Dell Marketing Case Study Example | Topics and Well Written Essays - 500 words

Dell Marketing - Case Study Example The Chinese market had grown to be the largest in the region from a volume standpoint, and as with each of the company's international channels posed its own set of unique challenges. The market leader domestically was Lenovo, a company which had an extensive small-to-medium scale business model appropriated for the country. In order to compete with Lenovo, for starters Dell tripled its production capacity by shoring up its operations in Xiamen. Bear in mind that for any sustainable competitive advantage to be achieved by the company in the region, the strategic plan must be closely adaptable to the pertinent market segments. Although opening its doors has resulted an a hitherto unseen westernization of the country, the smaller cities remain highly industrial in nature. Hence, the market demographic remained strictly lower income, most of whom were not comfortable ordering over the Internet. Dell's strategic answer to this was to open numerous offices across Chinese cities in deference to their direct sales business model. And as mentioned earlier, the unfamiliarity with E-commerce led Dell to make extensive use of toll-free numbers to cater to the less sophisticated business segment.