The assignment provides an opportunity for Dell to launch a new smartwatch product that can be linked with any mobile phone by downloading software. The target market is health-conscious transactional customers, as the company has already established strong relationships with relationship customers. The value proposition lies in providing a technological device that allows customers to see their heartbeats, steps, time, and linked calls from their mobile phones. To position itself, Dell should portray itself as a brand that cares for its customers' health and wellness.