Dell Mission Statement Analysis

• Company: Dell Technologies Inc.   
• CEO: Michael S. Dell
• Year founded: 1984
• Headquarters: Round Rock, Texas, USA
• Number of Employees: 120,000
• Type: Public
• Ticker Symbol: DELL
• Market Cap (Jan 2025): $72.75 Billion
• Annual Revenue (2024): $88.4 Billion
• Profit | Net income (2024): $3.2 Billion

Products & Services: Computers | Monitors | Servers | Storage | Networking Accessories & Solutions | Software Solutions | Tech Support | Professional & Lifecycle Services | Training & Certification Programs

Competitors: Hewlett Packard | IBM | Lenovo | Microsoft | Samsung | Apple | Acer | BMC | Compaq | NetApp | Oracle | Broadcom (VMware) | Fujistu | Velocity Micro

Did you know? Michael Dell established Dell as PCs Unlimited in his dorm room at the University of Texas when he was only 19.

Dell is an American tech company specializing in PCs, servers, data storage devices, network switches, software, and computer peripherals. The firm owns Dell, Alienware, Dell EMC, Secureworks, and Virtustream. Dell’s mission statement, vision, values, and sustainability goals drive growth and success. As of 2024, the company operated in 180 countries. [1]

Dell offers an innovative technology and services portfolio for the data era. The company helps organizations and individuals leverage digital solutions to transform how they work, live, and play. In FY 2024, Dell generated $88.4 billion in annual revenue, with $3.2 billion in profit. [2]

Image source: Dell Technology’s Revenue

To understand why Dell is so successful, here is an in-depth analysis of its mission statement, vision, core values, and sustainability goals:

Dell’s Mission Statement

To be the most successful computer company in the world at delivering the best customer experience in markets we serve.

Here is our analysis of Dell’s mission statement:

1. Global IT leader

Dell aims to be the world’s most successful computer company. IDC has recognized Dell as the No.1 enterprise storage system provider globally. The pioneering personal computer company disrupted consumer electronics with its affordable PCs. As of Jan 2025, Dell was 48 in Fortune and 133 in Fortune Global ranking. [4]

Dell has dominated the consumer electronics market since the early 2000s. The firm was ranked 13th in the Top 300 Organizations based on US patents granted in 2022. It is one of the top 50 technology companies globally based on market capitalization. In 2024, Dell was the world’s fifth-largest tech firm based on revenue. [5]

2. Provide high-quality, innovative solutions

Dell strives to deliver the best customer experience. It achieves this mission by offering easy-to-use, customized technology and products. Dell’s latest innovations include cutting-edge AI, storage, and cybersecurity solutions. In 2024, Dell launched three new hardware platforms to help organizations accelerate their AI initiatives. The list has PowerStore Prime 4.0 servers that harness AI tech, PowerScale F910 for ingesting data, and PowerEdge XE9680 with enhanced computing power.

Dell’s innovations help businesses improve efficiency, data protection, and security. Experts predict Dell will be one of the primary sources of hardware running AI. Its AI factory approach emphasizes high-performance architecture accelerators and seamless integrations. For example, Dell’s latest AI products integrate seamlessly with top AI platforms, like NVIDIA AI Enterprise and OpenShift AI. It allows Dell customers to leverage a robust AI ecosystem, fostering innovation and accelerating AI adoption. [6]

3. Deliver excellent customer service

Dell aims to provide customers with superior service. Many tech consumers are frustrated by technical issues and complex solutions. The company addresses these threats by designing easy-to-use products and providing timely tech support. Its geek team addresses customers’ concerns quickly and appropriately. In 2023, Dell ranked #3 on Laptop Magazine’s annual Tech Support rating. [7]

4. Maximize customer value

Dell seeks to create loyal customers by maximizing value for their money. The firm made its mark in 1984 by selling high-quality, affordable PCs directly to consumers. Michael Dell eliminated the middleman by buying components from manufacturers and assembling the machines himself. This approach allowed him to offer lower prices and better performance. In 2000, Dell became the world’s largest PC seller.

Dell declined in 2011 and lost the #1 spot and global PC market share to HP and Acer. Its founder partnered with Silver Lake and took Dell private in Feb 2013. Privatization allowed the company to expand its enterprise software and hardware solutions through acquisitions, improve product quality, and increase customer value. For example, Dell retrained its sales reps to sell its low-margin PCs to SMBs and become their trusted advisor on all tech issues. Dell’s equity value increased by over 625% within 8 years after the privatization. [8]

Checkout: Dell’s Competitors

Dell’s Vision Statement

To create technology that drives human progress and become the essential tech company for the data era.

