銆怉bstract銆?However, Dell is Dell. It is trying to break into new markets, some excellent, some of the last disappeared, but the cost of these measures is not high; and the company all the time to adjust their strategies accordingly, constantly looking for the next growth.
Since Dell (Dell) to "computer" be deleted from the company name over the past year, its reasons for doing so is becoming increasingly apparent. Prior to this, this 20 years ago by Michael 鈥?Dell (Michael Dell) has been created to focus to do one thing: the personal computer direct sales to businesses, consumers and the United States government agencies, and sell cheaper than anyone else. The figures below illustrate the problem: the company's market value of 90 billion U.S. dollars, operating income expected in 2004 49 billion U.S. dollars, third quarter 2004 operating income growth of 20%, operating margins consistently above 8%, while Hewlett-Packard (HP), Apple (Apple) and IBM and other companies in the personal computing operating profit of almost zero. In fact, Dell in personal computer industry is extremely successful, actually always had the ability to raise prices.
However, due to the gradual slowing PC growth, Dell forced to find other channels to ensure profitability. As a result, Dell increased investment and participated in several new areas of competition, the momentum is pressing, including the annual output value of 43 billion U.S. dollars in the global printer industry and the annual production value of 14 billion U.S. dollars in the storage industry 鈹?to target the king of the printer Hewlett-Packard, IBM and Sun not to mention the company. The reason is very simple, just as the pattern of change, like the PC industry, Dell's attempt to change the printer and the memory of the competitive landscape. At the same time, it is working out of the United States, seek to expand its current low share of overseas markets. Dell to achieve this purpose? Now it seems good. Dell is accelerate the implementation of its initiatives have been planned for several years. However, the competitors were not frightened, however, according to past experience, they are frightened to time.
鈥?Chairman Michael Dell said that Dell decides to enter new markets, its determination is evident. "We will not search technology elements of technology as a new form elements have not yet," he said. "We have to do is listen to the views of users, from which they learn how to engage in technology-based innovation. So you will not be exciting to develop a lot of bad products but the market."
Trading activities from its website, Dell know, the printer outlet. Since the mid-90s, it has been selling personal computers at the same time sell all kinds of printers, but then just resell other company's brands, including HP printers, earn a little small profits. In 2002, HP acquired Compaq (Compaq), immediately on Dell's personal computer business constitutes a greater threat to Dell are very stimulating. Companies know that the majority of HP's profits (the profits of 2.5 billion U.S. dollars last year, turnover 72 billion) from the printer sales, and personal computers with printers earn supplement business. As a result, Dell and HP in the printer by the partners will become competitors. Dell do have two purposes. In July 2004 just appointed CEO Kevin 鈥?Rollins (Kevin Rollins) said: "Any one strategist in formulating strategic decisions are useful to consider their own against opponents. Our overall vision is to achieve two purposes: to increase the company's turnover and profits, while allowing competitors at a disadvantage. "
Dell brand printers in March 2003 on sale, rising turnover, has been successful in fiscal year 2004 target of 10 billion dollars. Dell said the company sold 5 million units in 2004 printer plan went well. The first piece of the market in the Preferred 鈹?integrated inkjet printer market, it has grabbed 19% share. This printer is a low-end products, buyers are mainly consumers and small companies (sales of inkjet printers in the Dell, there is a price of only 70 U.S. dollars, the lowest price than the HP printers also 20 dollars cheaper) . Some models of Dell printers really have innovations. For example, a color laser printer when not in use can be turned off, to save some money. For a R & D spending in 2003 accounted for only about% of total sales for companies to do this very well, and Hewlett-Packard's R & D expenditure for the year total sales of 5%, IBM was 6%, Microsoft 21% . However, Dell rarely engage in research and development alone. Since its inception, the first time in which to find the target product with its own brand of strong opponents for cooperation, so that you can make it in the new business quickly based on, without the need for mergers and acquisitions, engage in major new infrastructure or to invest heavily in R & D .
Dell printers are the first partners to Lexmark International, Inc. (Lexmark International), which since 2003, the printers in their production of Dell's trademark affixed to sell. Recently, Dell has announced that it is with Fuji Xerox (Fuji Xerox), Samsung (Samsung) and Kodak (Kodak) and other companies to produce a new printer. "We have the technology with several, but not necessarily a customer relationship is not clear products or partner needed the power of performance, obtained a peer has more than any intellectual property," Michael Dell said 鈥? Dell supplier to like playing with fire, although fire Debu fast reactor. Dell's printer business will develop into a large scale, sooner or later get rid of it has to compete with the brand company. However, Lexmark Chief Financial Officer Gary 鈥?Merlin (Gary Morin) that does not fear that, when he said: "Zhi Yao Buduantigao technology, within a few years we can still cling Zhuojiu Lingxiannaxie intellectual property (and we Jing Zheng ) opponents. "He also believes that the development of new technology" is not Dell's business model. "
Hewlett-Packard printers for business Weiaomeishi 鈥?Josh (Vyomesh Joshi) claim that Dell's "absolutely no impact." He pointed out that since Dell entered the printer market, HP has maintained profit growth in eight quarters. However, the notion that the last HP printer in the U.S. market share (in number of products rather than the amount) has decreased, while Dell's share has increased (see chart). Credit Suisse First Boston (Credit Suisse First Boston) 鈥?analyst Robert Semple (Robert Semple), said: "I think they will cause great negative impact on HP, Dell to do is take your time. What HP's printer profits when there is a problem, HP model would be finished. "
Dell Computer 鈹?originally an enterprise storage company to store data in multi-unit complex and often complex system 鈹?the market only a supporting role, because such storage depends on a variety of proprietary hardware systems to run The operation of these systems and the way Dell is completely different. However, the memory used by the server is more Dell products to sell better, so it must try to enter the market. Dell's approach with a turnover of 8 billion U.S. dollars (the projected 2004 income), EMC in the storage area's leading companies, when the company just to shift the focus from hardware to software up. In 2001, the two companies signed a five-year cooperative agreement (recently extended to seven years). Under the agreement, by the sale of a co-branded Dell is EMC / Dell, priced from 5,000 to several thousands of dollars, ranging from the middle storage box.
