How is Dell's marketing strategy different from HP in the Southeast Asia market?
Ethnocentrism Vs Polycentrism
While Dell considers S.Asian market similar to that of US and Europe, HP considers this vital market as a separate entity and hence is targeting it differently.
Dell follows principle of ethnocentrism while HP is following Polycentrism. Ultimate gainer is HP, as it has left Dell far behind in S.Asian market especially India.
but as computer (desktop/laptop) buyers in Indian subcontinent are becoming more knowledgeable they are knowledgeable the customized product delivery of dell. so dell is increasing faster.