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Running Head: Dell Direct Case Study

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Dell Direct

Introduction
Michael Dell is the CEO and founder of Dell. He started this company in 1984 when he was a student. The idea of Michael Dell when starting the company was that consumers of computers would like customized products that serve their own purpose. By so doing, Dell Computer Company developed a marketing strategy focusing on consumer direct purchase of their products from the source. This strategy has allowed the company survives in the market irrespective of many competitors who have similar products, (Musil, 2011).Dell is in the process of understanding consumer behaviours on personal computers and other equipment that relates to computer. With the increase in the number of companies with similar computer services, Dell need to focus on its marketing strategy in order to establish the best market segment. This essay will focus on how Dell should use the exploratory research design understand consumer behaviours on purchase of personal computers. The essay will also evaluate on the current company’s marketing strategy and determine its applicability towards survival and growth in the market.

Discussion
The most vital aspect in the current personal computer market is to develop products that serve needs of consumers. Dell Computer Company must develop a research study and determine how household consumers purchase personal computers. This will help the company come up with a marketing strategy for marketing its products. Reaching the target population is the most necessary aspect an organization that want to market its product should do. Exploratory research is the best marketing research design that most companies that want to develop their marketing strategies apply. The approach helps the company understand different aspects that an organization may use to develop sound marketing strategy. With Dell Computer Company, evidence shows

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