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■rdustry cars wi sit unsold in dealers' tots Jo? GO days, tying up ivorkiog capi-BLV/hy have auloind oioer Djtftpan.ej not moved From Hie incflicicm "builG-to-slocV model of production to Dellls "build-to-order model? Aulo mgnufac-tjrers have inviied Michael Dell to speak lo ihem on several occasions. The rcisensus seems to be lhat Dell wort« with 50 main suppliers to pul together i S'l.QCi) PC, but a car mgnirlaclurer may tiavE lo work with supples to nut together a S20.000 car. in adoiti&n to the lechnical challenge, ihe auto ntolry faces dealer ant) legislate hurdtes.

Discussion QnestiOr5

1. What have been the key success (actors lor Del?

2. Where is Dell vulnerable? What should it walcti out for?

3. What recommeridalioris would you make lo senior marketing e*eculirtS going forward? What should ihey be sure to do with ils marketing?

Sonnss®; Mittele Matthctti, Den Cerm^ivcr; Sales & Maiftetins filnnaQeme^l ■.t.'tKtKr I93'.7i 50-53: Evan Hatratafl. JD(? i Fights PC Was by EmphasiStifl Customer Sems— Focus Wins Eg Clients and Gives IBM and OarrcQq a Finn lor Their ti'onsy." tv;?1,1 Stvet Jowroi. Auijusl 15 199?. p. Bt; 5aro|a Gftshanvat, "Drt's Site Has Business in OoMfiairs." tntemtww*. April 13,1998. ij. 1 'He huanctwe» lidetview—Michael Di--!, eralrman and CEO. De" Dompuler," tltemeto/eek. April 13.19S6, p. a. Dale Etiss, ■Custom Cars Stud; in Gfdiock," flxmistty Stand,va October 23. JOOO. pp. 90-9?'. *A Remhtlion c' One,' fibjWWSf. Apnl 1 J. 2C01: BelSy Mwiiä, "Ca'i Michael Dell Escapc ihe Bok?' fotturK, Odo&är tC, 2000, Gary t^lllams. 'Den OorTfiuter Has a Mil Nile Crisis.' sirt-rt Jotiw.1, August 31, 200o; "Da Incfsss« its Mattet State as PC Sa'es Stow: Mew Wirt firrtö. .January ?2..20D1 Leah Belh Ward. 'Cell Sales (henaie Campari ' Os®as Moromg News. January 2J, 2DOC

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