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Dell operates as one of the leading information technology corporations globally. The company uses high-performance, innovative technology and produces laptops, desktops, workstations, monitors, servers, storage, and various electronics ( Explore Dell Technologies, n.d.). Dell implements a differentiated (segmented) marketing approach focusing on particular customers and their needs. Pride et al. (2019) define market segmentation as the process of dividing a market into segments and directing a marketing mix at a particular segment or segments rather than at the total market (p. 310). This approach revolves around the idea that different customers needs for most products and services vary. According to Pride et al. (2019), a market segment is a group of individuals or organizations within a market that share one or more common characteristics (p. 310). In this regard, Dell focuses on technology-savvy individuals providing various products to meet their needs.
Dell organizes its business activities concerning several target market segments. The company focuses on corporate customers, small and medium-sized enterprises, as well as individual consumers ( Explore Dell Technologies, n.d.). Corporate customers include leading corporations that operate in competitive industries and use Dells high-performance technology and innovative solutions. For instance, the company provides products for McLaren, which is involved in the racing industry and manufacturing of sports cars ( Explore Dell Technologies, n.d.). Another market segment of Dell includes small and medium-sized enterprises in various sectors that require hardware and software solutions for their businesses. Finally, Dell targets a wide range of individual consumers, focusing primarily on students, business people, and employees aged 15 to 50 years. There is no differentiation concerning such demographic characteristics as gender, race, ethnicity, or religion. In terms of lifestyle and personality attributes, Dells target customers are tech-savvy, familiar with current and emerging technology trends, and innovation-driven. They value style, exclusivity, and quality, which Dell aims to deliver.
Dells market segmentation approach is implemented based on demographic, psychographic, and geographic factors. The company promotes customer engagement which allows it to remain competitive. Demographically, Dell focuses on students, employees, professionals, and executives aged 15 to 50, as well as small and medium-sized enterprises and large corporations. Most of the consumers are educated and belong to the middle class or higher. In terms of psychographic factors, the company targets technology-savvy and innovation-driven individuals and enterprises that need effective solutions and services. Furthermore, Dell segments its customers geographically and targets the following markets: North, Central, and South America, Asia-Pacific (APAC), as well as Europe, the Middle East, and Africa (EMEA) ( Explore Dell Technologies, n.d.). Therefore, the market segmentation approach allows the company to evaluate and address clients needs to provide relevant products and services.
Dell understands the importance of the promotion strategy and the role of an effective marketing mix that combines product, price, place, and promotion as the key elements. Therefore, a variety of products are produced aimed at both businesses and individual consumers. As a rule, customization is used by Dell during the design, development, and manufacturing processes to better meet individual requirements ( Explore Dell Technologies, n.d.). The pricing strategy aims to reflect the products affordability for customers in different geographic markets. Furthermore, customization plays an important role in price formation based on the services and options added. In terms of Dells location strategy, products are distributed directly, and the availability of shops allows for creating a strong consumer base. Finally, the company advertises its products through various channels, including online and direct marketing publications.
References
Explore Dell Technologies. (n.d.). Web.
Pride, W. M., Hughes, R J., & Kapoor, J. R. (2019). Foundations of business (6th ed.). Cengage Learning.
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