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Marketing Management Case Study

Case Title:

DELL’s Dilemma: Corporates or Consumers?

Publication Month and Year :  July 2009

Authors: Sireesha, Sumit Kumar Chaudhuri

Industry:  Information Technology

Region: US

Case Code:  MM0022

Teaching Note:  Available

Structured Assignment:  Available


Since its inception in 1984, Dell has been a pioneer of direct selling of computers to large enterprises on a global scale. While large enterprises contributed 85% to its revenue, retail consumers contributed the rest. However, since late 2005, with the personal computer (PC) consumer market outpacing the corporate market in growth, Dell is striving to focus more on the consumer markets through innovative product offerings.

Pedagogical Objective:

  • To highlight the growing importance of the consumer markets for the global PC industry
  • To understand how Dell ensured customer satification by establishing a 1 to 1 contact with its unique direct business model
  • To discuss the strategies of Dell to balance between its traditional enterprise market and the new technology savvy consumers.

Keywords : Global personal computer PC (personal computer) industry; Corporate Strategies Case Study; Product differentiation at Dell; Supply chain management at Dell; Dell’s customer satisfaction; Quality; Service; Customer retention; Delivering customer value, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • Selling to Corporates: DELL's Traditional Business Line
  • Growing Importance of Consumer PC Market
  • The Strategic Choice: Corporates or Consumers?

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