Leveraging on its 'direct' model of executing business, IT major, Dell Inc, is aiming for the number one position in the Indian market. The company has already chalked out a five-pronged strategy in order to replicate its global success within Indian region.

"Today, one in 10 systems sold to medium and large businesses in India is a Dell with the company taking the number 3 position for server shipments. We want to be number one in the overall Indian market and replicate our global success in this region as well. I am sure it is a difficult task but we would achieve this within a few years," informed, Paul-Henri Ferrand, VP and GM-South Asia, Dell.

As part of its plan to increase focus in the Indian region, the company is engaged in executing a five-pronged strategy which includes – replicating the global customer experience to its Indian set of customers, providing reach by rapidly increasing presence in large corporates, increasing the sales capacity of the company's Indian operations, accelerating growth in the enterprise segment and establishing full-fledge local manufacturing in this region.

"All these initiatives will take us to become number one in India. Most importantly, we would be doubling our sales capacity in this region, this would give us a big push towards better positioning our products in front of the large and medium sized enterprise segment of the region," he added.

With an aim to benefit from its global strategy of efficiently managing supply lines, the company has already decided on having a full-fledged manufacturing capability to back its Indian operations. However, it has not yet closed in on the location of this unit within India.

"The objective of having this manufacturing is to enable the company to have excellent supply chain that is one of the strengths of our model. We are all set to have this manufacturing facility, however, we are still negotiating with some possible locations on this front. We are looking at aspects like logistics (distance from the airport), incentives by the government and other relevant infrastructure related issues," he explained.

The facility, which is likely to be up and running by the end of this year, will have manufacturing of desktops and laptops as its first focus. "We have been working closely with the set of suppliers that are likely to fuel our manufacturing capability. We will be focusing towards manufacturing desktops and laptops to start with. Later on we would add up other products as well," Ferrand added.

"At present our focus is towards the enterprise and large sized organizations. However, in future we will surely target the consumer market as well but it will surely take us sometime," he explained.

ZIA ASKARI

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