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MC LC LI M U ........................................................................................................ 2 NI DUNG CHNH .............................................................................................. 3 PHN I: GII THIU V CNG TY .............................................................. 3 1. Lch s ................................................................................................. 3 1.1 Nhng nm u khi nghip .................................................................... 3 1.2 Pht trin bn vng .................................................................................. 4 1.3 Tc ng ca internet ............................................................................... 4 2. Cc sn phm ca Dell ........................................................................ 5 PHN II: M HNH KINH DOANH CA DELL.COM ................................ 6 I. C s l thuyt ............................................................................................. 6 II. M hnh kinh doanh ca dell.com ............................................................. 8 1. 2. 3. 4. 5. 6. 7. 8. Mc tiu v gi tr ............................................................................... 8 M hnh doanh thu .............................................................................. 9 C hi th trng ............................................................................... 10 Mi trng cnh tranh ....................................................................... 12 Li th cnh tranh.............................................................................. 13 Chin lc th trng ........................................................................ 15 S pht trin ca t chc ................................................................... 16 i ng qun tr................................................................................. 17

PHN III: CC BC T HNG TRN DELL.COM ............................ 19 Bc 1: khch hng vo website www.dell.com ......................................... 19 Bc 2: Chn v Ty chnh cc sn phm bn mun t hng. .................. 21 Bc 3: ng nhp hoc ng ky ti khon trn Dell.com. ........................ 23 Bc 4: Nhp a ch vn chuyn. ............................................................... 25 Bc 5: Chn mt Phng thc thanh ton. ............................................... 26 Bc 6: Xem xt v gi t hng. ............................................................... 27 KT LUN .......................................................................................................... 28
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LI M U
Cng vi s pht trin ca khoa hc cng ngh v bu chnh vin thng, cc doanh nghip sn xut cc thit b in t ngy cng pht trin v vn ln mt tm cao mi, c bit l trong lnh vc sn xut my tnh c nhn. Mt trong nhng nh sn xut v lnh vc ny chng ta phi k n DELL. Dell Inc l mt cng ty chuyn sn xut phn cng my tnh c tr s ti Round Rock, Texas, Hoa K. Dell c thnh lp nm 1984 do Michael Dell. Khi cn l sinh vin nm th nht ca i hc Tng hp Texas, Michael S. Dell bt u tp kim tin bng cch lp rp v bn nhng my tnh tng t nh my tnh ca hng IBM ngay trong phng tr ca k tc x sinh vin. S dng nhng linh kin mua vi gi bn bun, Dell lp rp nhng my tnh tng ng vi my tnh ca IBM v bn cho nhng ngi s dng my tnh c nhn vi gi r hn nhiu so vi gi bn ca cc cng ty danh ting. Nhn thy rng ci cng vic m mnh a thch, hng thng em v ti $80.000, c th d dng chuyn i thnh mt ngnh kinh doanh ln trong tng lai, Michael Dell ri b i hc Texas v thnh lp Dell Computer Corp, mang chnh tn ng vo thng 4 nm 1984. Vo nm 1987, Dell bt u pht trin h thng cc nh my ch to ca ring mnh. Hng Dell cng bt u xy dng h thng h tr khch hng trong c nc M v bt u cung cp cc dch v lp t, sa cha, bo hnh, bo dng ngay ti nh cho cc sn phm ca chnh mnh. Cng vo nm 1987 hng Dell m vn phng u tin ca mnh ti Anh, m u cho cng cuc chinh phc th gii. Vo thng 4 nm 2001 Dell vt qua Compaq Computer tr thnh nh cung cp my tnh c nhn hng u trn th gii. V ngy nay Dell vn l nh cung cp my tnh c nhn ni ting trn ton th gii. vy lm th no Dell c th pht trin nh ngy nay. lm r iu ny, bi tho lun ca nhm chng ti s trnh by v m hnh kinh doanh ca dell v cc bc t hng trn dell.com cc bn c th mua hng trn trang web ny mt cch thun tin hn.

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PHN I: GII THIU V CNG TY Dell Inc l mt cng ty chuyn sn xut phn cng my tnh c tr s ti Round Rock, Texas,Hoa K. Dell c thnh lp nm 1984 do Michael Dell. y l cng ty c thu nhp ln th 28 tiHoa K.

