Dell in China

Jun 29th, 2016
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Dell’s Integrated Marketing Communication Mix Strategy in China

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DELL IN CHINA1Dells Integrated Marketing Communication Mix Strategy in ChinaMichael Kamau1343-GlobalizationAllwriters H.R6/9/2016DELL IN CHINA2IntroductionGlobalization allows global, cultural, political and economic integration. It relies onthe concept of making the world a global village without physical boundaries betweencountries. Over the years, globalization has become widespread as the players seek to reapthe resulting benefits (Logan, 2011, p. 8). Every company must have a comprehensiveunderstanding the composition of individual markets before coming up with a strategy toposition itself in the market. Companies that have an aim of growing and succeeding in theglobal markets need to conduct apt research on the markets and integrate the best marketingmix in these markets. The essentials of a good integrated marketing communicationcomponent are marketing communication, marketing communication mix, and individualcommunication that are consistent with the organizational structure.Dell is a key player in the development of computer hardware and software . It has agood brand image and reputation in the western countries . However, it does not have suchbrand fortunes and values in East Asia , particularly in the Chinese market. The Chinesemarket is one of the largest markets in the world since the country has the largest populationin the world at 1.3 billion people (Ravishankar, 2011, p.44). Dell is looking to venture in thehighly competiti

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