An organization that operates in the international marketplace needs to give extra concentration on two particular issues: the internationalization process, and the marketing communication mix (Kotler et al., 2012). The marketing communication mix must be standards and adapted with suitable internationalization process theories to gain organizational success in the global market (Palmer, 2010).
This report has analyzed these two issues -marketing communication mix and internationalization processes- based on a particular global company called Dell Inc. The first part of this report has analyzed Dell’s marketing mix and its standardization and adaptation across the global marketplaces. The second part of the report has analyzed several internationalization process theories and defined the best-described theory for Dell Inc.
Dell Inc, one of the global leading technology brands, established by an American guy called “Michael” in 1984. Dell manufactures, sells, supports and repairs computers and related technology products and services customizing according to customer needs and expectations. Dell is operating in most of the countries across the world with above 100,000 dedicated and devoted workforces. Dell’s key products are desktop and laptop computers, software, data storage devices, network switches, computer peripherals, printers, MP3 players, HDTV, and other electronic devices (Dell Inc, 2014).
Dell Inc attracts different kinds of customer segments including individual consumers, educational institutions, governments, all sizes of businesses including large, medium, and small. Dell Inc has segmented its global market into three different geographic regions: US, EU, and Asia. The main competitors of Dell are Sony, Samsung, Lenovo, HP, LG, Microsoft, and IBM. The key strategy of Dell Inc is to make sure of standards and customized products and services as consumers demand via effective and efficient manufacturing and supply chain management. In addition, it does extra care of its quality, leading technologies, customization flexibility, financial stability, accountability, competitive prices, corporate citizenship, excellent support, and services to gain customer attraction (Dell Inc, 2014).
1.1 Marketing (communication) mix
Marketing mix an important term in the marketing of an international organization, where it is an operational and tactical part of marketing plans. The definition of the marketing mix is about putting the right products and services in the rights places at the right time at the right prices (Kotler et al., 2012). It is known as 4Ps or 7Ps. 4Ps mean products, prices, places, and promotions, where 7Ps add three more issues- people, process, and physical evidence (Palmer, 2010). The marketing mix is described in the following diagram:
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Figure: Marketing (communication) mix Source: Adopted from Palmer (2010)
1.2 Standardisation and adaption of the marketing mix
What is standardization?
Standardization is the process of following methods and components of business and customers as requirements maintaining several contexts. In the case of an organization’s marketing, standardization is the practices and implementations of business methods and equipment which are accepted uniformly over the globe. Business organizations use these terms in their production and administration procedures, and in scoring particular variable assessments (Palmer, 2010). An example can be ISO standards followed by Dell in its business operations.
What is adaption?
Adaption is the process of setting up a business organization in a particular environment to improve its performance. A company can adapt itself in a new business environment or both national and international marketplaces bringing required changes in its activities and strategies and adapting products and services to the target markets (Kotler et al., 2012). For example, Dell has been able to adapt itself in worldwide marketplaces providing customized products and services as customer requirements………