Abstract

The case discusses Dell Computer Inc.'s (Dell) initiatives to build and strengthen its presence in the Chinese personal computer (PC) industry. It briefly details Dell's evolution over the years and examines the rationale for its entry into China. The case also examines the measures adopted by Dell to succeed in China and the ways in which it overcame the problems it faced while implementing its famous 'Direct Model' in the country. The reasons for Dell's rapid growth in China (especially the marketing initiatives) have been discussed in detail. The case ends with a brief note on the competition facing Dell (from players such as Legend) and its future prospects in China.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Dynamics of the PC market in China and its attractiveness to multinational players.

Keywords

Dell Computer Inc, Dell, Chinese,personal computer, PC, industry, evolution, rationale, entry, China, problems, Direct Model, country, rapid growth, marketing initiatives, competition, Legend, future prospects, China