AssDel1

revised August 31, 1999

Babson College
F.W. Olin Graduate School of Management

MARKETS & MARKETING
MARKETING SYSTEMS STREAM

Topic: The Product/Channels Life-Cycle and the Web
Case: Dell Online
Read: HBS: Note on Marketing and the World Wide Web

The Dell Online case describes the emergence of Dell as a major player in the catolog sales of computers and it traces the introduction of Dell Online, the web-based sales portion of the company. Dell Online is an integrated part of part of the Dell approach to serving its market(s). We will discuss this case principally from the point of view of understanding each of Dell's "business systems" and understanding how Dell uses these different systems to meet the needs of customer segments.

As you prepare this case please think about such issues as:

Why was Dell so successful prior to Dell Online? What was the basis of its success?
What did Dell Online add? Why did Dell introduce it?
How successful do you think it will be?

Please also think aboit such broader issues as:

What does this case tell us about the future of on-lin selling? B2B? B2C?

Please be sure to participate in e-campus Discussion and Polling on these issues.