Marketing Environment in dell

Dell's strategy is global. It realizes that being closer to the customers is essential in carrying out its marketing strategies as well as in enabling it to build customer base. First by establishing the Internet infrastructure for booking/orders related activities it has been able to increased its customer base from existing markets. Using the same infrastructure it has been able to carry out its marketing strategies in new offices as well. However, Dell differentiate in its marketing tactics in that it believes in establishing a brick and mortar market presence. This is why the company has established sales offices and manufacturing outlets across North America, Europe, Asia and South America. This way it has been able to gauge the local customers' needs as well as services desired.
Apart from the above customer level niche marketing, Dell also believes in reducing competition through collaboration. Unlike other leaders in the industry such
as HP and Compaq, Dell does not believe in taking over existing competitors to eliminate competition. Instead the company have always pride itself in using partnerships and associations for integrated marketing. For example Xerox's addition to the company as a partner for providing printing products and services has served the purpose of integrating one more technology to its lists of comprehensive business services. As James Vanderslice, Vice Chairman of Dell says:"By adding Xerox to our roster of preferred printing partners, we are even better equipped to serve our customers with a full range of office printing technologies that provide end-to-end solutions. The Xerox brand is synonymous with quality, technology leadership and world-class services. We share these core values." ("Dell and Xerox Forge Strategic Marketing Tie").
Not only Dell believes in industry wide collaboration but also in global collaboration. It has based offices in different countries of the world as strategic plan due to the fact that it would be able to reach the niche market effectively. By breaking the dominance or monopoly of other computer companies, Dell would be able to capture the market by providing products and services at competitive pricing strategies.