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Jan 8, 2010Articles
Business Strategy Strategic Marketing
We have gone from zero to 10 per cent share in the government segment and were the largest player in the large enterprise space Sameer Garde, India General Manager for Dell. In March 2007, Dell was roughly a half a billion dollar enterprise in India and has expectations to touch revenue of $1 billion within the next year. (Within three years of launching its products in the Indian market, Dell crossed the $1-billion sales mark in India.) In 2008, Dell ranked third in the Indian market with a 7.6 percent market share compared to about 4 percent market share two years ago. In Q2, 2008, Dell had a 16% share in the Notebooks segment and 6% share in Desktops segment as compared to 8% and 4.5% share in Q2, 2007 respectively.
In December 2007, Dell partnered with WPP (after withdrawing its advertising responsibilities from over 800 different agencies worldwide) which launched its own specialist unit Enfatico with Dell as its only customer. Enfaticos first international campaign for Dell targeted SMBs featured successful Indian faces (like P Rajendran NIITs co-founder and COO, Raman Roy CEO of Quattro among others with their testimonials) and aimed at establishing an emotional connect with brand Dell.
http://www.casestudyinc.com/dell-india-strategy