Individual Change Initiative- Dell Computers Essay

Dell incorporation was established in 1984 and is headquartered in Rock. Texas. A transnational engineering corporation develops. industries. develops. sells and supports personal computing machines every bit good as those merchandises that are related to computing machines. For many old ages since its constitution. Dell has been the largest marketer of waiters and personal computing machines. In 2008. it was the listed as the 2nd largest marketer of computing machines behind an approaching company. the HP.

It uses the direct concern theoretical account where it develops. designs. industries. markets. sells and supports IT systems and services designed to carry through the specific demands of its clients ( CNN. 2009 ) . The company has an aim of come ining the market fast with relevant and new engineering that can help in run intoing the demands of its clients. supplying services and cut downing the stock list and capital investing costs.

The strengths of the direct theoretical account enable Dell to execute strongly and present profitableness in its concern. Some of the merchandises that are offered by the company include desk computing machine systems. package. peripherals. mobility merchandises. web merchandises. waiters and storage merchandises ( CNN. 2009 ) .

Competitiveness and Rivalry

Dell was the 2005 figure one provider of personal computing machines both in the United States and globally. This leading in market is attributed to its focal point on selling the services and merchandises straight to the clients ( CNN 2009 ) . The monetary values of personal computing machines have fallen and Dell has faced stiff competition from other companies such as Hewlett-Packard. Apple. Sun Microsystems. Lenovo. Gateway. Sony. Toshiba. Acer and Asus. This has prompted the company to make all it can to undersell competition and to offer to its clients more attractive pick of Personal computers every bit good as other merchandises ( Bergstein 2006 ) .

It is clear that in the current economic universe. concerns that deal with similar merchandises are engaged in competition and competition as they try to surpass each other and do as much gross revenues and therefore net incomes. This calls for the concerns to reconstitute their internal operations so that they can hammer in front of their rivals ( Hitt. 2007 ) .

This is taking topographic point in the concern environment that Dell Inc. operates as it faces stiff competition from its challengers in the computing machine hardware fabricating industry ( Hitt. 2007 ) . Such sort of competition would name for the direction of Dell to come up with a procedure of pull offing alteration that is uninterrupted in order to hold a concern advantage over its challengers continuously. There are three schemes that can be used by any concern organisation to explicate schemes: focal point. cost minimisation and differences ( Hitt. 2007 ) .

Vision: Bing the Leading Seller of Personal computers and related merchandises

However since these schemes can be easy copied by the rival companies. a clear vision should be established that will steer the company in its operations. Dell should hence come up with the vision of being the world’s largest marketer of personal computing machines and computing machine related merchandises. This vision should non merely be presented in composing but should be the footing of any program or operation that is undertaken in the company ( Kotelnikov. 2009 ) .

The direction and the employees must be made to understand that Dell Inc. is confronting stiff competition from other companies and therefore should execute every undertaking with the purpose of doing the company have an advantageous border over the other similar companies. Change may non take topographic point unless the bulk of the employees are ready to do forfeits ( short term ) and they should be made to understand the benefits of that alteration ( Kotter. 1996 ) .

Major challenges to the vision must foremost be identified as this would enable the company to analyze and eliminate them if the vision is to been achieved. One major reverse has been the fact that in most instances. merchandises by Dell are merely accessible by phone or through the cyberspace. Though this may travel good with the company particularly in cost film editing. it may be an obstruction for larger gross revenues.

This is because the universe is in the coevals of instant things and “fast foods” and therefore clients may be hindered from prosecuting in concerns where they have to wait for a longer period before they can obtain the merchandises that they require. Mossberg ( 2008 ) gives an illustration of a combination of ink-jet printer/scanner/copier called DellA940 that is really superior when compared to H-P’s 2110 in velocity. services and costs. but the reverse with its purchase is that the ink cartilages that it uses can merely be obtained by phone or cyberspace.

Making the Dell Inc the largest marketer of personal computing machines would besides necessitate the Dell Company to put up ends and schemes in line with the vision of doing the company the taking marketer of computing machines every bit good as related merchandises. One of such ends would be to do its merchandises the most efficient and admirable by all the clients maintaining in head the ever-changing engineering and inventions. Some of the merchandises that Dell manufactures include laptops that are in different types. such as Vostro. Latitude. Dell Precision. Specialty laptops. inspiron and studio ( Del Inc. 2009 ) .

Other merchandises include the desktops. workstations. waiters. storage and networking devices. pressmans. proctors and projectors. However. companies such as HP besides industry and sell personal computing machines. pressmans and waiters and this has become a major concern menace to Dell. For illustration in 2006 Dell was utilizing the Intel french friess as compared to HP’s usage of AMD french friess ( regarded as more superior ) which was seen as a disadvantage ( Cantrell. 2006 ) .

