Dell’s success is based on a simple premise that is to listen to customers, delivers technology and services they value (Duc, 2018). Dell’s mission is “to be the most successful computer company in the world at delivering the best customer experience in markets we serve”, (UKEssays, 2018) by means of meeting customer expectations of highest quality, leading technology, company accountability and support as well as flexible customization capability, and financial stability. The company vision was to produce computers that could easily be fitted with individual components to build a computer system to accommodate individual requirements (Et.wikipedia.org, 2018). Dell’s primary goal is to customize, design and built products to satisfy they customer’s requirements so that customers can get exactly what they desire (UKEssays, 2018). Dell has achieved their main goal by doing business directly with customers one at a time. They believed that they could better than anyone in the world. This is their primary goal because they want to be the best at what they do and make a profit. Dell feels that their great customer service will keeps customer loyal.