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DELL’s supply chain management solution is not as famous as Wal-Mart is. however, in B2B, DELL has its own advantage in supply chain. It has great relationship with its all partners in the supply chain in order to make sure its marketing strategy goes well.

Now, DELL is the world’s leading computer company with a market share of almost 19% (Dell Computer Corporation 2003). In 2002 DELL employed 34,600 people worldwide and generated net revenue of more than 31bn USD (Dell Computer Corporation 2003). DELL’s top competitors are Hewlett-Packard, IBM, Fujitsu and NEC in the personal computer market, which constitutes Dell’s main market. It is known that Dell’s famous marketing strategy is direct marketing activities. Direct selling to customers could get cost reduction and high customer acquisition. Dell’s direct marketing activities also can maintain and enhance the relationship between Dell and customers. That is to say, DELL’s strategy is all around with its direct marketing activity. Its direct model directly created and enhanced a relationship between customers and the company. This part is going to deeply analyze Dell’s management with its partners in its supply chain by five aspects:

Customer market
Supplier market
Internal market
Recruitment market

Influence & Referral market

Customer market: DELL organizes its business around three main customer segments: large corporate customers also called relationship customers, home and small businesses and the public sector. (Kraemer et al 2000, p.8). Hence the company approaches each segment differently and customized to the specific needs. This computer manufacturer mainly utilizes two communication channels, the Internet and call centres. DELL also assigns sales and telephone service representatives to individual relationship customers, whereas each sales representative is dedicated to only one customer. (Kraemer et al. 2000, p.9).

The direct marketing activity plays a significant role in DELL’s maintenance with its customers. DELL deals directly with their customers so that they can gain timely customer response. This response in turn provides the company with precious feedback.

The Company has a clear customer strategy by concentrating on what they call “scalable business”, i.e. customers who revenues can be increased stronger than expenses.

Besides, so-called “Platinum Councils” are another means of maintaining a close customer relationship. DELL organizes semi-annual meetings for their biggest customers inviting executives and technicians to discuss latest developments in technology and giving them the chance to exchange views and experiences.

Supplier Market: today, the rule at Dell is to have as few suppliers as possible (Magretta 1998, p.75). Dell is trying to establish a mutual benefit partnership with its suppliers.

Internal Market: At DELL, employee satisfaction is achieved by partnering with employees through shared objectives and a common strategy. For this, same goal between employer and employees is needed. In order to act in a same way, employees are treated like co-owners. (Dell 1999, p.109)

Recruitment Market: The way in which DELL conducts itself in the Recruitm本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。