Dell and Apple each manufacture and promote private computer systems and small electronics, direct to prospects. Every has a major on-line presence.
Web Technique
Dell is an e-commerce firm, promoting its merchandise primarily as an internet retailer. The corporate constructed its total enterprise mannequin on just-in-time manufacturing for particular person orders positioned by means of its web site. For Dell, web technique is synonymous with enterprise technique.
Apple depends closely on a distribution community in bodily retail shops, in addition to promoting its merchandise by means of etailers similar to Amazon.com. Its web site is primarily an promoting and buyer training automobile. Apple’s broader advertising technique is predicated on customization to buyer choice – together with whether or not to buy merchandise on-line or in a retailer.
Web site Goals
Dell makes use of its web site as its main gross sales platform. Buyer interplay, training, and after-sales help all takes place on-line. The web site is Dell’s storefront and is your complete face of the corporate to the surface world.
Apple’s web site is designed to coach and excite its prospects. By means of slick graphics and a focus to aesthetics, it directs prospects to study extra about every of its new choices. It additionally gives free software program downloads, and drives site visitors to iTunes and to bodily shops.
Maximizing On-line Presence
Dell’s web site is big. It additionally points press releases and works to get its merchandise reviewed by main websites similar to Cnet. As a result of it caters closely to enterprise prospects, it additionally has developed an internet provider community that companies can combine into their intranets.
Apple focuses on on-line commercials utilizing the most recent net applied sciences. It makes an attempt viral advertising by means of YouTube, particularly by means of it is “I am a Mac” collection of adverts. And its iTunes and iPhone purposes maintain prospects’ consideration by means of delivering leisure.
Advertising Capabilities
Crucial Success Components
Dell have to be attentive to its company prospects and simple to contact for ongoing help. With out a brick-and-mortar presence, the corporate should work onerous to be accessible.
Apple must anticipate the most recent traits and keep forward of the curve. It should predict fast adjustments in know-how and trend, so it must deeply perceive its prospects.
Threats
Dell, historically a desktop PC producer, faces threats from cell gadgets similar to Apple’s iPhone and from more and more demanding, subtle shoppers. Apple is all the time the working system underdog, and faces steady threats from Microsoft and rising threats from Linux, in addition to from different small electronics producers.
Alternatives
Dell has developed an in depth provider community and has a robust popularity with its company prospects. It could extra simply department into new applied sciences that giant prospects can order in bulk, with a lot decrease danger than its rivals. Apple has a market coup with the iPhone, and has developed a “community impact” with its interchangeable equipment and purposes. It could leverage this to succeed in extra prospects with the most recent devices.
Belief/Push Fashions
Dell has a constructed a major base of belief. It is aware of its prospects very effectively, and has established itself as an knowledgeable within the trade by means of in depth product assessment articles and the large quantity of data obtainable on its web sites.
Apple makes use of a Selective Belief mannequin, first presenting its shoppers with the “newest” gadget, after which providing in depth video and photographic element about that gadget.
Belief Based mostly Advertising Methods
Dell is especially collaborative with its enterprise prospects. It makes important income from service contracts and from deep partnerships. Clients can see large quantities of data from its provide community, and customise the knowledge they want.
Apple excels at buyer focus. The sheer quantity of customizable equipment obtainable for its merchandise permits prospects to have a novel expertise. Moreover, prospects “purchase in” to the Apple community of interchangeable equipment and software program, creating an extended partnership than different small electronics producers have managed.
Buyer Satisfaction
Dell options buyer rankings and critiques on every of its merchandise. Moreover, it is doable to speak with a customer support agent on-line or to name a help hotline.
Apple makes use of video extensively for product demonstrations, coaching manuals, suggestions, and hints. Clients can even go to an Apple retailer for Help, or name or e mail the corporate.
Pricing and Technique
Worth is the very first thing Dell tells its prospects about its product. Its search capabilities are highly effective and sometimes price-oriented; it clearly believes that its prospects are value-conscious.
Apple appeals to its prospects on the idea of aesthetics and the “cool” issue, whereas value is a secondary concern. Apple highlights no matter is latest, slickest, and hottest, and exhibits high-quality video of the product. It takes a number of clicks to search out the value.
Effectiveness
Every firm is within the prime tier of worldwide enterprise, and every has a classy and efficient on-line presence. Nevertheless, they use these websites for various functions. Dell’s web site excels at fulfilling the perform of on-line ordering and buyer help, whereas Apple’s excels at educating and fascinating prospects. As an internet storefront, Dell’s web site is finest in school; as strictly a advertising instrument, Apple’s web site is extra focused and environment friendly.