Here is the breakdown of Dell’s vision statement:

1. Innovate for impact

Dell aims to transform lives with technology. This vision was inspired by founder and CEO Michael Dell and has guided the company’s R&D initiatives since 1984. At Dell Technologies World 2024, the firm showcased how it is leveraging AI to pioneer advancements in technology and society. Its top leadership discussed the role of AI in driving human progress. The firm also leverages AI to protect the planet and create equal opportunities. Dell is driving innovation and responsible AI tech use globally. [10]

2. Dominate the data era

Dell seeks to be the go-to tech firm for data-driven solutions. The company is progressing on this vision by helping clients navigate the complexities of hybrid work, multi-cloud, and the edge. For example, Dell has provided NASA with computing systems and services for over a decade, including for the recent Artemis 1 launch. NASA uses Dell PowerEdge servers to run flight software applications and perform system monitoring capabilities and real-time data analysis. It used Dell Precision workstations to interpret 185,000 data points and telemetry from rocket launch monitors. [11]

Checkout: Dell’s Revenue by Geography

Dell’s Values

Michael Dell wrote a statement of values for Dell in Nov 1988 after the new corporation went public. This one-page, dot-matrix-printed document codified Dell Technologies’ culture. It focuses on four mission-critical areas: business, people, process, and standard. “Everything I wrote over thirty years ago still holds true,” said Michael Dell, “We’ve held on to those values on every step of our path: without them, we wouldn’t have become the company we are today.” [12]

Here are Dell’s core values:

1. The Business: Product quality and customer service excellence

Dell strives to provide high-quality products and excellent customer service. The company is committed to maximizing value and being responsive to clients. For example, Dell uses an innovative direct-to-consumer (DTC) model that drives its one-on-one customer relationships. This DTC model provides the framework for responding to ever-changing consumer needs.

Dell has prioritized product quality since its founding. Before 2009, Dell factories depended on corporate systems for planning, inventory management, and processes. The firm improved its manufacturing operations by adopting an edge strategy. For example, Dell streamlined and standardized its factory processes and leveraged its VxRail tech to modernize and virtualize factory infrastructure. This strategy reduced Dell’s manufacturing cycle time by 10-20%, enhanced productivity by 20%, and increased product quality by 34%. [13]

2. The People: Treat everyone with respect

Dell is committed to treating people with respect. The company believes employees are its greatest asset, promotes diversity and inclusion, and upholds human rights. It creates a safe and productive work environment that attracts, motivates, and retains the best people in the IT industry. In 2024, Dell scored 100% on the Disability Equality Index for “Best Place to Work.” Ethisphere recognized Dell as one of the World’s Most Ethical Companies on its 2024 list. [14]

Dell encourages and rewards teamwork, responsibility, and excellence among employees. The company adopted flexible work models to maximize productivity. In 2022, Dell topped Newsweek’s America’s 100 Most Loved Workplaces list. Over 90% of its workforce has the option to work remotely. Employees can leverage the “temporary movement policy” to live anywhere worldwide for up to 29 days. [15]

3. The Process: Learn and grow at all levels

Dell encourages continuous learning and development growth. It offers training programs to empower and inspire team members, helping them personalize their career journey and bring value to the firm. The company also provides the Dell Proven Professional certification that validates candidates’ tech understanding and establishes highly skilled talent.

Dell applies this value within and beyond company walls. The firm offers education services to help businesses build top talent. In Jul 2023, Dell unveiled its new Learning Accelerator Program to close the skills gaps that impede organizations’ technology adoption abilities. Organizations can enroll their employees into this program to realize the full value of tech and workforce investments. [16]

4. The Standard: Be the best at everything we do!

Dell strives to set the standard across its operations. The company disrupted consumer electronics with its high-quality PCs and innovative DTC model. It is now focused on revolutionizing the AI-driven hardware niche. In Jan 2025, Dell revealed three new AI PCs for personal and professional computing. The list includes Dell for play, school, and work, Dell Pro for professional-grade productivity, and Dell Pro Max for maximum performance. These sleek laptops, robust workstations, and versatile desktops allow customers to work from anywhere. They set the AI usage standard in the PC market. [17]

Dell’s Sustainability Goals

Dell is committed to protecting the planet and helping individuals and communities thrive. Its sustainability goals focus on combating climate change and leveraging the circular economy, ensuring better outcomes for business, people, and the environment.

