I love my Dell laptop

If I were Dell, in situation where I am receiving many complaints from customers including power blogger, I will not care about that. Dell has a bunch of unique advantages to captivate customers rather than disadvantages addressed in several complaints. (Dell sells about 10 million PCs per year. If assume that people who buying Dell is friendly toward Dell, no. of complaints can be ignored.)

Before starting my MBA course I decided to buy new laptop. I considered several brands, which could offer an A/S service in Spain. Among some of brands I considered, I had no choice but to choose Dell.
Dell computer had the best price advantage. Just like the table below, if customers are rational and have to choose a laptop, they will select Dell without any hesitation.



Cheap price!!!
That’s why people still love Dell. Since Dell became leader in computer market, Dell have maintained the position to dominate the market. (M/S : 28.4% in 2007, Now HP is leading the market) How can they maintain cheap price? Do they use cheap and bad parts? Do they have a terrible A/S?
Answer is ‘No’. They brought a revolution in logistic of computer.

Revolution in logistic of computer market (Dealership → Direct sales to customer)
In dealer-based computer market, Dell was the first mover of the market to start selling PC without distributors. Customer ordered PC directly from Dell, and Dell Delivered PC directly to Customers. In this way, Dell could reduce the cost for distributors and Customers were able to buy PC for cheaper price.

Like this logistic revolution, Dell could succeed in computer market. In the beginning of the business, Dell advertised on professional magazine related to PC. Later they shifted to their homepage. Now, customers can order Dell anywhere and anytime through homepage with cheap price.

If I have a chance to buy computer once more, my choice will always be Dell without any hesitation.