l markets. Although the company is the global market leader, it is not the leader in all regional markets.
Dell Inc. functions, effectively, as a virtual corporation. The basis for a virtual corporation is the concept of the virtual product or virtual service produced quickly in response to customer demand. Dell Inc. performs effectively in this context. Two important advantages of the virtual corporation concept are focus and specialization. These two factors tend to drive virtual corporations. Another advantage of the virtual corporation concept is the ability to reduce the cycle-time of production. Global competitiveness is forcing companies of all sizes to go to ever-greater lengths to improve customer satisfaction. Organizations can both decrease delivery time and improve quality, thereby creating a more satisfied customer. An organization's total business-cycle time is measured from the time a customer's need is identified to receipt of payment from that customer for the finished product.
3.0 Current Integrated Marketing Communication Analysis
This section examines the current status of integrated marketing communications (IMC) strategies at Dell Inc. IMC strategies are highly complex and were created primarily from a perspective that focused on conditions in developed economies. While IMC strategies have a role in all marketing endeavors, they are not as relevant in some developing markets are they are in developed markets in developed economies.
An IMC strategy envisions the use of media advertising, direct marketing, interactive/Internet marketing, sales promotion, and publicity/public relations. The most appropriate mix of the application of the elements of the IMC channel set is influenced to a great extent by more traditional considerations of market segmentation and target market definition for specific products (Belch & Belch, 2004).
The current marketing communications situation at Dell Inc. foc...