Dell Computers

Written by Sarah Provost
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Dell computers hold the number one marketing position in the United States. Their company was founded by Michael Dell in 1984, and he holds the longest tenure of any CEO in the computer industry. The company's international market share is growing by leaps and bounds. Last year's revenue totaled $47.3 billion, and the company's worldwide staff numbers approximately 53,000. What makes Dell so successful?

The company was founded on the principle of direct marketing. Michael Dell's belief was that he could best meet the needs of his customers by eliminating retailers and selling his products directly to the end user. Each system sold, whether to a global corporation or a college freshman, is built to order.

Despite that individual compiling of systems, Dell has a reputation for speedy response. Since they don't have to deal with the bottlenecks of traditional distribution systems, Dell turns over their inventory on an average of every four days. This quick turnover also allows them to bring new technology to their customers much more quickly than companies following other business models.

Dell Was at the Forefront of Internet Marketing

Dell was a pioneer in using the Internet for direct marketing. They were among the first to launch their own corporate website in 1994, and had e-commerce capability two years later. In 1997, they were the first company to hit $1 million in daily online sales. Today, Dell's website gets nearly two billion hits per quarter, in 28 languages and 26 currencies.

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