Dell case: Problem Solving, Creativity And Solution Setting

Problem Solving, Creativity and Solution Setting


Assessment Description: Your task is to select the “Dell case”, identify the key problem, disruption or opportunity, and then use an appropriate analytical tool to present your problem.

Around 1000 words


Assessment Criteria:

· Identification of problem, disruption and /or opportunity in the context of business change

· Selection of appropriate analytical tool, method or approach for the identified problem, disruption or opportunity

· Correct application of the analytical, creative tool, method or approach

Two tools options:

1, Service Blueprints

2. Customer journey mapping (CJM)

See the file for specific usage)



Interpretation of case 1 –

Identification and interpretation of problem, disruption or opportunity for Case 1


  3.0 pts
This criterion is linked to a Learning OutcomeSelection and use of analytical tool – Case 1


  5.0 pts
This criterion is linked to a Learning OutcomeApplication of analytical tool – Case 1


  2.0 pts

The case of Dell

2.1 Introduction

In the era of the rapid development of information, it is mainly competitive for the computer industry. Dell, through its unique direct-sales model, it quickly became the No. 1 in the United States and No. 2 in the computer industry. Dell consists mainly of suppliers, manufacturers, and customers. Dell sells computers directly to customers, and the customers could access dell’s proprietary pages to get the services and technical support. Dell is customer-centric and uses information instead of inventory to reduce company costs. The information system not only records the latest changes in customers’ needs and preferences but also connects suppliers and manufacturers. The manufacturer reminds the supplier to prepare the corresponding parts through the information system of the , demand, and forecast information.


2.2 The key problem of Dell company

With the rapid operation and development of Dell’s company, it is hard to ignore the challenges of coordination. As Doctor Mark van states, ‘the organization of tomorrow is a data organization (2020).’ Dell company is tracking this trend rapidly growing to be an information systems solution provider. However, this rapidly growing always comes with some pressures and challenges of coordinate, which relevant communication, training, and empowerment, and alignment. In to time compressions to achieve a fast sales model, Dell has to reduce the time of missions and dealing. Following the compression of time, the value and volume of business are increasing. The system needs to improve to adapt to this fast decision management. To respond to this change and development, the Dell company undertakes tremendous pressures between all staff and departments in coordination. The coordination based on heaving communications. In to the more effective and fluence communication, and appropriate and fast decisions, Dell faced a problem that they need to empower their employees and make them align in a short time. That means Dell also needs to continue training its employees to make them are educated and connected with their target.


This coordination problem is relevant to politics, which focuses on organizations and personal cooperation. Depending on this problem and Dell’s business model, the service blueprint is an excellent tool to describe and analyze the problems and disruptions. The blueprint diagram (see Table 2) is a process of customer service, which customer is the center of the company’s corporation (Bitner, M. J. et al., 2008, p. 3). This coincides with Dell’s customer-oriented philosophy.


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Table 2


2.3 The relationship disruptions

Following the process of the blueprint diagram, the disruption may happen in the three parts, which are the suppliers and manufacture, delivery, and staff. For the suppliers and manufacture, the manufacture reminds its suppliers about the expected demand, which is based on the information of customers and s from Dell company. That expectation is relying on the information. The information should be shared with everyone in the supply chain in time, especially when the information has some changes. If the communication or message with the suppliers or manufacture is updated delate or not in time, the vendors did not supply enough products to finish the s. That may lead to another disruption, the delayed delivery. Dell knows that customer satisfaction is the basis of creating all the values. This is why Dell promised the 5 to 7 days predictable delivery data for its customers. However, because of the delay or miscommunication of information, the products may not arrive at the expected time, which may result in a decrease in customer satisfaction. For the employees of Dell company part, the active and fast communication cannot be achieved without their ability and goals of themselves. Horrible coordination and communication will give the staff the wrong direction, especially when they have no complete learning and training. They may not know the goals and beliefs and make wrong decisions or do some things that damage the interests and image of the Dell company. Because of the coordination problem, those disruptions may damage the benefit of Dell company if without any measures.


2.4 The Opportunity

Coordination between individuals, business units, and segments are necessary to keep all elements of the organization moving in the same direction while responding to changes and movements in the environment (Pearlson, K., & Yeh, R. 1999, p. 6). Dell has efforts to coordinate the company’s fundamental policy, junior staff, senior management, and dell departments. For the fundamental company policy, dell uses the concept of “time pacing” to create a strategy. They state that the only thing in the world will not change always change. In this way, they predict the time interval between changes in unpredictable market demand. Each year dell’s annual meeting has a different theme based on the time interval forecast. Pacing time fosters a sense of speed and urgency and provides fundamental guidelines for the next year. In the long run, pacing time leads stakeholders in the most beneficial direction. When it comes to coordinating with lower-level employees, dell trains new employees to make sure they understand the company business model. Employees could keep track of the dell profile and summaries of presidential meetings to keep pace with the company direction. For the coordination of the enterprise’s senior management is, they could use the enterprise’s internal communication network for positive communication. The internal communication network is part of ensuring overall coordination. For coordinating the company’s various departments, dell launched the “customer experience” strategic initiatives. “Customer experience” aims to see all aspects of the business from the perspective of the customer. It encourages employees to take a customer-centric view. “Customer experience” is one of the best communication channels between different departments of the company and customers, and it could expand the focus of employees. Customers and employees interact with each other. Every customer experience could increase brand loyalty for customers and the business of employees.


2.5 Conclusion

Dell is an innovative zero – time organization. Although it has succeeded by using the direct selling model, it has caused coordination problems due to the political reasons which focus on the cooperation between organizations and individuals. Coordination problems caused dell’s suppliers, manufacturers, and employees across its divisions to face a disruption relationship. Dell has taken several solutions to ensure that all parts of the company are moving in the same direction. The correctly understanding for Dell adapts to the needs of competition in the new era.

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