1. Lch s 1.1 Nhng nm u khi nghip Khi cn l sinh vin nm th nht ca i hc Tng hp Texas, Michael S. Dell bt u tp kim tin bng cch lp rp v bn nhng my tnh tng t nh my tnh ca hng IBM ngay trong phng tr ca k tc x sinh vin. S dng nhng Thng mi in t cn bn Page 3

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linh kin mua vi gi bn bun, Dell lp rp nhng my tnh tng ng vi my tnh ca IBM v bn cho nhng ngi s dng my tnh c nhn vi gi r hn nhiu so vi gi bn ca cc cng ty danh ting. Nhn thy rng ci cng vic m mnh a thch, hng thng em v ti $80.000, c th d dng chuyn i thnh mt ngnh kinh doanh ln trong tng lai, Michael Dell ri b i hc Texas v thnh lp Dell Computer Corp, mang chnh tn ng vo thng 4 nm 1984. Dell nhanh chng tr thnh nh phn phi ln nht v my tnh c nhn qua bu in. Vi doanh s kh khim tn khong $6 triu trong nm 1985, Dell nhanh chng y doanh s ln gn $40 triu vo ngay nm sau . Vo nm 1987, Dell bt u pht trin h thng cc nh my ch to ca ring mnh. Nm 1988 Dell tr thnh cng ty i chng, bt u bn c phiu trn th trng chng khon vi gi $ 8,5 mt c phiu. 1.2 Pht trin bn vng Vi phng chm: phng thc bn hng cng gp phn quan trng vo thnh cng ca hng nh l sn phm m hng bn ra, Dell dnh kh nhiu cng sc vo vic o to cc nhn vin phc v khch hng ca mnh. Nhng c gng ny c tr gi xng ng khi vo nm 1990 J.D. Powers & Associates, vn phng iu tra x hi hc xp Dell ng th nht trong s cc hng cung cp my tnh trong vic p ng tt nhu cu ca khch hng. Cng trong nm 1990 hng dnh v tr th su trong s nhng cng ty sn xut my tnh ln nht M so vi v tr th 22 m hng c trong nm 1989. Vo nm 1991, Dell bt u xut xng chic my laptop u tin vi mc tiu tr thnh nh cung cp hng u trong th trng mi m y ha hn ny. Ngay vo nm 1995, Dell chim 3% th phn my tnh c nhn trn ton th gii. 1.3 Tc ng ca internet Phng php bn hng trc tip ca Dell cc k ph hp vi cc phng tin truyn thng nh Internet. Dell bt u bn cc sn phm my tnh c nhn thng qua internet ngay t nm 1996. Thay v t hng thng qua in thoi, khch hng c th t hng thng qua Dell's Website. Kho hng ca hng trn mng internet cho php khch hng la chn cc cu hnh, chn gi v t hng cho tt c cc n hng t b Thng mi in t cn bn Page 4

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n ln. Trang web ca hng cng cho php khch hng c th theo di vic thc hin n t hng ca mnh cng nh chn cc dch v phc v khch hng m mnh mong mun. Ch trong vng mt nm Dell t c doanh s bn hng 1 triu USD mt ngy qua mng internet v 80% s khch hng l khch mua ln u. Cng nh internet, qu trnh mua bn my tnh c nhn c t ng ha hon ton, v vy mc d khi lng hng ha bn ra tng ln rt nhanh nhng Dell khng phi tuyn thm nhiu nhn vin. iu ny cng lm gim ng k chi ph bn hng song song vi vic ct gim ph in thoi. 2. Cc sn phm ca Dell My tnh xch tay Pocket PC My tnh bn Mn hnh my tnh Chip x l My in My chiu My nh k thut s in thoi Cc ph kin my tnh

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PHN II: M HNH KINH DOANH CA DELL.COM

I. C s l thuyt - M hnh kinh doanh l mt kin trc i vi dng hng ha,dch v v thng tin, bao gm vic m t cc nhn t kinh doanh khc nhau v vai tr ca chng, m t cc li ch tim nng i vi cc nhn t kinh doanh khc nhau v m t cc ngun doanh thu. Cc nhn t ca m hnh kinh doanh: Mc tiu gi tr : + L cch thc da sn phm, dch v ca mt doanh nghip p ng nhu cu ca khch hng. + Bao gm: s c bit, c nhn v sn phm, gim chi ph tm kim sn phm, chi ph kim tra gi c, s thun tin trong giao dch thng tin v qu trnh qun l phn phi sn phm . C hi th trng: + Ch tim nng th trng v ton b c hi ti chnh tim nng m doanh nghip thu c t th trng . + Thc t c hiu l khon doanh thu c kh nng thu c mi v tr m doanh nghip c th dnh c. - M hnh doanh thu: + L cch thc doanh nghip c doanh thu v to ra li nhn to iu kin tn ti v pht trin trn th trng. Bao gm: + M hnh doanh thu bn hng + M hnh doanh thu qung co + M hnh doanh thu dng k + M hnh doanh thu lin kt + M hnh doanh thu giao dch Thng mi in t cn bn Page 6

