Low-cost strategy and product customization is one of the reasons why middle-income people choose to purchase from Dell. Let’s take for example such developing countries where people are sensitive to price. Those customers will likely choose Dell as it has different price options, not like other brand that has a higher fixed price. Manufacturing and distributing their own products allows Dell to be sensitive and flexible in changes in customer demand and needs. In addition, only Dell uses this king of differentiation technique by having its products with different colors and letting customers have more choices to satisfy their purchase by simply providing them with their favorite colors. So here it is, Dell is having the color for customers, so that they will not somehow need to go to the shop and spending extra money for this. This simple specification shows that Dell is really out to satisfy their customers and in the long run get more market share respectively.