Just a note from a former Dell owner & former share holder
If Dell retained me as a "consultant" to help them out I would do the following:
1) Chill with the executive perks... Mr. Dell & the other head cheese aren't worth over hundreds of millions of dollars for two works of less than stellar stock performance. God only knows how much the entire "executive" tier gets paid in salaries & stock performance perks...
2) Not everybody buys into Dell's consumer support model. While I can't speak for my cousins in the UK, one of the main reasons I stopped purchasing (and recommending) Dell equipment is because of their consumer Support. Honestly, I cannot think of analogy that adequately describes just how badly their telephone support is. I've been a computer engineer for almost 23 years and I've never seen such pitiful and poorly designed scripts most (not all) of their "customer associates" read from.
3) Now that almost all of Dell's equipment is made in China, as is almost everybody else's, service, warranty and a wider range of options are necessary, to separate Dell from the rest of the pack.
That's just for starters...