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Dell - The reason for selecting Hong Kong.

Extracts from this document...


1. Executive Summary Dell Computer Corporation, incorporated in October 1987, is a computer systems company and a provider of computing products and services. The Company's primary product offerings include enterprise systems notebook computers and desktop computer systems. Company mission" Goal: to gain market share and to max. the profit." Dell entered Asia Pacific in select markets and began investing in regional facilities, and management, service and technical personnel in 1993. Through its Global customer program, Dell is able to provide a specific suite of service and support to its Asian customers with worldwide operations. It provide the global customers with centralized ordering the billing customized products (including proprietary software installation) and the advantages of local deliver and local onsite services. In this report an examination will be made of the segmentation, role of relationship marketing and changing role of consumer though Internet and how Dell can influence the customer though their decision making process. The reason for selecting Hong Kong Hong Kong is one of the world's most vibrant success stories with a flourishing economy built on free enterprise and free trade. Moreover, as the entrepot for China in addition to its acknowledged position as an international business centre, a place where deals get done. Moreover, Hong Kong is more important than ever with China's accession to the World Trade Organization (WTO) , which means unprecedented business opportunities. Despite the difficult economic situation, Hong Kong still remains one of the most expensive cities to do business, with its strong position than many regional economies that the recovery process will be faster amongst the other regions such as China and Singapore. Although, Hong Kong's GDP decelerated sharply in growth from 10.5% in real terms in 2000 to a mere 0.1% 2001 but still the best country compare with Singapore 8.6% and China only 7.3%. In additional, China general level of consumer prices was up 0.7% but compare with Hong Kong 3.1% is still lower. ...read more.


Total cost of ownership(TCO): Dell assists organisztions in reducing TCO and increasing return on investment through a number of particular product line, empower enterprise to gain business advantage by optimizing technology infrastructure. By deloying these products and following Dell's recommendations for managing the technology lifecycle, it can help organization to lower its total cost of ownership over time. SEC-meet customer deadline: guarantee the delivery time within 6-8 days to provide the confident to customer. Business to users Tailored made computers satisfy customer's needs: Dimension desktop computer is designed for customers that require powerful standalone and peer-to-peer desktop solutions. The Smartstep desktop computer, introduced in the third quarter of fiscal 2002, is designed for first time Dell computer. Build to order manufacturing to gain differentiate and sustaining a significant competitive advantage. Outstanding End-To-end service from improving system uptime to helping customers to optimize new technologies. From the standardization and transition management to custom hardware and software integration. Dell service solutions have been designed to help customers maximize their IT resources. Reduce inventory cost: low cost high-speed distribution and procurement system only 8 days to deliver. Latest technology: though the Internet to deliver the up-to -date technology with high speed and time limitation. High quality and latest version computer to customer satisfy demand, needs and preference: Dell .com reduces costs for customers and for Dell, adapts quickly to customer demands, makes it easier to do business with Dell, provides faster, higher quality service to customers, ad enhances customer relationship. Fast response, reliable and convenient: At www.dell.com customers may review, configured price systems within Dell's entire product line: order system online and track order from manufacturing through shipping. Solution best fits to customers'requirement: As the leadership role in service and support delivery, Dell's service could reduce customers'total cost of ownership (TCO) as part of a personalized, totally accountable relationship with customers, it will be more flexibility and choice to decide which solution best fits. ...read more.


Strategies: Dell needs to identify who is decision-maker and approach immediately. Dell customer-financing program can provide the tailor made payment method to business via contract, low cost entry at start using Dell, provide leasing service. Volume sales: flexibility to handle the large order to offer the competitive price. Incentive for prompt decision to encourage the company quickly to make up decision. Post-purchasing behavior In this stage, the company reviews the performance of the particular supplier. There are some methods to evaluate the performance. Contact end users, rate the supplier on several criteria using a weighted score method or aggregate the cost of poor performance to come up with adjusted cost of purchase. Strategies: On site training: Provide the on-site training to business and let staff to learn the basic PC knowledge and more Dell's information. Through extranet to deliver feedback and satisfaction survey. Remind upgrade service also available on after sales service. 4. Conclusion From this assignment, we can learn more information about Dell Computer Corporation and Hong Kong computer market though market research. Although, Dell is not the popular computer in Hong Kong but still selected it as the segmentation country because so many factors as already mentioned of the assignment. As the low profile computer company in Hong Kong, we recommended Dell to maintain the direct model and provide the cheap price with high quality product/service as the competitive advantage in the market. Compare with the mainly competitors, IBM and Compag, Dell could increase more marketing activities in Hong Kong to push up the brand awareness in the market because the brand loyalty is very important in Chinese society. China really is the potential market for Dell to entry but not at this mention. As already mentioned in the assignment, the statistics reflected that the direct model is not very popular in China, Dell is necessary to work hard in relationship marketing to beat this weakness. The most effective method is set up the strong business in Hong Kong first as the early stage. After observed the experience, it would be easily to go to China market. - 1 - ...read more.

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