Dell Goes Aggressive in Chennai

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Adoption of good strategies and its upgradation as per the changing trends in market is the key to success in the realm of business…

IT industry is passing through cutthroat competition and it tightens day by day. In order to capture more market share, the IT players are moving forward with impeccable calculations. The slipping of one company will be beneficial for another, so, the players are very careful while introducing a strategy. While analyzing the Chennai market, we came to know that Dell has defeated the market of HP laptops.   
"Dell is amazingly doing well and more and more people coming forward to buy it. Previously I was dealing with HP, Compaq, etc, but now I am concentrating on Dell. I am also a distributor of Intex products but, seeing the popularity of Dell, I am planning to deal Dell exclusively. The consumers are attracted by the colour choices, design, quality, etc of Dell and they have now overcome the market share of HP in Chennai market," told Janardhanan, Director, Stip Ltd, T Nagar, Chennai.  
The success of Dell in Chennai market shows that the company has succeeded to regai

n the confidence of the customers. By introducing a range of products in different design and colour, Dell is creating a storm in laptop market. The success of Dell in Chennai market is the outcome of a combined effort.  
"Dell is a big success here because of their collective effort. They are introducing a range new models which is differentiated by colours and design. The Dell laptops are also come up with high quality in affordable price. The price of laptops of Dell and HP are almost same, but over HP, Dell has lots of qualities. So, more and more people demand Dell laptops here," told P N Prasad, President, Confed-ITA.   
"While HP erected one stall in the recently concluded Salem IT Show, Dell came up with 15 stalls. This itself shows the acceptability of Dell here," Prasad added.  
According to A Muthuswamy of Softech India Computer Systems, Madurai, "The market for Dell laptops is improving very fast and now it has overcome the market share of HP. The st

rategies they adopted, the ranges of colour, design and quality they offer have enough to carve a good image in the minds of customers. So, Dell succeeded to be a leading star here."   
Seeing the increased demand for laptops in India, Dell strengthened their manufacturing capacity since 2008. The company anticipated higher growth rate in laptop segment and started manufacturing laptops from Sriperumbudur plant, Tamil Nadu, by doubling the capacity since the first quarter of 2008.    
While speaking to media last year, Paul-Henri Ferrand, President of Dell APACS, said, "India is the fastest growing market for Dell worldwide, and laptops have emerged as the fastest growing form factor. In fact, Dell has decided to focus on laptops worldwide as a strategic growth priority, and the start of laptop production in India is an important part of our plans."
Supporting the words of Paul-Henri, Vice President and then GM of Dell India,Rajan Anandan, said, "Manufacturing

the range of laptop computers in India will enable us to deliver even greater value, and a superior experience to our customers, offering us competitive advantages in terms of speed delivery and cycle time. This is a vital next step in our strategy for leading growth and success in India."
To capture more market in India and China, they laid strategies as per the needs of these nations. They designed models as per the needs of each segment. Targeting education, government, small and medium business segments, they fixed price, models, design and colour accordingly. Dell's success in Chennai is the outcome of their strategies.