The company for most of its existence operated as a niche player, essentially utilizing a differentiated focus strategy. The current strategy, however, has been to downplay the exclusivity it long sought to cultivate and focus on a broad differentiation strategy instead (Burrows et al
Lastly, customer support is critical to differentiation. This differentiation helps Dell to overcome the price sensitivity of customers -- even if other companies price at Dell's level, Dell has a superior offering (Brown, 2007)