Question

Dell computers would like to increase sales of their pdas. upper management has decided that they need to improve their position in the market by examining how consumers perceive the market. the chart below lists the ratings for dell and some of their competitors on attributes consumers have identified as important (all measures are on 1-10 scales like those used in class). based on this information, what should be dell's preferred course of action to improve its position in the market relative to its competition?

Answer 1

Dell should develop their customer service rating. If Dell increases its rating by 5 points on customer service, it would outcome in the new ratings for all brands to be: Dell 230 (up and about by 40 overall points), Microsoft 199, and Blackberry 196. This tactic provides Dell the highest overall assessment over other products and over other message strategy conclusions.