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The uniqueness can be concerned to products, the way it delivers its goods and services, the way it markets its products or anything that shapes a customer's perception in relation to differentiation. This could be the way products and services are branded or designed and the customers perceive such offerings as unique.So Dell can change the physical appearance and design of its products so that the company can offer uniqueness relative to other strong PC suppliers such as HP and Sony.
As marketing&sales part, Dell has a direct sales business model but the customers can customize on the hardware selection part however, the company can also offer customization on software selection , it can offer already loaded software or can give a list of options for software selection and it can increase or decrease the cost accordingly...
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