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- Mi trng cnh tranh: cho bit phm vi hot ng ca cc doanh nghip kinh doanh khc kinh doanh sn phm cng loi trn cng th trng. + Bao gm cc yu t: s lng i th cnh tranh, phm vi hot ng, th phn v li nhn thu c, mc gi bn ca i th cnh tranh. - Li th cnh tranh: l kh nng sn xut loi sn phm c cht lng cao hn hoc tung ra th trng c mc gi thp hn hu ht (hay ton b) cc i th cnh tranh khc. - Chin lc th trng: nghin cu cc sn phm, dch v p ng nhu cu ca khch hng, chin lc marketing, c k hoch xc tin a sn phm ti khach hng tim nng. -S pht trin ca t chc: + Theo doanh nghip in t, mt k hoch c t chc c hiu l cch b tr, sp xp v thc thi cc cng vic kinh doanh nhm t c mc tiu ca doanh nghip. + Mt doanh nghip cn c mt h thng t chc m bo thc hin hiu qu k hoch v chin lc kinh doanh. - i ng qun tr: + L nhn t quan trng ca m hnh kinh doanh, c trch nghim xy dng mu cng vic trong kinh doanh. + nh gi kh nng ca nh qun tr , xem xt cc kinh nghim qun l v cc yu t khc nh: kin thc cn bn, kinh nghim gim st, iu hnh, s nm kinh nghim chuyn mn + K nng v trnh ca cc nh qun tr l mt trong nhng li th cnh tranh ch yu ca doanh nghip.

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II. M hnh kinh doanh ca dell.com 1. Mc tiu v gi tr Mc tiu gi tr ch yu ca Dell.com l m bo yu cu ca khch hng c p ng mt cch chnh xc. Ngay t khi khi nghip, ton b qu trnh kinh doanh ca chng ti - t khu thit k, sn xut n khu bn hng u c nh hng quanh vic lng nghe kin ca khch hng, tr li khch hng v cung cp cho khch hng nhng g h mun", Michael Dell cho bit. "Chng ti bt u cng vic kinh doanh bng vic sn xut theo n t hng ca khch hng. C iu kh th v l chng ti khng tin hnh sn xut hng lot v chng ti thy trc mnh s tr thnh mt khi cng knh v nng n trong tng lai", Dell nh li. Ging nh nhng cu chuyn thnh cng khc, m hnh trc tip sn xut theo yu cu ca khch hng m Dell xut khng h xut pht t tham vng mun cch mng ha ton b ngnh cng nghip. Thay vo , n c rn gia qua chin lc t di ln trn da trn nhu cu v th hiu ca khch hng. Cc cng ty khc phng on v nhu cu ca khch hng th Dell li bit r khch hng mun g. Dell ch sn sut khi c n t hng. Dell lin tc i mi v lng nghe nhng nhu cu thc t ca khch hng, v vy vic bt kp xu hng ca khch hng l yu t then cht gip Dell thnh cng. Ngy nay, khch hng c la chn k hn, thch nhng dng sn phm c tnh di ng, tin li cao, i hi cht lng, kiu dng thi trang nhng gi thnh khng qu t. Do , Dell v ang m rng danh mc sn phm, dch v p ng nhu cu ngy cng tng ca khch hng. Kho hng ca hng trn mng internet cho php khch hng la chn cc cu hnh, chn gi v t hng cho tt c cc n hng t b n ln. Dell khch hng t thit k n t hng ca mnh theo mun nhm cung cp cho khch hng nhng sn phm hon ho nht, va lng khch hng nht. Trang web ca hng cng cho php khch hng c th theo di vic thc hin n t hng ca mnh cng nh chn cc dch v phc v khch hng m mnh mong mun, mc gi Dell a ra thp hn 10-15% gi ca cc i th

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cnh tranh Nh bn hng trc tip nn Dell khng phi tr tin cho cc nh phn phi trung gian. 2. M hnh doanh thu c mnh danh l vua bn l trc tuyn nn c th d dng thy Dell s dng m hnh doanh thu bn hng. Tc l Dell thu tin t vic bn hng trc tip cho khch hng qua mng internet. Khch hng ca Dell gm: cc c nhn (sinh vin, nhn vin), cc t chc gio dc, y t, chnh ph, cc doanh nhip ln, cc doanh nghip va v nh Cng ty Dell thnh lp nm 1984 vi tng: bn cc chng trnh trc tip cho ngi tiu dng. Vi tng ny, Dell b qua khu bn hng trung gian, gim bt thi gian v chi ph pht sinh khng cn thit, gip khch hng c th tip cn c sn phm nhanh nht vi gi c thp v cht lng cao. Nh , Dell nhanh chng tr thnh ngi tin phong cung cp cc sn phm v dch v my tnh cho cc cng ty ln hng u th gii v cng l mt trong nhng cng ty sn xut my tnh c nhn ln nht th gii.

