Dell International Communication Strategy - Essay Example

?Dell International Communication Strategy Table of Contents Dell International Communication Strategy Table of Contents 2 Introduction 3 Objectives of Dell 3 Background of the International Communication Strategy of Dell 4 Corporate Culture & Ethics 4 Brand Identity & Reputation 8 The Communication Framework, Models and Theories 8 Internal Communication Framework 11 Conclusion 12 References 13 Bibliography 15 Introduction Dell has been learnt to be a company with its roots in the United States and deals in sales as well as services related to computer hardware. The company was established in the year 1980 by Michael Dell. It was witnessed to scale fresh heights in the past three decades which made the company amongst the largest multi-national corporations worldwide with its business presence in about 190 countries accompanied with almost nine manufacturing plants spread out in six different continents. The company has been learnt to earn quite considerable revenue amounting to above $49 billion annually and is also believed to engage a workforce of 55, 000 employees. Dell marks its presence in nearly every individual corner across the globe by way of selling its products directly to its respective end users. The paper would focus on comprehending the communication strategy adopted by Dell which has contributed to a significant extent towards its worldwide success (IBS Case Development Centre, 2010; Argenti & et. al., 2005). Objectives of Dell Dell pursues an objective of creating dedicated customers with the help of offering better experience at an enormous worth. Dell prefers to focus their complete attention on their customers by maintaining direct associations with them along with serving them with the best possible products accompanied with benchmark based technology that is aimed at surpassing the degree of competition with an increased degree of customer experience and worth. The company is observed to pursue a mission of attaining the position amongst the most flourishing computer companies across the world by way of providing superior experience to its customers with regard to the markets that are catered by Dell. The company’s vision is believed to be a pioneer in the different regions of its business operations (Hanson, 1999). Background of the International Communication Strategy of Dell Corporate Culture & Ethics Dell has been learnt to witness a marvellous development in the last twenty years. In the course of this period, the company was found to constantly make endeavours in uplifting its excellence standards. The mission, values as well as vision with regard to the company has enabled the company to attain its ascertained illustrious objectives. The vital competency factor which has helped the company to attain success has been stated to be its communication strategy (Summit Strategies Inc., 2005). It has been mentioned that the company, in spite of witnessing such remarkable development has continued to remain dedicated to the core values. Dell is believed to maintain an ethical structure where the individuals are considered to be the common line that connects the present position along with the future applicants of the company. The company is observed to pursue a mission of attaining the position amongst the most flourishing computer companies across the world by way of providing superior experience to its customers with regard to the markets that are catered by Dell. The company’s vision is believed to be a pioneer in the different regions of its business operations (Hanson, 1999). Dell is learnt to be a flat company which carries out its business operations on the basis of open communication and claim outcomes. The employees of the company at every individual level are provided complete independence for the reason of structuring fresh and increasingly effectual ways of conducting their respective tasks. The persuasion and completion of the individual tasks with regard to the employees does not call for the requirement of prior authorisation from the higher management. This particular aspect is believed to trigger motivation along with desire within the employees to attain perfection in their allocated tasks. In the similar manner the aspect of open communication is also believed to give rise to a company that is directed by the attained results. The company believes in the fact that the every individual employee needs to be aware of their respective position with respect to the attainment of the objectives of the company. In order to enable and inculcate this particular aspect, the employees are learnt to be rated by their own peers in a regular period of six months. The conducted assessment is believed to be influential in terms of accountability. The employees who are found to receive exceptional ratings in the assessment are provided with high appraisals as a reward. On the contrary, those employees who earn poor ratings are provided with substandard appraisals (Spulber, 2009). Dell is believed to follow the theory of meritocracy where leadership is learnt to facilitate attainment of the ascertained goals. The leadership theory followed in the company has been measured to depend strongly on the assessments related to evaluation, reward, holding on and encouraging high performers. The company presumes that this particular aspect helps in providing a sincere and open evaluation of the achievements as well as competencies of the employees. It can be inferred from the given information that this definite aspect of evaluation which is reliant on the idea of open communication as well as honesty would help in giving rise to a culture that would be competitive, faithful and hard