Here are Dell’s sustainability goals:

• Achieve net zero greenhouse gas (GHG) emissions across scopes 1, 2, and 3 by 2050.
• Reuse or recycle one metric ton for every metric ton of sold products by 2030.
• By 2030, 100% of Dell’s packaging will be made from recycled, renewable, or reused materials.
• Design over 50% of Dell’s product content from recycled, renewable, or low-carbon emissions materials by 2030.
• By 2030, 50% of Dell’s global workforce and 40% of its leaders will be women.
• Increase African American and Hispanic representation to 25% of Dell’s US workforce and 15% of its US leaders by 2030.
• Ensure 75% of Dell’s team members participate in community giving or volunteerism by 2030. [18]

How is Dell progressing on its sustainability goals?

Dell set several interim targets to edge closer to its 2050 net-zero GHG goal. By 20230, the firm plans to reduce scopes 1 and 2 GHG emissions by 50% and cut absolute scope 3 GHG from purchased goods and services by 45%. It will source 75% of its electricity from renewable sources by 2030 and use 100% renewable energy by 2040. As of Feb 2024, 96.4% of Dell’s packaging was made from recycled, renewable, or reduced carbon emissions materials. 61.5% of the electricity used across Dell facilities came from renewable sources. [19]

Dell increased recycled and renewable materials in its products to 14.1% in FY24. It was No. 3 out of over 1500 companies on the 2024 Climate Action Transparency Index (CATI) report. The firm also cultivates inclusion and transforms lives to drive sustainability. As of Feb 2024, 35% of Dell’s global workforce and 29.1% of its leaders were women. The company scored 100 points on the Human Rights Campaign Corporate Equality Index for LGBTQ+ inclusion. [20]

References

1. Alsop, T. (2024, Jan 10). Dell Technologies: Statistics & facts. Statista
2. Dell Technologies (2024, Feb 29). Dell Technologies Delivers Fourth Quarter and Full Year Fiscal 2024 Financial Results. DellTechnologies.com
3. Dell Inc. Dell’s Mission Statement. Dell.com
4. Fortune (2025, Jan 17). Dell Technologies: Fortune Ranking. Fortune.com
5. Johnston, M. (2024, Oct 28). 10 Biggest Technology Companies. Investopedia
6. Lockwood, B. (2024, Jun 5). Highlights from Dell Technologies World 2024. Rackspace
7. Smith, S. (2023, Oct 31). 2023 Rating: Is Dell customer service good? Laptop Mag
8. Alonso, T. (2023, Jan 23). How Dell’s strategy transformed it from a doomed player to leading the data revolution. Cascade
9. Dell Inc. Dell Technologies’ Progress Made Real 2030. Dell.com
10. Newman, D. (2024, May 21). AI for Human Progress: Six Five on the Road at Dell Technologies World. Futurum Group
11. Scannell, B. (2023, Mar 7). Positioning Customers to Win in the Data Era. Dell.com
12. Dell, M. (2021, Oct 6). Michael Dell Explains the Values That Make His Company So Successful. Startup Nation
13. Thomas, S. (2022, Aug 24). How Dell Drives Agile, Productive Factories at the Edge. Dell.com
14. Parisi, K. (2024, Jul 19). The 10th annual Disability Equality Index shows disability inclusion progress, but reporting gaps remain. HR Brew
15. Walker, R. (2022, Oct 6). Why Dell Is America’s Most Loved Workplace of 2022. Newsweek
16. Dell (2023, Jul 17). Education Services Course Catalog. DellTechnologies.com
17. Terwilliger, K. (2025, Jan 6). Dell Transforms AI PC Portfolio for Anywhere Productivity. Dell.com
18. Dell Technologies Inc. Our ESG Goals: Advancing Sustainability. Dell.com
19. Garber, C. (2024, Jun 25). An End-to-End Sustainability Approach to Drive Greater Impact for All. Dell.com
20. Dell (2024, Feb 3). Our FY24 ESG Report. Dell.com
21. Featured Image by  Greg Rosenke