The paper "Improving the Flexibility of the Desktop PC Supply Chain" is a great example of a Management Case Study. Dell is one of the world’ s largest computer system companies and a leading technology supplier for internet infrastructure. The biggest competitive advantage of Dell is its direct customer focus and relations. Dell has won its customer's respect by providing quasi instant services through constant interaction with customers through telephone and internet; moreover, this also helps Dell in understanding the unique computing needs that are the drivers of individual and enterprise productivity. It is predicted that growth rates for the computer industry would be less than that of previous years, however, Dell would still be able to operate successfully and even enjoy healthy and sustainable profits.
But it should be kept in mind that the global economic recession and aggressive pricing wars by competitors would definitely be threats for Dell and would bring about a decline in profit margins. In order to overcome these Dell should not just be the market maker instead now it should aim to be the market taker. And it would be advantageous for Dell to capitalize on its ability to entering and dominating new markets such as Asia/Pacific talked about in the recommendations area below.
This should be an easy task for Dell since it was easily able to enter and dominate the low-end server and workstation markets. Also, it would help increase Dell’ s market share if it was able to pursue a multi-continental expansion of its middle and high-end server products and the external storage market. As analyzed in the report below, Dell has a lot of strengths that its competitors lack and if manages to correctly utilize its strengths and the opportunities available to it, then it is guaranteed that Dell would not be just one of the leading computer companies but it would be the number 1 computer company in the world. Introduction: The team at dell consisted of employees from a number of different organizations at Dell.
These included: manufacturing/operations, regional procurement, worldwide procurement, cost accounting, supplier quantity engineering, process engineering, production master schedulers, production control, quality, inventory control, and logistics. They identified six manufacturing options for managing work in America.
These were: Keep as current. Motherboard-chassis integration performed by 3rd party integrator (3PI) managed by the contract manufacturers. Dell America Operations (DAO) cellular integration enables the Dell factory cells to perform L5 to L10 manufacturing work. Offline integration at the supplier logistics center (SLC). Keep the current L6 to L10 manufacturing process unchanged; handle motherboard-chassis integration work at an SLC. Offline integration at Dell-leased building. Keep the current L6 to L10 manufacturing process unchanged; handle motherboard-chassis integration work at a separate building leased by Dell. 3rd party integrator managed directly by Dell. L6 from equipment manufacturers’ Mexico plants.
Many CMs have manufacturing facilities in which they produce for their other customers. Dell can potentially negotiate with the CM’ s to dedicate a portion of the CM’ s manufacturing capacity to support Dell’ s business. In order to quantify the managing cost and complexity of each of the six manufacturing options, the BPI team decided that it would survey the various departments impacted at Dell. The team decided on the categories of the survey based on the attributes and business processes that would be impacted by the change of the manufacturing method.
This survey was sent to the content expert of each the respective affected department. These experts were regarded to be the best source of information regarding the impact of each manufacturing option on their department because they were the ones who were involved in the day-to-day processes and planning.
David L. Anderson, Frank F. Britt, and Donavon J. Favre -- Supply Chain Management Review, 4/1/2007
Dell’s official website http://www.dell.com/
Marketing Teacher Ltd 2000 – 2010 http://marketingteacher.com/SWOT/dell_swot.htm
Technology Business Research Inc. Setting the Standard for Customer Satisfaction: An Analysis of Dell’s Track Record and Approach