Dell Computers – History, Technology, and Marketing


A laptop computer sitting on top of a table

Dell is an American multinational firm famous for developing, selling, and repairing computers and related products and services. Dell is owned by its parent company – Dell Technologies. Dell was founded in the year 1984 by Michael Dell. Dell is one of the largest technology corporations in the world, employing more than 165,000 people in the U.S. and around the world. They sell personal computers, servers, storage devices, switches, computer peripherals, network switches, cameras, printers, electronics, etc.

Dell was a pure hardware vendor at the beginning, but with the acquisition of Perot Systems in the year 2009, Dell also entered the market for IT services. The company has added storage and networking systems. They aim at expanding their portfolio from offering computers only to delivering complete solutions for enterprise customers.

A laptop computer sitting on top of a wooden table

Technology in Dell Computers

From its very beginning, Dell operated as a pioneer to the “configure to order” approach to manufacturing—delivering individual PCs configured to customer specifications. Their manufacturing process covers assembly, software installation, functional testing, and, most importantly, quality control. Dell has manufactured desktop machines in-house from the very beginning. In the late 2000s, Dell’s “configure to order” approach used for manufacturing was no longer as efficient or competitive with high-volume Asian contract manufacturers as PCs became powerful low-cost commodities. 

Dell’s Peripherals class includes LCD televisions, USB key drives, monitors, printers. Their monitors include plasma monitors, LCD monitors, projectors. Dell UltraSharp is one of their further high-end brand of monitors. 

Dell as a brand emphasizes value, performance, and expandability. 

A laptop computer sitting on top of a wooden table

Marketing of Dell Computers

Dell as a brand has positively focused on its marketing strategies. Advertisements have appeared in almost all types of media, including television, catalogs, the Internet, magazines, and newspapers. Some of Dell’s marketing strategies include lowering prices all around the year, giving free products like Dell printers and an additional bag, and free shipping to boost their sales and race with their competitors. 

In the year 2006, Dell had cut its prices to maintain its 19.2% market share. This also cut off the profit margins by more than half. It fell from from 8.7 to 4.3 percent. For maintaining its low prices, Dell continues to accept most purchases of its products via the Internet and through the telephone network. It has moved its customer-care division to India and El salvador. 

In the year 2007, Dell had switched advertising agencies in the US from BBDO to Working Mother Media. In July 2007, Dell released a new advertising created by Working Mother to support the Inspiron and XPS lines. In this year only Dell began using the slogan “Yours is here” to say that it customizes computers to fit customers’ requirements. 

It started in 2011 to host a conference in Austin, Texas, at the Austin Convention Center titled “Dell World”. The event featured new technology and services provided by Dell and Dell’s partners. Dell has gradually evolved to be one of the finest brand across the world manufacturing personal computers. It is one of the leading choices of individuals while investing in a laptop

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