working with regard to the company (Cushman & King, 1995). The company also provides the facility appropriate training programs with regard to their employees. It can also be well comprehended that the culture followed by the company encourages constant motivation with the help of performance recognition. The strategy related to cell division that is pursued by the human resource department with regard to the company triggers a culture related to alteration as well as excitement. The process of job selection of the company is considered to be increasingly flexible owing to structure related to development and segmentation. This particular aspect is believed to act as a strong motivating factor for the employees to put in their best possible efforts with respect to their individual tasks. The department of HR is believed to provide additional emphasis on the process of smooth and enhanced communication within the company. The process of communication among the various departments of the company has been smoothened and entails the aspect of transparency with the help of the exclusive software called Organised Human Resources Planning (OHRP) (Dell, 2012). The company has been learnt to follow a particular Code of Conduct which offers general guiding principles to the entire workforce of the company for enabling it in carrying out the regular activities in compliance with its own higher standards along with the prevailing relevant laws. The Code of Conduct is considered to be mandatory to be followed by every individual employee of the company across the world. All the employees of the company are required to comprehend and accept the Code of Conduct along with the formulated policies of the company. The agents in relation to the company are also expected to indulge in behaviours in accordance with the company’s higher standards. The company has been found to provide a facsimile of the particular Code to its independent contractors, consultants acting on behalf of the company and the temporary employees to which they all are required to comply in order to put up with the pertinent laws as well as provisions (Dell, 2012). The higher standard is also referred to as ‘The Soul of Dell’ which is learnt to describe the global culture of the company. The culture entails the aspects of performance along with integrity which is supposed to transform it to such a company that comprehends as well as abides by the values and the laws of those different countries where it operates. The higher standard of the company has been learnt to encompass few definite vital rudiments and features that fundamentally underlies The Soul of Dell along with providing the base for the Code of Conduct. The certain vital rudiments as well as characteristics have been stated to be trust, honesty, respect, responsibility, integrity, judgment and courage which structure the Code of the company (Dell, 2012). Dell is observed to provide severe focus regarding the compliance of its Code by the employees so as to promote a culture within the company that would facilitate every individual employee to put in their utmost potential and efforts. The persuasion of this definite Code ensures the company to provide its employees with equal employment prospect along with offering them a working atmosphere which would free of any sort of favouritism and persecution entailing even ranging to sexual harassment. The employment decisions with regard to the company are believed to completely founded and formulated on the job requirements, needs of the company followed by individual qualifications and without relating to any other unethical factor. The employees of the company are even expected to report any kind of harassment, discrimination or any sort of unsuitable conduct with respect to themselves or even others. The reports regarding such occurrences are expected to be reported to the management. These occurrences are then found to be inspected without delay along with entailing the application of corrective action as well. Therefore, it becomes lucid from the given facts that the company maintains a strong strategy in relation to its corporate ethics (Dell, 2012). Brand Identity & Reputation The company, Dell has been found to command quite a superior brand identity which has been one of the imperative factors accelerating its progress. Dell is supposed to be positioned amongst the leading 100 brands worldwide. The company has been engaged in indirect selling of its respective products with the help of chain retail stores which has augmented its presence among the individuals. This has further helped the company to elevate its respective brand identity as well as value. The superior brand identity of Dell was found to prove to be of great help in terms of making a huge amount in relation to intangible earnings. The superior brand identity makes the company stay ahead of its existing competitors. The company has managed to successfully develop its reputation as a provider of effectual technology with the help of paying adequate attention to the requirements of the customers and building solutions in agreement with the stated wants of the customers. The communication of the company with its customers helps it in proficiently comprehending the requirements of the customers which as a result enables the company to design and develop customised solutions which helped Dell to gain popularity (Aaker, 2004). The Communication Framework, Models and Theories The company has always given priority towards effectual form of communication within its structure. Direct as well as lucid kind of communication had always remained precedence within and outside the company as well. The communication frameworks was learnt to be