Buy custom Dells Failure in Retail Distribution
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| Topic: |
Technology
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| Number of pages / Number of words: |
8 / 2132 |
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As a result, the more established players continued to dominate the retail channel and Dell's limited sets of predetermined configurations could not gain a foothold.
Also, Compaq's pricing schemes prevented Dell from succeeding in the retail channel. One reason for Compaq's rather impressive sales through the retail channel could have been that the service it provided as well as other integrated systems provided by the retailers was preferred by the consumers...
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Unlike the other PC manufacturers, therefore, Dell did not engage the retailers in any of the post sale activities such as marketing, servicing etc. Dell's aim was to focus on customized orders made through mail and therefore it relied on its own sales support team for all post sale activities. Its comparative advantage was to be able to reduce costs through its direct sales model while continuing to provide the option of customization...
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Dells Failure in Retail Distribution
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