According to "What-is-dell" (2007), Dell is a significant manufacturer and distributor of computer hardware, offering various related services. It holds a prominent position globally as one of the leading computer distributors in terms of units sold and total revenue. Additionally, it is regarded as one of the largest corporations in the United States. As mentioned in "E-commerce within Dell" (2004), Dell surpassed other PC manufacturers worldwide in terms of quarterly deliveries of complete computer systems from 1999 to 2006.
Dell's website, w.w.w.dell.com, was launched in 1996 as a retail platform to showcase the company's triumph. According to Ongoing Customer Relationship Management At Dell (2013), Dell credits its achievement to its robust customer relationships and direct engagement with customers. Additionally, (2014) reveals that the CEO of Dell established the company with the aim of simplifying the marketing process for a more gratifyi
...ng customer experience.
In "Dell Customer Relation Management" (2012), it is suggested that cost reduction can be attained by eliminating other channels or distributors. The saved funds can then be utilized to improve customer service and after-sale services, aiming to establish strong customer relationships. This strategy not only saves time but also reduces expenses. For instance, numerous PC manufacturers encounter added costs when working with multiple distributors or retailers, resulting in higher prices for customers during product purchases.
Dell opts for a direct sales approach, bypassing retailers and distributors, in order to reduce costs and enhance customer connections. By eliminating intermediaries, they are able to offer lower prices. Dell's online sales channel has proven highly lucrative, and their achievement can be credited to effective communication with consumers.
In 2008, an article titled "Inside Dell
The secrets of its supply chain success" revealed that Dell's supply chain success is attributed to its effective management of two information streams. The first stream is between customers and the Dell sales team, while the second stream connects sales, acquisition, and suppliers. This allows Dell to receive direct feedback from customers regarding current trends, desired information, customer orders, and preferences for online collaboration with Dell.
Moreover, Dell offers customized web pages containing 500 million pages per quarter (Dell Customer Relation Management, 2012). These pages provide pricing, necessary information, and specific promotion offers for large corporate customers. Aberdeen Allen (2003) argues that buyers can navigate through Dell's website and build a computer system piece by piece according to their budgets and needs. In summary, by dropping accounts, Dell has gained credibility and established itself as one of the top computer corporations worldwide. Dell's success in e-commerce lies in their wise choices for e-tailing, which have helped them secure a strong position in the market.
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