Identifying the Customer for International Business Strategy - Essay Example

Download file to see previous pages Holzner (2006) found that Dell, from its very early years of business, focused on offering computers as quickly as possible and with greater quality services (p. 4- 6). With its basic marketing strategy of ‘go direct’ and its marketing objective of providing customers with outstanding value and superior quality computers, Dell could rank 34 in the Fortune 500 companies by 2008. It employs more than 63,000 employees in more than 150 countries.

This research work is an attempt to analyze the marketing strategies being adopted by Dell Inc in recent years. Rather than describing the strategies that are implemented by Dell, this piece of research work provides an in-depth analysis of why and how these strategies helped Dell succeed in its business and achieve its goals. This research work helps find out the strategic perspectives and theoretical approaches that explain how Dell made the success story. This work identifies the most important strategic methods adopted by Dell including direct business model, Virtual integration, customization, and customer focus and these strategies are detailed in order to examine how these strategies can help a business in its success path.

The Research Context
This research work is an analysis of international strategy from the example of Dell. Dell has been considered to be a model and illuminating example for a successful company with effective international strategies. Not just one strategy, but a number of strategies are virtually integrated into the business story of Dell. This research work identifies certain international management and marketing strategies of Dell including ‘go direct’, supply chain management, customer focus, customization and virtual integration.
Dell is a suitable company to study in the context of international business strategy because:

 Dell achieved greater success in the market within two decades which is shorter as compared to the time taken by its counterparts to dominate the market.
 Dell’s ‘go direct’ model remains to be a powerful strategic tool that not only eliminates the middlemen expenses but, helps the company find and meet specific requirements of both corporate and end-use customers.
 Dell’s Supply Chain Model has been widely noted to be a strategic measure that also has played a vital role in the success of the company. ...Download file to see next pages Read More