Marketing Communications Audit of Dell Inc.

An integrated marketing communications audit was performed on Dell Inc. The audit determined that Dell Inc. had successfully moved away from the mass media approach to marketing through the implementation of a direct marketing to the consumer strategy. The audit determined further that Dell Inc. could improve its marketing effort by building on the successful direct marketing to consumer program to develop and Integrated Marketing Communications Plan. The elements of such a plan were recommended, and a plan for implementing the recommendations was provided.

Dell Inc. is the global market leader in personal computers (PCs). The company offers a full line of desktop and notebook PCs designed for consumers, network servers, workstations, storage systems, and Ethernet switches. The company also sells handheld computers, and it markets third-party software and peripherals.

Dell Inc.'s mission is to provide high-quality personal computers to business and home computer users through a direct marketing strategy. The three essential elements of the company's strategy in pursuit of this mission are as follows:

Minimize inventory [build to customer order]

Obtain information directly from customers and heed customers' wishes

Globally, an important objective of Dell Inc. is to generate 50 percent of its sales in each global region on-line over the Internet. Several of the Company's global regions are n

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Direct marketing to consumers at Dell Inc. is an interactive system of marketing that uses multiple media to generate measurable responses and transactions. Examples of direct marketing include direct response advertising, direct mail, personal selling, telemarketing, and trade shows. The direct marketing to consumer strategy at Dell Inc. focuses on direct mail advertising, targeted email advertising, and direct response advertising through promotions in newspapers. A direct communication contains three specific elements. The three elements are as follows: A definite offer The information necessary for the targeted consumer to make the decision, and Specific directions for responding to the offer directly to the Company Direct marketing to consumers offers significant advantages over the use of traditional marketing methods. Direct marketing consumers, however, also is characterized by some disadvantages. The major advantages and disadvantages of direct marketing to consumers are as follows: 1. Advantages: a. Response-driven. Including a reply device allows prospects to respond to a company's direct communication. b. Measurability. Response rates can be quantitatively measured (e.g., responses received/communicati

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