DELL Target Marketing Strategy And Marketing Mix Proposal In Tier 4-6 B2B Market In China

With the rapid development of IT industry, the competition in Tier 1-3 urban cities has become increasingly fierce during the major IT vendors in China, and the customer demand has become saturated in these area. Each IT vendor began to shift to Tier 4-6 cities which as the representative of the emerging B2B markets. Dell already has built dedicate sales team to develop Tier4-6 B2B market from 2010. Sales revenue has greatly improved after two years, but still face to many problems in the development request. Within current resources, Dell cannot achieve effective coverage in the vast territory of China Tier4-6 cities. How to effectively use the existing resources to get market share and gain profit in this emerging market was the problem which in front of Dell PA team (Which was responsible for Dell Tier 4-6 B2B market).In the thesis, using China Tier4-6 cities as DELL’s commercial market research object. Based on marketing theory, made analysis for present situation and existing problems which in front of Dell PA team, and studied the IT commercial market challenges and opportunities, using Potter’s five forces analysis to study competition environment, using SWOT model to study DELL’s internal advantages and the disadvantage. Based on the analysis, further made market segmentation and selected the target region and the cities for Dell PA team. We proposed new marketing strategy appropriate 4C/4P theory, formulated products strategy, channel strategy, customer strategy and pricing strategy. Also asked the necessary support from company’s internal resource allocation, performance appraisal and other aspects. I hope this study can offer help on Dell development in Tier4-6 B2B market in further days.