Dell Computer Corporation: Compaq Compare campaign

Dell Computer Corporation became a major player in the fiercely competitive high-tech industry soon after its formation in the mid-1980s.

Dell Computer Corporation: Compaq Compare campaign

Mariko Fujinaka

Overview

Dell Computer Corporation became a major player in the fiercely competitive high-tech industry soon after its formation in the mid-1980s. Dell developed and sold computer hardware, including network servers, desktop personal computers (PCs), and laptops, via direct sales to customers. This marketing strategy, which eliminated the need for retailers and dealers, allowed Dell to offer products at lower prices. Though many industry analysts and established computer corporations initially dismissed Dell as an inconsequential mail-order firm, Dell proved them wrong. In its first three years Dell's sales shot from zero to $69.5...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands