DELL is a recognized producer of informational technology. It is a large international corporation which strives to employ innovation as the major strategy to maintain its leading position in the market. The company was launched in 1984 by Michael Dell whose “game-changing vision” contributed to the progress of the industry as a whole (Company heritage, 2016, par. 1). Throughout the period of several decades, the organization achieved cross-national presence and DELL products are now represented around the globe and are highly valued by IT users for their quality, design, and advancement.
DELL is the people-oriented enterprise, and it attempts to consider customer preferences and demands in the process of product development and production. DELL offers a wide range of diverse products: laptops, desktop computers, software, gaming stations, other computer supplies, accessories, and IT devices. All of the mentioned products can be characterized as accessible and practical. A company uses smart product segmentation which allows customers from different social-economic backgrounds to select an appropriate item. For example, the prices for laptops vary from $179,99 to $899,99 (Laptop computers, 2016). In this way, DELL’s pricing strategy in combination with product diversification approach allows the company to target a wider number of potential customers and remain competitive.
DELL adheres to the policy of environmental protection and social responsibility. DELL exploits green manufacturing principles by making its products with reduced energy intensity, initiating an international technology recycling program, performing sustainable supply chain management and marketing activities, purchasing electricity for the plants from renewable sources, etc. (2020: Legacy of Good Plan, 2016). The integration of universal social values and principles of sustainability into the organizational culture, and aspiration to address an extended range of social interests helps to develop a positive perception of the brand by community members and it positively influences organizational performance.
The new product for DELL is the professional 13″ mobile workstation comprised of the best hardware and software solutions for the specialists in many fields of performance from design to science. The new workstation will be the smallest item in the category offered by DELL, and it will help the company to diversify its product lines and provide the customers with the opportunity to choose from a greater number of available options. Workstations are the niche products which are usually characterized by price inelasticity (Pettinger, 2014). However, DELL will set up the basic low price of US $900 to increase the product demand and strengthen the company’s competitive position in the market. Moreover, the customization of the workstation will be available, and the customers will be able to select preferred properties, drivers, and software at additional cost.
Another advantage of the new workstation will be the low level of energy consumption. The new product development will be consistent with DELL’s sustainability initiatives. The high-quality and ecology-effective materials that will be utilized to produce the item will increase product longevity and will contribute to the reduction in technology waste. By developing the new product according to the principles of environmental protection, DELL expresses stakeholder concerns and attempts to actualize own social responsibility which is an essential element of its corporate culture.
DELL’s new 13″ workstation is a configurable, portable, and compact machine that is meant to help organizations and individuals to improve their professional performance, increase their professional intelligence, and organize working operations to achieve greater work efficiency. The introduction of the new workstation primarily aims at DELL’s product diversification but, at the same time, it is consistent with the values integrated into the organizational culture – quality, innovation, support of individual self-actualization, – which are important to improve customer attraction and develop customer loyalty.
Workstations offer smart solutions for the effective management of different work processes and facilitate the achievement of positive work outcomes, and they are thus always in demand. The introduction of the new product may help DELL to gain significant benefits in the business conduction including assortment advantages and attraction of new potential customers. By launching the new workstation, DELL will attempt to actualize own cultural and social perceptions, meet customer needs, integrate their preferences into the process of product development, and increase competitive position in the market.
References
2020: Legacy of Good Plan. Annual update. (2016). Web.
Company heritage. (2016). Web.
Laptop computers. (2016).
Pettinger, T. (2014). Niche products. Economics Help.