Background of Dell Australia
This report is focused on the main stakeholder of the company. Also, it has focused on the background of the company along with its market hold by this company in Australia. It has also included the service in which this company is operating its business. It has also focused on the main key member of the company and the new trend which this company is following. The structure of this report is in such a way that it first covers the background of the company, then it is covering the analysis related to industry, competitors, consumers and current strategy related to the advertisement. It has also focused on the issues and opportunities associated with the stakeholder diversity in which it has considered three marketing opportunities which will be beneficial for the Dell Company along with the possibility of improving the current marketing strategy of the company. It has also covering the recommendation which will help the Dell Company to create a strong customer base in Australia.
For Dell Australia, the main stakeholders of the organization are the employee of the company, supplier of the company, government of Australia, shareholders, and customers. These form the backbone of Dell Australia Company in all business operations. Dell Australia is known as a proprietary company which is recognized as one of the top 2000 companies in the land of Australia. This company is mainly in the business of computers which forms the major source of their income (Bloomberg, 2019). The company was able to generate total revenue of around $ 349, 320, 00 along with sales in 2018. This company is currently having around 867 employees that are working in Australia which also includes their subsidiaries support section. Ms. Angela Fox is currently serving as chief executive in the company and is also handling the work of managing director. In Australia, this company mainly focuses on the sales of personal computer hardware. After exploring the current market trend, this company has started making use of high-quality testing related to the collected data in order to explore the exact demand of the customer along with the change in expectation from the customer end (IBISword, 2019). The company is currently using 30000 sources for information gathering which includes primary sources too. At present this company is able to form a very strong customer base in the Australian market which is considered as one of the important aspects for the growth and development of an organization.
Market Hold of Dell Australia
As computer business is considered as one of the most profitable business in the world, therefore the competition related to this market is always high. At present, the main key players which are actually displaying a great competition to Dell in this Australian market are IBM, Lenovo, IBM, Hewlett-Packard Company and so on. But when it comes to direct competition, HP and Lenovo are considered the main competition due to their strong customer base in the Australian computer market. Lenovo Company is able to form a strong customer base in the Australian market with the help of their very innovative strategy in which they are continuously offering innovation in their products and promoting with their innovative advertisement pattern (Abraham, 2013). In addition, it has Chinese roots which are offering them cost cutting advantage over other companies. While Hewlett-Packard Company is focusing more on youth market as compared to dell and in addition, it is trying to increase their customer reach with the help of personal relation, social media promotion, and TV advertisements. As per the study it has been found that both Lenovo, as well as Hewlett-Packard, make use of integrated marketing strategy as a mode of communication in order to create a unique image in the minds of the potential customers (Tsai, Su, & Chen, 2011). They mainly use social media tools as compared to TV, newspapers advertisement because they feel that social media is more connected to the youth section as compared to other section of the population which are their main target.
Dell mainly use two aspects of segmentation for their target audience, one is geographically in which company considers the population density of the area, cities, urban/rural and other is Demographic in which company considers profession of the potential customer such as education, work, personal interest instead of gender, caste, races and so on. Customers are mainly facing two types of issues from the dell products, one is that the company is not able to provide innovative features in their products as compared to other competitors and other issues is that the technology which is being used by Dell products seems like outdated as compared their competitors and therefore it is not able to grab the education market in Australia (Firouzi, 2017). The main features which trigger the inner soul of the potential customer for market purchase are personality of the product, advanced technology and features available in the product, price of the product, durability of the product. As individual is the part of the community, so there are maximum chances that they are being influenced by others especially who have experienced the service of Dell company and their suggestion really decides the purchase behaviour of the potential customer (Desouza et al., 2008). One of the customer needs which dell is not still able to fulfill in this Australian market is offering an innovative feature in their product.
Service Operation of Dell Australia
As per the study, it has been found that dell was not able to attract the youth section of the Australian population; therefore they have launched their new advertisement which is totally focused on the youth theme. One of the main strength of this advertisement is that first time student market is being recognized as one of the most important portions of marketing campaigning in order to make this section of the population feel that Dell products are specially made for this section of the population instead of generalizing with common population of Australia (Dell, 2018). But at the same time it has been observed that there is a sense of un-comfort among other section of the target audience such as professionals which keeps themselves little bit higher from students stage and are feeling that if this product is best suited for student then it cannot be suitable for the professionals from personality prospect which are impacting their sale. In addition professional needs different type of services as compared to professionals.
