The marketing environment audit Essay

Brisk innovation and globalization have produced great opportunities and alternatives in the marketplace for consumers and business organizations alike. Competitive demands have led to sourcing and manufacturing on a global scale, resulting in a significant rise in product offerings. As businesses grow more multifaceted, so as their supply chains. This paper will attempt to describe Dell’s supply chain as one of the most successful and leading supply chain in the personal computer industry, including its processes and material flow. Comparison and contrast with its competitors, recommendations for process improvement and its ethical considerations will be discussed.

Existing Supply Chain Process Dells’ business concept based on direct-sales and build- to-order has achieved superior performance in the PC industry in terms of inventory turnover, reduced overhead, cash conversion and return on investment. Building PC to order means that Dell must have parts and components on hand to build a wide array of possible configurations with little advance notice. In order to fill orders quickly, Dell must have an excellent manufacturing and logistics capabilities supported by information systems that enable it to substitute information for inventory. Order? taking The supply chain process begins when orders come in, mostly from internet/intranet (90%) using the built-to-order model.

Integrated with direct to consumer, the system allows consumers to decide what features are needed for their computers before product manufacturing is completed. Dell offer standard models configured by the customers themselves as they generate the orders. It is called built-to-order as opposed to built- to-stock that requires inventory.

Built-to-order significantly lowers financing costs and increases customer satisfaction for Dell’s chosen market segment. Dell records an order, clears credit (as they take no chances) and Demograpic>the competitive rivalry that exists in the PC market globally become one of the threaths to dell’s company. There are some actions that have been taken by dell’s company to respond to the demographic’s developments and trends , such as innovation approach, technology initiatives, flobal product development,etc. Economics>The computer industry expects a growth of approximately ten percent over the next years. 5 This growth is influenced by the economic situation in a specific country, having an impact on the purchasing power of potential customers.

Additionally, changing inflation rates and currency fluctuation also determine the profitability of a company. To respond to the economic development, dell is making and selling low cost , low price computers to PC retailers. Dell is the world’s largest PC maker.

For the last couple years, it has held its position as market leader. Environmental>Dell led firms in the computing sector, Dell scored particularly well in renewable energy use , recycling, and its integration of a sustainability strategy in its business. Moreover, Dell sources about 35 percent of its U. S energy use from green power and app. 20 % globally, and its offers free computer recycling to consumer world wide.

Technological>There is hardly any industry that is characterised by a faster technological development than the computer industry. Increased Research & Development have caused permanent innovation processes which lead to short product life cycles resulting in a faster depreciation of the products Politic and legal>Political factors include government regulations and legal issues determining the conditions under which companies have to operate. In this field, the computer industry has to face certain restraints. Problems can arise in countries where political stability is not guaranteed, no matter whether companies operate production facilities or if they do business with that country through exports.

Many countries still have restrictive policies which are maintained to protect domestic manufacturers and production. Such policies often hinder foreign companies from entering into these markets. The only possibility to do business in those countries is to establish partnerships with local companies, where they are additionally forced to accept minority shares and to provide money and technological know-how. However, the computer industry sees great potential in those countries which loose their restrictions.

4 This is especially true for China which has opened for many industries since its accession to the WTO in 2001. In the course of globalisation trade barriers decline and new markets emerge, allowing free trade to expand. Cultural and social>The nationwide demand for computers is dependent on the educational level prevailing within a specific nation. The higher the academic standard, the bigger is the demand.

Furthermore, computer systems get more plus more involved in everyday life. Today, children already acquire familiar with the usage of computers at a very early age, representing a generation that may hardly live and work without a computer in the future. In addition , the brand picture of a computer and lifestyle styles get more plus more decisive for the purchasing decision. The pc industry adapts to this trend, e. g. by offering a wider array of notebooks and by trying to build a strong brand name. For Dell’s company, this lifestyle can provide benefits for these people.

There are some balasan of the Dell’s company to factors in the micro environment. I’ll describe it with this paragraph. First of all, the market to get laptop computers offers distinguished it is self as the quickest growing segment in the computer industry.

Throught out their growth and development, the foreign exchange market, like numerous others, has changed a whole lot as a result of buyers demands. In order to carter to demands, the business like dell look to market trends to help to the development of new products. In its most recent levels, the laptop computer has been particularly influenced by an quantity trends.

Second, customers are becoming more well-informed about their obtain so dell believe in creating loyal consumers by providing an excellent experience for a great value. Dell will be committed to immediate relationships, featuring the best products based on standards-based technology, and outperforming your competition with worth and an excellent customer experience. Besides, there are plenty of competitors that needs to be looked by dell’s organization.

Therefore , to response to the markets, customers, rivals, distribution and dealers, and supplier and facilitators, Dell’s company employ direct approach which advertising low cost, reduced price computers to PC merchants.