Table of Contents
Background of Dell Inc.
Task 1. 1.1 Marketing mix.
1.2 Standardisation and Adaption.
1.3 Features of standardizations and adaption related to the marketing mix.
1.4 Merits and demerits of standardization and adaption.
1.5 How Dell is undergoing both standardization and adaption in its marketing mix.
1.6 Summary of the standardization and adaption strategies applied by Dell Inc.
2.1 International process theories that Dell Inc has undertaken.
2.1.1 Theories following the economic approach practice by Dell Inc.
2.1.2 Theories following the behavioral approach.
2.2 Summary of the internationalization process practiced by Dell Inc.
An organization which 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.
Background of Dell Inc
Dell is a multinational computer technology company based in the United States. Dell develops, sells, supports as well as repairs computers and associated products with services that are customized as consumers’ requirements. This is one of the biggest technological companies in the present world. It is operating with more than 100,000 staff. The key products of Dell are laptop and desktop computers, printers, network switches, data storage devices, servers, software, HDTVs, MP3 players, commuter peripherals and other electronics.
Dell markets and sells its products as well as services to different kinds of target consumers including government, educational institutions, large corporate, small and medium businesses, large corporate, government, and individual consumers. Dell operates worldwide segmenting the globe in three geographic areas: Asia, Europe, and North America. Dell’s key strategy is to provide standards of goods and services as customer requirements through efficient manufacturing and supply chain management. Dell is focusing on quality, competitive prices, leading technologies, accountability, financial stability, corporate citizenship, flexible customization, and excellent support and service to meet changing consumers’ needs and expectations. The key competitors of Dell are IBM, Microsoft, Compact, Sony, HP, LG, Lenovo, Samsung, etc (Dell Inc, 2014).
Our Recommended Resources:
1.1 Marketing mix
The marketing mix is one of the significant marketing terms used in the current business world. This is the operational and/or tactical part of business organizations’ marketing plans. The marketing mix is also known as 4Ps or 7Ps. 4Ps refer to product, price, place and promotion, where 7Ps include an additional three issues: process, people, physical evidence (Kotler et al., 2009).
1.2 Standardisation and Adaption
Standardization refers to the process of maintaining methods as well as equipment as business and consumer requirements, the process may be applied in several contexts. In marketing terms, it refers to practices that are implemented and accepted uniformly across the world. An organization can utilize this as a set of procedures for designing, administrating, and scoring a particular assessment. One example of standardization can be ISO, which helps to provide a standardized process in the business world (Palmer, 2010).
Adaption refers to setting up the business organization within a new environment for better performance. An organization can adapt itself to a new market by undertaking required changes in its operations and strategies focusing on both local and international markets and adapting the products and services to the potential market (Kotler et al., 2009). For example, Dell adapts its products and services in different countries as consumers’ requirements.
1.3 Features of standardizations and adaption related to the marketing mix
|Marketing mix||Standardization features||Adaption features|
|Products||It reduces stock costs and improves customer mobility. In addition, it helps the organization in planning, control, and economic and market research and development.||The organization can adapt to consumers’ different behavior focusing on their needs and expectations, lifestyle, beliefs. In addition, it makes technological differences and required standards.|
|Price||It helps organizations to control prices with improved uniformity.||It helps the organization in the volatile exchange rates as well as market demand rates. It creates restriction from the legal and political side, and make a difference in the product life cycle.|
|Place||It helps organizations in the transfer of experiences and efficiencies.||It is easier to understand the market size and requirements making difference in product lifecycle and different intermediaries.|
|Promotion||It creates economies of scale with synergetic effects. It also makes global uniformity.||It creates a restriction on the political and legal side, and makes fluctuation in the exchange rate, and provides competitive practices…….|