Abstract

The caselet discusses the direct business model of Dell Computer Corporation (Dell). It shows how the company attained a competitive advantage by pioneering the direct business model in the computer manufacturing industry. The caselet discusses the various strategies that Dell adopted to ensure the smooth functioning of its business operations. It also focuses on how the company utilized the Internet to optimize its business model.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The concept of ‘direct business model’ in the computer manufacturing industry
• How Dell achieved success through the ‘direct business model’
• and E-commerce - How it can help optimize sales.

Keywords

Dell Computer Corporation (Dell), direct selling, direct business model, computer industry, direct relationship, retail channel, resellers, retailers, intermediaries, direct marketing, customer feedback, customization, target market segments, online shopping