Dell's Positioning Is Balanced But Weak On Business Technology

Dell's product strategy is to target the high-volume systems infrastructure needs of IT managers. While this has proven to be a revenue-rich strategy for Dell — it has the strongest financial performance of the four vendors we examined — the company faces the same challenge that every other hardware vendor in the market does: Become more closely connected to the objectives of your client's business or be relegated to a commodity position. Today, Dell's messaging is heavily targeted at IT management decision-makers. However, that messaging is consistent between Dell's corporate and product marketing so Dell's path to a stronger business technology (BT) orientation does not have to start with fixing the position gaps its competitors face.