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Dell’s A Lean, Mean Product and Marketing Machine

Michael Dell Addresses Oracle Open World Conference

So far, so good since Dell’s privatization over a year ago. The move to take the leading PC maker private created a lot of criticism of founder and CEO Michael Dell, but the move has been a win-win for the company. Now that it no longer has to meet Wall Street targets, Michael Dell has the flexibility to invest in growing the business. In addition, the demise of the PC was greatly exaggerated, and the clunky machines of yesteryear are replaced with chic, slender alternatives produced by Dell.

Karen Quintos, one of Dell’s marketing strategists, was a key player in the successful privatization move and the facelift to Dell’s image. She told the Irish Independent that social media is completely changing the way advertising is done. Even a Superbowl ad, considered to be a no-brainer with regards to marketing reach, is being questioned. She told the Irish Independent, “You don’t have to spend $3 million on a Superbowl ad to get an effective message out. Use social media instead. Six million people saw our last Superbowl ad online without our paying $3 million.”

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Thanks to Quintos’ strategies, Dell has a digital deal with the New York Times, which is beneficial for both companies.  Michael Dell said on CNBC, “We’ve had eight quarters in a row of gaining [market] share in PCs. We did gain more share than the other top two competitors both worldwide and in the United States, the largest country market in the world.”

Dell has no regrets about going private, as he told CNBC, “Being a private company is great, ” he said. “We’re able to focus on medium to long-term [goals] and we’re focused on our customers.”



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