新形勢下戴爾電腦的競爭策略與可行性研究【畢業(yè)論文】

1、本科畢業(yè)設(shè)計（20 屆）新形勢下戴爾電腦的競爭策略與可行性研究research on dell inc，s competitive strategies and their availability摘 要：長久以來，戴爾電腦一直是個人電腦與互聯(lián)網(wǎng)基礎(chǔ)設(shè)備生產(chǎn)與銷售行業(yè)的領(lǐng)跑者。然 而，由于近年來其他競爭者模仿與秒襲戴爾電腦的直接銷售模式和成本銷減策略，戴爾漸漸失去了他 在傳統(tǒng)意義上的核心競爭力，那就是無可比擬的低價優(yōu)勢。加上其他一些外部因素，如消費者偏好的 改變，戴爾電腦的業(yè)績近年來一直在走下坡。為了改變現(xiàn)狀，戴爾電腦必須重新考慮他的競爭策略， 并重新建立他的核心競爭力。這篇論文的主要目的就是

2、提出和評估一些可行的競爭策略與實踐。關(guān)鍵詞：戴爾電腦；核心競爭力；競爭策略；成本控制research on dell inc，s competitive strategies and theiravailabilityabstract: dell inc. has long been the market leader in personal computer and internet infrastructure facility manufacturing and retailing industry. however, as other competitors imitate its d

3、irect model and strategy in cost reduction, dell gradually loses its traditional core competency, which is competitive product pricing with other factors coming up, such as changes in consumer expectations and preferences, dell is going down the slope in recent years to switch this situation, dell h

4、as to think of ways to establish and enhance its competitive advantages. the main objective of this paper is to establish and evaluate possible alternative strategics for dell to regain market shares and long-term viability.key words: dell inc.; core competency; competitive strategy; cost reductionc

5、ontentscontentsillintroduction: executive summary錯誤！ 未定義書簽。section 1, background study and analysis錯誤！ 未定義書簽。1.1 company foundation and leadership history錯誤！ 未定義書簽。1.2 route to success31.3 dell underperforms 71.4 michael dell returns as ceo81.5 new strategy: retail attempt91.6 new strategy: cost red

6、uction and product specialization91.7 industry environment: competition101.7.1 acer inc111.7.2 apple inc111.7.3 hewlett-packard (hp)131.7.4 lenovo group limited14section 2 external assessment: opportunity & threats162.1 market expansion162.2 consumer preference162.3 elimination of cost advantage

7、172.4 exhibit and summary17section 3 internal assessment: resources, capacities & performance183.1 performance assessment: pros and cons183.2 delps value chain193.3 financial ratio assessment20section 4 current strategies and their implementation21section 5 key issues22section 6 implementable st

8、rategic alternatives226.1 product differentiation226.2 non-related diversification236.3 focused product differentiation23section 7 criteria and alternatives evaluation24section 8 recommendation and implementation25section 9 limitations and critique of recommendation26section 10 exhibits27references3

9、5special thanks36introduction: executive summarydell inc. has long been the market leader in personal computer and internet infrastructure facility manufacturing and retailing industry. however, as other competitors imitate its model and strategy in cost reduction, dell gradually loses its tradition

10、al core competency, which is competitive product pricing. with other factors coming up, such as changes in consumer expectation, dell is going down the slope in recent years. to switch this situation, dell has to think ways to establish and enhance its competitive advantage. the recommended strategy

11、 is that dell should expand its product categories to include other consumer electronics and non-electronic products.the recommendation is made based on the industrial environment in north america, delfs own strength and weakness, and financial data and predications. the alternative would produce a

12、positive high npv based on financial predictions and it will contribute to delps long-term viability and profitability. further analysis indicates that the risk related to the alternative can be controlled by contracting and cooperating with suppliers.the implementation plan involves many specific s

13、teps. these steps can be categorized as objective establishment, market research, external and internal adjustments. this process would last 18 months, based on estimates.also, the chosen alternative has potential risks. dell has to spend a significant amount of fund on internal restructuring and co

14、ntracting quality control is another issue that is of great importance to the success of the strategy.sectionl: background study and analysis1.1 company foundation and leadership historydell inc., founded by michael s. dell (michael) in 1983, had originally focused on selling desktop computers. over

15、 the next two decades, dell grew to be the world's leading supplier of computer systems and was well regarded for its low-cost, direct model that provided it with an edge over competitors in 2003, in recognition of delps increasingly broad product lineup, the company changed its name from dell c

16、omputer corporation to dell inc. to support the fast pace of growth, dell had opened new manufacturing plants and customer service facilities in europe, asia and north america.in march 2004, michael stepped down as chief executive officer to make way for kevin rollins, dell's chief operating off

17、icer. rollins had continued delfs focus on driving costs out of the company's supply chain and expanding into foreign markets. starting in 2006, however, dell had started to lose market share as competitors imitated its innovations by the start of 2007, as a result of poor financial performance,

