Dell Computers

Key word:

E-procurement: - The process of buying online goods and services which includes the selection of the product to payment to delivery.

Introduction

Dell was established in 1984 on a straightforward idea: that by providing products directly to clients, Dell could best comprehend their necessities, and proficiently meet those needs. Dell is a worldwide organization working in 34 countries, and more than 46,000 representatives work for Dell. It is sorted out along geographic line into the Americas, Asia and Japan, and Europe, Middle East, Africa. Each of these areas has its own particular local home office and its own assembling plant and supply system. They believe that the close association with clients, partners, suppliers and each other, and working without wasteful progressive system and organization, can make them perform better than other competitors. (Kim sung young. 2015)

Dell has been quite successful in creating a very positive brand image for itself and the flexibility that it gives to its customers has wowed so many people around the globe.

Electronic commerce activity.

The commercialization of the Web in the mid-1990s and the introduction of the World Wide Web in 1993 furnished Dell with a chance to extend quickly. Dell actualized online order taking and opened auxiliaries in Europe and Asia. Dell likewise began to offer more products on its website. This empowered Dell and in 2000 Dell become number one in worldwide PC shipments. Around then, Web deals topped $50 million every day (about $18 billion every year). Today, Dell (dell.com) offers about $62 billion a year in PC related items on the web, from network switches to printers, employing more than 88,000 individuals. (UK pearson. 2016)

The biggest factor for which dell is famous for is that it allows its consumers to customize their product according to their own needs. Thus cutting short on costs and maximizing product value and increasing customer satisfaction. Dell is also famous for its great CSR policies in which they show their concern towards environment.  They have different models of laptops and buyers can customize according to their needs. After the customer has made his choice, they then pay for it and the product is either delivered to them or in certain countries they can also pic up from one of dell stores

Direct Marketing Online.

Direct online marketing is Dell's major electronic commerce (EC) activity. Dell has the following set of consumers:

◗ Individuals for their homes and home workplaces

◗ Small organizations (up to 200 workers)

◗ Medium and substantial organizations (more than 200 workers)

◗ Government, education, and human services associations

Sales to the first set are named business-to consumer (B2C). Deals to the next three groups are ordered as business-to-business (B2B). Purchasers shop at dell.com utilizing an electronic catalogue.  (UK pearson. 2016)

Also, Dell offers refurbished Dell PCs and different items at electronic auctions at (dellauction.com). Online sales are an imperative deals channel. In 2006, Dell opened physical stores, principally in response to client requests.

• Business-to-Business EC.

The greater part of Dell's deals are to organizations. Though B2C deals are encouraged by standard shopping aids like, online catalogue, B2B clients also get   extra assistance from Dell. Dell gives each of its almost 100,000 business clients with Premier Dell assistance. For instance, British Airways (BA) considers Dell to be a vital supplier. Dell gives note pads and desktops to 25,000 BA clients. The more fundamental service, Premier Dell, permits BA (and different organizations) to browse, purchase, and track orders one Dell site modified for the client's necessities. In addition to providing its consumers with e-procurement services, dell also uses them for its EC as well. (Tejinder Kaur Bimbraw, 2015)

Marketing strategy

Dell is no more under any lawful commitments to uncover the subtle elements of its advertising and different costs on the grounds that the organization became private as effective from 2013. Anyhow, information for the past periods demonstrates that the organization has been reliably expanding its marketing budget after global recession of 2007 – 2010.the same procedure has been trailed by Dell's significant rivals, for example, Samsung and Apple, though marketing expenses were   reduced in 2012 by Dell's close rival HP. (Reuters, Thomson, 2013)

Dell advertising message accentuates low cost of its items and the most elevated amount of customization of configuration and experience. The showcasing message is transmitted to the objective client fragment in an incorporated way by means of publicizing, sales promotions, events, consumer relations, direct promoting etc.

• Advertising

Dell depends on print and media promoting as one of its primary showcasing strategies. One of the most recent media crusades named "Future Ready" is a multi-million dollar endeavor by Dell to advance its innovation answers for big business space.

• Sales Promotion

Sales promotion as a marketing technique is used by Dell in a frequent manner. Dell official website has a dedicated page titled “Dell Coupons, Discounts and Offers” that announces sales promotions and special offers for PCs, tablets and accessories. Moreover, the company runs Dell Advantage Reward Program that offers free second day shipping, exclusive access to presales and monthly offers, and up to 20% discount on selected items. Dell also offers Promo eGift Card that can be used to save up to USD 500 on selected TVs and electronic deals. Additionally, the company regularly initiates seasonal and location-based sales promotions. (John Dudovskiy. 2015)

Supply chain

DELL has understood that supply chain is turning out to be increasingly essential for the accomplishment of today's business world and they work accordingly to keep an upper hand in the market

Dell is empowering its full supply chain potential through a consistent streamlining structure taking into account four steps:

1. Study what's happening in the business.

2. Plan the supply chain to match client prerequisites.

3. Increase their capability.

4. Stabilize the circumstances to ensure it works and will keep on working (Dave Blanchard. 2013)