Analyzing Dell's Voice Control Laptop for Elderly Consumers

The analysis explores Dell's targeted approach towards elderly customers by introducing voice control laptops with features such as online book access, spiritual video streaming, and Yoga tutorials. The study utilizes survey data indicating that the majority of respondents find these features appealing and beneficial, highlighting effective sound as a significant factor. Additionally, advertising is identified as a key tool for creating awareness among this demographic. This comprehensive evaluation underscores how Dell's innovative strategies contribute to increased market share and profitability.

Marketing Strategy

EXECUTIVE SUMMARY
Present report is discussed about marketing strategy which help DELL in attaining better
success at market place. In this DELL use marketing mix and their various tools to improve their
performance level by assessing their current position at market. SWOT and PESTLE also define
in this project to determine the current position at market. USP and STP is also discussed in this
assignment which is used by the company to attain competitive advantage at market place.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Environment analysis..................................................................................................................1
Evaluation of current marketing strategy....................................................................................5
Analysis of the organization competitive advantage..................................................................6
PART 2............................................................................................................................................7
Segmentation Targeting &Position (STP)..................................................................................7
Recommend marketing objectives and goals..............................................................................8
Appropriate marketing strategies................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an important activity for every business organization for promoting and
selling goods and services. It includes advertising and market research which helps in increasing
profitability of the company at market place. For attaining better results, it is important for
company to make an effective plan of action to promote as well as sell its products and services
is called marketing strategy (McCaleb and Rive, Dell Marketing, 2015). With the help of this
company easily increase their overall sale and also attain competitive advantage ion most
effective manner. Along with this, it also define mission, vision, goals and objectives which
helps in improving overall performance level of the company at market place. Present report is
based on Dell, which is multinational computer technology company in US. That sells, develop
and support computer to customers at global level. Present report discussed about environment
analysis of the firm which helps in evaluating current performance at market place. Along with
this, evaluation of current marketing strategy is also mentioned in this project.
PART 1
Environment analysis
It is an effective and important strategic tools for business organization to identify
internal and external elements which affect the overall performance of the company. By this firm
easily assess the level of threat and opportunity in market place. In this context, Dell is one of the
biggest brand in the world which founded by Michael Saul Dell in 1984. They build and sell
their products to customers directly as per their needs and demand. Along with this Dell use
direct method to sell their products in which they reduce their selling cost in most effective
manner. This is a big reason why company attain high status in today's market. For better
understanding there are some effective tools which helps in evaluating current performance of
the Dell company at market place are as follows:
SWOT analysis is one of the important tool which helps in defining current position of
the company at market place. Strengths: Dell company founded by Michael Dell, He represent their business around
the world and gain strong leadership position at market place by proving their efforts and
value in the business (Scolozzi and et. al., 2014). One of the biggest strength of Dell is
that its services and products are more popular for organization and customers as well.
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Along with this leadership in cloud is also an positive point for Dell in market place. Dell
is world's largest PC maker company and also best known brand in market. They use
latest technology in their production process which helps in making quality products.
Along with this, Dell directly deal with their customers which helps in offering strong
relationship. They serve their products to meet each customers specifications. Further,
Dell use effective distribution process to offering their powerful system to its customers
at competitive cots. Weaknesses: Huge range of products and components are available in market form
various countries and suppliers is a biggest weakness for Dell company. Along with this
company fails in attracting college student segments in market place. Along with this the
main weakness is its sales is continuously down in market which affect on its image in
adversely. Another weakness of Dell is that no diversification because they only focus on
PCs business. Further, Dell build computers not develop which is also a negative point
for company. Another hand lack of large suppliers is also their weakness in which
company fails to switch supply. Along with this, for home users, direct methods create
problem because Dell use only direct and customization approach (Bellia and Pilato,
2014). Due to this customers cannot go to retailer because they do not use any kind or
distribution channels. It negatively affect on its profitability at market place. Limited
differentiation of product is also a big weakness for Dell company in market place, due to
this company fails in attracting larger number of customers. Opportunity: Dell invest in research and development to improve their performance
level. They also use diversification strategy in order to introduce new and innovative
products like they introduce friendly and voice control laptop for elder person in
affordable price. Along with this, demand for laptop is also increased in fast speed as
compare to desktop computers which provide better opportunity to company to attain
competitive advantage. With the help of this, Dell easily grow their market in another
segments. By this Dell increase their customers base. Along with this, improvement in
technology is also provide better opportunity in which company decrease their production
cost. For example, communication and technological integration provide good
opportunity to Dell in which customers visit their websites and order their demand
towards the products. Dell serve their products on online platform which is more benefits
2

