Question

Identify three magazine or newspaper articles that discuss some aspect of the product/industry. The following are good sources: Fortune, Barons, Forbes, Business Week, The Economist, National Post, Business Report on Business Magazine and Canadian Business. Prepare 100–150 word summaries of the articles, the summary should not have personal opinions and should contain complete bibliographic details

Company - Dell

Answer 1

Article 1)Why product customization will position your brand to win in 2020.Stephanie Burns ,June 10, 2020.www. Forbes.com

Many companies are bringing customised products to the market in order to add extra value to their product. Tesla gives customers the privilege to design their cars. Custmers can get words and art printed in their shirts and jackets by the fashion companies like Dressshirt and the Mighty company Nike allows the different types of shoes to be made according to the wish of the customers. Product customization can make the company attain new level  in 2020.The resaons are charging more for the product,Word of mouth marketing will increase the value of the brand like there are luggage brand that allows people to customize their luggage online ,focusing on customer satisfaction and trying to incresae itWhen customers get their product with their initials engraved in it in their most favored colour , brand loyalty of the product will increase..

Article 2)Five product- market fit lessons from Fortune 500 companies.Alon Ghelber,August 10 2020 ,Forbes.

A product market fit is about supplying products that meet the demand of the customers. With product market fit the name of the product spreads through the word of mouth which in turn makes the market grow. This can happen by trying to understand the goals  of the customers behind purchasing the product .As  for eg customers prefer comfortable athletic shoes and Nke understands this and makes comfortable shoes for the people like placing air inside the shoes in order to make the shoes comfortable to exercise..It is necessary to adopt e commerce to connect to the potential customers .In crisis like covid 19, e- commerce help in reaching out to customers online.Again it is necessary to take fast action when the behaviour of the customer changes as during the covid pandemic Target has improved its grocery service online .Digital marketing like social media will always be important to reach potential customers.

Article 3)How to successfully bring new products to market.Laura Patterson , March 2018. www.industryweek.com Innovation .

The cost to create and launch a new product and the rate of failure involved, it is a great effort to bring new products in the market.Launching a product does not guarantee the success of the product.If the product is acompetitive one that meets the need of the market,it is a wise decisision to plan to launch a new product.In the begining it is necessary to determine the kind of launch that is appropriate for the product.The launch should be determined by the role of the product in business.It is necessary to establish launch classes and then each class should be put before the stakeholdes,existing customers, partners,press , analyists etc.It should be noted that product failures are due to poor launching of the product,planning as well as execution of the product.

Article 1)Dell's transformation from PC maker to a technology conglomerate.By Megdalena Petrovva ,23rd May 2019,CNBC

People ususlly connect with personal computers with the name Dell. In 2018, Dell came back to the market as Dell technologies which means PC was not Dell's only product and the company has enlarged its market beyond PC.In addition to its products like monitors, printers,PC's ,Dell technologies has  storage, servers,data protection and networking.In 1988' Dell Computer corp ' was established and by 2001 Dell became world's biggest PC maker .By 2013 demand for PC fell as tablets and Smartphones became popular.and so Dell took the decision of making the company private .Dell felt that it should be a company more than just computer.This decision was taken as the market for personal computer was falling even though Dell was doing very well.Dell realized that scale was a key factor.Dell was performing very well in the server market against HP and Lenovo but realized that competing for a longer period will be difficult.This made Dell take the decision of purchasing the data storage cmpany EMC in 2015.And so emerged Dell technologies in 2018.

Article 2)What makes Dell India's best consumer tech brand.By Harichandan Arakali.Dec 9 2019, Forbes.

   Dell has sleek models ,improved features, and better design which has made it very much desired by millennials.Dell's products have all along controlled the enterprise scenario and have been popular among all millennials.The reason being the company's supply of sleek models .These divices gave very good technological experience to the owners of the devices. Dell has worked for almost 30 years to make PC perfect  that would go with the lifestyle of the users with their unique features and designs..Dell's position is 3rd among the top vendors in the country behind Lenovo and HP.According to International data corporation,Dell's market share was 20%in the september quarter.In India even though smartphones are purchased , consumers are consciously purchasing PC's in India.Consumers patiently look for offers and discounts to buy PC's in India.Dell's laptops with unique configuratins are very popular in India,About 60% of personal computer market in India is covered by Dell's laptops and desktops and workstations made by Dell,cover the rest of the Indian market.

Article 3)India becomes fastest- growing, third largest market for Dell.By Varun Agarwal Dec 19, 2014, Economic Times.

Michael Dell decided to make Dell private and this made the company grow  in India to $2 billion.In revenue terms India became Dell's third largest market next to US and China.Company grew very fast  and gradually it earned the first position in PC market in 2014,with 22% market share .In server business Dell company grew even at a faster pace. Dell Inda occupies an important position in the IT industry with tablets to cloud computing.Privatization offered  Dell enough freedom to operate in the right way in India.Dell has enlarged its existence in India from 15 to 45 cities in India. Distributors are used by the company at present to sell servers,PC,storage across the country.Dell is trying to capture large deals in the country with their target on virtualization, cloud to big enterprises in India.With Dell's go to market strategy,the company has been able to increase its profit by selling larger IT solutions ito companies in the country and not just servers and storage.