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Khi Internet ra i, Dell cng nhanh nhy a cng ty ln mng qung b. Trang web www.dell.com ra i nm 1994, v nm 1996 h thng dch v bn hng in t ca Dell chnh thc i vo hot ng. Mt nm sau , Dell tr thnh cng ty u tin t 1 triu USD doanh thu bn hng qua Internet. Hin nay, mi qu trang web chnh thc ca cng ty nhn c trn 1 t lt truy cp trn khp 86 quc gia c tr s ca Dell, s dng 28 ngn ng, phng ng v chp nhn 29 loi tin t khc nhau. Cho ti nay sau hn 20 nm hot ng, cng ty c xp x 46.000 nhn vin trn khp th gii. . Phn ln doanh thu ca Dell t B2B, trong khi B2C c thc hin qua quy trnh tng i chun ha (catalogue, gi mua hng, thanh ton bng th tn dng...) cc giao dch B2B c h tr nhiu dch v hn. Dell cung cp cho hn 100.000 khch hng doanh nghip dch v h tr khch hng c bit (Premier Dell service). British Airways (BA) s dng Dell nh i tc chin lc. Dell cung cp khong 25.000 my tnh xch tay v bn cho nhn vin ca BA. Dell cung cp hai h thng mua sm trc tuyn cho BA, qua cho php BA theo di, mua v kim tra cc n hng qua website c Dell customize ph hp vi BA. Ti website, BA c th la chn v cu hnh my tnh khc nhau sao cho ph hp vi tng b phn kinh doanh ca mnh. Nhn vin ca BA thng qua h thng Intranet c kt ni vi h thng ca Dell cng c php la chn v t mua my tnh ph hp vi nhu cu s dng ca mnh. Dell cng s dng m hnh ny khi mua thit b, linh kin t cc nh cung cp ca mnh, y l m hnh e-collaboration 3. C hi th trng Dell t thit k cc my tnh c nhn v cho php khch hng t cu hnh v la chn h thng ty thng qua m hnh Build-to-Order. M hnh ny v ang to nn thnh cng ca Dell Computer. n nm 1993, Dell tr thnh mt trong nm nh sn xut my tnh hng u trn th gii, e da trc tip n cc nh sn xut my tnh c nhn khc nh Compaq, bng mt cuc chin tranh gi c. Vo thi im ny, chin tranh gi c y Dell t thua l ny n thua l khc. Nm 1994, Dell chu khon l khong 100 triu USD. Cng ty ny thc s gp phi kh khn vo thi im .Vi Thng mi in t cn bn Page 10

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vic xy dng mt m hnh thng mi in t in hnh. Bt u bng m hnh marketing trc tip ivi my tnh c nhn, sau bt u kinh doanh qua mng. Tip n Dell p dng m hnh build-to-order (BTO) vi quy m ln, cho php khch hng la chn sn phm theo nhu cu. Dell thu c li nhun nh gim trung gian v gim lng hng lu kho. p ng nhu cu ln, Dell p dng m hnh th 3 l mua sm trc tuyn nhm nng cao hiu qu mua nguyn liu, thit b u vo (SCM), phi hp vi cc i tc v nng cao hiu qu hot ng bn trong doanh nghip (B2Bi). Tip n Dell p dng m hnh e-CRM duy tr quan h tt vi khch hng. M hnh kinh doanh ca Dell tr thnh in hnh v c nhiu nh sn xut khc p dng, c bit l cc nh sn xut t. Dell nhanh chng tr thnh mt trong 5 cng ty c nh gi cao nht ca tp ch Fortune t nm 1999. Dell xy dng hn 100 website cho tng th trng quc gia khc nhau v duy tr li nhun mc khong 3 t USD / nm. 10.000 USD u t vo c phiu ca Dell nm 1987 n nay u c gi hng triu USD. Dell cng l nh ti tr chnh cho hot ng nghin cu v thng mi in t ti i hc Texas nm ti Austin ni Dell t tr s chnh. Dell cng tch cc tham gia hng lot cc chng trnh t thin v cc chng trnh h tr o to tin hc, gim khong cch s cho cc vng nng thn. C th thy: C hi th trng ca dell l kh tt. Ti Vit Nam: nm 2011, Dell t c tc tng trng hn 30% ti Vit Nam v duy tr v tr th phn s 1 cho mng sn phm client (khch hng) nh cc dng PC, Netbook Vic Dell c IDC khng nh l doanh nghip s mt v dng my tnh thng mi v tiu dung ti Vit nam l mt nim vinh d ln lao. Cng vi nn kinh t n nh, th trng Vit Nam pht trin kh nhanh trong vi nm gn y. Chnh iu ny cho thy nhng c hi v tim nng cho s pht trin ti th trng ny. Dell thc s quay tr li chin trng my tnh bng khc lit v s tp trung vo my tnh bng Windows 8 i u vi iPad ca Apple. Theo cng b ngy 9.3 ca IDC Vietnam, mc tiu th ca th trng my tnh Vit Nam nm 2011 tng trng vt d bo vi hn 2,1 triu chic. Mc tng ny ch Thng mi in t cn bn Page 11

