Dell Case Study Part a

906 words 4 pages
Dell Case Study Part A

TABLE OF CONTENTS
Introduction and Company Background……………………………………………………………………………………….3
Key Offerings………………………………………………………………………………………………………………………………..4
Perceptual Map…………………………………………………………………………………………………………………………….5
SWOT Analysis………………………………………………………………………………………………………………………………6
Concept Generation……………………………………………………………………………………………………………………..6
Works Cited…………………………………………………………………………………………………………………………………..7

Introduction and Company background

The purpose of this case study is to analyze the new product scenario and provide a written report. Dell Computers was founded by Michael Dell in 1984 and has its head offices in Round Rock, Texas.
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The purpose of a perceptual map is to identify the images that consumers have of and the reactions they have to brands, products, services and other market offerings. This information can help a business identify potential new products during the product development process. (Wiley, 2012) In this particular comparison we are looking at two essential key nonprice attributes of the top 4 major brands. According to the book the positions are on scales of -2 to +2. (Benedetto, 2012, p. 166) It seems that currently Dell is positioned well in terms of performance with Lenovo a full point higher and HP similar. In terms of flexibility Dell has some things to iron out; HP & Compaq are currently ranking higher.

SWOT Analysis Concept Generation The strongest method for Dell would be to implore the Research Method; this method should be pursued because of the very fiber that the computer industry is based on, research and development. Research of existing designs can be very valuable during the conceptual phases of product development. Research will help to expose flaws and deficiencies in competing designs, help define major challenges and design hurdles, reveal design trends, and bracket the scope of the development effort. Research should not be "me too" development, but instead a learning acceleration, so that the next

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