Dell Inc 戴尔 SWOT 2010
Dell Inc.
Company Profile
Publication Date: 17 Sep 2010
https://www.wendangku.net/doc/da17779871.html,
Americas
Europe, Middle East & Africa
Asia Pacific
245 5th Avenue
119 Farringdon Road
Level 46
London
4th Floor
2 Park Street
EC1R 3DA
Sydney, NSW 2000
New Y ork, NY 10016
United Kingdom
USA
Australia
t: +1 212 686 7400
t: +44 20 7551 9000
t: +61 2 8705 6900
f: +1 212 686 2626
f: +44 20 7551 9090
f: +61 2 8088 7405
e: euroinfo@https://www.wendangku.net/doc/da17779871.html,
e: apinfo@https://www.wendangku.net/doc/da17779871.html,
e: usinfo@https://www.wendangku.net/doc/da17779871.html,
TABLE OF CONTENTS
Company Overview (4)
Key Facts (4)
SWOT Analysis.....................................................................................................5Dell Inc.
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T ABLE OF CONTENTS
COMPANY OVERVIEW
Dell is one of the leading technology companies, offering a broad range of products, including desktop PCs, servers, networking products, storage, mobility products, software and peripherals, and services.The company primarily operates in the US. It is headquartered in Round Rock, Texas and employs 96,000 people including 1,700 temporary employees.
The company recorded revenues of $52,902 million during the financial year ended January 2010(FY2010), a decrease of 13.4% over FY2009.The operating profit of the company was $2,172 million in FY2010, a decrease of 31.9% over FY2009. Its net profit was $1,433 million in FY2010, a decrease of 42.2% over FY2009.KEY FACTS
Dell Inc.
Head Office One Dell Way
Round Rock
T exas 78682
USA
1 51
2 338 4400
Phone 1 512 283 6161
Fax https://www.wendangku.net/doc/da17779871.html, Web Address
52,902.0
Revenue / turnover (USD Mn)
January Financial Year End
96,000Employees
DELL
NASDAQ National
Market Ticker Dell Inc.
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Company Overview
SWOT ANAL YSIS
Dell is one of the leading providers IT systems in the world.The company offers a broad range of products, including desktop PCs, servers and networking products, storage solutions, mobility products, software and peripherals, and related services. Dell has a strong brand value and is among the top 100 global brands. Strong brand value enhances the company’s market penetration capability and provides cross selling opportunities. However, intense completion in the technology industry may affect the company’s profitability in coming years.
Strengths
Weaknesses
Strong brand value
Violation of laws
Robust market position
Relatively weak R&D capabilities
Diversified customer base
Dell Perot Systems’ position in healthcare
business
Opportunities
Threats
Entry into smartphone business
Intense competition
Product defects
Growing PC market
Positive outlook for global IT spending
Increasing adoption of cloud computing
services
Strengths
Strong brand value
Dell enjoys a strong brand image supporting its growth.The company is among the top 100 brands in the world, with a brand value of $10,291 million, according to Interbrand annual ranking 2009. It was ranked 35 in the list of top 100 brands. Dell was ranked ahead of some of its competitors such as Acer, Toshiba and Lenovo.
Moreover since FY2008, Dell started offering products through indirect sales, such as leading retail chain stores. It offers select products through strategic relationships with a various major retailers like Wal-Mart and Best Buy in the US;Wal-Mart and Pontofrio in Latin America; Carphone Warehouse, Carrefour, Tesco and DSGi in EMEA region; and Gome, HiMart, Courts and Bic Camera in Asia Pacific region.With its entry into indirect sales channel model, Dell’s visibility among the individual customer in the retail space is increasing, which further increases its brand value.
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Dell's brand image generates a large percentage of intangible earnings. Strong brand image makes Dell a preferred hardware provider over its competitors. In addition, strong brand image promotes greater trust in the company's product and services, which boosts the demand for them.
Robust market position
Dell has a robust market presence in IT systems market. Despite losing market share to other players in the recent past, Dell continues to remain a strong player in the IT systems market. Dell was the second largest player in the in the worldwide PC market with approximately 13.1% share, with the volume shipments of 38.4 million in 2009. In the US, the company is the second leading player in PC market with approximately 11.9% market share of the volume shipments in 2009. Moreover, the company achieved the number one position in the rapidly developing Indian PC market, surpassing Hewlett-Packard during the second quarter of 2010 with a market share of 15.2%.
It is also a leading player in the computer peripheral equipment and software wholesaler market. According to the industry sources, the company is also the fourth largest player in the worldwide disk storage systems market with a market share of over 12.3% during the second quarter of 2010. The company is the leading player in the NAS domain with share of 32.9%. Further, Dell is the third largest player in the worldwide servers' segment with a market share of approximately 15.3%.
