The Way Business Is Moving published by
Issue Date: April 2008

Dell launches global channel strategy

April 2008

At long last Dell has announced its channel strategy. The company says it is formalising and expanding its partner relationships "in order to provide customers with an increased range of choices in terms of where they can acquire Dell products. To this end, the company will be working far more closely with the channel than it has done previously."

"We are executing on a global strategy designed to increase customer choice. Dell's evolving business strategy combines our direct customer model with new distribution channels to reach additional consumers and small businesses through retail partners and value added resellers.
Dell has already built a $60 billion business on its direct sales model, but working more closely with the channel will simply provide us with better market coverage, as we will now be taking product to markets we have not addressed before," says Stewart van Graan, MD of Dell South Africa.
"For example, we have not addressed the consumer market before, but now we will focus on retail and other consumer routes to market via the channel. We will also be engaging with distributors, who will effectively address a large part of the market, including broadening our reach into the small and medium enterprise (SME) market segment."

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