Dell pays dearly for strategy change

Analysts have suggested that Dell has stopped pursuing a large share of the market

The dethroning of Dell as the world's largest computer manufacturer follows a deliberate strategy shift by the company, but it remains unclear whether the changes are for the better.

Both IDC and Gartner released market reports earlier this week showing that Dell lost market share in the fourth quarter and was surpassed by HP as the world's number one PC manufacturer. 

Analysts suggested, however, that Dell's market share is dropping simply because it has stopped pursuing a large share of the market.

"Dell might not want to play in a low-end price area," Mikako Kitagawa, principal analyst at Gartner Dataquest's Client Computing Markets Group, told vnunet.com. 

"Vendors really have to lower the price to gain the market, so it is highly possible that Dell did not want to play in that area."

David Daoud, manager of the Personal Computing and PC Tracker programmes at IDC, explained that Dell may be considering shifting its focus from entry-level machines to business computers and more customisable high-end PCs.

The company's Alienware gaming machines, for example, offer much higher profit margins. 

"There is internal discussion within Dell as to whether it is going for high-end products or for market share and low-end products," said Daoud.

The analyst also suggested that Dell's sales methods could have something to do with its falling market share.

Dell has fewer opportunities to catch the attention of potential buyers, according to Daoud, as it only markets directly to customers.

"HP has a much more diverse channel strategy," he explained. "It sells direct, through retailers, system integrators, you name it. This enables HP to do better than any company that puts all its eggs in one basket."