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Article #65: Dell versus Hewlett Packard

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There is a war shaping up that involves namely Hewlett Packard is the main
two giant companies facing off, and soon beneficiary.
there will be three. The war is between The consumer is now becoming aware that
Dell Computer, and Hewlett Packard for certain Sony manufactured notebook
supremacy in the personal computer world. batteries sold by Dell from April 2004,
The first battles have been fought, and until July 2006 are capable of exploding
clearly Dell has been the winner for and causing a fire. A Dell recall is now
years. The next battle seems to be in effect involving 4 million PC
shaping up as we write this, and Dell batteries on a world-wide basis, of which
seems to be victimizing itself with 2.7 million are in the United States.
recalls, and lackluster customer service Recently the Wall Street Journal carried
at best. an article about a laptop computer
For more than a decade Dell has eaten smoking on an airplane while on the
Hewlett Packard for lunch in the world of runway. The crew was able to open the
personal computers. Any analyst will tell door and throw the machine out onto a
you that Hewlett Packard makes a conveyer before it erupted into flames.
disproportionate share of its bottom line We now have over 4 million machines
from selling ink for their printers. They capable of this on a world-wide basis.
sell the printer probably at a lost just Several weeks ago, a Dell computer was
to get the ink resupply business. If you shown to be on first in a movie that
buy a HWP machine, they don't even circulated by the bloggers on the
include a printer cable in the box. They Internet. Dell tried to downplay the
would like to because it only cost a story unsuccessfully. Great management
dollar or two. What happens instead is teams confront their problems and deal
that stores like Best Buy, Circuit City, with them, that's not what's happening at
and others demand that the cable not be Dell.
included. These stores sell the cable as What is happening with Dell is that they
a separate item for $20 to $30 depending at the very least seem to be losing their
on length. Not a bad markup, pay a dollar edge which they have had since the
or two, and sell it for $30. The stores beginning of the PC revolution. There
make more money on the printer cable, comes a time in every company's growth
than they make on the printer. cycle when the company gets "Tired" for
Carly Fiorina, the former Chairwoman of want of a better word. PC's have become
Hewlett Packard developed a corporate as easy to build as toasters. There
strategy that was working. The Board really are no brand differences between
simply got tired of her. Today the competing companies, other than
current Board is implementing her advertising.
strategy and it's working. What Dell needs to do to get back in the
Dell meanwhile has had a tremendous fall game is re-energize itself. This is no
from grace. Dell really doesn't longer the company that was the subject
manufacture anything. They are an of several Harvard Business School case
assembler and a shipper. All studies. They must get their suppliers to
manufacturing is done overseas in an conform to what use to be very high
attempt to remain the low cost producer. standards, and pull their customer
Through the years, Dell was so superior service act together.
at this that some of their financial If former "also ran" Hewlett Packard can
metrics were meaningless. As an example, pull it off, then so can Dell. HPQ has
one of the things that analysts like to successfully merged giant Compaq Computer
know is how long it takes you to pay your into its operations. The post integration
bills. Dell turned the whole concept over savings have been achieved, and it now
on its head. appears that the merger was done
Let's look at an example. You order a seamlessly, and restructuring savings are
computer from Dell, and pay for it still being achieved.
immediately by credit card. They have What's coming next will be China's Lenovo
your cash. Dell's suppliers ship the which took possession of IBM personal
components for that machine before there computer division will be making its move
is any money due them by Dell. This means against both Dell, and Hewlett Packard.
Dell gets your cash, and may not have to Both of the American based companies have
spend that cash for months. The usable heavy manufacturing done in China. Lenovo
float amounts to billions of dollars. So will do whatever it has to do in an
why has Dell fallen from grace. It comes attempt to garner market share for its
down to this. When you play by the edge personal computer manufacturing segment.
of the table, sometimes you fall off. Over the next two years there will be a 3
Dell's customer telephone service centers way war. The argument will be since Dell
in India are failing the American and HPQ are selling China manufactured
consumer miserably. They may speak products already, why not buy China
English, but they do not understand our direct. It will be interesting to see how
culture, and they do not get the job the winners sort themselves out, what
done, as far as consumer satisfaction is will be Wal-Mart's roll, since 70% of all
concerned. In the end, consumer products sold by the giant chain come
satisfaction is everything. People vote from China. Wal-Mart really is China's
with their feet and the consumer is distribution arm.
voting to buy somebody else's machines,






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