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yu nh s tng trng lin tc ca nhm my tnh xch tay trong qu 4 vi 639.000 chic, tng gn 16%, a tng s my tnh tiu th c nm ln hn 2,11 triu chic, tng 9,8% so vi nm trc. 4. Mi trng cnh tranh Cc hot ng nhm m rng nh hng ca Dell ra ton th gii cng c tin hnh vi tc chng mt. Cc chi nhnh c nhanh chng thit lp ti B, Phn lan, Luxembourg, Na uy v B o Nha; mt trung tm phc v khch hng ln c thit lp ti H Lan; cc vn phng bn hng c m ti Ireland v B; v h thng bn hng trc tip v chng trnh phc v khch hng ti nh c thit lp ti Mexico. Sau , Dell m cc chi nhnh mi ti Ba Lan, Tip Khc v Thy S. Sau hn 20 nm hot ng, Dell c 86 quc gia c tr s, s dng 28 ngn ng, phng ng v chp nhn 29 loi tin t khc nhau. Hng Dell by t: Chng ti cam kt s tip tc m rng phm vi hot ng ca hng ra ngoi lnh vc my tnh c nhn (PC), vi mc tiu l cung cp cc sn phm v dch v di ng p ng nhu cu v xu hng mi ca th trng. Dell tng l nh bn l hng u th gii v th trng my tnh vi 13% th phn trn ton cu. Compaq ng th 2 vi 11,2% th phn. Nhng sut thp k qua, cc din th trng my tnh c nhn thay i nhanh chng. Cc i th cnh tranh ca Dell gm: HP, Lenovo, Acer, Asus, IBM, Apple Phm v hot ng ca cc i th cnh tranh ca dell cng kh rng v ang tip tc vn ra ton th gii. hin nay, Dell ang hot ng c hiu qu ti cc th trng mi ti chu nh Vit Nam, Trung Quc, n . y l nhng th trng mi, l mt c hi kinh doanh rt ln cho Dell, ha hn mang li li nhun ln hn na cho doanh nghip trong tng lai. Th phn ca cc i th cnh tranh: Thng 5/2002, Hewlett-Packard (HP) mua li Compaq vi gi 25 t USD. n 2005 Dell vn chim phn ln th phn vi 17,2%. Tuy nhin, HP t ch t ngi bit vn ln vi 14,7% th phn. Cha n 3 nm sau , HP vt qua Dell v tr thnh cng ty gi v tr hng u. n qu hai nm 2011, v tr dn u ca HP c Thng mi in t cn bn Page 12

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cng c chc chn hn (17,5% th phn so vi 12,5% ca Dell). Trong khi , Lenovo cng c c th phn khng nh v ch ng sau cc Dell 12%. Trong qu III nm 2011, Lenovo bn c 12,3 triu my, chim 13,5% th phn ton cu, theo sau l Dell vi 11,6% v Acer (10,6%). HP tip tc dn u vi 16,2 triu PC c bn ra trong 3 thng gn y, chim 17,7%. S liu trong qu III nm 2011: Cng ty HP Lenovo Dell Acer Asus Cng khc Tng s ty Lng my bn ra trong qu III Th (triu) 16,2 12,3 10,7 9,7 5,7 37,1 91,8 (%) 17,7 13,5 11,6 10,6 6,2 40,5 100 phn Tng trng so vi nm ngoi (%) 5,3 25,3 -1,4 -23,2 18,5 4,9 3,2

5. Li th cnh tranh Dell dnh kh nhiu cng sc vo vic o to cc nhn vin phc v khch hng ca mnh bng vic bt buc tt c cc nhn vin phi qua mt kha hun luyn 6 tun tr li cc cu hi ca khch, gii quyt cc khiu ni, nhn n t hng v gip cc khch hng la chn sn phm theo ng yu cu trc khi a h ra bn hng. Nhng c gng ny c tr gi xng ng khi vo nm 1990 J.D. Powers & Associates, vn phng iu tra x hi hc xp Dell ng th nht trong s cc hng cung cp my tnh trong vic p ng tt nhu cu ca khch hng.

