TRƯỜNG ĐẠI HỌC NGOẠI THƯƠNG CƠ SỞ II
Khóa lớp: K49C
BÀI TẬP NHÓM MÔN MARKETING CĂN BẢN
PHÂN TÍCH CASE STUDY:
DELL COMPUTER
CORPORATION
caóbd
Giảng viên hướng dẫn: Thạc sĩ Nguyễn Thị Thu Thảo
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DANH SÁCH SINH VIÊN
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Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
Tổng quan về Tập đoàn máy tính Dell
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Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
A – MÔ HÌNH KINH DOANH CỦA DELL
VÀ SỰ VẬN HÀNH THEO THỜI GIAN
I. Mô hình kinh doanh:
1. Khu vực “cơ sở hạ tầng” (infrastructure):
Khu vực “cơ sở hạ tầng” (infrastructure),7-"897&.&:;
Năng lực lõi (core capabilities hay core competencies):
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4
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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2. Khu vực “chào bán” (offer)
Khu vực “chào bán” (offer),7-"899W&&.&:;
Lời tuyên ngôn hay tuyên bố về giá trị (value proposition):
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Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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3. Khu vực khách hàng (customer)
Khu vực khách hàng (customer),7-"897&.&:;
Khách hàng mục tiêu (target customer):
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Quan hệ khách hàng (customer relationship):
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Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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4. Khu vực tài chính (finance)
7
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
Khu vực tài chính (finance),7-"89&.&:;
Cấu trúc chi phí (cost structure):
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II. M ô hình kinh doanh của Dell đã vận hành thành công thế nào qua thời gian?
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8
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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9
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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Kết quả là Dell có thứ hạng vững chắc trong những công ty hàng đầu với sản
phẩm tin cậy và dịch vụ hoàn hảo. Và mô hình thương mại của Dell đã trở thành một
mô hình điển hình trên thế giới.
10
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
11
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
B – NHỮNG LỢI THẾ CẠNH TRANH ĐÃ GIÚP
DELL THÀNH CÔNG TRÊN THỊ TRƯỜNG
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OA Bản thân sản phẩm:
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12
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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OOA Mức giá hấp dẫn:
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OOOA Dịch vụ khách hàng hoàn hảo:
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13
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
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OA Kênh phân phối:
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"."=`2&&M$|YA
A Mô hình chuỗi cung ứng hiệu quả:
/*3<==]aJd"&:*?W&-"*n*"z"=.9W&&zDjC*M&&:&4P"c
D. ?Q =. = J- &M ]- */* ?: &N *N 3<== *4 & ?: C> ?4P*A
3<==?LbJB"9W&]B"-&%>=&d*c "q9n".D`*/*.]^b2&=
CGTu.-c":*D.$=]cD.*/*?:&/*Dk**N3<==*j"=,
7/-&4`*C^R"?F*,"-v*?F&G&/"&4`*CQb^A&<?L?e
9W&{Q9?v*G9~"89*"De=-"]&*]&`*^"-"I<*c&W*
=ˆ-D.*/**^"C/*y)>:P>&MG&4q"D`9M"*/**,"&J*Dd
Dk*D."-k?bJB"C%-M*?:>QD`&F&M"C_*2>A
3<==?L7%*/*-M&?W">]*N9FJ&e=\>/>D.*n*"z"&T
&.9W&&-""*,"&2&D.GR"2&&.&.A
$v*J+J*e*N3<===\>\>C-^"".9/&*/9n "qc4"
Q*ƒ*0?%C,"@/"q=4&&M.9/D.&:?=."q&-"& 7W*n
*"z"An*"z"& *0*N3<==C,""V"&R"&:*A{:*?W*=.