Besides the company can go a prima company in computing machine hardware fabricating concern by concentrating on accomplishing different mix of merchandises which may include those that are none related with personal computing machine such as the storage merchandises. waiters and services. This would do it non to trust so much on personal computing machine concern. which accounts for 66 per centum of the company’s gross revenues. Experts believe that HP has an advantage over Dell particularly with big corporate clients because it has a diversified mix of concerns ( Cantrell. 2006 ) .

The other scheme that should be considered by Dell Inc should be to better the customers’ dealingss. Customer relation is of import because it has been proven that maintaining the already bing clients is easier than acquiring the new 1s and because those clients that are satisfied will make the advertisement for the company’s merchandises.

All the Dell employees should be trained on how to better client dealingss by ways such as appreciating the clients orally. in authorship or through the web sites. Any complains that is raised by any of the clients should be solved instantly and in a friendly manner. This can be done by replacing or mending any merchandise that is reported to hold been defective or even by returning them their money or adding them a gift ( Alibaba. 2009 ) .

The clients should besides be given clear guidelines on how to do orders easy for any merchandises with full information on how to make it. When clients have made any purchase. a questionnaire should be sent to them to demo that the company is concerned about their satisfaction. Finally. the clients should be given as many options for contact as possible and when they send any question or order it should be attended to instantly ( Alibaba. 2009 ) .

For the employees of Del Incorporation to experience portion of the vision. they should non merely be made a portion of it verbally. but should besides be motivated so that they can work really difficult towards it. This should be done during the sign language of the contract where the employees should be given the chance to take the sort of the preparation contract that they want to subscribe.

“Fully self directed” contract should be encouraged as the worker will make full in the subject of preparation. the procedure of preparation and the manner of appraisal. The papers will so be ratified by the supervisor or by the HR director. This would be really of import. as employee’s opposition has been a major obstruction to the fulfilment of any company’s vision ( Hitt. 2007 ) .

The workers can be motivated in different ways such as being offered morale supporters such as being offered a free ice pick at the terminal of every hebdomad. field day or a film. This makes employees to experience portion of the company therefore will make everything to back up the vision of doing Dell the taking marketer of Personal computers and related merchandises. Their positions though may non be implemented should besides be received by the direction. Any clip they perform a undertaking in line with the company vision. they should be rewarded. for illustration with a twenty-four hours off or with a hard currency award. a twenty-four hours off or a certification of grasp ( Microsoft. 2009 )

For this vision to come true. every portion of Dell work force should be involved. The direction of the company should be responsible in jointing the vision to the workers and actuating them. They should direct the employees in line with the schemes that they have come up with every bit good as oversee them in implementing them. The human resource director is besides really instrumental in guaranting that there is a communications construction promoting the employers to work towards the vision.

All employees ramping from the support staff. applied scientists. sellers. public dealingss officers. web interior decorators. directors and even comptrollers should be involved in the vision designing every bit good as its accomplishment. The sellers and the public dealingss officers will play really of import functions as they are the 1s who will be in direct contact with the clients and will portray the image of the company either positively or negatively.

The applied scientists and the research workers will be really utile as they will be involved in the procedure of fabricating personal computing machines and other computing machine related merchandises that would vie with similar merchandises of the other rival companies. If the all stakeholders in the company fall in their custodies and work towards the vision. so Dell Inc. will go the leader in selling Personal computers and related merchandises in the full Earth.


Alibaba. 43 Phenomenal ways to better your client dealingss. Retrieved March 24.

2009. from hypertext transfer protocol: //resources. alibaba. com/topic/51248/43_Phenomenal_Ways_to_Improve_Your_Customer_Relations. htm

Bergstein. B. ( July. 19 2006 ) . Personal computer market called “healthy” despite weak demand in Europe.

Retrieved 24 March 2009. from hypertext transfer protocol: //www. Boston. com/news/local/massachusetts/articles/2006/07/19/pc_market_called_healthy_despite_weak_demand_in_europe/

Cantrell. A. ( Feb. 10 2006 ) . All’s non good with Dell. CNN. Retrieved March 24. 2009.

from hypertext transfer protocol: //money. cnn. com/2006/02/10/markets/spotlight/spotlight_dell/index. htm

CNN. ( 2009 ) . Dell inc- company information. Retrieved March 24. 2009. from

hypertext transfer protocol: //money. cnn. com/quote/snapshot/snapshot. hypertext markup language? symb=DELL

Hitt. M. A. et Al ( 2007 ) . Strategic direction constructs. Wiley. Retrieved March 24. 2009.

from mclennan. megabit. edu/classroom/bibliographies/Strategic_management_of


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