1. Dell's key differentiation strategies include selling directly to customers, build-to-order manufacturing allowing mass customization, maintaining just-in-time component inventories, partnering closely with suppliers, market segmentation, and strong customer relationship management. 2. Both Dell and HP have strong brand recognition but also face threats from competitors and changes in the global IT market. Dell relies on its supply chain while HP has diversified through acquisitions. 3. The document provides market share data for leading companies in Azerbaijan's computer market from 2001-2012 and facts about the founding and history of Dell and HP.

1. marketing strategy
Suleyman Aliyev Sevinj Naghiyeva
Shahriyar Aliyev Tarlan Amrahli

2. Market Leaders in 2001-2006
2001 2002 2003 2004 2005 2006
13 16 15 16 17 16
11 15 14 14 14 16
7 6 5 6 7 7
6 4 4 4 5 6
4 3 3 3 4 4
OTHERS 59 56 59 56 53 51

3. Market Leaders in 2007-2011
2007 2008 2009 2010 2011 2012
18 18 19 18 17
14 14 13 13 13
9 11 12 12 12
8 7 8 10 11
4 5 5 5 6
OTHERS 47 44 43 42 41

4. 7 FACTS ABOUT DELL
1
Dell got its start out of
Michael Dell's dorm
room at the University
of Texas in 1984. He
was only 19

5. 7 FACTS ABOUT DELL
2
Started with just
$1000 seed money, the
company grew so
rapidly that its 1988
IPO raised $30 million.

6. 7 FACTS ABOUT DELL
3
When the company
made the Fortune 500
for the first time in
1992, Michael was the
youngest (27) CEO to
ever lead a company on
the list

7. 7 FACTS ABOUT DELL
4
Michael has led the
company as CEO for
nearly its entire
existence, taking a break
between 2004 and 2007
to run his and his wife's
charitable foundation.

8. 7 FACTS ABOUT DELL
5
He supposedly owns
one of the largest
homes in the world, a
mansion that sprawls
2,000 square meters
on 60 acres.

9. 7 FACTS ABOUT DELL
6
Dell currently employs
110,000 people
worldwide

10. 7 FACTS ABOUT DELL
7
All Dell's campus is
completely powered
by green power

11. 7 FACTS ABOUT HP
1
HP’s $120,5 billion
revenue equals to
Azerbaijan’s Georgia’s
and Armenia’s GDP
combined

12. 7 FACTS ABOUT HP
2
Stanford grads William
(Bill) Hewlett and David
Packard founded the
company with $538
capital in 1939

13. 7 FACTS ABOUT HP
3
The friends decided the
order of their surnames
in the company name
and logo with the toss of
a coin.

14. 7 FACTS ABOUT HP
4
HP was begun in a Palo
Alto garage.
It is considered to be the
"Birthplace of Silicon
Valley“ and now it is
historical landmark.

15. 7 FACTS ABOUT HP
5
HP's first product was a
resistance-capacitance
audio oscillator.
Walt Disney Studios used
this to make the it’s film,
Fantasia.

16. 7 FACTS ABOUT HP
6
The handheld HP-35
calculator, released in
1972, was been named
one of the 20 products
that changed world

17. 7 FACTS ABOUT HP
7
The first mass-market
laser printer was
brought to market in
1980 by HP

18. SWOT Analyses - Dell
• Well Known Brand Name
S
• Dell’s Direct Sales Model
(Dell controls its supply chain which
makes it easier to build a computer to a W
customer's specifications)
• Strong Customer Relationship O
Management (CRM)
T

19. SWOT Analyses - Dell
• Dell is a computer maker, not a S
compute manufacturer
(Dell is dependent on it’s suppliers)
W
• Any defect part of suppliers
can cause embarrassment for
Dell O
T

20. SWOT Analyses - Dell
• Diversification strategy by S
introducing many new
products to its range
(printers, LCD televisions and other
non-computing goods) W
• Opportunity to sell directly to
computer retailers O
T

21. SWOT Analyses - Dell
• Competitive Rivalry
(Big competition from HP, Lenovo and S
ACER)
• Fluctuations in the World W
currency markets
(Changes in world currencies affects
costs of supplies, then Dell’s production
costs)
O
T

22. SWOT Analyses - HP
• Strong Market Position
(Biggest PC producer)
S
• Prominent Brand Name
Recognition
W
• Successful Strategic Acquisitions
(Compaq Computers in 2002,
O Mercury Interactive in 2006,
Electronic Data Systems (EDS) in 2008,,
3Com in 2009 – a provider of computer
network equipment
T

23. SWOT Analyses - HP
S
• Weak Market Segment
W Integration
(Lack of presence in some seemingly
obvious segments)
O
T

24. SWOT Analyses - HP
S • Expanding presence in cloud
computing market
(In 2009, HP announced HP Cloud Assure)
W
• Expanding portfolio of imaging
and printing solutions
O
T

25. SWOT Analyses - HP
S
• Projected decreases in the IT
markets
W
• Hyper-competitive environment
O
T

26. Dell - Differentiation Strategy
1 2 3 4 5 6 7
Direct to the Customer

27. Dell - Differentiation Strategy
1 2 3 4 5 6 7
Build to Order Manufacturing

28. Dell - Differentiation Strategy
1 2 3 4 5 6 7
Mass Customization

29. Dell - Differentiation Strategy
1 2 3 4 5 6 7
Just in time components inventories

30. Dell - Differentiation Strategy
1 2 3 4 5 6 7
Partnership with Suppliers

31. Dell - Differentiation Strategy
1 2 3 4 5 6 7
Market Segmentation

32. Dell - Differentiation Strategy
1 2 3 4 5 6 7
Customer Relationship Management