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Dell thit lp ngay mt ng dy nng phc v 24/24 gi, p ng mi yu cu ca khch. Ngoi ra hng cn c mt t k thut tp hp cc chuyn gia my tnh lnh ngh hng dn khch s dng my tnh qua in thoi. Khi Internet ra i, Dell cng nhanh nhy a cng ty ln mng qung b. M hnh kinh doanh trc tip ca Dell kt hp nhiu yu t nhm cung cp nhng sn phm c gi tr tt nht cho khch hng. l nhng sn phm c ty bin vi mc gi thp, thm vo l hnh thc giao hng nhanh v dch v khch hng hon ho. Vi phng thc hot ng theo m hnh kinh doanh trc tip, tt c cc sn phm ca Dell cung cp cho khch hng u c sn xut theo n t hng. Cch thc ny a tp on my tnh Dell tr thnh nh sn xut v phn phi trc tip cc h thng my tnh ln nht th gii. Mt khch hng c th gi in thoi ti chi nhnh Dell hay truy cp ti www.dell.com t hng chic my tnh vi cu hnh m mnh mong mun. Trong vng 5 ngy chic my s c giao tn tay khch hng v cng mt cu hnh , mc gi Dell a ra thp hn 10-15% gi ca cc i th cnh tranh. Bn cnh , dch v bo tr, bo dng ca Dell c nh gi l rt hon ho. Kt qu l Dell c th hng vng chc trong nhng cng ty hng u vi sn phm tin cy v dch v hon ho. Nh bn hng trc tip nn Dell khng phi tr tin cho cc nh phn phi trung gian. Do gi thp hn mc bnh qun ti 12% so vi cc i th. Gn 2/3 lng sn phm ca Dell c bn cho cc chnh ph, cc tp on ln v cc t chc gio dc. Michael Dell pht minh ra mt m hnh kinh doanh m c th gii mun hc hi. Th nhng sau nhiu nm, khng ai c th sao chp hon ton m hnh ny. i vi Dell, iu chng c g l bi him c hng no c iu kin sao chp y m hnh kinh doanh ca mnh. Ngay c khi mun p dng m hnh ny, th cc hng c uy tn cng khng dm mo him t b cng vic kinh doanh v mng li tiu th sn phm quen thuc. M hnh Dell c tc dng khch l nhng kh sao chp nguyn xi v n qu c o.

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6. Chin lc th trng + Chin lc ct gim chi ph: Bn li cc nh my lp rp my tnh M v trn ton th gii. Ct gim nhn lc trong cng ty. ng ca cc ca hng khng hot ng hiu qu. Cung cp hng ha theo n t hng v thanh ton bng th tn dng, trc tuyn hoc qua in thoi. S dng li th ca cng ngh thng tin v web lm gim hng ha lu kho. S dng cc nh cung cp linh kin my tnh gi r. T thit k my tnh nn tit kim c chi ph thu ngoi thit k. + Chin lc knh: Dell s dng h thng phn phi trc tip. Sn phm sn xut theo n t hng. Mt khch hng c th gi in thoi ti chi nhnh ca Dell: 1-800-WWW-DELL hay truy cp ti www.dell.com t hng. Dell cng s dng h thng rt nhiu nh cung cp. V d: phn phi sn phm, Dell s dng dch v ca FedEx v UPS. Dell cng s dng dch v ca cc cng ty logistics. S dng knh tip th o, lin h trc tip vi khch hng nn h thng sn xut tr nn linh hot. Ti a ha hiu qu knh bn hng. + chin lc hng n khch hng: Dell c gng to s gn gi vi khch hng Thit lp mt ng dy nng phc v 24/24. Khi internet ra i, Dell cng nhanh nhy a cng ty ln mng qung b. Sn sng cung cp ci m khch hng cn. Mi nhng khch hng quan trng n trao i vi nhng b phn ch cht. Dell xem s cng tc ca khch hng vi mnh l mt bin php quan trng nn mi quan h vi khch hng s tip tc ngy cng thn mt hn. Thng mi in t cn bn Page 15

