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Communication strategy with the international markets: study of Dell (2007)

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documents in English
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case study
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7 pages
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  1. Introduction
  2. Analysis of the communication strategy
    1. The target, the typical
    2. Communication objectives
  3. Advertising investment
    1. Advertising investment
    2. From each media
    3. Cost of an advertisement on criteria
  4. Levels of communication
  5. The creative strategy copy
  6. The slogan
  7. Creative analysis
  8. Conclusion

Infrastructure and IT solutions provider Dell was established in 1984 in the USA by Michael Dell. The concept of this company is to integrate a customized system for each client. This means that each computer is made in accordance with demands and needs of each client.

To ensure competitive prices, Dell sells its equipment directly to end customers (direct model). Dell, which employs 39,100 employees worldwide, entered the French market in 1989 and is currently ranked second on the professional market. However, it was dethroned from its position as leader in 2006 by HP. The company has faced greater success in the U.S. and occupies the leading position there.

Following a small increase in turnover in France, Michael Dell has decided to resume his position as CEO and has sought to implement changes in its communication strategies.

Dell meets the 3 objectives of communication, namely to act, to know and be loved. This results in simple communication strategy that gives businesses the feel that they can choose freely according to their expectations. In this context of customization based on the customer, Dell therefore communicates its various product lines such as Vostro for the needs of SMBs in the form of Inspiron for the consumer market.

Dell communicates the image of a business that is simple and without any superfluity. This is reflected in its advertisements that show us just what the customer wants to know about the product. In the interest of transparency to the customer, communication is always based on price and Dell builds on this advantage.

Dell strives to use all the tools of communication whatsoever of TV campaigns, billboards in press, the Internet, as well as more personalized communications such as newsletters and mailing campaigns, it 's strives to meet its communication objectives. Simplicity is the key to success for Dell, the objective is that the customer gets what he wants in the simplest possible manner. Therefore, the priority of the communication axis remains the Internet because it is the shortest path between manufacturer and customer.

Tags: IT solutions provider Dell, Dell's communication strategy, Dell's customization objective

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