International Marketing - Theory Essay Example | Topics and Well Written Essays - 2500 words

International Marketing - Theory - Essay Example The purpose of laying importance of marketing and marketing plans in the first paragraph was to narrow down the topic towards marketing strategy, its formulation and its purposes for the firm it self. Now when we talk about strategy planning in marketing, we basically tend to make a match between organizational resources and its goals i.e. what an organization can really do by utilizing its resources and what its managers wanted to do (Kotabe 2007). So the strategy basically matches or ties up both ends of the same string so it could be implemented and formulated. If we delve deeper into the topic we see that marketing strategy formulation is of two types; one is based on the General marketing strategy and the other one is based on decision strategy. I have explained them in the next paragraphs to follow. The company I have chosen for this assignment is Dell Inc., and no body can deny its market share, value and prowess up to this date. I will start with the sector analysis and compa ny analysis and then will move on to the marketing strategies. Dell comes under information technology sector. ... The situation started to get better after 2001 and showed a great improvement after year 2003 when the average salary of a computer employee was more than double than what other people were getting from their respective professions. The industry labor force also increased from nil to 3.1% which broke the records in the US labor force industry as it was a growth of more than 75% as compared to previous records. Growth in the information technology industry is there because of the demand factors all around the world. The demand factors included the invention of nano-technology as more and more industries are heading towards this technology, emerging markets like India coming into the field with better and more IT products with better software programs, rise in demand of computers in the Asian markets, companies around the world are looking for cutting edge techs which is only possible if more and more sophisticated software and hardware are being made. Emerging markets in central and S outh America is also one of the reasons for the boom in this sector (Kerin 2008). Apart from this all, another reason for the boom in this sector is the mergers and acquisitions which took place after the dot com crisis. Those mergers and acquisitions compelled companies to pool in their resources and funnel up their energies so to invest in research and development and come up with new products which would give them a competitive edge (Srivastava 2008). This is also a very pertinent cause to explain and relate to the boom in the information technology sector. This rearrangement in the market made suppliers few in numbers which brought major giants on neck n neck competition with each other. This also lowered the switching costs