Dell’s Strategic Management Plan Essay -- Computers, Business

Dell, Inc. got its start in 1984 when Michael Dell, a University of Texas student, began building computers for fellow students under the company name PCs Limited (Edwards, 2007). Within the next decade, Dell experienced phenomenal success by pursuing growth through catalog and corporate sales (Hunger, 2006). Dell made technology affordable and in doing so became a fierce competitor in the computer technology industry. However, the company’s disorganized structure could barely support their impressive growth. There are three specific measures of performance that I would have incorporated into Dell’s strategic management plan if I were leading Dell. Furthermore, I would include behavior and output controls in the control system to regulate organizational activities to ensure that they are consistent with company standards of performance. Dell, Inc. pursued an aggressive growth strategy which was met with equally aggressive customer demand. Dell delivered a quality product for a reasonable price and this value that Dell created for their customers was initially unmatched by rival computer companies. In fact, Dell saw this as an opportunity to expand their product line to include items such as printers and software. The company’s sales increased from $389 million in 1989 to $2.9 billion in 1993 (McGraw, 1994). However, the management structure did not grow with the company (McGraw, 1994). Financial results were not analyzed properly and the company was not being strategically managed (Hunger, 2006). Dell’s management team decided to slow their growth initiatives in part by eliminating retails sales of their products (Hunger, 2006). This decision created three distinct problems for the company. First, customers were unhappy that t... ...nagement (6th ed.). Mason, OH: South- Western Cengage Learning. Edwards, O. (2007, August). Baby Dell. Smithsonian, 38(5), 34-36. doi: 131320451 Hunger, D. J. (2006). Dell, Inc. In T. L. Wheelen & J. D. Hunger (12th ed.), Strategic management and business policy (pp. 31-1 – 31-5). Upper Saddle River, NJ: Prentice Hall. Matthews, J. R. (2011). Assessing organizational effectiveness: The role of performance measures. Library Quarterly, 81(1), 83-110. Retrieved from EBSCOhost. McGraw, D. (1994). The kid bytes back. U.S. News & World Report, 117(23), 70. Retrieved from EBSCOhost. Rogers, B. (2006). High performance is more than a dream - it's a culture. T + D, 60(1), 12. Retrieved from EBSCOhost. Wheelen, T. L., & Hunger, J. D. (2012). Strategic management and business policy: Toward global sustainability (13th ed.). Upper Saddle River, NJ: Prentice Hall.