Dell Spells Success in China

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR066 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


International Business
Case Length : 15 Pages
Period : 2003
Organization : Dell
Pub Date : 2003
Teaching Note : Not Available
Countries : USA, China
Industry : PC


The case discusses Dell Computer Inc.'s (Dell) initiatives to build and strengthen its presence in the Chinese personal computer (PC) industry. It briefly details Dell's evolution over the years and examines the rationale for its entry into China. The case also examines the measures adopted by Dell to succeed in China and the ways in which it overcame the problems it faced while implementing its famous 'Direct Model' in the country. The reasons for Dell's rapid growth in China (especially the marketing initiatives) have been discussed in detail. The case ends with a brief note on the competition facing Dell (from players such as Legend) and its future prospects in China.


Dynamics of the PC market in China and its attractiveness to multinational players


  Page No.
Winning Praises in China 1
Background Note 2
Going To China 3
Dell Strengthens its Position in China 5
Reaching out to Customers 7
Looking Ahead 8
Exhibits 11


Dell Computer Inc, Dell, Chinese,personal computer, PC, industry, evolution, rationale, entry, China, problems, Direct Model, country, rapid growth, marketing initiatives, competition, Legend, future prospects, China

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