Dell
Dell
Introduction
Thesis: Marketing research will help Dell maintain its position as a leader in the computer technology industry.
Purpose
Dell is a leading company in computer technology. The company specializes in producing and selling computers as well as hardware devices. Since its establishment, the firm has had exceptional performance in terms of revenues. These revenues serve as the basis for the company’s profitability. Despite the impressive financial performance, Dell seeks to understand consumer behavior through marketing research. Aspects like customer satisfaction and loyalty are prominent in Dell’s market research plan. This paper will examine the role of marketing research in enabling Dell uphold its position as a market leader in the PC sector. Additionally, the paper will also establish the marketing research problem in connection with Dell’s management decision problem.
Overview
Marketing research encompasses the assessment of different variables and trends in relation to different products and services. Organizations can enhance productivity through marketing research. This is because it serves as an appropriate platform for an organization to connect with clients. As a reputable brand, Dell is a market leader in the PC sector (Malhotra, p. 774). In the past decade, diversification has been an integral component of Dell’s business framework. This approach has made it possible for Dell to attain phenomenal growth in terms of revenues and profitability. However, the company’s management realizes that consumer trends are subject to change. This is evident in the modern markets where consumers have diverse preferences. Additionally, Dell’s management realizes that competition can undermine its performance. These perspectives are the main platforms for Dell’s marketing research plan. Through marketing research, Dell seeks to enhance the standards of customer loyalty for its products (Malhotra, p. 775). Apart from loyalty, customer satisfaction is another attribute that is evident in Dell’s marketing research decision. By enhancing brand loyalty and consumer satisfaction, Dell aims to deal with the increasing competition.
Marketing research is among the most pertinent tools that will help Dell uphold its position as a market leader in the PC sector. Marketing research serves as an excellent platform for decision making within an organization. From the case study, it is evident that Dell has an exceptional history of innovative development. Through innovations, the company has attained diversity in its operations. For instance, the company produces flat screen televisions in addition to computers (Ferrell, p. 108). Making decisions about diversification requires concrete information rather than mere opinions from the company’s executives. Marketing research has the capacity to present accurate information pertaining to the prevailing market trends. This justifies the use of marketing research as a strategy for enhancing Dell’s position in the PC sector. Apart from decision making, marketing research presents an exquisite framework for assessing the tastes and preferences of clients.In order to develop an appropriate product line, it is critical for the company to assess the perceptions of clients about products. This also enables the company to obtain feedback from clients in relation to the different products and services. Such feedback is vital in identifying the different challenges that consumers face while using the company’s products (Kotler, p. 47). Marketing research also helps in enhancing a company’s competitiveness.Although Dell has an extensive market share, it faces fundamental challenges of competition. This is because the PC sector has numerous upcoming companies. To remain competitive, Dell must develop products that are superior to the competitor’s. Price serves as another critical element of competitiveness. Consumers always examine the affordability of products before purchasing. Marketing research would help Dell in identifying the right strategies for pricing. Consequently, this enhances the company’s competitiveness in the market. All these perspectives highlight the role of marketing research in strengthening Dell’s position as a market leader (Lancaster, p. 36).
The marketing research problem that conforms to Dell is the determination of the prevailing trends among its clients. Dell’s management decision problem involves the development of appropriate strategies for maintaining the client base. Although targeting new clients is an agenda in Dell’s research plan, maintaining the company’s position in the market is the main priority (Malhotra, p. 774). This is because there are numerous competitors in the market for computers and other digital devices. In the market research, there are various variables that Dell should examine (Lancaster, p. 53). Firstly, the company must assess the level of customer satisfaction for Dell’s products. This variable will help Dell in developing the right framework for boosting the levels of satisfaction in Dell’s products. Secondly, Dell must investigate the sustainability of its strategic plan in relation to the emerging trends in the PC industry. The company’s strategic plan might be effective within the foreseeable future. However, this would not necessarily be the situation in the long term (Lamb, p. 57). This is because the market is subject to numerous changes.Dell’s marketing research problem also involves the evaluation of the demographics that use the company’s products. Different age categories have diverse preferences especially in terms of computer features. Such considerations are paramount with regard to Dell’s marketing research problem. It is crucial for Dell to categorize consumers in terms of age brackets in order to enhance effectiveness. This approach will facilitate for appropriate decisions by the company’s management (Ferrell, p. 27).
Research Questions:
- What are the benefits of using Dell’s products in relation to similar products from other companies?
Hypothesis 1: Dell’s products are more effective than similar products from other companies.
This research question seeks to assess the consumer’s preferences for Dell’s products over similar products from other firms. This information will help Dell to improve the quality of products. Additionally, this information will provide Dell with an excellent competitive edge over its rivals.
Would you recommend Dell’s products to friends and relatives?
Hypothesis 2: Dell’s clients find it easy to recommend the company’s products to other people.
The second research question aims to assess whether clients have the tendency to recommend the company’s products to other people. This perspective is vital in expanding the company’s market share.
Conclusion
Marketing research will help Dell maintain its position as a leader in the computer technology industry. Since its establishment, the firm has had exceptional performance in terms of revenues. These revenues serve as the basis for the company’s profitability. Despite the impressive financial performance, Dell seeks to understand consumer behavior through marketing research. The company’s management realizes that consumer trends are subject to change. This is evident in the modern markets where consumers have diverse preferences. Additionally,Dell’s management realizes that competition can undermine its performance. These perspectives are the main platforms for Dell’s marketing research plan. Marketing research has the capacity to present accurate information pertaining to the prevailing market trends. This justifies the use of marketing research as a strategy for enhancing Dell’s position in the PC sector. Apart from decision making, marketing research presents an exquisite framework for assessing the tastes and preferences of clients.
References
Ferrell, O. & Hartline, M. (2010). Marketing strategy, Mason, OH: South-Western
Kotler, P. & Keller, K. (2009). Marketing management, Boston, MA: Prentice Hall
Lamb, C. & Hair, J. F. (2011). Essentials of marketing, Mason, OH: Cengage Learning
Lancaster, G. (2010). Essentials of marketing management, NY: Taylor & Francis
Malhotra, N. (2010). Marketing Research, 6/E, Boston, MA: Prentice Hall
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