Ships fast strategy for EMEA and APJ

Abstract

Moving away from configurability In 2007 DELL, once vaunted for its Configure-to- Order (CTO) business model in the personal computer (PC) industry and the supply chain that supported this model, began a transition towards offering lesser configurability to its customers. Once the transition is completed as planned by 2016-17, 80% of DELL’s unit sales would come from a small number of popular, fixed PC configurations offered through a Build-to-Stock (BTS) model. The company plans to ship these units through a Ships Fast channel which guarantees a shipment by DELL within 24-hours of order receipt. Towards multiple supply chains The move by DELL was accompanied by a shift from a single CTO supply chain to multiple supply chains aimed at different customer segments. These supply chains are briefly described in the figure1 below.