Dell

IDENTIFYING AND EVALUATING MARKETING OPPORTUNITIES

Fernanda Neiva

Paula Lobo
Executive Summary

Dell is one of the leader companies in US and UK. It provides desktops and laptops and we have been asked by them to investigate new marketing opportunities in order to expand their businesses. To start, we have decided to take a look at the factors that that can be constraints to exploring new opportunities. We found that they are mainly the external environment and DELL´s financial position.
After having investigated DELL´s mission, overall goals and purpose, we decided that it would be interesting to introduce few new products in the market:

* Security Service * Tablet * Cloud Computing

According to our research we believe that these ideas are financially viable and are more likely to give us a positive return considering their importance and their growth in the market plus they don’t require a huge money investment. However, readjustments in terms of the company’s capacities and the way it currently operates will need to be done.

Table of contents Executive Summary 2 Table of contents 3 STEP 1: Identify Marketing Opportunities 4 1/ What business are you currently in and who are your target markets? 4 2/ How does your business currently operate? 4 3/ What factors may constrain the type of marketing opportunities you pursue? 5 4/ New Products and Market segment 5
STEP 2: Investigate marketing opportunities…………………………………………………...9 1/ How well does the marketing opportunity fit with DELL organisation overall? 9 2/ Does your organisation have the capabilities necessary to take advantage of the marketing opportunity? 9 3/ How will the marketing opportunity impact the way your organisation currently operates? How will your existing customers be affected? 10 4/ What is the financial viability of our marketing opportunity? 10 5/ What is the potential return on the investment made in the marketing opportunities for the