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Dell's Cost Advantage in 1996 (For Business Market) Dell's Price ($)= Dell's Gross Margin = Dell's Cost

of Goods Sold for one PC ($)= Rate of Decline of supplies prices= Competitor's days of inventory= Dell's days of inventory= Competitor's COGS due to slower inventory turnover= Annual Cost of Capital Channel Cost Channel Markup Dell's Advantage due to Supplies purchased later ($) = Dell's Advantage due to Lower Inventory Carrying Costs ($) = Dell's Advantage due to No Channel Related Costs ($) = Dell's Advantage due to No Channel Markup ($) = Total Dell's Advantage from Above ($) = Dell's Advantage as % of Revenue = 2313 21.5% 1816 0.6% 65 15 1892 15% 2.50% 7% 77 37 58 127 299 12.92%

Dell's Cost Advantage in 1998 (For Business Market) Dell's Price ($)= Dell's Gross Margin = Dell's Cost of Goods Sold for one PC ($)= Rate of Decline of supplies prices= Competitor's days of inventory= Dell's days of inventory= Competitor's COGS due to slower inventory turnover= Annual Cost of Capital Channel Cost Channel Markup Dell's Advantage due to Supplies purchased later ($) = Dell's Advantage due to Lower Inventory Carrying Costs ($) = Dell's Advantage due to No Channel Related Costs ($) = Dell's Advantage due to No Channel Markup ($) = Total Dell's Advantage from Above ($) = Dell's Advantage as % of Revenue = 1977 22.5% 1532 1% 45 7 1618 15% 2.50% 5% 86 24 49 77 236 11.93% <= Dell's Advantage has reduced by 1 % Point.

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