Stars' War : Apple vs Dell

Abstract: Background A great deal of changes has occurred in the computer industry the last few years due to the development of the market, customers and technology. The competition has increased, both domestically and internationally, and in the same time the customer demands have changed and become more demanding to satisfy. The development of technology has led to the apparition of new ways to communicate, such as the Internet. As a result of these changes, the distribution chain has had to be adapted and changed repeatedly over the years. Aim of the study The purpose of our study is to examine how both Apple and Dell can be successful using different distribution channels in the Swedish market. Frame of reference Theories regarding the changes in consumer behaviour, different distribution channel strategies, the importance of the Internet, and service management are presented. Method Based on the theories, research on Apple and Dell was established. The theory has contributed as a base for the empirical findings. As method, a qualitative study was conducted through interviews with managers of Apple Centers in Sweden and Apple management in the US. The facts about Dell are mainly retrieved from Dell’s homepage, different articles, and from an interview with the marketing director of Dell Denmark/Sweden. Conclusion Our final conclusion is that Apple and Dell have managed to be successful with two different distribution strategies because they have always fulfilled the needs and expectations of their customers, creating a strong relationship with them. Indeed, they sell their product where their customers expect to find them and that is the key of a successful distribution strategy.