Posted by & filed under Part 4: Marketing Management.

Description: Dell Inc plans to launch a smartphone with Google’s Android mobile software on carrier AT&T’s network, a source said, marking the PC maker’s first foray into a cut-throat U.S. cellphone arena.


Date: 10/08/2009

Keys: Competing in world markets (p100), Marketing (p387)


Questions for discussion:

  • Who is the target market for this sort of device?
  • How important is the brand to the customer when selecting a device?
  • What advantage or disadvantage does the Dell brand name have with these customers?
  • Do you think Dell’s entry into this market is going to succeed? Explain your answer.

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