structured accordingly with the help of engaging employees who laid prominence on various product regions as well as areas. Therefore, effectual communication among the employees as well as with the customers helped the company to a large extent to attain success (Cushman & King, 1995). It was found that the company engages four different communication frameworks or rather systems of rapid-response. Every individual system has been observed to make use of the Internet for the reason of providing a method of communication that is based on real-time with the intention to connect the chief organisational stakeholders within a particular functional community. Each of these mentioned methods are learnt to engage a method of backbone profiling for the reason of accurately acclimatising the substance related to communication with regard to every individual stockholder of the company. These available profiles are further made use of with the intention of enhancing future communication along with maintaining interpersonal associations among the stakeholders. This particular aspect as a result is believed to boost the performance of the company. Thus, these considered communication frameworks or methods of rapid-response are regarded as indispensable conditions for the purpose of fast as well as successful communication with regard to the particular company. These communication frameworks are even considered to jointly depict the adequate prerequisites accompanied with their respective associated targets for attaining superior performance in the company (Margretta, 1998; Stepanek, 1998). Dell was found to engage the initial rapid-response method which connects the sales with the customers. This particular interactive online framework of communication facilitates the customers to place orders along with keeping a trail of their respective purchases with the help of every individual stage in relation to the process of manufacturing as well as distribution (Ramstad, 1999). Secondly, the company is learnt to employ another framework of communication for offering service to the customers. This definite method of real-time communication is believed to available tin multiple languages for the customers across the world. Thirdly, another communication framework or rapid-response method is engaged by Dell for the reason of connecting all the workers, customers, suppliers and managers to the value chain of the company. This particular communication framework of real-time facilitates to place order for parts, organising the distribution and assemblage of the products and for manufacturing along with contracting out the computer modules. Finally, the company also engages a rapid-response method of communication for the constant enhancement of the activities related to the company. In case of this particular communication framework, the stakeholders of the company are once again linked together through the real-time method of communication which intends to concentrate on the aspect of teamwork on enhancing every individual facet related to the performance of the company (Cushman & King, 1995). Internal Communication Framework Step 1 Step 3 Step 2 Step 4 Conclusion The above discussion provides a lucid comprehension along with an insight into the international communication strategy followed by Dell. The direct and effectual form of communication within and outside the company has been attributed as one of the chief reason of success for the company. A fresh assortment of economic energies was identified to be noticeably creating an influence on the performance of the companies. The management of these recognised forces called for the requirement of a fresh theory related to management reliant on acting in response to the fast pace alteration in the environment, the altering requirements of the customers and the adjustment of the competitors towards those altering requirements of the customers. These mentioned economic forces gave rise to the need of effective communication and its relevant theories for the reason of promoting effectual communication system. References Aaker, D. A., 2004. Leveraging the Corporate Brand. California Management Review, Vol. 46, Iss. 3, pp. 6-18. Argenti, P. A. & et. al., 2005. The Strategic Communication Imperative. MIT Sloan Management Review, Vol. 46, Iss. 3, pp. 83-89. Cushman, D. & King, S. S., 1995. Communication and High-Speed Management. State University of New York Press. Dell, 2012. Code of Conduct. Personal Conduct and Work Environment, pp. 3-23. Hanson, D., 1999. Dell Computer Corporation: A Model for Innovation. Creative Resource Development Inc., pp. 1-7. IBS Case Development Centre, 2010. Dell Back to the Future? Icfai Business School, pp. 2-77. Margretta, R., 1998. The Power of Virtual Integration: An Interview with Dell Computer’s Michael Dell. Harvard Business Review, pp. 73-84. Ramstad, K. E., 1999. Dell Builds an Electronic Super Store on the Web. Wall Street Journal. Spulber, D. F., 2009. Economics and Management of Competitive Strategy. World Scientific. Stepanek, M., 1998. What Does Number One Do For An Encore? Business Week, pp. 51-52. Summit Strategies Inc., 2005. Can Professional Services Drive Dell’s Scalable Enterprise Vision? Market Strategy Report, pp. 1-19. Bibliography Corey, E. R., 2003. Marketing Strategy- An Overview. Harvard Business School, pp. 1-21. Cornelissen, J., 2011. Corporate Communication: A Guide to Theory and Practice. Sage Publications. Ferrell, O. C. & et. al., 2012. Business Ethics: Ethical Decision Making & Cases. Cengage Learning. Fraker, S., 1984. High-Speed Management for the High Tech Age. Fortune, pp. 62-69. Wysocki, B., 1999. Corporate Caveat: Dell or be Delled. Wall Street Journal. Read More