Stars’ War: Apple vs Dell

A great deal of changes has occurred in the computer industry the last few years due to the development of the market, customers and technology. The competition has increased, both domestically and internationally, and in the same time the customer demands have changed and become more demanding to satisfy…


1 Introduction
1.1 Background
1.1.1 Company Description of Apple and Dell
1.2 Problem Statement
1.3 Purpose
1.4 Delimitation
1.5 Disposition
2 Frame of Reference
2.1 Consumer Behaviour: From Mass Production to an Experience Economy
2.2 Distribution Strategy
2.2.1 Different Distribution Channels
2.2.2 The Changes in the Distribution Channels
2.2.3 Distribution Channel Strategy
2.2.4 Market Factors Influencing the Choice of Distribution Channel
2.3 Service Management
2.3.1 Definition of Key Concepts
2.3.2 Service as a Cornerstone of a Successful Customer Relationship
2.3.3 Service in Electronic Channels
2.3.4 Mass Customization
3 Method
3.1 Pre-understanding
3.2 Secondary Data
3.3 Qualitative Approach
3.3.1 Qualitative Interview
3.4 Empirical Design
3.5 Reliability and Validity
3.6 Criticism
3.7 Method of the Analysis
4 Empirical Framework
4.1 Sweden’s Distribution Channel Development within the Computer Industry – since the year 2000
4.2 Apple’s Strategy
4.2.1 Background
4.2.2 Consumer Behaviour
4.2.3 Distribution Channel Strategy
4.2.4 Service Management
4.3 Dell’s Strategy
4.3.1 Background
4.3.2 Consumer Behaviour
4.3.3 Distribution Channel Strategy
4.3.4 Service Management
5 Findings and analysis
5.1 Consumer Behaviour
5.2 Distribution Strategy
5.3 Service Management…………


Author: Jarne, Marion,Lilja, Sandra,Lüddeckens, Eva

Source: Jönköping University

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Keywords: Project Reports, Dissertation, Thesis

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