History Of Dell Computer

Published Date: 02 Nov 2017

INTRODUCTION

"It's through curiosity and looking at opportunities in new ways that we've always mapped our path at Dell. There's always an opportunity to make a difference." Michael Dell

The success history of Dell computer is entwined with the great personality Michael Dell who is the founder and CEO if Dell computer's. He was born on February 23, 1965 in Houston, Texas in America. Michael Dell was a successful businessman at the age of 13.He started a mail-order trading business and earned a profit more than $2,000. At 16 Dell sold news paper subscription and from that he bought his first BMW car.

In May 1984, Dell Computer Corporation was established and booked a place on the map. Dell has the concept of direct-selling to the end customer because Dell believes it's customers that made Dell great, if we're smart enough and quick enough to listen to customer needs, we'll succeed.

The first Dell computer design was revealed in 1985, the Turbo, featuring Intel 8088 processor operation at eight megahertz. In 1986, Dell brands the fastest rising computer and in 1987 - establish the first international unit in UK. In 1989 the first laptop design made a major turn in Dell computer history. Dell has expanded its business over 33 countries in a decade since 1985.

In 1997 Dell released his first work station. Introduction of internet as a platform of sale made a great challenge for other computer giants. It massed $1 million per day which even rose to $12 million per day in 1998. Also in 1999 dell topped to $35 million.

In 2001 Dell introduced Power Connect network switches and the top global position in computer shipments the same year highlighted the success of the company's business. In 2003, the company began expanding the successful business model into other computer related equipment areas as well as consumer electronics, with the introduction of printers for businesses and consumers.

Dell's success is mainly due to the extensive distributors and retailers and outlets in these period.

ORGANISATION'S ORIENTATION

There are many people, groups, elements and forces that have the power to influence, directly or indirectly, the way in which the organization conducts its business. The organizational environment includes both the immediate operating environment and the broader issues and trends that affect the business in the longer term. (Brassington, 2000)

Organization orientation mainly relates with its objectives and goals. Orientation of the organization is performing the action which fulfills its goal strategies. Several factors which relates with organizational orientations are marketing orientation, production orientation, product orientation and sales orientation. Marketing orientation of an organization will reflect, how it plans to adopt and achieve its set objectives. Business operations, competition and achievements of its avowed objectives are clearly stated.

Organizational orientation is a predictor of organizational commitment, organizational citizenship behavior and self-esteem.

Production Orientation:

Product orientation manifests itself in two ways. Firstly, the management becomes cost focused. The objective is cost reduction for its own sake. An objective is partially fuelled by the greater comfort and convenience that comes from producing a narrow product range. The second way in which production orientation reveals itself is in the belief that the business should be defined in terms of product facilities. In this the focus is on current production capabilities that define the business mission. (David Jobber, 2007)

Every day there is a change in market trend, and every now and then the technology is changing. Now-a-day people buy computers as if they are buying day to day products. The competition is intense whenever a new product with latest technology is released in the market. The most important thing is the quick reaction with market changing. This makes the pc makers to introduce an advanced technology every now and then.

The task of product orientation is on creation of product that is readily available at reasonable price. In production orientation the main hypothesis is that market is completely price sensitive in which, customers are only interested in price as a comparing factor between the competing product and buy only the cheapest so, this organisation wants to bring down the price by controlling the production orientation. (Brassington, 1988)

Dell used to outsource their products in the heydays. The downside of this outsourcing logic is that Dell is dependent on each and every activity for outsourcing. To overcome this Dell has started producing on its own now-a-days. This helps the company to make itself efficient in the customer-service part of the company. This creates the specific market for the company who needs the service oriented product.

Product orientation:

The quality of the product plays the main roll. In this, customers are mainly focused on quality of the product and buy only on the basis of quality. Here the organisation assumes that consumers are mainly interested in their product and if consumers do not want the product then quality does not influence. (Brassington, 2000)

A product orientated organization the dominant and primary factor considered is the quality of its products as and does very less interest to customer needs. Organisation believes that consumers are interested in their product. It hopes that the product will do well in the market if it focuses on the quality of the product. (Adcock, 2001).

The profit of the company mainly varies because of the type of actual and improved product produced by the firm only. Customers will differentiate the companies only because of their products. Dell offers several products such as corporate desktops, notebook system, work station, printers, peripherals and also different software. Dell uses wide range of printers with several latest options which emphasis multi-function printer and color lasers for corporate workgroups.

In addition to the corporate desktop, workstation systems and notebook, Dells new product was optiplex desktop computer, latitude mobile computers, and Dell precision work station. These products will experience a "high steadfast, stable, manageable, and easily serviced systems with networked environments" which is mainly useful for business and institutional organisation.

Dell also mainly concentrates on software stream, which keeps them in constant growth and also the computer peripheral goods. The professional people most often use latitude notebook when they are around and anywhere. Digital content creation which are most difficult application which can run by Dell's precision workstations

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Marketing orientation

David Jobber (2007)

"Market orientation is concerned with the processes and behavior related with creating and fulfilling customers by constantly resolving their needs and expectation, and doing so in a way that there is a demonstrable and measurable impact on business performance" (Uncles 2000: 1)

The market orientation is the process which is essential for the each and every company around the world to create market for their product. It's the reality which helps to generate the profit for the company and to boost the sales.

Dell always wants their product and service to be more reliable and wants a identical value in market. They concentrate their business in markets, small business, medium business, government, education and healthcare. In addition to their production they mainly concentrate on marketing and product service which is the core important for their profitable growth.

The main and vital part of the marketing orientation is to study the exact need of the target audience. The study which helps the company to makes the exact product which the customer is dedicated to use. This orientation made the company to clarify the available features of the product to the customer. It makes the customer to select their needful product easier and with the exactness.

Most people look at Dell Computer today and think they are being all things to all people. It is an illusion created by their size. The success of Dell lies in large part with market segmentation and specialization strategies