trategy is to build. In this case the all of Dells products, desktops, notebooks, workstations, and servers fall into the Star scenario and as such Dell needs to utilize strategies that will build the market. By building the market a company can realize the maximum potential of the product line, if a Star is left alone its true potential may never be realized. With the PC market currently in the growth maturity stage and competition is at its highest Dell will need to implement strategies that will continue to maintain their market share and work to develop new markets. There are a few different strategies that can be used in this stage. The first is to enter new segments and to distribute through new channels. A second is to offer new products or services and to diversify the product mix. A third option strategy is to offer more line extensions on current products, in the case of the PC possibly the AMD chip as opposed to the Intel chip. Fourth, Dell needs to utilize more specific advertising campaigns to promote their products and maintain their position.As the market stands now there are fewer and fewer non-users and with the current life of a PC the replacement time frame is becoming shorter and shorter. Overall, the strongest recommendation is for Dell to focus on winning the competitors customers. With Dells proven satisfaction ratings as seen in the study mentioned above, Dell has the service and support as well as the commitment to fulfill the dissatisfaction of the competitions customers. Dell should also consider entering new channels. Despite the failure in 1997, the retail market has seen significant changes and may now be ready for a direct solution. With Gateway opening the Gateway Country Stores and the new alliance with OfficeMax, Dell has a possible model to look at. The retail channel could be what Dell needs to improve their representation in the consumer market. Dell does have a strong brand and with ad...
