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Dell has changed its advertising strategies several times over the past 15 years, but the message that it is a direct manufacturer-retailer has always stayed the same. In the past five years, Dell has switched its television ads from the well know ‘Dell Dude” ads to more of a comparative ad campaign that highlights Dells technical service features. Some of the recent television ads show a customer in a store like Best Buy asking for assistance from one of the salesmen, however the salesmen just spits out a bunch of technical gibberish that the customer doesn’t understand. This advertisement is designed to show how Dell is direct with the customer and how their technical support services are superior to that of a stereotypical superstore employee...
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- Recommend how Dell should react to slower growth and increased competition in its core market segments. Explain how your new or modified positioning strategy enables Dell to leverage some of its existing advantages.
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