for customers and company also. Along with this, innovation also help company to
produce quality as well as new products to its customers. Further, Dell also competing
against iPod and another electronic brands which leads in enhancing goodwill at market
place. Another opportunity is low cost leadership in which company sell their computer
at less price PC retailer in which they has opportunity to sell their computer directly to
retailer.
 Threats: One of the biggest threat of company is the competitive rivalry in global market
place. In this company consistently reduce their market share as compare to its rivals. In
this Dell face strong competition in he market like IBM and Intel are competitors of
company (Dell SWOT Analysis, USP & Competitors, 2014). Along with this, economic
crisis is also create issues in their performance level. Due to growth rate, Dell market
share goes slow down products demand. Technological advancement provide opportunity
to Dell but at the same time it create threat for company because it outmoded the
manufacturing facilities of the company. Along with this fluctuation in currency outside
US is also threat for Dell. Further, rapid change in technologies also create obstacles to
business and its products.
PESTLE analysis: Dell is a renowned company in global PC industry. It introduce a
wide product line to cater number of customers groups like professionals and businesses in
market place. Basically Dell has highly competitive pricing of their products and also released
premium range products for their specific customers. From the last year its market is globally
decline and could not generate good sale as compare to Lenovo or HP The main reason behind is
increase competition. In this context, there are several forces in external environment which
directly affect the overall performance as well as profitability of the company. In the Industry of
I.T, Dell is one of the renowned player. This brand has been successfully able to create an
unique brand image and goodwill on the grounds of giving out high quality products which has
potential to give maximum satisfaction level to the customers in better and effective manner.
There is vast line of product which has been produced by the company for catering out
the various customers groups along with professions and businesses. This company has gained
high competitive advantage regarding the pricing strategy. Within the paste few years the market
has been declining (Remme, 2017). The main reason behind this kind of declination is that
increasing rate of competition and proliferation of mobile technology. There are number of
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forces within the external environment which can directly impact the business and dell
profitability. Below described is the PESTLE analysis which can explain those factors and the
effect on Dell business.
 Political Factors: There is major impact on the business who are operating across the
globe. There are some of the policies which are being related to the foreign businesses,
tax regulations and variations in political environment who has the direct impact on the
businesses and revenue. Instability in politics always make the negative impact on the
business. In the recent few years, EU has been mainly targeting the business of UK. Dell
is being affected by the political instability as it is the essential part of the company. The
situation is in the control within the China along with the diplomatic relationships
between the US and China but this is not taking the satisfactory turn. This can affect the
US brands like the Dell is being operating in China. It is highly essential due to the
necessity of for continued supply of raw materials and labour for the brands which are
being attached in the international supply chain.
 Economic: In the aspect of the business, economical factors are the most essential
element as they directly impact the sellers along with the customers. There is the
direction relation of this to the company like if the economic conditions are bad, the
along with the market company graph will also go down. Economy of the Asia is
growing fast on the rapid speed but the performance level of dell is going down. There
are number of things which are being affected by this kind of factor including the
operational costs which can grow high in this kind of conditions.
 Social: There are many social factors which make direct impact on the company. This
kind of factor is the most essential one due to which company has to focus on brand
localisation. Dell mainly manufactures the laptops and other IT solutions. PC sales is
highly impacted by the new trend of smartphones and tablets in negative manner (Larsen,
2017). These kind of factors are highly essential regarding marketing and advertising.
Trends and tastes of the customers are changing on rapid speed for the certain goods and
services. If the company is trying to enter into the the new markets by the venture but this
can be changed from culture to culture.
 Technological: Dell is one of the technological company which are being directly affect
the modifications in technological sector. In modern scenario, high number of customers
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are shifting towards the smartphones and tablets with large screen size. Moreover, the
dell company has shifted towards the cloud level business which mainly offers the large
range of cloud solutions. There are some of the newer versions which are being launched
by the dell company along with some of the new services into the new sector in order to
have more number of customers.
 Environmental: There are some of the issues which are highly increasing from past few
decades. The reason behind is that the Govt. has formulated laws which are more friendly
to the environment and thus are being enforced for the eco-friendly businesses. In modern
scenario, the major concern is the environment and every Govt. of the country is
concerned for it. In addition, Dell has also invested in recycling, energy effectiveness and
various other areas through which the negative impact on the environment van be
reduced and sustainability can be brought.
 Legal: In this kind of aspect, the major issue which the multinational companies faces
and that is Legal compliance. Laws mainly differs from country to country and all the
global brands has to follow them in order to settle in the respective country or wherever
they are operating. There are number of laws which are needed to be followed by the
businesses including the labour laws along with environmental as well. There are some of
the penalties which company have to bear if they do not comply with the local laws of the
operating place. There are various legal issued which are being faced by the Dell in China
and other nations.
Evaluation of current marketing strategy
It is more important for Dell to evaluate current market strategy which leads in attaining
competitive advantage at market place. In this the mission of Dell company is to be the most
successful computer company in competitive world by providing better customers experience at
market place. By this company enhance their productivity level and also capture larger market
share from its rivals such as HP or Lenovo. Along with this, the vision of Dell company is to
create a better better world for all the customers in future time frame.
Dell company introduce by their tag-line which is “The power to do more” in which they
enable innovation to enhance their profitability level by covering different countries, customers
to use their technology and realize their dreams (Tirunillai and Tellis, 2014). For attaining better
success Dell provide their computers to their target customers in which they focus on elder
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person. Along with this, they serve their services to their customers in order to attain their higher
satisfaction level. With the help of this company attain their consumers demand and provide
them same. As per today's scenario, number of elders person use computer for their personal and
professional use so that company focus on their demand which leads in attaining their better
satisfaction level. Basically the segmentation of Dell is based on Psycho-graphics and
Demographics factors in which they target elder person to sell their computers to satisfy their
needs and demand. Along with this strong connection with customers are the wining factors in
this industry in this Dell working on. In this their strategy is global so that they being
geographically customers which build customers base in most effective manner. Further, at
present Dell is a customer's tailored service provider in market place which leads in attaining
better results which will make them successful.
Recently Dell market is consistently decrease which reduce the overall sale of the
company. So that it is important for company to set as well as develop new and innovative ideas
to improve their position at market place. For this they set new objectives that they develop new
and innovative product with effective features for elder person (60-70age group). In which they
introduce voice control laptop which is more friendly to use. With the help of this they enhance
market share by 10%. Along with this they also use effective strategy in which company produce
a new products with friendly features for elder person at affordable price. By this Dell easily
enhance their market share and growth by increasing overall sale at market place. Further, for
knowing the market growth of the company, Dell use secondary method in which they
considered business magazine and books to gather their actual performance at market place. By
this company collect relevant data as well as information towards its sales and market share. On
the other hand, Dell also use primary methods in which they collect relevant information by
conducting survey and prepare questionnaire. In this company ask various questions for the
respondents which leads in attaining actual information towards the company and its products.
With the help of this company improve their overall performance level by considering reviews of
the people in most effective manner.
Along with this, Dell also set their products price affordable so that elder person easily
consume and get better satisfaction. By this they improve their position and market share in
effective manner.
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Analysis of the organization competitive advantage
It is also an important for business organization to effectively analysis their competitive
advantage which aid in attaining better results. Basically it is relate with superior performance of
the company as compare to its rivals. Every business organization have at least one advantage in
which they effectively deal in market place. Basically Dell facing higher competition at market
place through Lenovo, HP which directly affect on its market share and position at market. Dell
offer customization of products to its customers as per their needs and wants which helps in
increasing their overall sale of the company. It is a unique selling point of Dell which aid in
increasing profitability level. By this company capture larger market share form it rivals and take
strong place at market place (West, Ford and Ibrahim, 2015). It helps in attracting larger number
of customers its sites and also build strong bond with them. Dell serve quality services to its
target customers at affordable cost which leads in creating customers base and also attaining
better benefits which make them more successful at market place. USP is one of the specific
term of the company which aid in differentiate the company to another. In this Dell serve unique
as well as quality computer to their customers at competitive prise which aid in attaining
competitive advantage at market place. Along with this, Dell include unique supply chain in
which they deliver innovative as well as quality products to its user in order to attain their higher
satisfaction level.
PART 2
Segmentation Targeting &Position (STP)
Dell is one of the biggest computer system company in around the world. Along with this
for attaining competitive advantage company have to determine their customers in which they
easily serve their best services and attain higher profitability level. In computer market various
products which classified into hardware and software categories. Basically Dell focus on the
market which deal in computer hardware where they started with personal computers in the
initial segments. It is important for Dell to use right formula to grow their business successfully.
For attaining better results it is important for company to determine their market parts to serve
their quality services and attain higher profitability level. Segmentation: It is an effective factor which is dividing a market in some groups that
define needs and wants and behaviour towards the products. It is important for business
7