Dell's strong market position in the IT systems market provides it with a competitive advantage. Diversified customer base
Dell serves a diversified customer base globally.The company offers a range of IT products including mobility products, desktop PCs, software and peripherals, servers and networking, and storage to a wide customer base, which ranges from large scale businesses to small organizations of various sectors. It provides customized products to all size of clients according to their needs.The company’s customers are categorized as: large enterprise, public, small and medium business (SMB), and consumer.
The company’s large enterprise customers include the business from large global and national corporate companies.The public customers comprises of educational institutions, government, health care, and law enforcement agencies, operate in communities. For SMBs, the company offers the simplest and most complete standards-based IT solutions and services, customized for their needs. For consumers, the company markets products through an on-line store at https://www.wendangku.net/doc/da17779871.html,, over the phone, and through retail.Wide range of customer base provides the company with diversified revenue streams. During FY2010, the company generated 27% of the total revenues from large enterprise, 27.4% from public clients, 22.8% from SMBs, and 22.8% from consumers.
Diversified revenues from wide range of customers shields the company against demand fluctuations in a specific market by dispersing its business risks.
Dell Perot Systems’ position in healthcare business
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Dell Perot Systems is a leading provider of healthcare IT services in the US.The company provides services to more than 1,000 hospitals and five of the top 25 systems in the US. It serves about 70 health insurance organizations and more than 30,000 doctors as members of physician groups. It is a leading systems integrator of Tier I clinical systems.
The company's healthcare business was also recognized by several agencies for its capabilities. In May 2010, it was ranked number one for the fourth consecutive year in Annual Datamonitor Black Book of Outsourcing 2009 survey of Healthcare ITO vendors.The survey positioned Dell Perot Systems as the highest rated overall vendor in the areas of applications development and maintenance, revenue cycle management, and clinical data initiatives.
Dell Perot Systems strong position in healthcare IT segment provides a competitive advantage to the company and allows it to achieve new contracts.
Weaknesses
Violation of laws
Dell was involved in the violation of federal securities laws and is paying the civil penalties. A complaint was filed against the company alleging that Dell and some of its staff have violated the federal laws. The company also faced investigations from the US Securities and Exchange Commission (SEC) regarding these violations including the antifraud provisions of federal securities laws, relating to certain accounting and financial reporting matters during 2001–06.The company also faced allegations regarding certain aspects of its commercial relationship with Intel.
As a part of this, the company reached a settlement with SEC resolving the investigations during June 2010. Under its settlement, the company has consented to a permanent injunction against future violations of such federal securities laws and SEC rules.The company also agreed to perform certain undertakings, including retaining an independent consultant, to enhance its disclosure processes, practices and controls. According to the settlement, the company is required to pay a civil monetary penalty of $100 million. Also Mr. Michael S Dell, the Chairman and CEO of Dell, has to pay a penalty of $4 million regarding the alleged failure to provide adequate disclosures with respect to the company’s commercial relationship with Intel prior to Fiscal 2008.
Violation of laws, investigations and paying penalties impacts the company’s reputation and affects the investor’s confidence.
Relatively weak R&D capabilities
Dell has relatively weak research, development and engineering (R&D) capabilities compared to its major competitors.The company employs a collaborative approach to product design and development, where it works with a network of technology companies. It uses original design manufacturing (ODM) partnerships and manufacturing outsourcing relationships for manufacturing. Dell Inc.Page 7
However, it undertakes essential manufacturing processes including assembly, software installation, functional testing and quality control. As a result, the company’s R&D spending has been lower than its competitors. Dell’s R&D expenses were $624 million, $663 million, and $610 million, respectively, during FY2010, FY2009 and FY2008. By contrast, its main competitors such as HP reported R&D spending of $2,819 million, $3,543 million, and $3,611 million, respectively, in FY2009, FY2008, and FY2007; and IBM reported R&D spending of $5,820 million, $6,337 million and $6,153 million, respectively, in FY2009, FY2008 and FY2007. Furthermore, the company’s R&D spending as percentage of total revenues was 1.2% in FY2010, compared to HP (3%), and IBM (6.1%).
As a result, the company had lesser patents than its competitors. At the end of FY2010, it had a worldwide portfolio of 2,577 patents and additional 2,418 patent applications pending. By contrast, HP had a worldwide portfolio of over 33,000 patents, and IBM achieved over 4,914 patents only in 2009.
Although, the company’s business model was not highly dependent on R&D over years, changing industry dynamics with increasing competition and commoditization of PC market call for differentiation though innovation. Further more, the company’s relatively weak R&D makes it depend on licenses for third-party patents, and it may affect its ability to introduce innovative products.
Dell’s relatively weak R&D capabilities affect its competitiveness as well as make it dependent on third parties for patent licenses.
Opportunities
Entry into smartphone business
Dell has entered into the smartphone business with the launch of Dell Mini 3 smart phones in November 2009.The company also partnered with China Mobile, the largest telecommunications company in the world with more than 500 million customers; and Claro, which serves more than 42 million people in Brazil as part of the America Movil network, to distribute its smartphone offerings. Further, the company also formed smartphone agreement with AT&T as a carrier to offer Dell Mini 3 smart phone in January 2010.The company’s entry into the smartphone business demonstrates its continued expansion into mobile internet products.
