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Dell Computer Corporation is a leading direct computer systems company, which was founded in 1984.It is an established brand that leads personal computer manufacturers in U.S.sales and overall online sales.Dell Computer Corp pioneered the direct model of selling PCs directly to the consumers.How it enabled Dell to manage its supply chain efficiently is discussed in this paper.The focus of this paper is the supply chain management practices of Dell.Dell has been following its uniquedirect build-to-ordersales model for more than 20 years.Over the years, Dells supply chain efficiencies and direct sales gave it a competitive advantage.However,with the development of new technology and new products,Dell faces a lot of challenges as well.The unique, direct-to-customer Dell model can no longer sustain competitive advantage.At the last part of this paper, several suggestions are put forward for Dell to achieve competitive advantage and gain market share.