?9*:&=9.*6"&,&<-?U~&<?Lk?4DkA
14
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
VI. Mô hình tài chính mới:
$,F*N3<==&<-C=\>/>&<-?5."*->E>k&&-/&VC/*
.""=k>&z*&,"@&l&Jd"c@&B*&%-v*@?G&-MA!Q*
=CG&B*&%>&V*/*.*"*2>D.=\>/>8*?%&C/*."*ƒ&-"
Dp" ".cDF&%&:*?W=4*."&8C-&R"=?%=0•R99W&=P
&%D,*+"=`]-D`(D.OI$c"*,"&*ƒ*Q&:*?W&<-&z&BD 9z*A'
D.A'=0•R9A
!q?Q3<==?L?M&?4P**C-/*&.&e9v&X&q""C-^*
&9=CGD.DG*&&e."&&-/*-."?4P*=\>/>&V*6"?4P*
7/Yb:"".X9".YA
3<==-M&?W"D`D:=4?W"9c=-M7t9)*0De&.*n
&P-M&?W"A
/*?W"*N9,F-M&?W"C9`.‡&-"&q?M*N3<==*B*C]W"A
!Q&?U*^9,F&.*c&B*]B&T&.9W&&zDjC*M&9M9sA
OOA Sức mạnh thương hiệu:
u:D`Jp"]^>_99/&b/*&c3<==?Lb%>&zT$|D.b%>&z &&%
"`D R9111A
M*Zc3<==?z"?0&-"&>0&Mrc&z&-"&>0&M(/>D.&z
&&U"&cb%>]9/&-9>@AM*[cJ-]:7/."*N3<==&R"
†]-D`R911c9v*J+]B&F&G*NeC&%*N9W&]:4`**[@
&)"A
Œ"]^>_9D`7?W*-549/*ND.9/&M9*M&‰J-S]
!c‰J-S]cD.bc3<==?z"&z&-"&>0&M-wD.&z&
& &%"`A
15
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
C – CÁC CHIẾN LƯỢC GIÚP DELL NẮM GIỮ
VÀ XÂY DỰNG LỢI THẾ CẠNH TRANH
/ LDS(N5E&*V4*!..)
(# *(.2;D,( % && " ) l
(D l(%Lpa( l(D# &&$4`
7l4 &E S O5+B4N2 !, &D4B4N
l"#)**CSN)e
I. Xây dựng quá trình sản xuất theo đơn đặt hàng:
3<==?L&%&C%*/*=-M9/&c9/&M9D.9/*N*N9FDV?6"D`]:=4P"
&<-*/*?5?v&"D.C,"?]^>_&8C-cDF&%3<==*Q&?_9}9L9`
D &45"&4q""c7*M?QC/*."9]^>_9&V3<==2&.=p"D`
*%*9/&?4P*=.9&<-*0c>+P>D`H&*D.&6&e*N)A
!R911c3<==&%.*?UJ*e=\>/>&VC&e&:"cD`9n
*," &B* G -M&?W"?5 =l ]"{C|&k&]^ b2&&% 7 ~c&<-?Q
9W&Q9*/*D]s-M&?W"&M9W&C*B*c]s=\>?v&9/&&<-&,"]:
C| &k&*NC/*."Aw%& @^ *N DG* * ?U =.9"^9]: =0 =\>
/>*N3<==b:"*p'†D.&R""2>?,R"]2&A$/&=\>/>b-"]s?4P*
C9&C…c]?QM>*/*>09e99-"9:c8?4P*Dk*?%5?v&."
&-"Dp"'".A
3<==bJB"*45"&FC9]-/&*2&=4P"*/*.9/=\>/>cC9]-/&*2&
=4P"=CGc>d&+"A45"&FC9]-/&*2&=4P"*N3<==7-"89C9&
*/*?5D &.]C=\>/>c=&d*C9&?W&*k]^b2&c&<-J&2&
7M?kJM"*/*D2?e=@D`*/*9,F]?Q9`?4P*Dk*?%
C/*."D.*/*&,"&&?4P*&VC/*."&,"@J*DdD.*/**45"
&Fn&PC|&k&A2&*^*/*.9/*N*,"&?L?4P**z"k?M&&*_
*2&=4P"OiK1A
II. Quan hệ đối tác với các nhà cung cấp và rút ngắn thời gian tồn kho
•%&:&"&9&-"*%=4P**N3<==-9>&<=.?/"/*/*.]^b2&=
CGC/*D.*)9W&-v*.*"*2>&:&2&D.P>&/*D`)9#=.)