organization to segment their market because every customers have their needs and
wants. By segment the market, Dell easily determine customers and their services which
provide to them. Segmentation is a backbone for company to attain better results (O'Dell,
2015). In this Dell set their two segmentation such as consumer market and business
market. In the consumer markets, it include geographic, demographic, socio-economic,
psycho-graphics and behaviour segmentation. In this Dell segment their make in all
nations because they are specialize in online shopping. Along with this business market
Dell serve their products to professionals and businesses. Targeting: In this Dell target customers segment to offer their quality services to its
customers and attain better results by them. Further Dell serve their computer to elder
group of people to attain better results in effective manner. By this they easily build string
relationship with their elder persons. Dell has launched many products which are easy to
operate. They are developing these kind of products because they understand the elder
people are not good with new technology and they prefer to buy a products which can be
operated without including much complexities. By this the focus on elder group people to
attain their better satisfaction level and also evaluate their needs towards the company.
The main purpose of Dell products is to cover elder people because they find better
services to get satisfaction in more appropriate manner. With the help of this Dell easily
capture larger market share form, its rivals.
 Position: It is also more important for company to determine their position at market
place which helps them in improving their performance level and also capture larger
market share. Along with this Dell serve their services to its customers at low cost which
help them in increasing their revenue and also aid in creating customers base within the
company.
Recommend marketing objectives and goals
SMART OBJECTIVES:
 S: This states all about the the goals which needs to be specific so that main focus should
be there and efforts should be worth it. There should be specific goal like the dell
company's turnover for the previous year was that 61.6 billion dollars and thus 10% has
to be improved in this which means that the next year turnover will be about 68 billion
dollars.
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 M: It is highly essential to have the measurable goals in order to track the progress and
stay motivated. In this concept, dell has the main focus of increasing the sales and
operations by the rate of 10%.
 A: It is highly essential to be the realistic and attainable to reach the objective of
increment of 10 % within the business process of Dell company so that major objectives
can be attained.
 R: This step is all about the ensuring that the goals should be met and that too in effective
and efficient manner. Instance can be taken up of Dell company in which various
methodologies are being adopted for increment of 10%.
 T: Every goal needs a target date, so that you have a deadline to focus on and something
to work toward. This is mainly utilised by the Dell company for preventing everyday
tasks from taking priority over longer terms goals.
Appropriate marketing strategies
Marketing strategies are more important for Dell to attain competitive advantage in
appropriate manner (Marketing strategy of Dell – Dell marketing strategy, 2016). In this
company use marketing mix to invite larger number of customers in order to satisfy their needs.
With the help of this they attain competitive advantage in most effective manner. Product: It is more important for company to serve quality products to its customers in
order to attain competitive advantage in appropriate way and also enhance their
profitability level at market place. In this Dell offer wide range of computer workstations,
desktops, notebooks and many more. Along with this they also introduce new voice
control laptop for elder person. By this company attain better satisfaction level of this
customers by offering them better services as per their needs. Price: It is also important for business organization to set their product price effectively
to attain desirable profitability in appropriate manner (Shank and Lyberger, 2014). In this
Dell provide high quality of computer services to its customers at lowest price as per their
customers needs. They set their competitive as well as affordable price of products which
helps in attaining higher profitability of the company in market place inn most effective
manner. Place: It is important for Dell to use effective distribution channel to increase their
performance level. In this company use direct channel model to sell their products
9