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S dng rt nhiu cng c v phng tin in t nhm cung cp dch v khch hng tt nht. + chin lc s dng ngoi lc: T thit k my tnh, sau i thu sn xut ton b trong cc nh my gia cng. S dng dch v ca cc cng ty logistics nhn, lu kho v vn chuyn linh kin, thit b. S dng dch vu ca FedEx v UPS trong vic phn phi sn phm. + chin lc kt ni nhm kich cu. + chin lc m rng th trng: Sn xut my tnh gi r cho cc th trng mi ni. y mnh sn xut thm nhiu dng sn phm mi nn tm kim thm nhiu khch hng mi. Ngoi ra, Dell cn thc hin chin lc khuyn mi nh gim gi cho sinh vin, u i cho cc doanh nghip mua vi s lng ln, chnh ph, gio dc, y t 7. S pht trin ca t chc H thng t chc ca Dell lun m bo s hi ha gn kt cht ch cc b phn cng thc hin hiu qu cc k hoch v chin lc kinh doanh, coi mi nhn vin trong t chc l mt phn sc mnh ca cng ty mnh . Vi cch thu ht ngun nhn lc cht lng cao v sp xp thnh mt t chc hon chnh bng cc chnh sch o to v i ng hoc mnh dn thay i c cu tr thnh mi trng thu ht ngi c nng lc, c ti tr thnh chin thut cnh tranh ca nhiu doanh nghip v Dell lm nh vy. Chnh v th gip Dell c th i ph vi nhng bin i bt thng ca th trng v nn kinh t, ngy cng u t nhiu hn cho cc chin lc, chin thut tip th, qung co, thu ht ngi tiu dng v tng kh nng cnh tranh. Do , Dell tr thnh mt trong 5 cng ty c nh gi cao nht (most admired) ca tp ch Fortune t nm 1999. Dell xy dng hn 100 website cho tng th trng quc gia khc nhau, xy dng c h thng thng tin vi 15.000 nh cung cp dch v trn khp th gii v duy tr li nhun mc khong 3 t USD / nm. Thng mi in t cn bn Page 16

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10.000 USD u t vo c phiu ca Dell nm 1987 n nay u c gi hng triu USD. 8. i ng qun tr Vai tr i ng qun tr trong qun l hot ng kinh doanh v t chc thc hin k honh v m hnh kinh doanh rt quan trng, k nng v trnh ca nh qun tr l mt trong nhng li th cnh tranh ch yu, y l yu t cn thit i vi m hnh kinh doanh mi, xc nh c tm quan trng ca i ng qun tr, Dell o to v c mt h thng qun tr ti gii, t duy cao, nh chng ta bit ti ng Michael Dell, ch tch ca Dell, l ngi dn u v c nhng quyt nh ng n cho hng i ca Dell- t mt anh chng sinh vin t thnh lp mt cng ty nh tr thnh mt cng ty ni ting trn ton th gii nh ngy nay. Ngay t nhng ngy u thnh cng, Michael Dell lp tc thu tuyn i ng qun l c kh nng thc thi tng t vn v iu hnh doanh nghip. Lee Walker, cu gim c qun l kim nh u t mo him, tr thnh tng gim c Dell. George Kozmetsky, nh ng sng lp Teledyne kim cu trng khoa kinh t trng i hc Texas, v lm chuyn gia t vn. Chng ti may mn c c nhng nhn vin tuyt vi, nhng ngi lun kht khao chin thng, ng Michael Dell chia s. Dell Inc lun to iu kin cho nhn vin pht huy kh nng sng to cng nh nng cao nng lc lm vic ca mnh thng qua nhng chin lc v nhn s su st. ng ni thm: Mt khi c chin lc c th, chng ti khng ngi u t, min sao hu ht nhn vin nhn ra rng sch lc ca cng ty l ng. Chng ti cho h mt khong thi gian thch hp c xt v thch ng vi nhng s thay i, v nhn s l thnh t quan trng nht lm nn s thnh cng ca chng ti ngy hm nay. Vi h thng dch v Prosupport, Dell thay th nhng in thoi vin thng thng ca tng i h tr bng chnh i ng chuyn gia cao cp v phn tch, sa cha cc li phn mm, phn cng my tnh m bo khch hng c phc v chuyn nghip v nhanh chng nht. c bit l Dell c mt nh lnh o ti gii- Michael Dell. C 2 yu t chnh dn n s thnh t ca Michael Dell nh ngy hm nay. Trc tin l kh nng nhn Thng mi in t cn bn Page 17

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din c hi kinh doanh thin ph ca ng, m ni theo cch khc, chnh l kh nng mang li nhng dch v tt nht cho khch hng. Th hai l s qun l y k nng v trnh chuyn mn trong gim st v iu hnh hot ng ca cng ty.

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PHN III: CC BC T HNG TRN DELL.COM

Ti dell.com, khch hng c th t hng theo yu cu ca mnh, la chn nhng mu hng ha mnh thch v tm hiu rt nhiu thng tin v cng ty ti y. Website rt thn thin vi khch hng, khch hng c th ng nhp vo ti khon ca mnh trn website hng nhiu hn s hu ch ca trang web. Ti website, khch hng c hng dn chi tit v cch mua hng, c h tr k thut, thng tin v cc dch v, ng thi, website cung cp thng tin theo tng b phn khch hng. Ngoi chc nng chnh l cho php khch hng c th mua hng trc tuyn, n cn cho php khch hng tham gia tho lun, chia s tng, c blog v nh gi v cc sn phm ca h.