16
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
D}*p*/*.=L?M-*".*N)AITDF?:D`"4q&J+"c&L
G*N*/*=CG&k9**p@&)"5]-D`&45"G*NG&:"&U"
&cJ-?Q*%=4P**N3<===.P>&/*D`*/*.*"*2>7" *."&*."&:&
D.*ƒT=MD`.*"*2>@<&W*9#=.)J&F]B]BJ}?0&-"*,"
"GcJ&%"D.*2&=4P"
ITDF]BP>&/**N3<==D`9W&.*"*2>=.=J.D.7TDF3<==*9C%&9
9W&&€=G>0&R9@?*/**0*NQ&V.*"*2>?Qc3<==*\**\k
?4P*C:=4P"*/*&.>0Q*09W&*/*C>&q&k9*C*0*N&
&4q"D4P&@/"8*"&&4q"A
/*.*"*2>*N3<==?L"a?W"jC…]4*N9ƒD */*?W&%&C%]^>_9
*N3<==D."C…]4.?4P*?:ba4=.9W&>0*N3<==Aw]^>_99`
?4P*?4c*/*C|]4*N.*"*2>]s&6*&B*&M.9/*N3<==cD.%"4q
9")&`D`9W&D2?e=@?%&%&C%c=\>/>c=,."]s7&M9JV"&-"
C*/*C|]4*N.*"*2>D.*/*D3<==]a*=nU""=k>&z*
9C%&J.M*N3<==&`*/*.*"*2>?L?v&*5]T*-DG*6&"\&q"
"-."*N*/*.*"*2>&`.9/=\>/>*N3<==Au"6>*/*.*"*2>
"-."?6""qc3<==*T9T*]lC%-M*]^b2&."".cJB7/-J-]:
7/."cD."`&GC%-M*D`.*"*2>9,F9`AiaJd"*,""G
&e&,"&B*&%c3<==&,"7/-9z*."&8C-D.*07U]"&`*/*.
*"*2>&*5]T."".-v*&k9*.""qA
III. Bán hàng trực tiếp:
G*7/."&B*&%>?%C/*.""6>3<==\95De*0D.]T&**N
C/*."cD.*j"4k?4P*&,"&>^8"=k>&z*DeD2?e&%&C%D.
*2&=4P"*N]^>_9A
3<==>^z"&-"DG*"^@%&C%M*-C/*";!%*,"&*Q
e59W&D.&-"]:*/*C%M&45"&Bc&,"&?4P**&%>"=k>
&z*?C…]4&%&C%C9&D2?eAn&-"&%&C%-v*]]Q&&-"&.>0?L
?4P*&F9&2c.9/?L?4P*&,"7/-D.D2?e]s?4P*?e*ƒ&-"C-^"
D.".AI*M?Qc3<===\>\>9/&<-?5?M&."*NC/*."c>+P>D`
]T&*D."GD)"*N)A3<==?LbJB"*/*7/."&%>*k&B*&%>
17
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
& &<-?4`"C/*."c?e.9"=M=P&%*-3<==]-D`*/*?:&N
*M&A
$v*J+c3<==*6&)"D DG*7/."&B*&%>c†*/*9/&*N9F&,"
@*/*?M=7/=lAu>/&&?M=7/=lc3<==*"*2>*45"&FC%9L
C%C**/*?M="^9"/=?%†&V"/@^"*/-*N*/*C9}?LC%&
&6*Dp"?qA3<==?4P**-=.C,"*QC%-M*9TW"9M"=4`?M=7/=lc*ƒ
7-"89'?%?M=A
IV. Dịch vụ khách hàng và hỗ trợ kĩ thuật
3*Dd?L&T&.9W&E&?v*&4"&-"*%=4P**N3<==&-"R91*,"&
7\&?0*"*2>J*Dd9#>&&"S<7*N9FA3<==?LCHP>?8"D`*/*
.*"*2>J*Dd?>45"?ba=H*/**0*NC/*."&-"DG*]a
*cJ*Dd&&"S<7A3<==*j"*"*2>*-C/*."*N9F]Bn&PC|
&k&&,"@9W&]:?G&-Mcˆbc-v*<9=9#>A
G*&B*&%>7/."&B*&%>"6>3<==9De*0*N9nC/*."D.