Moreover, the smart phone market is projected to grow significantly, poising the growth opportunities to Dell. According to the industry sources, the smartphone market is forecast to grow at a compounded annual rate (CAGR) of 32% between 2010 and 2014. More than 50% of this growth in handsets is forecast to come from the developing markets of Asia-Pacific, including China and India, and Central and Latin American states. Also, the smartphones are expected to represent 26% of all handsets in 2014, compared to 14% in 2009.
The company’s expansion into growing smartphone business will provide it with additional revenues. Dell Inc.Page 8
Growing PC market
The global PC market is expected to grow in the coming years. According to the industry sources, the global PC market is forecast to record a growth of 20% in terms of volume in 2010, compared to 2009.The demand is being driven by increased customer adoption and the growth of netbooks. The netbook market is expected to record 25% growth in shipments in 2010, over 2009.
In addition, the Asia Pacific PC market is expected to grow significantly, both China and Indian markets driving the demand.The PC shipments in China and India are forecast to grow around 20% during 2010.
The company is the second largest player in the worldwide PC market, offering desktop PCs and notebooks under various brands: Allienware, Studio, OptiPlex, Inspiron, Vostro and Precision. Further, the company is investing in the emerging BRIC regions including Brazil, Russia, India, and China to design and manufacture products and support its customers.
Growing PC demand and the company’s focus on emerging markets ensures steady revenues to the company from PC segment.
Positive outlook for global IT spending
The global information technology (IT) spending is expected to grow in the near future. A steady improvement in the macroeconomic environment in 2010 will enable modest growth in overall IT spending. According to Datamonitor, the global IT hardware and equipment is projected to record a CAGR of 6.3% during 2009–14. Further, the global IT consulting and other services market is forecast to grow at a CAGR of 2.4% during 2009–14.
Being one of the leading provider of mobility products, desktop PCs, software and peripherals, servers and networking, storage and IT services, Dell is poised to capitalize on the global IT positive outlook.
Increasing adoption of cloud computing services
The worldwide demand for cloud computing services is forecast to record strong growth in coming years. Cloud computing is a computing infrastructure model, which enables delivery of
software-as-a-service (SaaS), platform-as-a-service (PaaS) and infrastructure-as-a-service (IaaS). This reduces the upfront royalty or licensing payments, investment in hardware and other operating expenses. As result of its benefits, the global cloud computing services market is forecast to grow at a CAGR of over 20% during 2009–14.With the growth of cloud computing services, the enterprises are expected to gain significant savings from SaaS, PaaS and IaaS during the next five years.
Dell is increasing its presence in cloud environments and also launched new offerings in this domain. In 2009, Dell and https://www.wendangku.net/doc/da17779871.html,, the enterprise cloud computing company, together launched certified https://www.wendangku.net/doc/da17779871.html, solutions, joint offerings for small and medium businesses, that offer Dell Inc.Page 9
customer relationship management applications through the cloud. Further, Dell in collaboration with Intel launched a cloud-based learning management platform during May 2010. As a part of expanding its cloud strategy, Dell formed a strategic partnership with Microsoft to use the Windows Azure platform appliance as a part of its Dell Services Cloud for developing next-generation cloud services.
The company’s focus on cloud computing services will enhance its revenue and market share in coming years.
Threats
Intense competition
The company faces intense competition in all its business segments. It competes in terms of price, quality, brand, technology, reputation, distribution and range of products, among other factors. Dell faces stiff competition in enterprise PC and server markets from Acer, Apple, HP, Lenovo, IBM and T oshiba, among others. In some regions, the company faces competition from local companies and from generically-branded or white box manufacturers. In the consumer market, Dell faces stiff competition from HP, Acer, Apple, Sony, Lenovo and Asustek. Furthermore, in the European and Asian netbooks markets the company faces intense competition from Asustek. In addition, with the launch of smartphone in FY2010, the company’s mobile business competes with Apple, RIM, and HTC.
Intense competition may affect the company’s operating performance and market share in coming years.
Product defects
Dell's products are highly complex and sophisticated. As a result, they may occasionally contain design defects, software errors or security problems that may be difficult to detect and correct. In addition, implementation of the company's products may involve customer-specific configuration. In particular, it is common for complex hardware products to contain undetected errors when first released.They are discovered only after the product is used over time with different systems and in a variety of applications and environments. Despite extensive testing before release, the company may experience errors in the products, which may affect the market acceptance of the products. For instance, the company faced product defect issues and recalled several products in the recent past owing to quality issues. In August 2006, the company announced the recall of 4.1 million notebook batteries owing to fire risk. Additionally, in October 2008, Dell updated its
battery-replacement program based on additional information it received from lithium-ion battery supplier, Sony.
Product defects resulting in recalls may undermine the faith of consumers in the products, benefiting the competitors of the company.
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