18、 rollins resigned as ceo to make way for the return of michael.irregularities in delts financial statements had prompted a restatement for the years 2003 to 2006 by mid-2007, dell had relinquished its market share leadership to a resurgent competitor, hewlett-packard (hp). in an attempt to stem mark

19、et share loses, dell branched out into selling its personal computers through retailers and emphasized the design component in its product lineup in addition, the company was working on a multi-billion billion annual cost reduction plan for the year 2009 to 2011.1.2 route to successat the age of 19,

20、 as a freshman at the university of texas at austin, michael founded a business selling computer dealer excess inventory by mail. because demand was very strong, michael was able to fund his company's early growth internally, without having to seek venture capital. within two years, from michaep

21、s dormitory room, dell computer achieved s34 million in sales. the company focused on assembling computers for end-user who valued the ability to customize their machines dell bypassed intermediaries by going direct to end-users: all products were ordered by telephone, fax or via direct sales. the c

22、ompany grew popular with businesses, which preferred to order computers preconfigured to their specifications.in october 1987, after the market crash, dell completed a private placement through goldman sachs with the intent of growing the company. dell raised another s30 million in 198& earning

23、michael $18 million. by 1991, sales had reached $800 million. after achieving $2 billion in sales in 1992, dell suffered its first major setback the firm was in a liquidity crisis as it rushed to expand, and design flaws appeared in its notebook computers. recognizing that he needed to build a senio

24、r management team, michael recruited seasoned executives from firms such as motorola and apple to handle day-to-day operation. in 1994, an informal team at dell launched "dellcom'； loading the site with technical support information and then with price guides that enable customers to mix, m

25、atches and price componentsby 1995, the company had recovered and continued to pull ahead of its competitors. purchases by governments and large corporations, which generally ordered high-end, preconfigured systems, pushed the average end-users price for a dell computer to $2600, or 15 to 40 per cen

26、t higher than the prices of its closest competitors. dell achieved this combination of lower costs and higher margins by focusing on high-margin customers instead of initiating price wars and by relying on direct marketing rather than retail sales corporate customers were willing to pay more for del

27、l products because of quantifiable savings afinancial services customer based in charlotte, north carolina, described some of these savings:"for us, having the right technology is do or die. we need to have 50 pcs available at any given time for delivery within 24 hours but our resellers were n

28、ever able to provide us with that. ups would deliver the pc, and a purchasing guy would open the box, pull out the machine, tag it, power it up, and program its electronic address. then he would put the pc back in the box again, load in our software and stick it back in the box. then it would go to

29、someone s desk to be installed. if we were doing this in an office outside of charlotte, we w have to send a guy there for two days. can you believe how much money we were throwing out the window? dell could tag and address the machines and load our software in its factory. that alone saves us $500,

30、000 a year.99dell built each desktop computer to order and carried minimal inventory in its factories, where each computer was made to order, yet the whole process from telephone call to loading onto a delivery truck took just 36 hours. orders were instantly relayed to one of dell's plants. supp

31、liers knew to deliver components within an hour after they were ordered components such as computer chips, boards and hard drives were kept in trucks that were backed up into delivery bays 50 feet from the beginning of the production line. after the components were assembled, they were loaded straig

32、ht onto trucks, resulting in no inventory of finished goods. this attention to operational efficiency allowed dell to achieve inventory tums of 15 times a year in 1995, compared to the four to seven turns for manufacturers that sold through resellers and retailers. in an industry where component cos

33、ts dropped 15 per cent or more annually, the increase in inventory turns translated into a gross margin advantage of 1.8 per cent to 3.3 per cent. dell filed process patents for the steps it had developed to build, customize and ship a computer. whereas a standard computer assembly line involves 130

34、 “touches，； or intervention, by staff, dell's efficiencies reduced that number to 60.by 1996, d was selling notebook computers, desktop computers and servers. the move to the internet paid off in more than just increased revenues. 1( also helped the company cut costs: its sales, general and admi

35、nistrative expenses were reduced from 15 per cent in 1994 to nine per cent in 1996, with the expectation of more cost savings to come. for example, dell created website to show customers the configuration of every computer bought, the price paid and a timeline of when dell planned to introduce the n

36、ext version of the computer. dell's top 33 suppliers 一from which dell purchased 90 per cent of its goods 一 had a separate website that provides data on how suppliers measure up to dell standards, the order they had shipped and the best way to ship.at the end of 2000, dell was the number-one firm

37、 in us pcs, worldwide pcs for the large and medium businesses and worldwide workstation shipments. dell had grown at least twice the industry rate in every product category, customer segment and regional market it competed in. it had the best performing stock in the standard & poor9s index of th

38、e 500 largest us corporations in the 1990s. delfs products won more than 300 awards for the dependability and quality. in its annual report, dell attributed these achievements to its direct business model, its focus on execution and its understanding of customer needsdelps anti-hierarchical, cost fo

