Dell engages in the design, development, manufacture, marketing, sale and support of computer systems and services worldwide.  Dell's Consumer Segment is a $12 billion business and had recently begun to sell through retail partners worldwide.  Dell Consumer Business had lost market share to key competitors for the last three years Dell asked the Nicholas Center team to develop a marketing strategy identifying target population and media for Dell Consumers.  Students presented Dell with six deliverables including:

Students concluded that a marketing strategy centered on the Asia-Pacific region that emphasized an aspiration brand was ideal.  Thorough analysis of Dell's chief competitors like Amazon and Apple, led students to suggest simplifying Dell.Com's buying process, a suggestion Dell has already begun implementing.  Also, students recommended exploring the possibilities of advertising via mobile networks instead of only focusing on Dell.Com and social media sites.