Dell 4 P's Marketing

I. INTRODUCTION 1. About the company Dell Inc. (formerly Dell Computer) is an American multinational computer technology corporation based in Round Rock, Texas, United States, that develops, sells, repairs and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest technological corporations in the world, employing more than 103,300 people worldwide. Dell is listed at number 44 in the Fortune 500 list. It is the third largest PC vendor in the world after HP and Lenovo. Dell has grown by both increasing its customer base and through acquisitions since its inception; notable mergers and acquisitions including Alien ware (2006) and Perot Systems (2009). As of 2009, the company sold personal computers, servers, data storage devices, network switches, software, and computer peripherals. Dell also sells HDTVs, cameras, printers, MP3 players and other electronics built by other manufacturers. The company is well known for its innovations in supply chain management and electronic commerce, particularly its direct-sales model and its "build-to-order" or "configure to order" approach to manufacturing—delivering individual PCs configured to customer specifications. Dell is the sixth largest company in Texas by total revenue, according to Fortune magazine. It is the second largest non-oil company in Texas – behind AT&T – and the largest company in the Greater Austin area. Some key moments in Dell’s history: • 1984 — At the age of 19, Michael Dell found PC's Limited with $1,000 and a game-changing vision for the technology industry. • 1988 — Dell completes their initial public offering, raising $30 million and increasing market capitalization from $1,000 to $85 million. • 1992 — Dell debuts on the Fortune 500, making Michael Dell the youngest CEO on the list. • 1996 — Dell.com launches, generating $1 million in sales per day just six months after site is live.