sales So

30、taro Amano, Asia Pacific and Japan vice president of marketing David Schmoock and so has joined the rival camp, especially if Dells marketing in Asia Pacific from the customers senior management to come to a general migration to the associationB Dells direct model of the DisadvantageDells direct mod

31、el and even in emerging countries has been the development of some European countries do not go well. For example, in Italy, China, India and other countries, Dells market share has been unsatisfactory. In China and India, attracted the attention of the worlds emerging gold market, Dells direct sale

32、s as the boats sailing in the yellow desert. According to IDC, the end of 2005, Lenovos PC market in Asia Pacific market share of 17.6%, HP at 10%, while Dell was 9.9%. The HP plans PC sales in Asia-Pacific region in 2006 will reach about 20% growth rate is 10% of the region, the growth of the indus

33、try is expected to double. Obviously compared to Dells performance in passing Lenovo and HPThe superior attitude towards customer needs and complaintsNeglect and negative treatment of resellers and system integratorsBrand indifference, lack of dynamism and intimacy of HealthLack of innovation, stubb

34、orn conservative5 Dell turnaround strategyFor the plight of direct sales model, Dell had been taken to ignore and not recognize the attitude. But the growing number of analysts on Wall Street face of criticism and accusations, and other IT giants several times more than its sales growth of its marke

35、t share erode, and the declining stock price, Dell had to stubbornly rigid Acknowledge the existence of the operation and management of its huge flaws and shortcomings.A Mergers and acquisitions of other PC companies, make up less than channelNot long ago, IT industry came with the Founder of Dell i

36、s planning acquisitions. News reports said that Dell plans to acquire the computer division to make up for Founders own lack of channels. Meanwhile, Wall Street analysts and IT industry analysts believe the acquisition of emerging countries also have existing sales channels, Dell computer products s

37、ales growth slow out of magicB To open stores in order to strengthen channel salesIn the direct sales model into the marg inal ben efit of zero or eve n n egative marginal ben efit, Dell have bee n con ducted in several cou ntries show store sales model. This is the Dell sales model was a major brea

38、kthrough.C Accelerate the pace of new productintroductions,pricewarDell has always bee n proud of its new product lau nch success rate is the fun dame ntal one. Chan ges in order to improve sales and sales growth lagged beh ind major competitors in the situation, Dell has launched a new product spee

39、d and price as the primary means of competition. In 2006, Dell lau nched a computer with AMD processors, servers, no tebooks, and adjust prices.DIn to differe nt areas of the market, ope ning up new markets匚 Dell in crease sales and in crease sales profits Ano ther possibility is to add new product

40、varieties into a completely differe nt market segme nt. Dell is a precede nt in this area of the. Such as Dell started selling printers in 2003 and into the consumer electronics market. Today, Dells product line covers the PC, servers, storage products, pri nters, in clud ing PDA, smart pho nes, dig

41、ital cameras and flat-pa nel TVs and other con sumer electro nic products.6 outlookThe establishme nt of Soluti ons, providi ng support for some cha nn els, so that they play a capital role in the platform, while also helping Dell to expand end-userDells home consumer market to adapt to the fighting has begun, some of the design for this market and the cha nges have begu n. Dellx Direct website is being modified aga in and aga in, hop ing to become more automated, elim in