Wal-Mart and Dell: A Match You Can Bargain On - Essay Example

Organizational culture is the integrated pattern of organizational behavior and norms which are considered one of the bases for decision making. Since Dell had been originally known for its direct selling strategy, using Wal-Mart as a marketing chain for selling its products through retail needs revising the organizational culture to reflect the change in strategy. A new organizational culture is needed once critical components such as goals and objectives, strategies for products and services, target market, are changed.

The organizational elements like strategy, structure, systems, and cultural orientations must always be compatible with the existing culture through which a shift in strategic direction is to be implemented.3. How will the information gained from retail partners such as Wal-Mart and Costco change the corporate culture at Dell?Retail partners, such as Wal-Mart and Costco, have certain marketing strategies that should be consistent with Dell’s mission, vision, and goals. A strategic change like shifts in various management processes, reward and information systems, reporting relationships, people’s skills, and competencies, and, in Dell’s case, in selling strategies, should create a better match with existing organizational cultures, not only of Dell but with Wal-Mart and Costco, as well.

By shifting into retail selling, as successfully implemented by Wal-Mart and Costco, Dell needs to share implementing strategies that are consistent and collaborative with the retail chains. All other marketing functions, advertising, promotional campaigns, reward systems, support groups have to be tailored to support the change to retail selling. The information gained from such partners would enhance Dell’s venture into retail selling and eventually give them the expertise and upper hand in determining the most effective marketing mix to regain leadership in their field of endeavor.