Dell Computer Corp. Singapore Establish Explain Ansoff\'s

DELL Computer Corp. Singapore Establish explain Ansoff's Growth Matrix DELL Computer Corp. Singapore market propose specific strategic actions DELL -establish position a global market leader PCs Industry Singapore (based Ansoff's Growth Matrix) choose focus Market penetration, Market developement, Product development Diversification propose strategy Thank .

Dell Computer Co: Market penetration in Singapore

The Dell Computer Company

While Apple and Microsoft are famous for the unique forms of technology they have created, Dell Computer achieved its success through its innovative supply chain model. What set Dell apart from its competitors was its "consumer-oriented focus" and the fact that it allowed for people to "customize their computers during the ordering process. Because each computer was individually assembled" Dell could keep inventories fairly low and thus reduce waste, storage, and operating costs (Dell, 2010, Printer Ink Cartridges). Dell also gained a strong reputation for catering to the needs of its customers, and for being user-friendly. The main criticism leveled against Dell as a company was that many of its office supplies were only compatible with Dell computers, such as the ink cartridges that specifically needed to be used with Dell printers.

From a consumer-focused U.S. company, Dell has expanded its international outreach to include Europe, the Middle East, Africa, and the Asia Pacific region. At present, it is looking to expand its market into Singapore.

The Ansoff growth matrix: Dell and Singapore

"The Ansoff growth matrix is a tool that helps businesses decide their product and market growth strategy. Ansoff's product/market growth matrix suggests that a business' attempts to grow depend on whether it markets new or existing products in new or existing markets" (Ansoff Growth, 2010, Tutor2U). Dell is clearly marketing an existing product [computers] which are already well-established in the lifestyles of Singaporeans, given that Singapore is a modern, industrialized society where computers are ubiquitous. For existing products, market penetration and market development are the two predominant strategies to gain a market foothold. Market penetration seems to be unlikely as a viable option, given that it requires secure dominance of growth markets, driving out competitors, or expanding use of the product by current users, all of which seem unfeasible, given the ubiquity of computers in everyday life and the many competitors in the tech-savvy Singaporean marketplace (Ansoff Growth, 2010, Tutor2U). However, market development, specifically expanding the Dell's international geographic outreach and offering new product features not offered by competitors, and using new distribution and pricing policies seems in line with Dell's usual operational model (Ansoff Growth, 2010, Tutor2U).

Singapore market

"Singapore, with its small population and lack of natural resources, relies on manufacturing, financial services and tourism to drive economic growth" (Kennedy 2010). It has a highly educated, tech-literate population. It appeared to be weathering the recent global recession well, when compared with other Asian neighbors: At 15%, Singapore's economic growth this year is the highest in Asia -- and perhaps the world (Kennedy 2010). This high degree of technological literacy means that most Singaporeans have computers, and are well-versed in the use of technology. However, to some this fact could make expanding in the market a challenge for Dell, given that Dell prides itself upon user-friendliness, and Singaporeans might be less attracted to the emphasis of Dell on 'idiot-proof computing.'

However, one potential attraction of Dell is its strong stress upon serving the customer. Service is of great importance in East Asia and Dell has always had an impeccable reputation for its customer support. Service is also critical for nations highly dependent upon computers in specific industries, such as the volatile financial sector and pharmaceuticals. Dell is "the number one healthcare IT Services provider in the world" and "the number one provider of PCs to large enterprises around the world," doing business "with 98% of Fortune 500 corporations" (Facts about Dell, 2010, Dell). The pharmaceutical and financial service industries dominate Singapore's economic profile. Specifically marketing to these sectors of the Singaporean economy could give Dell an important 'edge' over its competitors.

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