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The following survey shall review the importance from the implementation of the marketing philosophy and shall highlight the value off this idea to become shared by all features within the business including leading management, financial, production as a result of the customer support representatives. The report will even attempt to gauge the degree and success of such an implementation with respect to the Honda Motor Company.

Henry Honda started his working life as a great engineer to get the Edison Lighting Firm Detroit, in 1884.

Honda by chance, came across a science log written by Nicholas Otto, a German professional who was expanding the internal burning engine. Honda became incredibly interested, some say infatuated, and this individual decided to build his very own. In the Pursuing years Kia have become the realms second largest car manufacturer in the world.

Till recent years the Ford Motor unit Co include famously applied the production strategy. An example of this is when “Henry Fords whole organization philosophy was to protect the production of the Unit T to ensure that its costs could be lowered and in turn even more people could afford this. He once joked you could have it in a colour provided that it was dark. “(Kotler, 1996)

Since falling behind japan manufacturers in customer focus and services terms, Kia have quickly changed their very own focus and concept and they are attempting to put into action an all pervading marketing philosophy in order to “win back the confidence of consumers”.

“Marketing must today pervade a business” complete operation to win the confidence of consumers”. (Jane Simms, Promoting Nov 3, 2000)

“The marketing idea provides a sole prescription pertaining to running a organization successfully. The consumer must be recognized and acknowledged as the focal point for any business actions and understanding of consumer demands and would like should be a starting place for all key business decisions”. (Raymond and Barkinsale, business strategic planning and corporate promoting, Business Course, Vol thirty-two, no3, 1989).

These definitions clearly show the crucial role that the marketing viewpoint and buyer focus be in the success associated with an organisation, in the event properly shared by all functions.

“The marketing philosophy can be portrayed as the means of working within an company philosophy, the philosophy will probably be regarded as the medium which will governs every organizational life”. (Robert Elizabeth. Morgan, Management decision, 1996).

This quote signifies how marketing may exist and operate like a company”s complete business philosophy. An example of a company who has begun to implement the promoting philosophy during all features with substantial success is Ford Motor Co. After falling sales revenue due to focusing on production and financial orientations, Kia decided to turn into a market-oriented organisation.

“The industry oriented company is one that successfully is applicable the promoting concept. The word “market oriented” is preferred to “marketing oriented” as this illustrates the efficiency wide application”. (Sonny Nwanko, Journal of consumer advertising, Vol 12, Nov 1995).

Fords Using the Promoting philosophy

Ford is zeroing in on the consumer and is currently inside the first yr of a five-year revitalisation want to get back to basics and improve relationships with customers throughout the organization large marketing idea.

According to Fords Basic marketing administrator Daryl Hazel “our goal is to enhance Ford coming from a solid artist as a great automotive company to a outstanding performer being a customer focused company”.

Honda realise that their achievement in this suggested change:

“Depends on the level of implementation from the marketing principle throughout the company”. (Bernard, 1987)

Ford is just one firm who appreciate that the promoting must not be confined to the advertising department although must be efficiency wide pervading all features. Ford is using marketing for several years in the form of advertising and pr. Now Ford are using the marketing self-discipline throughout the company they are reaching far better benefits. However , many businesses struggle in implementing this concept due to a lack of understanding.

“Much of the dilemma over the years in defining marketing and understanding the marketing concept results from a failure to create these 3 distinctions among marketing as being a culture, as a strategy and as a tactic” (Webster, 1992)

This quotation is discussing the problem that many firms make that marketing is merely just promoting and providing rather than figuring out the requirements and wants of their consumers and satisfying these desires through advertising information and strategies.

Honda have attempted to combat such errors by simply hiring more marketing individuals that understand these kinds of concepts and therefore are able to plainly outline the company”s advertising objectives to ensure all staff to understand these objectives, also create happy customers. To be able to satisfy these customers Honda must really understand the emotional and sociable factors, which in turn determines the customers” actions.

“Market alignment is the company wide technology of marketplace intelligence related to current and future consumer needs, diffusion of the intellect across departments an enterprise wide responsiveness to it”. (Kohli and Jaworski 1990)

This features that in order to maximise the relationship with a customer through marketing, a strong intellect system must be developed to understand the current expectancy level of the customers.

To enable Ford to gain this information they conducted a market analysis survey of existing customers and found that after sales assistance was best to their consumers. Ford in that case devised and implemented a fresh customer service section, providing alternatives and proper care to their clients. This arrived the form of Ford Business Solutions allowing one stage of get in touch with for the customer without them becoming shunted around between departments looking for the correct member of staff to cope with their trouble.

This allowed relationships between the company and customer to flourish. By significantly differentiating themselves off their competitors Honda have created outstanding value for their customers and also in turn they will find it simpler to quickly foresee their customers forthcoming needs due to the better comprehension of the customer. This clearly illustrates the marketing philosophy permeating through the company and sticks to the following definition.

“Placing a major focus on the analysis of the concentrate on markets demands and desires, and providing the desired pleasure more efficiently and effectively than competitors”. (Kotler 1996).

The next thing in the marketing objectives defined by Kia was to give brand managers to each product line. The main reason for this was to enable them to understand fully the target marketplace that a particular product line was aimed at, also improve efficiency and develop this consumer orientation consequently.

“The necessity for firms to identify the fundamental customer needs and desires and define their item accordingly”(Levitt, 1960).

