Dell Wants To Be Top Dog Again
April 15, 2008 | by Christopher Nickson
Michael Dell is committed to returning his company to supremacy was the world's major PC maker.
Michael Dell is a man with a goal. Since returning to head up Dell in January 2007, he’s been pushing away to re-establish it as a major force among computer makers. And it looks as though he’s having some success. When he took over, he told the BBC, sales had fallen 11%. By the end of 2007, they’d risen by 19%.
He did admit that the company’s focus on business users meant it had missed out on the burgeoning home market, but that has been changing. Dell has altered its strategy from selling directly to the consumer to selling through stores.
"Let's say you wanted to buy a Dell computer in a store nine months ago - you'd have searched a long time and not found one. Now we have over 10,000 stores that sell our products," Dell said.
The company is now looking to emerging markets in China, the Middle East and India for real growth.
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Kontra on Apr 15th, 2008 at 5:24 PM:
I said this about Dell's attempt to recast his brand:
This appears to be an interesting brand repositioning. First label your competition inadequate and misguided, then try to emulate it by letting catwalk models introduce laptops with gaudy veneers at Macy's, and finally ask everyone to "think different" by imagining Dell as the cool, new anti-Apple. And simultaneously seek salvage at Wal-Mart shelves with under-$700 PC boxes.
Dell: "Apple has become the conformist company"
http://counternotions.com/2007/09/27/dell-apple-ha...