Managing International Business D ell Case Studies Sponsor : Silvia Jeleníková

1. Managing International BusinessDell Case StudiesSponsor: Silvia Jeleníková In cooperation with:

2. Lessons timelines 9.2. – Introductory Lesson 16.2. - Dell Evolution 23.2. – From production to solutions 1.3. – Customer Experience 8.3. – Dell Culture 15.3. – Dell Brand 22.3. – Managing remote teams globally 29.3. – Shared Services Centers world 5.4. – Easter, no classes 12.4. – Global trends in IT industry 19.4. – BRIC power 26.4. – Dell M&As strategy 3.5. – Final class & Case

3. 1. Dell evolution • PRESENTERS: Daniel Spanier, Marián Háčik • DELL Evolution • Strategy • Dell Direct Model • Dell.com • Dell Embracing the Chanel • Creating Global Business Units • The New Dell “I believe that you have to understand the economics of a business before you have a strategy, and you have to understand your strategy before you have a structure. If you get these in the wrong order, you will probably fail.” Dell Evolution Pre reading

4. 2. From production to solutions • PRESENTERS: Peter Miklošovič, Tatiana Obselka • From production to solutions (Supply-chain & Strategy) • Task: Case study for students –> what to do with old SC model to achieve better results (focus on client re-invention steps) • Supply chain past vs. present (Dell Direct Production vs. ODM, Why?, Client Re- invention and impact on supply chain and product portfolio) • Supply chain in context of 3 strategic pillars (i.e. emphasize change of mentality from offering only “shiny boxes” to solving customer’s problems => shift of organizational focus away from technology to people) "Innovation distinguishes between a leader and a follower." From production to solutions Pre reading

5. 3. Customer experience • PRESENTERS: Petra Bachratá • Why is it important and how a global company can manage it? • The ideal Dell customer experience (i.e. listen to customer’s needs and help to solve current and future challenges with lowest possible TCO) • Adapting the Dell customer experience to changing customer needs over time - Dell as customer centric organization – customer relationships and feedback a fundamental part of Dell culture and success. • How do we measure it? Move from transactional metrics (VOC, CSAT) to NPS. “There is no average customer. Listen. Listen to your customers very carefully. Ask a lot of questions. Learn. Then create something differentiated and valuable and execute. ” Cutomer experience Pre reading

6. 4. Dell culture • PRESENTERS: Silvia Vojtičková, Kamil Relovský • Definition of culture and COMPANY culture (discussion) • Company culture: Purpose & Values , Collaboration style ,Internal communication • Individual Development and Career planning, Corporate responsibilities • Work life balance, Performance Management (meritocracy), Dell leadership Model, • Wining Culture at Dell => implemented in the local strategy in Bratislava • Comparison: Dell & Google culture ‘‘It’s one thing to create a culture that works. It’s another to use that culture to create a measurable strategic advantage. You need to engender a sense of personal investment in all your employees, which comes down to three things: responsibility, accountability, and shared success.’’ Dell culture Pre reading + video

7. 5. Dell brand • PRESENTERS: Daniel Andraško, Tomáš Poláček • how do you manage a global brand & Social Media of today – can a global company not be involved? • What it is – brand? (intro) • What do you consider to be a successful brand? • Challenges when creating a global brand • What it is – Social Media? • What is the purpose of using Social Media? • The power of social media. • Dell story – How did we learn our lesson. Dell brand Pre reading

8. 6. Managing remote teams globally • PRESENTERS: Petronela Rudzanová, Kamil Relovský • How global teams operate, challenges and DELL approach • Global team – how does it look like • Pro’s & Con’s of remote management (challenges, watch outs, limitations) • Tools & resources available for RM • Exercise • Key learning Managing remote teams globally Pre work video

9. 7. Shared services centers world • PRESENTERS: Wade Baze, Petra Melicherková • Shared Services Centers World – what is the need and what is the future? • Process centralization/standardization, support for multiple business units, quality/speed of service • Cost efficiency (how permanent?) – personnel reduction, move to lower cost locations • Cultural challenges • Impact on career development • SC lifecycle – from junior to senior positions (example: transfer of transactional jobs from Brat to Penang) • Internal SC competition • External SC competition Shared service centers world Pre reading

10. 8. Global trends in IT industry • PRESENTERS: Martin Bogyo • Global trends in IT industry and how DELL is following • Cloud computing & Virtualization • Tablets/Smart Phones • Outsourced Manufacturing - ODM • Client spin-off (IBM, now HP) • Shift of growth from West to BRIC (more focus in BRIC lesson) ‘‘When you talk to users, you continue to hear the focus move away from memory-processor into other things-- video, media, networking. We as an industry have to make our products more reliable, safer, more productive, more entertaining. If we don't they won't buy it.’’ Global trends in IT industry

11. 9. BRIC power • PRESENTERS: Robert Zbodák, Peter Macejka • BRIC power - Emerging countries and DELL strategy • Some historical data + forecasted growth • Specifically for IT • Dell market share & growth potential • Manufacturing + Service Centers • IDC • Dell Challenges: e.g. market penetration • (different business strategy), legal entity set-up, etc. BRIC power Pre reading

12. 10. Dell M&A Strategy globally • PRESENTERS: Mirka Toroková • DELL M&A strategy globally • Acquisitions related mainly to BVS • Perot • EQL / Compellent & Other storage-related acquisitions (Ocarina etc.) • Comparison to Other IT companies (IBM, HP) • GIMO and M&A Roadmap: strategy, target selection, due diligence and deal evaluation, transaction, integration execution • Acquisition integration into Dell: benefits vs challenges Dell M&A Strategy globally

13. Final assignment PRESENTERS: Marián Háčik Final Assignment