directly to their customers in which they reduce the need of middle man. For attaining
better results company adopt advanced technology to sell its products at market place. By
using direct channel model Dell reduce their costs and also attain competitive advantage.
 Promotion: It is one of the important component for company to promote its products
and services. In this Dell uses various promotional activities such as television, internet,
newspapers and many more. Company also use sponsorship in product placements in
films which leads in inviting larger number of customers. By this company easily
understand customers needs and demand in order to get their better satisfaction and attain
competitive advantage. Further company also promote their features product by using
online platform, pamphlets and many more.
Along with this, Dell manufacture quality products and services at affordable cost and
also reduce wastage of resources by using Six Sigma. With the help of this they lead in market
place effectively and capture larger market share. On the other hand, Toyota also use Six Sigma
in which they also reduce the wastage of available resources which leads in attaining better
success at market place and also take competitive place.
CONCLUSION
From the above mentioned report, it can be concluded that marketing strategy is one of
the important aspect for every business organization to attain competitive advantage in most
effective manner. In this, PRSTLE and SWOT analysis is also helps in evaluating the current
performance of the company at market place. Along with this, SMART target is also help in
attaining better results.
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REFERENCES
Books and journals
Bellia, C. and Pilato, M., 2014. Competitiveness of wine business within green economy:
Sicilian case. Calitatea. 15(138). p.74.
Larsen, A. I., 2017. DELL Technologies (Bachelor's thesis, BI Norwegian Business School).
McCaleb, J. and Rive, R., Dell Marketing L P, 2015. Intelligent patch checker. U.S. Patent
8,930,937.
O'Dell, W. G., 2015, March. Method for accurate sizing of pulmonary vessels from 3D medical
images. In Medical Imaging 2015: Image Processing (Vol. 9413, p. 94132J).
International Society for Optics and Photonics.
Remme, A. M., 2017. DELL Technologies (Bachelor's thesis, BI Norwegian Business School).
Scolozzi, R. and et. al., 2014. Ecosystem services-based SWOT analysis of protected areas for
conservation strategies. Journal of environmental management. 146. pp.543-551.
Shank, M. D. and Lyberger, M. R., 2014. Sports marketing: A strategic perspective. Routledge.
Tirunillai, S. and Tellis, G. J., 2014. Mining marketing meaning from online chatter: Strategic
brand analysis of big data using latent dirichlet allocation. Journal of Marketing
Research. 51(4). pp.463-479.
West, D. C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
Online
Marketing strategy of Dell – Dell marketing strategy. 2016. [Online]. Available
through:<https://www.marketing91.com/marketing-strategy-dell/>.
Dell SWOT Analysis, USP & Competitors. 2014. [Online]. Available
through:<https://www.mbaskool.com/brandguide/it-technology/4332-dell.html>
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Appendix
Questionnaire
Questionnaire
Q1) What are the features of laptop which are attracting people of old age group?
 Reading books(online)
 Spiritual videos Learning Yoga
Q2 What are the benefits of new products Voice control Laptop?
 Effective sound
 Less human efforts Eyes Relaxation
Q3 What are the measures adopted by firms in order to enhance their sales of Laptop?
 New and innovative features
 Affordable prices User Friendly
Q4 Does new products are valuable in enhancing sales and profitability of firms?
 Yes No
Q5 What are the tools adopted by firms in order to create awareness about people of old age?
 Advertisement
 Online Promotion
 Templates
For collecting relevant data, Dell use sample size in which they select 30 respondents.
With the help of this they improve their overall sale by considering their views and opinion. All
these respondents are elder age groups because company offer their new voice control laptop to
them in order to attain better success at market place.
Theme 1: Main features of laptop which attract elder person.
Q1) What are the features of laptop which are
attracting people of old age group?
Frequency
12

Reading books(online) 10
Spiritual videos 10
Learning Yoga 10
Interpretation: From the above mentioned graph, it can be summarised that number of
people are said that features as well as new laptop of Dell company attract various people of old
age group in which they easily consume company products. By this they read book online,
watching spiritual videos, learning Yoga. With the help of this company enhance their market
share by offering quality products and services to its customers.
Theme 2: Benefits of new product voice control laptop.
Q2 What are the benefits of new products
Voice control Laptop?
Frequency
Effective sound 18
Less human efforts 8
Eyes Relaxation 4
13
10
10
10
Reading books(online)
Spiritual videos
Learning Yoga

Interpretation: As per above mentioned graph, it can be concluded that 18 respondents
are said that voice control laptop of Dell company have effective sound which helps in reducing
the chances of physical harm of human body. By this elder person get influenced and consume
its products and services. With the help of this company enhance their market share in most
effective manner.
Theme 3: Measured adopt by Dell to enhance their sales.
Q3 What are the measures adopted by firms
in order to enhance their sales of Laptop?
Frequency
New and innovative features 17
Affordable prices 7
User Friendly 6
14
18
8
4
Effective sound
Less human efforts
Eyes Relaxation

Interpretation: From the above mentioned graph, it can be summarised that 17 people are
agree with new and innovative laptop of the Dell which helps in enhancing market share of the
company at market place.
Theme 4: New products are effective in improving overall sale as well as profitability of the
company.
Q4 Does new products are valuable in
enhancing sales and profitability of firms?
Frequency
Yes 19
No 11
15
17
7
6
New and innovative features
Affordable prices
User Friendly

Interpretation: As per the above mentioned graph, it can be summarised that 19 people
are agree with this statement that new products are valuable for Dell to enhance their sale at
market place which leads in attaining desirable competitive growth.
Theme 5: Tools adopted by Dell in order to create awareness of old people of age.
Q5 What are the tools adopted by firms in
order to create awareness about people of old
age?
Frequency
Advertisement 13
Online Promotion 5
Templates 2
16
19
11
Yes
No

Interpretation: From the above mentioned graph, it can be concluded that 13 people said
that advertisement is effective tool which helps in creating awareness of the old people. With the
help of this company enhance their profitability level and also capture larger major share by
10%.
17
13
5
2
Advertisement
Online Promotion
Templates