39、cused corporate culture was evident to customers who visited its head office. delps white office buildings were plain and sterile inside, workspace was divided into rows of cubicles except for four offices, which were shared interchangeably by two vice-chairs, a director and michael. the hallways we

40、re mostly devoid of art. a senior vice-president previously with motorola recalled finding the "411'，feature for directory assistance blocked because it was too expensive. she described her health insurance card as:"barely card board. there's no such thing as a free lunch the first

41、 week, i asked my assistant tolunch. i didn 7 realize it was going on my personal credit card. i mean, just about everything goes onmy personal credit card.ndespite poor economic conditions following the end of the internet bubble, dell continued its growth in 2001, becoming the number-one firm in g

42、lobal market share for the first time in its history. the company was growing beyond its reliance on desktop computers: sales of server and storage systems, workstations, notebook computers, services and peripheral products represented more than half of delts revenues and two-thirds of its profit. d

43、ell targeted market segments where profit margins were high and product standards had stabilized.a dell mantra was that today's technology was tomorrow's commodity dell waited until the cost of that technology fell low enough for it to be put into computers at state-of-the-art factories and

44、then sold direct at a cheap price, which allow the company to gain market share.dell continued to have the industry's lowest cost structure because systems were built only after they were ordered, inventory was kept to a minimum, allowing dell to pass on to its customers any reductions in compon

45、ent costs. interactions between dell sales people and their customer seemed to focus on data, not on relationship building. as a result, not all customers at dell were treated equally. delfs data enabled it to know how profitable each customer was. more profitable customers received better treatment

46、, such as special pricing or enhanced customer service.in 2002, industry demand for computer systems and services declined due to worldwide economic weakness. delps revenue fell from $31.9 billion in 2001 to $31.2 billion in 2002. yet, dell held on to its number-one market position globally. contrib

47、uting to this hold on the top spot was dell's standing as the leading server supplier in the united states with a 27 per cent gain in customer demand; it sold twice as much storage capacity in 2002 than in 2001; and it further reduced its days of inventory to four days.in 2003, acknowledging its

48、 expansion into other hardware products, dell dropped the word "computer" from its company name kevin rollins, president and chief operating officer, stated that dell aimed for 3() to 40 per cent of the global market for all the products it made. according to rollins, "our goal is to

49、shrink the profit pool and take the biggest slice. our gross margins are in the 18 to 19 per cent range: we donx need 40 per cent”in 2004, dell was the world's leading supplier of computer systems for the second consecutive year. in the us market, it had been the leading supplier for the past fi

50、ve years. its business was profitable in every geographic market, customer segment and product category. its product shipments grew 26 per cent, three times the average of other companies. dell coined the term “the dell effect" to explain the increase in customer value as a result of dell enter

51、ing a new product categoiy: a drop in price and an increase in value. dell identified four strategic initiatives that would help the company to continue to grow: driving global growth, attaining product leadership, continuously improving the customer experience and enhancing delps winning culture. p

52、roduct leadership was defined as "bringing to market exactly what customers want, when they want it, for the best value in the industry/5 dell extended its product lineup to include inkjet printers, digital music players, lcd television and computer monitors, handheld computers and digital proj

53、ectorsin 2005, dell was well ahead of its plan to reach $60 billion in sales by the end of 2007. thus, a new goal 一 reaching $80 billion in sales by 2009 一 was set. the company seemed to be expanding beyond pcs as evidenced by the non-pc products, such as servers, storage systems, services and print

54、ers, which accounted for more than half of its revenue and an even greater portion of its operating incomein 2006, manufacturing plants and customer service facilities were opened in germany, scotland, ireland, india, el salvador, canada, japan, china, the philippines and the united states dell cont

55、inued to attribute its success to its direct model: direct customer relationships, information over inventory, world-class manufacturing, superior customer information, and execution excellence13 dell underperformsstarting in 2006, dell began to lose share in the u.s. consumer segment to hp, apple a

56、nd other competitors. analysis attributed dell's share losses to a number of facts, including delps own internal issues, growth of units sold through retail and competitive pressure from hp and apple. another viewpoint suggested that improving technology and decreasing cost reduced the need for

57、customization. many components that cost extra in the past now came as standard-issues items in retail pcs, prices for the pcs haddropped by half since the late 1990s. dell was also losing market share as competitors imitated its supply chain innovations and lowered their prices1.4 michael dell retu

58、rns as ceoin january 2007, after months of poor financial performance and negative news coverage, kevin rollins resigned as ceo, making way for michael dell to return to his former role as ceo. in addition to sluggish sales and profit, dell was under investigation by the securities and exchange comm

59、ission for accounting irregularities that related to the timing and recognition of income and expenses. an investigation that had begun in august 2006 identified evidence that certain adjustments, typically at the close of the quarter, appeared to have been motivated by financial targets. the investigation also found that, in some cases, business unit personnel had not provided complete information to corporate headquarters and, in other instances, purposefully incorrect or incomplete informat