Marketing: survival and profitability

Marketing Name Course number Instructor’s name Date Introduction Marketing informs survival and profitability of companies and it is important for every company to establish its marketing objective. The marketing objectives are influenced by the organization’s products and assessment of the current and future market needs. This paper seeks to outline two IT companies position in their marketing endeavors. Dell and Intel’s Similarities and differences Michael Dell was the founder of Dell in 1984.The business created its first system called the Turbo PC that featured an Intel® 8088 processor. The business’ uniqueness from the early years is characterized by a commitment to providing exemplary customer service that included providing at home service. Dell Computer Corporation focus is on making computers and it developed its first laptop in 1989. By 1999, it had become the leading company in PC sales in the world and it launched online technical support. The company thrives on identifying the prevailing market needs and this is why it incorporated the WiFi for mobile devices for use by on the go customers. It has also been on the forefront of facilitating e-commerce and that is why it was ranked number one in online sales amounting to $40 million a day in 2000 (Dell, 2012). The company expanded into providing computer systems and providing Dell printers. In 2009, Dell developed the Adamo and Latitude laptops, the mini 3i smartphone, acquired Perot systems and it was ranked first in customer satisfaction among IT enterprises (Dell, 2012). The company has continued to earn credit for excellence in services such as the best systems in healthcare and environmental conservation. It also registered double-digit growth from 2011 and its shareholders are reaping quarterly dividends owing to its consistent profitability (Dell, 2012). It has been committed to end-to-end service for the user and continues to invest heavily in the software that builds on this strategy. It has been recognized by Gartner as a leader in PCs, software, data centers and services (Dell, 2012). Essentially, Dell has established its strong footing in the PC making sector. It endeavors to provide the products with utmost attention to the customers’ needs to address the existing and future opportunities. Robert Noyce and Gordon Moore are the scientists that made possible the availability of semiconductor memory products when they established Intel in 1968. They created the first microprocessor in the world in 1971. In 1974, they developed Intel 8080 which performed ten times faster. This was followed by Intel i860 in 1989 and print servers allowing for LAN connected printing. In 1991, Intel launched its brand logo that is displayed on all computers that function with its microprocessors. In the year 1993, Intel released the Pentium processor that was faster than the predecessors. It has also ventured into memory, computer, microprocessor, and LAN PC cards (Intel, 2012). The company’s strategy is to provide all its products using its microprocessor ingredients. In 2006, it launched its quad core processors and a duo processor for phones. It rebranded in the same year to Intel Leap Ahead (Intel, 2012). The rebranding aimed to communicate about its innovations that enable it to contribute to education, technology, social growth and other areas of life. Intel marketing strategy is about computing with high performance (Intel, 2012). Intel has been focusing on the innovations to provide the fastest processing speeds for the PCs and most PC companies have been relying on their microprocessors. It is evident that both Intel and Dell focus on different angles of the IT sector to survive and grow. Dell has focused its energy on attending to the customer’s needs such as ecommerce and online technical support. It has also ventured into other products deemed necessary by the technological advancements such as smartphones. Intel on the other hand has focused on microprocessors used in most PCs and it has also ventured into providing LAN connection platforms as well as software security. It can thus be inferred that Intel primarily draws on its consistent innovation. Despite their overt differences, the two companies converge on ...