2 - MKT Case Study - Think Like a Marketing Manager Dell revolutionized the personal computer industry in the 1990s by giving consumers what they wanted at the time: commodity components they needed without having to buy the ones they didnt need. The focus was on functionality, not on style. Now that all personal computers are functional, and prices have come down, computer makers compete on the basis of features and design. A few years ago Dell offered a line of notebooks with colourful shells. Then came the Ultrabook, a slim-design laptop that converts to a tablet. Next was the Inspiron 2-in-1 series. The core product, computing and connectivity, has never changed; its only been improved upon. Dell also offers many options to augment its products.

1. As a consumer, what do you value most in your personal computing devices? Do you own a laptop, or tablet, or both? Talk to your friends and find out whether they value the same thing, or whether they name other features or benefits as most important. How could the marketers at Dell use this information to develop its next new personal computing device?

2. Dell once marketed a line of Inspiron laptops in colours that ranged from pink to spring green. Apple did the same with Mac desktops and laptops. Do you think device colour is a feature consumers value? Were coloured computers a fashion, a fad, or a style? (Your answer depends on whether you think theyll come back.)

3. Other computer manufacturers offer similar two-in-one products. Find out what similar products are available. What is Dells point of differentiation?

4. What else could Dell do to make its computers more stylish?