Dell's value proposition is offering equivalent quality computers at a lower 'price for performance'. As many large corporations, Dell had to alter its positioning to maintain its competitive advantage as well as its main value proposition. Therefore in the early days, Dell positioned itself as a premium computer company through an easy and convenient internet-based sales medium and outstanding service. Gradually this further growth and increased advertising managed to establish Dell's position in consumers' minds and presented it as an aggressive, value-oriented computer manufacturer.