Strategic Policy and Planning at Dell Computers

Dell, an American multinational computer technology company, was founded in 1984 by Michael Dell. Established on a build-to-order and direct sales business model, the company rapidly established its position in the rigorously competitive global computer technology industry to become the largest personal computer (PC) and server vendor by 2003. In addition to PCs and servers, the company is involved in the development and retailing of computer-related products such as network switches, software, data storage devices, computer peripherals, as well as consumer electronics; all in which it commands a substantial share of the global market. Despite its robust position in the industry, the company has over the years faced significant competitive pressure, with the future presenting even more aggressive rivalry. This case study provides a strategic analysis of the company. First, a SWOT analysis of the company is provided. Second, attention is paid to the organization’s corporate-level and business-level strategies. Third, the analysis identifies the structure and control systems the organization uses to implement its strategy. Finally, recommendations for strategic improvement are provided.


Don't use plagiarized sources. Get Your Custom Essay on
Strategic Policy and Planning at Dell Computers
Just from $9/Page
Order Essay

SWOT Analysis


A major strength of Dell stems from its build-to-order business model, which enables the company to reduce supply chain costs by eliminating distributors and retail dealers. This customer-driven model has seen the company lauded as one of the most efficient in the industry in terms of procurement, manufacturing, and distribution. The company’s competitive advantage further stems from its strong brand presence worldwide, creative advertising, unparalleled e-commerce capabilities, an increasingly diversified product portfolio, and excellent customer-service. Other strengths include quality- and cost-driven partnerships with suppliers, strong financial performance, localized manufacturing, rigorous quality control systems, as well as visionary leadership under its founder Michael Dell.


Despite these strengths, a number of weaknesses cannot be ignored. For instance, the company has historically paid little attention to the consumer market — its sales are largely driven by business and institutional clients. This is unlike most of its major rivals such as HP, Lenovo, and Apple, whose major sales come from the consumer market. Little inattention to individual consumers has placed the company at a disadvantage given that most individual customers often prefer trying out a product prior to purchase. This disadvantage has particularly been true in emerging markets such as China, where the notion of online shopping is largely at its infancy. Overreliance on the U.S. market (which accounts for over 60% of its total revenues) and a relatively limited history of acquisitions also constitute significant weaknesses for the company.


In addition to these weaknesses, Dell faces stiff competition from its rivals in the PC category, especially HP, IBM/Lenovo, Apple, Acer, Sony, and Gateway. In fact, HP and Lenovo have already overtaken Dell as the number one PC vendor worldwide. The company also competes with companies like Toshiba, Hitachi, Casio, Accenture, Sun Microsystems, Cisco Systems, Canon, and Epson in other product categories. In spite of this, low-cost manufacturing and customer centeredness remain Dell’s major weapons for fighting competitive pressure. Other threats include increasing maturity of the PC market (especially in the U.S. and other developed countries), reduced corporate expenditure on information technology (IT) products due to sluggish economic growth, declining unit prices for most IT products (especially PCs and servers), as well as increased preference for cheaper, standardized hardware. These threats may significantly hamper Dell’s competitive advantage in the industry.


Nonetheless, emerging markets in Asia and Latin America present a huge growth opportunity for Dell, particularly given that developed markets are increasingly becoming saturated. These markets have a combined population of more than 1.5 billion people. In addition, against the backdrop of tremendous economic growth, these markets have ever experienced increased internet connectivity as well as greater spending on IT products both at the individual and corporate levels. In fact, given the company’s little focus on the consumer market, paying greater attention to this opportunity can significantly boost its competitive position in the global computer technology industry. The good news is that the company has the necessary resources (financial, human, and technical) to take advantage of these opportunities.


Corporate-Level and Business-Level Strategies


Dell is an ideal definition of a global enterprise. The company has manufacturing facilities in the U.S., China, Malaysia, and Brazil; with its products reaching customers in more than 170 countries around the globe. A major hallmark of the company’s corporate strategy is its build-to-order manufacturing model, which is characterized by a remarkably shorter supply chain. Instead of outsourcing contract manufacturers and relying on distributors and retailers, the company assembles its products in-house and delivers them directly to the consumer. This places the company in a better position to deliver customer-specific offerings. The company’s attention to customer preferences is further embodied by its customer-based sales and marketing strategy. This is unlike most other technology companies, which structure their sales and marketing efforts on the basis of product lines. Diversification is also an important aspect of the company’s corporate level strategy. Whereas the company’s focus was initially on PCs and servers, today it commands a significant market share in products like software, computers peripherals, network switches, and data storage devices.


A build-to-order manufacturing model has enabled Dell to successfully pursue a cost leadership strategy. The company has traditionally sought to appeal to cost conscious and price sensitive consumers, which has given it a significant price advantage in the stiffly competitive global computer technology industry. In essence, Dell’s unique corporate- and business-level strategies have been a crucial source of competitive advantage for the company.


Structure and Control Systems


Though Michael Dell was a terrible manager during the early days of the company, he had become a confident, influential, and charismatic executive by the early 1990s. He fostered a culture of accessibility, authority delegation, and shared decision-making. This culture was instrumental in motivating Dell employees and winning their loyalty and respect. It was also crucial for reinforcing and maintaining the company’s customer-centered strategy. Today, Dell remains one of the best companies in the industry in terms of customer service and response to market needs.




Whereas Dell remains a powerful brand in the global computer technology industry, it cannot afford to rest on its laurels. Its glorious position in the industry has increasingly been threatened by rivals, with HP and Lenovo overtaking it as the number one PC vendor worldwide. Without more aggressive strategies, Dell’s market share may further be overtaken by other equally competitive rivals such as Acer, Sony, Apple, and Gateway. To boost its competitive advantage, it is first important for the company to pay greater attention to the consumer market as well as emerging markets, which have historically contributed insignificantly to its revenues. More importantly, the company should relook its corporate-level strategy. The company has largely grown through organic strategies, particularly during its first two decades in operation. Going forward, it is imperative for the company to pay greater attention to inorganic strategies, especially mergers and acquisitions.

Get Professional Assignment Help Cheaply

Buy Custom Essay

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

What discipline/subjects do you deal in?

We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.

Are your writers competent enough to handle my paper?

Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.

What if I don’t like the paper?

There is a very low likelihood that you won’t like the paper.

Reasons being:

  • When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
  • We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.

In the event that you don’t like your paper:

  • The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
  • We will have a different writer write the paper from scratch.
  • Last resort, if the above does not work, we will refund your money.

Will the professor find out I didn’t write the paper myself?

Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.

What if the paper is plagiarized?

We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

smile and order essaysmile and order essay PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!

order custom essay paper