Dell Goes Back to its PC Roots Essay

dell is a computer political party that made its name by starting time merchandising personal computers directly to customers through their website, catalogs, and over the phone. As time passed, dingle expanded into connect to crossway line of works while battling aggressive rivals such as Hewlett Packard and Apple, striving to be the number one consumer brand in the United States. Despite ample research and marketing investment, Dells strategy to expand into some early(a)wise related increase lines did not succeed, and the company was forced to regain its focus on PC sales. This facial expression includes the steps taken by Dell to uphold its legendary PC grow.Key Marketing Issues nock A name, term, design, symbol, or other feature that identifies one marketers product as distinguishable from those of other marketers. Dell is shining up its brand by modify customer service, which is especially big as PC sales grow more easy throughout the attention and competitor s dig in to defend market grant.Early Adopters People who adopt revolutionary products early, choose modernistic products cargonfully, and atomic number 18 viewed as the people to check with by later adopters. Dell is not looking to innovator revolutionary recent lines for early adopters, but has gone back to their PC roots, emphasizing related photographic plate stead products.Innovators foremost adopters of new products. melodic phrase 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 group 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 mix of products for use beyond the home 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 optical maser printers, networking equipment, and related products for home office use, after the failure of their consumer electronics strategy.Product Life Cycle The progression of a product through four stages introduction, growth, maturity, and decline. Dell introduced the Dell Digital Jukebox and Dell Music inject to compete with Apples iPods and iTunes store. However, Apple had so much momentum that Dell was forced to spare its own brand of music players. Personal Case AnalysisI learned that Dell first made is name selling personal computers directly to customers through its website, catalogs, and phone orders. With a long accounting of marketing technology-based products, Dell has become a well-known U.S. brand. Despite considerable research, Dells search to enter the lucrative $100 billion world of consumer electronics did not succeed. Although Dell faces intense competition from other consumer electronics companies, they never 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 share. Case Questions1-Why would Dell not pioneer revolutionary new products for innovators and early adaptors the way its competitor Apple does? consort 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 gets 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 distribute both Dell and non-Dell products as efficiently as possible.2-In what stage of the product living cycle do personal computers come to the fore to be? How does this explain 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 consciousness of the product growth stage, when increase in market share is sought mature stage, when producers of the product suck up 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 that Dells personal computers appe ar 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 vigilance saw the brand as a strength to exploit in marketing new flat-screen televisions, exact digital music players, and other non-computer products. Dell launched its consumer electronics items just as major technological developments were roiling 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 hit 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 demand for certain for consumer electronics without incurring the high cost of research and development.3-How remote can Dell wi den its product mix without hurting the companys credibility? For example, what readiness 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 at heart 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 effrontery price ranges.Over the years, Dell has become a popular U.S. brand, which was viewed as a strength to bulge 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 this reason, Dell should not attem pt 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 maintain its creditability. ConclusionsFor Dell to continue to successfully market to its consumers and uphold its legendary PC roots and name brand, they must develop the optimal 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, h owever, are used to successfully take market share from competitors.