COMPAQ遗作对于竞争对手DELL的分析3上课讲义.ppt

* Company Confidential Company Confidential Dell Computer Competitive ReviewJune 2001 Early 2001 Developments “Dell takes top spot in Global PC Sales” “Dell takes top spot in U.S. server market for Q1” “Dell CEO says storage business is the next target” “Dell will be ruthless in cost cutting – It’s gonna be Bosnia” “Compaq chief declares price war” Large Corporate Accounts Business Mitosis Circa 1997 Dell sales segments $7.4Billion annual revenue, 10,000 Employees Healthcare Consumer Federal Education Large Corporate Accounts $2Billion Business Mitosis Split strategy increased focus and fueled growth Large Corporate Accounts Enterprise Global Preferred Accounts $26Billion annual sales, 40,000 employees Divide and Conquer These were all independent business units with complete sales and marketing infrastructures Large Corporate Accounts Enterprise Global Preferred Accounts K-12 Education Consumer Healthcare Higher Education Consolidation at Dell Corporate sales recently consolidated back into single business unit to reduce costs – moving away from strategy that got them where they are today. Relationship Group $32Billion annual sales, 40,000 employees and dropping Shake-up at Dell - good time to attack VP and General Manager of Large Corporate Accounts (Cliff Mountain) was asked to step down from his position recently. He has since left the company. VP of Sales for Corporate Accounts (Ralph Spagnola, 11 year Dell vet) was unhappy with recent management changes and decided to leave the company. Tom Meredith, former CFO, chief strategist, GM Dell Ventures, and key developer of the Dell Business Model -- gone Recently promoted Regional Sales Managers were demoted back to Inside Sales Managers Recently promoted Inside Sales Managers were pushed back down to Inside Sales reps. Some under-performing Account Managers were let go Account teams swapped around in the process – disrupting customer relationships What do customers like about Dell?