Michael Dell began working with computers at age 15, when he took apart a brand-new Apple computer to see if he could rebuild it. He could. In the 1980s Dell began rebuilding and selling computers from his University of Texas at Austin dorm room, naming his company PCs Limited. In 1985 the company developed its own computer, the Turbo PC, which was advertised for direct sale in national computer magazines. Consumers were attracted by the low prices, so much so that the company grossed $6 million in its first year of business. In 1987 PCs Limited changed its name to Dell Computer Corporation, and in 1992 Fortune magazine listed Dell as one of the world’s 500 largest companies. Sales climbed dramatically, giving even the century-old IBM something to worry about. Within a decade Dell had become the largest seller of personal computers in the United States. It lost that spot Continue reading
Marketing Case Studies
Case Study: Dove’s Campaign for Real Beauty
Unilevers Dove brand was launched in the market as a cleansing bar soap in 1957. The soap was based non-irritating cleaner and moisturizing component. By 1970s, Unilever had enhanced the soap into a beauty bar, which was milder and promised women of moisturized skins. The popularity of the soap at this time soared, and Unilever started expansion into the global market and by 1996, the brand was selling in over 80 countries. Between 1995 and 2001, Unilever expanded the range of products under the dove brand to include moisturizers, face creams, deodorants, shower gel, shampoos, conditioners, among other wide range of beauty and care products. The key features and attributes of the brand such as its soft colors focused on promoting it as a rejuvenating, calming and exfoliating product brand with milder effects on the skin and high performance moisturizing abilities for dry skins. As the Dove brand mainly targeted Continue reading
Case Study of McDonalds: Advertising and Promotion Strategies
McDonald’s is the worlds leading fast food restaurant and is globally recognized. With over tens of thousands of stores spread across 119 countries, McDonald’s serves an astounding 50 million customers daily. McDonald’s has been viewed as the pinnacle and one of the defining features of the American lifestyle. Burger, fries, and a Coke were the traditional meal. Once it spread globally, it boomed into popularity because other countries wanted to be associated with the successful image of the “American dream”. McDonald’s provides a positive and caring attitude towards the community of which it serves. McDonalds’ vision states that “We are not a hamburger company serving people; we are a people company serving hamburgers”. With a vision so clearly committed to people, customers have responded by continuing to keep McDonald’s number one. Other aspects of the McDonald’s dining experience show why their customers continue to hold their reputation high. Continue reading
Case Study: Dell’s Competitive Advantage
Dell Computer is a leader in the e-commerce computer hardware market. It is an established brand that leads personal computer manufacturers both in U.S. sales and overall online sales. Its trademark method of selling products to customers, corporate and individual consumers, originates from the Dell Direct model, a Web-enabled infrastructure that allows customers to customize their PCs and order other products they need or desire. This virtual integration structure eliminates the need to manufacture everything, and instead uses the power of the Internet to share and exchange information with suppliers and vendors to build a truly superior supply chain that keeps inventory turnover low and costs to a minimum. The primary method Dell uses in order to achieve and sustain their competitive advantage is a unique, direct to customer business model. The model is known as Dell Direct, referring to the relationship between the company and its customers as being Continue reading
Case Study: Toyota Prius Marketing Strategies
Toyota manufactures cars, which has a wide coverage from economic minibus to luxurious cars, SUV. The brand on sell includes Crown, Reiz, Vios, Corolla, Coaster and Prius. And Prius is the brand or car that Toyota has made a significant success in American market. It is a hybrid vehicle. What are the characteristics of it? Hybrid vehicles have both a gas engine and an electric motor. When starting up or at very low speeds (under 15 mph), the auto runs on the electric motor. At roughly 15 mph, the gas engine kicks in. this means that the auto gets power from only the battery at low speeds, and from both the gas engine and electric motor during heavy acceleration. When starting up and operating at low speed speeds, the auto does not make noise, which seems eerie to some drivers and to pedestrians who don’t hear it coming! Toyota Prius Continue reading
Case Study: PepsiCo’s International Marketing Strategy
Pepsi was created by chemist named Caleb Bradham. He was inspired to experiment with various products and ingredients to create a suitable summer drink that became highly sought after way back in the summer of 1898. It was this summer inspiration that later evolved into what we now know as Pepsi Cola. The company was launched officially in the year 1902. The beginning of Pepsi Cola was in the back room of his pharmacy, but recognizing its potential, Caleb soon started bottling the product so that people all over can enjoy it. As the years passed, Caleb started franchising the bottling of the drink to different people in different locations. Soon Pepsi Cola was being sold in 24 states across the United States. When World War I broke out, the company went bankrupt and Caleb had to sell the trademark to a stock broker from North Carolina. But he too Continue reading