Country United Kingdom

Political Government censoring of the internet-majority of personal computers users will choose to access the internet (Hern, 2014)

Economic Recession could still be affecting personal computer market (Hamm, 2009) Personal Computer market is set to have slow growth leading up to 2017 (Jones, 2013) Tablet sales growth to slow in 2014 (Harjani, 2014) UK disposable income continuing to increase (Trading Economics, 2014) Minimal decline in US household income (Trading Economics, 2014) Strongest UK Pound US Dollar exchange rate in 30 months (ExchangeRates.org, 2014) Rising labour costs in China, where Dell produce some of their products may cause pricing and profitability issues (Desflammes, 2012). Sustained growth of developing nations, predominately BRIC nations very large potential market growth (World Bank, 2014) United Kingdom inflation rate falling, currently at 2% (Office for National Statistics, 2014) United States inflation

Social Changes in consumer buying behaviour move towards more online shopping could compliment Dells e-commerce system, using build to order and online customisation of products (Butler, 2013) Increases in both expert and customer reviews on the internet could affect Dell if products are not of a high standard (Tobin, 2013) Public perceptions of going green, using materials and making products that are safe for the Environment might affect Dell if their products are not deemed green. (Siegle, 2014) More people using computers and technology every year (Holloway, 2013) Customer expectations increasing, more competition means customers have more power (Bishop, 2013). Education standards

Technological Increase in tablet use substitutes to PC and Laptops (Bora, 2013) Rapid changes and advancements in technology causes dell to have to constantly adapt and change, keeping up to date. (Hinde, 2013) Increases in investments in Research & Development by competitors Dell need to continue investing heavily to stay competitive. (Dignan, 2013) Introduction of new products that could be substitutes to personal computers, such as Ultra books by Intel, could cause further declines in Dell personal computer sales especially when Dells attempt at a similar range shows increasing problems (Warman, 2013) Malware, Virus and Spyware is an ongoing threat to personal computers although Dell do not create their own operating

Environmental

Legal

rate currently lower at 1.5% (Office for National Statistics, 2014)

are improving, population becoming more computer proficient. (Willets, 2013) Population using computers more for leisure activities as well as work, higher demand for personal computers (Gandossy, 2007) Positive perceptions of American products, influences shoppers to buy from an American Brand (Butschli, 2012)

systems, this is still a threat to their computers and customers (Scharr, 2013).

America