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The company was founded in 1984 by Michael Dell, now the computer industry's
longesttenured chief executive officer, on a simple concept: that by selling personal
computer systems directly to customers, Dell could best understand their needs, and
provide the most effective computing solutions to meet those needs. Today, Dell is
enhancing and broadening the fundamental competitive advantages of the direct
model by increasingly applying the efficiencies of the Internet to its entire business.
Company revenue for the last four quarters totaled $19.9 billion. Through the direct
business model, Dell offers inperson relationships with corporate and institutional
customers; telephone and Internet purchasing (the latter now exceeding $18 million
per day); customized computer systems; phone and online technical support; and
nextday, onsite product service. Dell arranges for system installation and
management, guides customers through technology transitions, and provides an
extensive range of other services. The company designs and customizes products and
services to the requirements of the organizations and individuals purchasing them,
and sells an extensive selection of peripheral hardware and computing software.
Nearly twothirds of Dell's sales are to large corporations, government agencies and
educational institutions. Dell also serves medium and small businesses and homePC
users. Dell's Unique Direct Model: Dell's awardwinning customer service, industry
leading growth and consistently strong financial performance differentiate the
company from competitors for the following reasons: Price for Performance With
the industry's most efficient procurement, manufacturing and distribution process,
Dell offers its customers powerful, richly configured systems at competitive prices.
Customization Every Dell system is built to order. Customers get exactly what they
want. Reliability, Service and Support Dell uses knowledge gained from direct
customer contact before and after the sale to provide awardwinning reliability and
tailored customer service. Latest Technology Dell introduces the latest relevant
technology much more quickly than companies with slowmoving indirect
distribution channels.
Dell turns over inventory every six days on average, keeping related costs low.
Superior Shareholder Value During the last four quarters, the value of Dell
common stock nearly doubled. From 1996 through 1998, Dell was the topperforming
stock among the Standard & Poor's 500. Internet Leadership Sales via Dell’s Web site
surpassed $18 million per day during early 1999, accounting for 30 percent of overall
revenue. The company's application of the Internet to other parts of the business
including procurement, customer support and relationship management is
approaching the same 30percent rate. The company's Web received 25 million visits
at more than 50 countryspecific sites last quarter. Timeline: 1984 Michael Dell
founds Dell Computer Corporation 1985 Company introduces the first PC of its own
design: the Turbo, featuring Intel® 8088 processor running at eight megahertz 1987
Dell is first PC company to offer nextday, onsite product service International
expansion begins with opening of subsidiary in United Kingdom 1988 To better meet
unique customer needs, Dell begins to organize business around distinct customer
segments Dell conducts initial public offering of company stock, 3.5 million shares at
$8.50 each 1990 Manufacturing center in Limerick, Ireland, opened to serve
European, Middle Eastern and African markets 1991 Company introduces its first
notebook PC 1992 Dell included for first time among Fortune 500 roster of world's
largest companies 1993 Dell joins ranks of the topfive PC makers worldwide
Subsidiaries in Australia and Japan are company's first entries into AsiaPacific
region 1995 Original $8.50 shares of Dell stock worth $100 on presplit basis 1996
AsiaPacific manufacturing center in Penang, Malaysia, opened Customers begin
buying Dell computers via Internet at www.dell.com Dell begins major push into
networkserver market Company added to Standard & Poor's 500 stock index 1997
Company sales via Internet reach $1 million per day Dell ships its 10millionth
computer system Pershare value of common stock reaches $1,000 on presplit basis
Dell introduces its first workstation systems 1998 Company expands manufacturing
facilities in the Americas and Europe, and opens production and customer center in
Xiamen, China Dell introduces PowerVault storage products 1999 Dell opens
www.gigabuys.com, an online computerrelated superstore Sales via Internet exceed
$18 million per day Industry Outlook While the personalcomputing market has
expanded dramatically since the 1970s, Dell believes that the industry's best days and
its own are yet to come, for two broad reasons. First, the stream of software and
hardware innovation from companies such as Microsoft Corp. and Intel Corp. is rapid
and robust, and is sharply increasing system performance and reducing the relative
cost of computing. For example, in February 1982, Intel introduced its 286 chip,
which was capable of processing 2.66 million instructions per second, or MIPS, at a
clock speed of 12 million cycles per second, or megahertz. Today's Intel Pentium II
processors are capable of considerably more than 600 MIPS at 450 megahertz, and
the sharp upward development trend is expected to continue. Second, while computer
performance is going up, the relative cost of computing computer prices per MIPS
has steadily declined, encouraging new computer users and more rapid PC
replacement. Customers, in turn, are using those savings to buy even more powerful,
more richly configured systems. As processor transitions and expected cost reductions
continue, many industry analysts foresee worldwide industry volume growth at a
compound annual rate of 15 to 20 percent annually over the next three years.
Meanwhile, the Internet is becoming more integrated into daily life: businesses rely
on the Internet for commerce and realtime information exchange; customers go
online to shop, bank and conduct personal correspondence; and students from grade
schools through college use the Internet as an educational tool. From servers that
power the Internet connection, to desktops and notebooks that efficiently and
effectively provide the interface, to workstations used to develop digital content, the
ability to provide products and services that enable Internet access and enhance the
online experience will be vital for companies in the computer systems industry.
Development of the Direct Model Dell is continuously refining its direct approach to
manufacturing, selling and servicing personalcomputing systems. The company is
committed to extending the advantages inherent in what is already the industry's most
efficient business model. Current Dell initiatives include moving even greater
volumes of product sales, service and support to the Internet; using the Internet to
improve the efficiency of Dell's procurement, manufacturing and distribution process;
and further expanding an already broad range of valueadded services. By taking its
direct business model and its associated customer experience to even higher levels,
through the Internet and valueadded services, Dell intends to continue to grow its
business at a multiple of the highgrowth rate anticipated for the computersystems
industry as a whole. Dell still has significant opportunity for expansion in all parts of
the world, especially in markets outside of the U.S.; in all customer segments; and in
all product categories, ranging from home PCs to enterprise products, such as
network servers and workstations. Mission Statement: Dell's mission is to be the most
successful computer company in the world at delivering the best customer experience
in markets we serve. In doing so, Dell will meet customer expectations of: ∙ Highest
quality ∙ Leading technology ∙ Competitive pricing ∙ Individual and company
accountability ∙ Bestinclass service and support ∙ Flexible customization capability ∙
Superior corporate citizenship ∙ Financial stability Objectives: ∙ To achieve market
share of 14% by year 2002 worldwide. ∙ Continue expansion of server and storage
products. ∙ Continue to maintain low costs – decrease each year by 1%. ∙ Establish
global brand recognition.