Publications
Publications
- May 2002 (Revised October 2002)
- HBS Case Collection
Dell--New Horizons
By: V. Kasturi Rangan and Marie Bell
Abstract
Founded in 1984, Dell Corp. has achieved phenomenal growth, and by 2000 had topped $25 billion in sales and over $2 billion in net income. In the 4th quarter of 2000, however, the PC industry's average 30-year growth rate crashed to a negative 10%. Dell must make difficult decisions on how to sustain its profitability in light of its broad product portfolio--PCs, workstations, and servers on storage products for a broad cross section of customers in the United States and worldwide. Should it stay the course or fundamentally change strategy?
Keywords
History; Decisions; Product Positioning; Marketing Strategy; Framework; Globalization; Brands and Branding; Computer Industry; Technology Industry; United States
Citation
Rangan, V. Kasturi, and Marie Bell. "Dell--New Horizons." Harvard Business School Case 502-022, May 2002. (Revised October 2002.)