*/*9.*/*9/&*/-M&?W"A3-?Qc3<==&4D2*-C/*."=k>C%
-M**09/&*N)D.*2F*/*9M"9/&*/*N
/*&"S<7(<9<?4P*7^-DG7m"9k&C_ *- AC/*."J-
"G>c*>NcD.&U*z*&& &%"`*->E>*/*C/*."&*k>&B*
&%?&,"&De&2&*^*/*]^>_9c?v&."&B*&%*j"4&F9C%9]Bn
&P*N3<==A
M&"S<7*N*,"&cSSSAJ<==A*-9c"4q9&e9R"*Q&b<9bE&=M&
7WJp"]^>_9*N3<==De*&%&c*2FD.?v&"/9/&&+*ƒc?5?v&
."cD.&<-J"?5?v&."&V]^b2&&,"@Dk*A,"&?L7U
]"&9J*DdC/*."‰<77]<JD.*/**,"*dn&P?=.9*-C"G9
&B*&%*N9W&C/*."&T&-^9/D..=p"A,"&?L&B*G9W&
=-M&*/**,"*dn&PC|&k&&B*&%;
• i>>-&A3<==A*-9c&"S<7.*->E>C/*."=B*)=.9&%
)k?4P*&P"6>&B*&%]-9W&*/*&-^9/2&A/*&,"&*Q
]ŽT>0.*N&"S<7*N3<==?v*7G&?"^@%&*/*&d*&v*
*NC/*^"AA
18
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
• gi>-&;3<==?L>/&&*,""G&&%?4P*")=.•gi>-&‡n
&P&B*&%>&V3<==•?L"6>G&:"*N3<==>/&Gc*_?-/D."^
@%&0%&*/*D2?e*N")9.C,"*0>^*-"4qJ+"
&45"&/*D`Dn&P*N3<==A
• 3<===C;$W&Q9&^-=k&B*&%D`A"4q?R"CH]aJd"c
"4qJ+"‚ "=<=C3<==9"=MD.*,""G&,"&X!Y*/*
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7%A
• r]C3J=<;,"*dr]C3J=<*"*2>*-C/*."*&^=q"
=k>&z*DeJ*DdC|&k&D.*/**tn&PAw/*."?/9/&-"
*t7m"","9•?lD.2>D •]C•A
!" DG*]aJd"7/."
D.*/**5*%n&P?T"0
D`C/*."c3<==?L&U
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C* &* Jp" *^ *N
&," & @ =M D` C/*
."A u8" &qc &," @ J# ?.c
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*0c"GD)"*NC/*."?
@?Q*^&%]^>_9*N9F@?Q?<9=M]B.=p"2&*-C/*."A
THÀNH QUẢ
• !R9111c'†J-]:7/."*N3<==?L*Q?4P*&V*/*&k>?
=`c*/**5@*>ND.*/*&U*z*"/-Jd*A3<==?L*Q."&R9?M
JG7/."=GD`&U"*,"&A3]/*C/*."*NQ7-
"89;i<==K=ci-cgbb-$-7=c$Ocf-Jc--&cQ*2&g]&9c
I-<"c‚-=J9i*]cK*=<c$*-]-ˆ&c‰ =S*X9W&"."r
D` &€?,=&.]^Yc$*<=ch=<D<c!"."3<&]*<c‰=$&D.
9X9W&&-""."=`2&&M$|YA
19
Phân ch case study:
Dell computer corporaon GVHD: Th.S Nguyễn Thị Thu Thảo
• w3<==7\&?07/."O&<<&&M&"S<7*N9FXSSSAJ<==A*-9YD
R911'c"04@?9?M&?4P*J-]:7/."*N&G?,=9n
".A!R911J-]:7/."?M&7F@AA?,=."".c
?M&&G?,=&-"9W&]:".&-"C9]\9‚/"]A3-]:7/
."O&<<&*N3<==&"7F"0 &G?,=9n".&-"@H?0
&*NR911c?M& &G9n".D *:R911cD.&R"9M'
&Ghi3."".D =6*C%&&6*R9111Au0R9c"E&R9
&"S<7*N3<==*Q?4P*"0c'&G=4P&?5?v&."c"2>=0]:?G
&-M")*-?MJG7/."Au0R9cC-^" †J-]:7/
."*N3<==‰<7?4P*C*-M&D.&€=G>0&R9&R"A
• 3<==T*Z&-"R9&.*111c*%9c&€?,=&-"c&€hi3
J-&*N3<==?%&VC/*."4`*" AA3-&*N3<==*
Z?L&R"5'†."R9cD.?5DC:=4P"?L&R""09W&&€=G
'†A."R93-]:7/."*N9/&T*Z=.1c&G?5D
D R911c'c &G?5D&-"R911cD.1c1&G?5D&-"
R9111A$-"?P?4P*&%>&d*&R"&4T"&V?%†*-"R9
&%>&<-A
20