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DELL’S MARKETING CHANNEL STRATEGY.

18667. DELL’S MARKETING CHANNEL STRATEGY.

This paper discusses the success of Dell Computer’s direct marketing model (built-to-order computers sold directly to customers over the Internet). Because of a decline in sales, the company decided to implement a new channel strategy in 2007. The new strategy incorporates indirect sales (in stores) along with direct sales. The paper describes the strategy and assesses it in order to show its positive aspects and the areas in need of improvement. KEYWORDS: marketing strategy personal computers Dell direct model competitive advantage channel distribution. APA Style. 11 pages, 27 footnotes, 9 bibliographic sources. 2,604 words.

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