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1. What is the profile of Dell Computer Corporation (a short review/report)? In 1984 Michael Dell started what is now known as Dell Computer Corporation. Initially selling PC components from his dorm room, Michael decided to leave college and start a company called PCs Limited, following his fascination with ‘commercial opportunities’ (Thompson & Strickland 2001, p. C-133). Michael Dell’s strategy was to provide built-to-order PC’s, sold direct to the public effectively cutting out the retailers and distributors and cutting down on the costs.

Despite initial rapid growth with the interest from price-conscious buyers and sales reaching $33 million at the end of fiscal 1986, for the next several years PCs Limited found it difficult and Michael Dell was aware the he needed to redefine the business model, they needed a larger production capacity, greater management staff and corporate infrastructure whist keeping the costs down.

In 1987 PC’s Limited was renamed Dell Computer and the first international offices were opened. Michael Dell’s vision was to become one of the top 3 PC companies in the world. During the period 1985 to 1990, Dell Computers became the fastest growing computer company in the world. Although Michael Dell believed the direct sales was the best and most cost effective way to conduct his business he also believed the growth would not be fast enough and decided to distribute to retailers. However, once it became evident how small the margins were he realised this was a mistake and in 1991 he went back to selling direct to customers. By 1991, Dell Computers was a half a billion-dollar company.

Due to a risky foreign-currency hedging strategy, quality issues and write offs of Dell’s laptop line, the company reported a loss of $36 million for the fiscal year ending 1994.

Individuals who knew what they wanted from a computer liked the

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