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Website: www.dell.com

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Bc 1: khch hng vo website www.dell.com

Bc 2: Chn v Ty chnh cc sn phm bn mun t hng. Bn xem sn phm sn c trn trang web chn sn phm bn mun mua. Hu ht cc h thng ca Dell c th c ty chnh ph hp vi bn. Khi bn hon thnh tu bin, ch n gin l bm nt gi hng kim tra Tm tt thng tin gi hng. T trang Tm tt thng tin gi hng, bn c th nhp vo Tip tc mua hng nu bn mun thm cc mc khc vo gi hng ca bn, hoc bn c th nhp vo nt Checkout bt u t lnh. Xin vui lng dnh mt cht thi gian xem xt tt c cc mc m bn t vo gi hng ca bn trc khi bn nhp chut vo nt Thanh ton.

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Bc 3: ng nhp hoc ng ky ti khon trn Dell.com. Nu bn c mt ti khon vi Dell, chng ti khuyn bn nn s dng ng nhp vo ti khon ca bn. Nu bn l khch hng mi Dell, bn c th chn ng k v Thanh ton. Dell khuyn khch hng mi ca chng h chn ng k c c cc ty chn h tr trc tuyn chuyn dng.

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Bc 4: Nhp a ch vn chuyn. Bn cho Dell bit ni bn mun hng ca bn s c chuyn giao. Ngay sau khi bn gi n t hng ca bn, a ch giao hng c xc minh. Sau khi a ch c xc minh, bn khng th thay i giai on sau. Bn cng c th chn phng php giao hng cho n t hng ca bn (nhn ngay/ sau 2 ngy/3-5 ngy/sau 7 ngy) v bn s mt mt khon ph tng ng.

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Bc 5: Chn mt Phng thc thanh ton. Dell cung cp cc cch sau y tr tin cho cc thit b Dell ca bn: + Th tn dng (American Express, Visa, MasterCard, Discover)

+ PayPal ti khon (i vi n t hng trc tuyn) + Ti khon u tin Dell (dng tn dng c nhn)

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Bc 6: Xem xt v gi t hng. Kim tra tnh chnh xc ca tt c cc thng tin m bn cung cp v m bo rng bn in tt c nhng th bn cn, bi v dell khng thc hin bt k s thay i hoc b sung no sau khi bn gi n t hng. Khi sn sng hy nhp vo nt Submit Order. Sau khi bn t hng xong, dell s gi cho bn mt email xc nhn nn t hng ca bn trong vng mt ngy. Email ny bao gm cc chi tit t hng ca bn, s th t, s lng khch hng v ngy d kin giao hng. Nu mun bit thm chi tit, mt i din bn hng trc tuyn s lin lc vi bn trong vng 1-3 ngy sau khi bn t hng.

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Cng vi s pht trin ca cng ngh thng tin v bu chnh vin thng, Dell ngy cng thnh cng v pht trin vng mnh vi m hnh kinh doanh trc tuyn ca mnh. Trang web Dell.com ngy cng ph bin trn phm vi ton th gii, c ngi tiu dung t khp mi ni la chn l ni mua hng l tng. Vi mc tiu gi tr ch yu ca Dell.com l m bo yu cu ca khch hng c p ng mt cch chnh xc cng vi vic Dell khch hng t thit k n t hng ca mnh theo mun Dell cung cp cho khch hng nhng sn phm hon ho nht, va lng khch hng nht.Trang web ca hng cng cho php khch hng c th theo di vic thc hin n t hng ca mnh cng nh chn cc dch v phc v khch hng m mnh mong mun, vi mc gi Dell a ra thp hn 10-15% gi ca cc i th cnh tranh nn m hnh kinh doanh ca Dell tr thnh in hnh v c nhiu nh sn xut khc p dng, c bit l cc nh sn xut t. Michael Dell pht minh ra mt m hnh kinh doanh m c th gii mun hc hi. Ngay c khi mun p dng m hnh ny, th cc hng c uy tn cng khng dm mo him t b cng vic kinh doanh v mng li tiu th sn phm quen thuc. M hnh Dell c tc dng khch l nhng kh sao chp nguyn xi v n qu c o. Vi m hnh kinh doanh c o ny, c bit l nhng c hi th trng m Dell c c, nhng li th cnh tranh, chin lc pht trin v i ng qun l y chuyn nghip cng vi mt website bn hng trc tuyn hu ch l www.dell.com, Dell , ang v s pht trin hn na, m rng hn na th trng ca mnh, nng cao v th trong nhng th trng mi v trn ton th gii.

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