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Dell: Personalised solutions for individual needs

Personalised solutions for individual needs

This Case Study introduces students to Dell, one of the world's largest providers of computer systems and services. It outlines the features of the Dell direct customer business model and examines ways in which Dell is altering its approach to changing needs of its customers.

As a result of reading this Case Study the student should be able to:

  • Understand the operation of the Dell direct customer business model and the role of 
  • Describe the ways customers can individualise their purchases in line with Dell's personalisation ethos 
  • Appreciate the importance of in enabling customer driven innovation
  • Provide examples of Dell actions in the area of Corporate Social Responsibility.


Dell is the #1 personal computer provider in the USA and #2 worldwide.

The Dell business model

The Dell direct customer business model allows customers to purchase custom-built products and custom-tailored services.

Dell generates more than $50m revenue per day in sales through its worldwide websites.

Personalisation through the process

Dell’s focus on personalisation has strengthened as consumers expect more from companies and want tailor-made solutions that meet their individual needs.

Dell and Corporate Social responsibility

Dell is a global industry leader in recycling.

Adding new distribution methods

Dell is adding new distribution methods to its direct sales business model. By combining with large retail chains and stores, Dell is making an evolutionary change from its successful direct model to giving consumers the ability to buy products in a retail store format.


Dell is a leading global computer systems and services company which adopted a direct business model – selling customised products via phone or the Internet.


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Associated with:
Learning Area(s):
  • Business Environment | Developing organisational culture
  • Business Environment | Measuring business performance
  • Business Structure and Organisation | Aligning structure to objectives
  • Change Management | Sources of change
  • Communication | Effective communication models
  • Communication | Technology and communication
  • Entrepreneurship/Innovation | Fostering innovation within business
  • Entrepreneurship/Innovation | Innovative business
  • Entrepreneurship/Innovation | Product/service innovation
  • Entrepreneurship/Innovation | The role of the entrepreneur
  • Ethics and Social Responsibility | Socially responsible programs and approaches
  • Global Business | Drivers of globalisation
  • Global Business | Ethical global management
  • Global Business | Types of global business/expansion
  • Management and ICT | The impact of technology on business
  • Marketing | Distribution including Internet based approaches
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Pricing strategies and their application
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
  • Operations Management | High-end technology based operations systems
  • Operations Management | Materials management
From: Edition 5

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