Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0036

Year : 2004

Industry : Engineering, Electrical and Electronics

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

Abstract: Dell Computers Limited, in its 20 years of its existence, is considered as a pioneer in direct marketing. The company has always focused on improving its supply chain by reducing costs through direct selling.

Dell's mission is focused on the concept of the direct-to-market strategy. The company's direct model has become a global benchmark in supply chain management, and many other organisations worldwide have incorporated it to improve their supply chains.

Gateway Incorporated also started its business as a direct seller of computer systems. However, by the year 2000, the focus of the company shifted from 'direct marketing' to 'research and development'.