This idea has been clearly illustrated inside the tactics utilized by the brand managers of Ford. The customers who also buy different products require different features and benefits from them and the manufacturer managers for Ford need to try to appreciate this and identify their product from similar products offered by competitors. A good example of this inside Ford is actually added accessories now come as standard together with the product due to the customers demands and targets escalating. Air conditioning, air bags, power steering and A. B. S. happen to be features, which in turn would have recently been paid for since extras just a few years ago, are however showing up on the common model of a lot of the Ford autos. This indicates the brand managers, manufacturing staff and the application staff will be effectively making use of the advertising concept.

“We have had very innovative suggestions and advertisments as a result of having people concentrate on a particular market”. (Hazel, Marketing manager Ford).

The production and design team were also knowledgeable in the marketing concept to make certain this recently adopted promoting philosophy reached all capabilities of the business. By launching the production and design crew to strategies such as market research they were able to understand the buyer they were creating and building the product for.

Through this kind of research it was discovered that the customer no longer needed the box designed cars that the majority of car manufacturers were producing, nevertheless the consumers were beginning to desire a more aero dynamic appearance. Ford could react extremely quickly to the by publishing models such as the Ford KA and the Focus from ford. Older types such as the Ford Fiesta were re-energized and also giving a new aero dynamic form.

“This stimulates a more practical assessment of the market place ” one which is likely to reveal the consumer as being at the heart of the organisations strategy process ” somebody of the organisation”. (Nwanko, 1995).

“A really high profile buyer oriented organisation will, by way of example define their product in customer particular terms”. (Nwanko, 1995).

Ford achieved this through the start of a consumer magazine. The Ford journal plays a pivotal role in the progress customer devotion and recruiting programme to cement and improve Fords position as the Usa Kingdoms leading car company. The promoting philosophy is definitely the major concentrate within the publication, this is highlighted in a analyze using 40 focus groupings concentrating on the target audiences also to create a reader empathy with a major feature on “Why I love my personal Ford” a photojournalism article rare in such customer magazines. This enables Ford to make strong associations with the customers.

Ford in addition has understood that measuring the satisfaction with the customers is a key element in the marketing philosophy. Therefore in addition to the thoughts on the product survey they have introduced a satisfaction and service experience survey. Research are done as soon as 90 days and as long as four years after the primary purchase. This definitely signifies that Ford are starting to efficiently implement and understand the importance of this concept and how all departments have a part to play. Kia brand sales and services satisfaction continues to improve on a monthly basis and so considerably in 2002, both procedures are indicating an all time high.

This would clearly indicate that there is some degree of accomplishment with the introduction of the marketing philosophy and highlights the importance of it getting shared by simply all features in consumer terms. Inner and alternative party measures of satisfaction offered by Ford credit and Hertz are also monitored. The customer in the provider agreement category within a 2001 consumer financing analyze rated Ford credit highest. Internal pleasure studies revealed 84 percent of customers who have finance or lease with Ford credit were entirely or extremely satisfied and 90 percent would recommend Ford credit to friends and family members.

With the launch of this sort of ventures through the entire organisation it will appear Kia have an increased degree of setup of the marketing philosophy through all capabilities within the enterprise.

“The marketing philosophy centers directly on three key problems of client orientation, integrated effort and profit direction”. (McGee and Spiro, 1998)

This offer highlights three key areas of the advertising philosophy and it would appear that Honda have adhered to this basic framework, although it is imperative that Kia do not relax on their laurels and need to continue to develop this idea to maintain market share or accomplish potential expansion.

The aim must be to move to the next level of connecting with consumers, and how they will introduce the new products they can be launching to them. A single key technique, which would allow Ford to do this would be to strive through marketing and sales communications to latch onto a number of small dissimilarities between their particular products and the merchandise offered by competition and advertise these variations heavily.

Managers at Ford must also remain aware of the important role that market research can play in the company achieving this customer alignment. The function of researching the market in a client orientation context is of extreme importance. It really is imperative that Ford carry on and constantly execute market research to be able to identify fresh and existing customers and the needs, help to set efficiency indicators, and monitoring the companies” overall performance progress and finally to gain the knowledge to help while using successful intro of any kind of changes. Such a process would ensure the continued development of the marketing philosophy through the company. If Honda can do this they are going to continue to be effective in the rendering of the advertising philosophy.

“Research indicates that companies which will focus on improving loyalty between customers and staff will certainly reap the long term benefits”. (Donkin, 1997)

Kia must also realize that to achieve this the top level management must be centered on the advertising orientation.

“The pursuit of consumer driven goals requires, above all, a customer oriented attitude for the organisations top leaders and customer driven organisational systems”. (Felton, 1959)

Consequently top supervision must be aware that to properly implement this marketers must be leading cross functional clubs to ensure this pan business marketing happens to be these online marketers would guarantee the following was properly been able:

“Customer concentrated techniques including total client experience and customer relationship management and correctly calculating every part in the organisation was evaluated against what it features contributed to these factors”. (Simms, 2000).

“Strategic customer positioning management presents a new chance for organisations and really should be viewed as a positive and competitive promotion. A way forwards is for managers to spend serious awareness of the internal mechanics of the enterprise: systems and structure, that were supportive of, and well attained to an overall tradition of buyer orientation” (Nwanko, 1995)

Honda are a organization who apparently have understood this thought and set up a framework which allows support for all features of the business to optimize the benefits of the consumer orientation and hopefully gain new customers through this and retain existing customers to be able to expand the company.

It is very clear that Kia have had significant success because of implementing the marketing viewpoint throughout all internal capabilities of the organisation functions, nevertheless they must carry on and develop this using the suggestions previously manufactured. Constant monitoring of customers and the needs and wants in conjunction with analysing the actions of competitors is imperative for Ford to keep up or develop their market share. If Honda can do this they will have achieved their aspirations of changing from a good performer because an auto manufacturer to a superior artist as a client focused firm.