Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise

 

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"Marketing Strategy: The Marketing Budget"

Marketing Strategy: 
The Marketing Budget

By Ralph E. Grabowski

IEEE Entrepreneurs' Network (ENET)
Tuesday, March 6, 2007, Waltham MA

 

 
 

Abstract
Dinner and meeting of the IEEE ENET
They said it!
New data
About the guest speaker
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PDF handout, flyer suitable for posting - 2 pages, 0.3 MB
PDF slides and transcript - 33 pages, 4 MB
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New data

In honor of the IEEE Entrepreneurs' Network, I began accumulating the human impact of Marketing; the jobs created by the winners, or lost by the basket cases; and the engineering slots fashioned or vanished.

This evening, I first published the human impact of Wang Laboratories and Digital Equipment Company (DEC) as contrasted with Dell Computer.

DEC and Wang are gone, shedding 177,000 jobs and 56,000 engineering slots between them.  If each employee had a spouse and two children, that would represent more than 10% of the entire population of Massachusetts – gone.  

If all the technical folks were IEEE Members, they would represent more than 15% of the entire world-wide IEEE membership losing their jobs.

By contrast, Dell has grown to

  • more than $60 billion in revenue, 
  • more than $100 billion in market capitalization, and 
  • more than 60,000 employees.

M/E a Super Success

>1.5 Dell Computer, PC's 1998.  http://www.dell.com

Climbed from startup to an $18 Billion annualized sales rate and a $93 Billion market capitalization in 14 years.  Dell maintains this high M/E Ratio™ in spite of investing $250 million in 1998 in R&D. 

"Your evidence, Ralph, of the relationship between market research and success is right on!

"We are absolutely customer-data driven at Dell Computer.  We invest in understanding the customer, the industry economics, and the market segmentation; to help us developing the business model.  My time is spent on the customer, on strategy, and on product direction."  Michael S. Dell, Founder, Chairman, and CEO of Dell Computer.


Flaming Failures

0.004 Digital Equipment (DEC), PCs & mini-computers 1990s.  Pioneered minicomputers, and had two lines of PC products developed and in the market several years before Michael Dell started Dell Computer.  $17.2 Billion value lost.  145,000 people and 45,000 engineers no longer work for DEC.

<0.001 WANG Laboratories, PCs & minicomputers 1984 - 1991.  Bankrupt in 1992 with 32,000 employees and 11,000 technologists.

 

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Abstract
Dinner and meeting of the IEEE ENET
They said it!
New data
About the guest speaker
Dig deeper
PDF handout, flyer suitable for posting - 2 pages, 0.3 MB
PDF slides and transcript - 33 pages, 4 MB
Directions and map

 
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