Ironically for laptops, where there are many competitors and the price is often already very low, dropping the price doesn't increase demand. The inelastic nature of the laptop market makes price a positioning variable in the marketing mix. By raising prices on certain laptops for example, Dell has been able to communicate greater value for them, which is especially the case in the higher-end build-to-order product models (Fields, 2006). Pricing is used as a means to communicate relative value and critical to the financial success of a given product. Dell uses pricing very effectively for communicating both market position and optimizing the potential for profitability.
Promotion
The promotional strategies for laptops center on both print and online media, with social networks being heavily used to launch new models. Dell relies on Twitter, Facebook, blogs and an extensive series of marketing automation and demand generation applications to promote their laptops. The website also serves the dual purpose of providing a product configurator, online ordering store and a wealth of product information as well (Fields, 2006). Promotion is heavily used for defining the value proposition of the laptops and also their unique, highly differentiated features.
Place or Distribution
Dell is a pioneer in the development of Internet-based marketing and...
Dell also sells through mass merchandisers, online retailers and through television shopping clubs and outlets. It also has a corporate or enterprise sales force that sells into Fortune 1,000 accounts as well. All of these factors make the distribution strategy Dell relies on one of the most multifaceted and multi-channel there is in the laptop and PC industry.
Conclusion
Dell continues to redefine how marketing is managed and executed for high technology products, including the development of innovative product, pricing and promotional strategies. Of all of the aspects of their business model that are the most effective, the build-to-order product strategies are by far the greatest in terms of their ability to differentiate the company from competitors (Fields, 2006). Combining a highly effective process within the company for customizing products to customers' needs further supports and strengths the core foundations of the marketing strategies as well.
Marketing SLP Target Market Brand Image Competitor Analysis Environmental Analysis Porters Five Force Model Current Rivalry Threat of New Entrants Bargaining Power of Suppliers Bargaining Power of Buyers Threat of Substitute Products Apple has had an exceptional growth streak over the last decade and represents a suitable target for a marketing analysis. Apple has seen sales and revenue peeks in the last few years which is at least due to the fact that sales in China have ballooned. China, which is
P's of Marketing Marketing is vital to the life of a business. This is how management ensures that consumers will purchase their products or services that are available. One will discuss Dell in detail. Additionally, a person will better understand how product, price, promotion and place are important in the computer industry. Through this, marketing is applied and an individual grasps ways in which to do sell the computer in
Internet Marketing Offer and Internet Market Kotler (1972:50) mapped these functions directly to the 4Ps classification of product, price, place, and promotion. The product element of the marketing mix is also changed. For instance, Dell Computer offers a configuration engine at its site that can be used by the customer to designate changes to a basic computer model to include a different disk drive size, processor speed, screen size, memory size,
Collaborators Blackboard collaborators are primarily divided into three categories: members, partners and channel partners or resellers. "Members are typically Independent Software Vendors (ISVs) who independently develop and market software solutions to extend the Blackboard applications. Partners strategically invest in and collaborate with us to deliver joint solutions to our clients. Channel Partners/Resellers are primarily focused on international sales and distribution of Blackboard software and services." Blackboard continually collaborates with universities in order
Pricing is the largest competitive advantage Dell has, specifically their ability to quickly respond to changes in prices from their own suppliers. Dell's website is tailored to allow for rapid price changes, and together with the custom configuration capability, pricing is the reason why Dell excels against so many competitors. Columbus (2003) discusses the role of special pricing requests being critical for the long-term profitability of companies that have high inventory
There are minor differences in prices, quality, and features of these products. Therefore, consumers can choose those products that best match their current needs. In the new market, Technosoft will need to strive hard for building a strong customer base by producing and promoting innovative technology solutions. v. The Bargaining Power of Suppliers: The bargaining power of suppliers is strong against new and small scale software manufacturers while very low against