Integrated Communications, Integrated Marketing Communications and Corporate Reputation: Evidences from Dell Computer Corporations

ABSTRACTParticularly, this case study provides a qualitative assessment of facts with regards to the marketing efforts of Dell Incorporation (hereafter Dell, Inc.). More precisely the case encounters aspects with regards to the integrative marketing communication of the desired company. The report discuss about the integrated marketing communication and the impact it has on corporate reputation. Moreover a detailed analysis has been given how the Dell, Inc. is practicing integrated marketing communication at present. The potential to develop an integrative approach with regards to communication has also being given. Finally the report discusses how integrated marketing communications practices can be introduced or improved to the company operations. The implication of the integrated marketing communication with the perspective of finance has also been illustrated in the report.Keywords: Corporate Reputation, Integrated Communications, Integrated Marketing CommunicationsJEL Classifications: M31, O51, M39INTRODUCTION:The Dell, Inc. was formed by Michael Dell in 1984 as PC's Limited. At the time of the first stock offering took place the company changed the name as the Dell Computer Corporation in June 1998. The company was able to commence their business dealings across country boundaries in 1989. The company was able to go outside of the United States to Europe, and the company was able to achieve $50 million of sales turnover. Adding to that the concept of segmentation was initiated in 1993 while integrating a consumer concentrated approach. At the core of the business the company was initiated build-to-order1 strategy. Through this strategy customers were able to order directly, and their orders were routed by means of a credit check and soon after directly to the manufacturing. Finally the orders were then built, tested and eventually shipped to the customer. Adding to that the consumers were able to receive the order 5-7 days after the order was taken place.These strategies were able to reap rich harvest to the company. At the very first beginning the company took steps to reduce the middle man. This strategy was basically formed in order to reduce cost. By implementing this strategy the company was able to pass the benefit to the consumer while reducing the cost of the product. By identifying the customer need the company was able to position their value proposition in a sound manner. Further Dell practiced just-in-time manufacturing as well. Finally they achieved impressive results and gained a competitive advantage.Moreover, the company's product portfolio is diverse. The company has implemented various categories for the each segment of the market. Those are, for home, for small home and office, for small and medium business, for education, government and healthcare and for large enterprises. Sub categories have applied for each main segment. These strategies are vital for the company's success.The company has developed their grassroots across the globe. In almost every country the product is available for consumers. Mainly, the company operates in countries like, US, Canada, Mexico, Brazil, France, Germany, Italy, India, China, Japan, Malaysia and Australia.THE CONCEPT OF INTEGRATED COMMUNICATION:Marketing organizations are increasingly paying an emphasis on integrating their messages, procedures, communications within their formal organizational boundaries, (Christensen, Firat & Torp, 2008). Adding to that, it implies a formal centralized approach within the organizational boundaries. Thus Christensen, Firat & Torp, (2008) asserted some potential disadvantages of a formal centralized approach in an organizational perspective. In fact, integrated communication is an important issue in marketing as well, (Christensen, Firat & Torp, 2008). Improper alignment among messages, procedures, and communications in an organization will potentially impact on sub-optimization of communication budgets, (Smith, 1996). …

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