This current Major Advertising and Creative Strategies Campaign has helped the Dell Australia company to penetrate into such market which remained untouched from years are have the capability to offering huge profit (Del Vecchio, Laubacher, Ndou & Passiante, 2011). Because of marketing strategy change, the company was able to form a strong base in the education market which is offering them a competitive advantage over other rivals in the market.
It has been clear from the current Adverting strategy of Dell Australia that there are some sections of the target audience which are feeling unhappy with this approach and are felling cut from the mainstream of the target audience. In order to handle this situation, the company must use the taste of current market and then convert it into their competitive advantage.
At present one of the best market opportunities for Dell Australia will be making their customer happy with the help of balanced strategy in which each target section of the company will be treated equally and making them feel that they all are special for their business operation. Because one dissatisfied customer is equal to hundred dissatisfied customers and can result in the heavy loss to the company (Wong & McKercher, 2012).
One of the best examples is of HP, where CEO worked on the concept that for them need of shareholder are more important than the satisfaction of the customer which has actually created an imbalance in the target section of the company and as a result of this the company had to bear heavy loss. It is the duty of the CEO to provide a balanced target business environment for their company.
Key Members of Dell Australia
Another important opportunity for Dell Australia is to convert partnership opportunity into the best competitive advantage. As per the study, it has been seen that trend related to web services in Australia is expanding year after year. In this situation, Dell Australia can form a strong relationship with them by treating them as the prime customer instead of rival. It has been seen that there are many companies which have seen web service as new entry threat and are trying to create a barrier for their entrance which is unconsciously involving them into another competition related to technology (Cramm & Nieboer, 2012). In this situation, Dell can offer them a necessary platform which company related to web services are in need off and in return this company will provide all necessary technical support for which Dell Australia is looking for to attain a major market share of Australia.
One of the best examples is of IBM company which instead of fighting with this web service company decides to support them which has really offered IBM company ready mate market for which company was looking for.
Dell is working one of the unique operational strategies of delivering their products directly to the customer instead of making use of stores as a middle man. In this situation, somewhere company is not able to create their impression on some section of the audience which actually wants to have a little feel about the product before its purchase (Tsai & Pai, 2012). Therefore, in order to fulfill this gap, Dell Australia must open their online stores which will help the potential customer to understand and match their requirement related to the product which they are going to buy.
One of the best examples is Amazon online store In addition, which has helped the company in creating an impression that store can be available online on which the potential buyer can analyze the personality of the product, technology and new innovative feature in the market.
In order to convert this offline store market opportunity into their customer base, Dell Australia must make use of social media tool for their Advertising campaign (Kaplan & Haenlein, 2010). In this campaign, Dell Company will promote their online store message through their Facebook and Instagram page because at present time almost half of the world is connected with this social media and it will be very easy for the company to increase the reach of the message with the help of the social media. In addition to this company will also make use of Twitter platform as a two-way communication so that doubts related to this market can easily be understood (Hanna, Rohm & Crittenden, 2011). In order to position this message in the minds of the customer, the company can make use of teaser videos through YouTube platform.
Analysis of Industry, Competitors, Consumers and Current Advertisement Strategies
Trusts building campaign
In order to convert this trust partnership market opportunity in to their potential customer, Dell Australia must make use of Television advertisements in which they can display a storytelling strategy in which there will be three characters, one character will restrict second character to enter in to a particular place which will create a sense of dissatisfaction in the second character (Potter, Stapleton & Moynihan, 2008). While in the next scene, third character makes enter and supports the second character to enter into the particular which will display a trust like feeling in between second and third character. Advertisement through television will helps in covering a large portion of target market both from web service prospect as well as from the customer point of view (Aguirre et al., 2015).
In this campaign, Dell Company will make use of integrated communication marketing in which they will use social media, billboards, newspaper as well as television to promote this message to maximum target audience so that every section of the population will feel that this product is for them only (Burchell & Cook, 2008).
Conclusion
In this world of competition, it is not easy for any organization to maintain its sustainability in the Australian market for a longer time. Therefore, Dell Australia must make use of a strong advertisement creative strategy to keep its image positioned in the mind of the potential customer. In addition, the company must also try to explore the new market opportunity available in the Australian ground. For this, the company must make use of a digital media campaign to increase their customer reach with cost optimization.
References
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