The paper 'In-Depth Market Analysis of Dell Corporation " is a good example of a marketing case study. It is becoming increasingly important for companies to internationalize to facilitate competition and growth. Since several markets are becoming saturated, companies are forced to search for and exploit new opportunities and these prospects are usually found in developing economies. Dell has sought to expand its marketing territories by export to a developing nation, East Africa, and specifically Kenya. One of the many reasons why Dell should consider investing in Kenya, and not in Uganda, is its fully liberalized economy.
Kenya has removed all impediments that previously affected foreign private investment and free flow of trade. Among these barriers were import and export licensing, exchange controls, as well as restrictions on remittances of dividends and profits, all of which exist no more. These reforms have been cautiously undertaken by the Kenyan government to create the needed environment to attract foreign investment (Levin, 2008). Moreover, the position of Kenya in East Africa is unique. It is surrounded by Somalia to the east, Ethiopia to the north, Uganda to the west, Tanzania to the south, and Sudan to the north-west.
The immense Indian Ocean borders the nation to the southeast. Kenya is strategically positioned, as it is the entryway to the landlocked nations in East and Central Africa, including Uganda. Its seaport in Mombasa is also a valuable asset since it is a main deep-water harbour along the East African shoreline. Through this strategic geographic location, Kenya has emerged as a major player in regional commerce, investment, infrastructure expansion and general economic development. Despite many of its socio-economical problems, Kenya can be regarded as one of the post-colonial success stories in Africa: relatively successful, comparatively established and host to countless international organizations (Levin, 2008). Furthermore, Kenya is the leading market in East Africa.
A global investor like Dell can gain from its strategic location and well-developed trade infrastructure.
List of References
Albaum, G., Duerr, E., & Strandskov, J. (2001). International Marketing and Export Management. New York: Prentice Hall.
Gannon, M. (1993). Towards a Composite Theory of Entry Mode Choice: the Role of Marketing Strategy Variables. Journal of Strategic Marketing , 41-54.
Kotler, P. (2000). Marketing Management. New York: Pearson Publishing.
Levin, G. (2008). Country Profile: Kenya. The Economis Magazine , 65.
Organization, I. L. (2004). Uganda Country Profile. Geneva: International Labour Office.
Root, F. R. (1987). Entry Strategies for International Markets. Lexington.