So far, the relationship has been good. EMC customers in the past, companies are using the high-end products, its second quarter of 2004 middle-range Clariion sales-type storage increased by 40%, of which about one-third of Dell sell. Dell to large companies provide a lot of equipment, but for their central data center equipment is relatively small. Its sales in the second quarter that is, a storage area network 鈹?鈹?memory assemblies revenue grew 36%. "Without Dell's sales ability and market knowledge, I probably will not so much (sales)," EMC chief executive Joe 鈥?Tucci (Joe Tucci), said he and Rollins hit each quarter two of times to ensure smooth co-operation. More involved in storage device market, will also help Dell build another relatively new market 鈹?Dell its services business. IBM's global services sector is the backbone of company growth, HP put the focus on large outsourcing contracts. With IBM and HP difference is that Dell 鈥?Secretary services are Dell to sell more hardware, which they do not hide. "Our services are centered on the equipment we sell it," Dell is responsible for marketing and customers in the U.S. Joe 鈥?Marenghi (Joe Marengi) said. "Everything we do is for the hardware service, and we no secret." Join forces with EMC to enter the data center market, not only increased sales, Dell, EMC also for its customers to sell its low-cost method of operation provided the opportunity. "Once the laying of a storage area network of eight days, also spent tens of thousands of dollars," Marenghi said. "But the past two years, we have laid on the cost of the corresponding reduction in the number of laying time is reduced to one quarter of the original."
The result and the same printer, Dell may one day be in the memory industry rivals of its partners. Starting from the third quarter of 2004, Dell has begun using EMC technology to produce a called "AX-100" brand low-end storage of cooperation, priced at 5,999 dollars. However, EMC Corporation and Lexmark companies, saying it did not worry. "We will (sales) 11% is spent on the research and development," Tucci said, "so we will continue to introduce new products."
Dell to enter the international market did not find any partners, its own doing very well. Second quarter of 2004, the company's sales outside the United States accounted for 11.7 billion U.S. dollars in the quarter, total revenue of 37% 鈹?one year increased by three percentage points; its overseas personal computer market share of 10.5%, only secondary to HP (see table). Asia, the penetration rate of PCs and servers lower than in the U.S., so many opportunities. For example, the Dell server to a single number of Chinese exports in the second quarter grew 41%, while in the Americas, revenues total about 16% annual growth.
Despite the above success, Dell in entering new markets do not always correct. When it was reported out of China in the summer of 2004 low-end personal computer market, once aroused uproar. According to company chief executive Kevin Rollins said, is not the case. However, Dell does reduce the scale of its operations in China, in particular, is no longer actively selling low-end personal computers, because "we rush into mass action does not make much money," Rollins explains. In 2002, newspapers published front-page Dell switches to launch products to challenge Cisco Systems (Cisco) news. Although these products are still sold today, but Dell has rarely mentioned them. Facts indicate that the switch market emphasis is on proprietary technology, so Cisco could easily lead.
Dell always choose to enter their personal computer business and had little effect on mature large market (which in the consumer electronics 鈹?such as LCD and plasma TVs, portable PDA and MP3 player sales 鈹?on the company's 49 billion annual business which only a small part of total income, and what these products do not need to invest, because they are designed by other companies). Dell will not earn little money developing new products, even an important partner in order to make satisfactory nothing. For example, Microsoft has been asked to produce a new Dell laptop, which is Microsoft's concept of a portable notebook computer, it is hoped that this computer can bring about a revolution. In response, HP, Gateway (Gateway) and Toshiba (Toshiba) and other companies have responded. However, the current sales of 100,000 units per quarter, about the size of the market did not move Dell. "We do not refuse to portable computers; we just have not yet entered the market only," will be responsible for computer sales business, Marenghi said. "We have other things to the market, if this is meaningful, we will make a decision." In response, Microsoft refused to comment on.
So, these initiatives have on the performance of Dell's affected? PCs are still the bulk of its revenues 鈹?73%, which remains the company's main profit business. In 2004, printer sales will account for about 2% of revenues 鈹?in such a short period of time to do this is quite satisfactory 鈹?even make a profit but also negligible (Dell's senior managers share the same point of view, how often say this market, "Young"). The situation is similar memory. Analysts Semple that Dell is very difficult from the printer, "fortunes" The main reason is that the printer technology has not been achieved as the personal computer as standard.
However, Dell is Dell. It is trying to break into new markets, some excellent, some of the last disappeared, but the cost of these measures is not high; and the company all the time to adjust their strategies accordingly, constantly looking for the next growth. "We are entering a new field in time, will not give up the principle of our business," Rollins said. Even if the printer and the memory will never be like the personal computer as to bring profit to the company, Dell still give competitors time to produce these products is not better, that is why it was gently suggested that Hewlett-Packard and other manufacturers should be the number of is a little worried.
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