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MARKETING MANAGEMENT PHILIP KOLTER QUESTIONS + ANSWERS AND EXAMPLES FOR FINAL TESTPART 2CHAPTER 10 CHAPTER 15 CHAPTER 17ContentsChapter 13So why is Marketing crucial for business success?3What is the scope of marketing?4What are some fundamental marketing concepts?6How has marketing management changed in recent years?8What are the task necessary for successful marketing management?94 P Explanation12Holistic marketing15Internal marketing174P Examples18Chapter 220How does marketing affect customer value?20How is strategic planning carried out at different levels of the organization?21Value chain23What does a marketing plan include?26Characteristics of Strategic Business Unit27Value chain example33Core business process:37Strategic business units38Mission Statement39Components of a Corporate Strategic Plan40Chapter 345What are the components of a modern marketing information system?45What are useful internal records for such a system?46What are some influential macroeconomic developments?47What makes up a marketing intelligence system?48Chapter 1049How can a firm develop and establish an effective positioning in the market?49How do marketers identify and analyze competition?51How are brands successfully differentiated?52Apple example52Differnent big and small53Emotional branding55Nike Brand Strategy57Different strategy57Chapter 1559What is a marketing channel system and value network?59What work do marketing channels perform?59How should channels be designed?60What decisions do companies face in managing their channels?60How should companies integrate channels and manage channel conflict?62Roles of marketing channels63Types of Marketing Channels65Horizontal marketing system66Vertical Marketing System68Horizontal VS Vertical Marketing70Chapter 1770What is the role of marketing communications?70What are the major steps in developing effective communications?71Marketing communications mix73Advertising Nike Products76Marketing communication effects77Developing effective communications78What is an integrated marketing communications program?80Toyota81Chapter 10 How can a firm develop and establish an effective positioning in the market?What are the methods to determine positioning?Determining a frame of reference by identifying the target markets and relevant competitionIdentifying and Analyzing Competitors Citigroup knows that Bank of America is a major banking competitor.Identifying the optimal points of parity and points of differenceA brand mantra is a 3 to 5 word shorthand encapsulation of your brand position. It is not an advertising slogan and it won’t be something you use publicly.A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of the company and is used as a touchstone to return when making difficult decisions.Nike’s brand mantra • “Authentic Athletic Performance” – Huh? Isn’t their brand mantra Just do it?’. Well, the answer is no. A brand mantra is not a slogan. Just do it is a tagline and not a brand mantra. It’s an external manifestation of ‘Authentic Athletic Performance’.The brand mantra can be your guide to decide in which business you should operate, how to handle a crisis or how to make a painful choice (darkmatters.com).”Creating a brand mantra to summarize the positioning and essence of the brandDisney adopted an internal brand mantra of “fun family entertainment” to serve as a screen for proposed ventures.Establishing Brand Positioning Once they have determined the brand positioning strategy, marketers should communicate it to everyone in the organization so it guides their words and actionsConstructing a Brand Positioning bull’s eye Alternative Approaches to Positioning 1.Brand Narratives and Storytelling 2.Brand Journalism 3.Cultural BrandingHow do marketers identify and analyze competition?Identifying CompetitorsIn the process of developing a successful marketing strategy, the first step is to identify the key competitors in your market. Competitor identification is important to increase managerial awareness of competitive threats and opportunities. Identification of key competitors is necessary to gain competitive advantage by offering your customers a greater value than the competitors. Not only current competitors are required to be identified, but future competitors are also to be anticipated.Analyzing CompetitorsCompetitor analysis helps an organization to identify opportunities for and threats to the organization from the competitive industrial environment. Competitor analysis is an assessment of the strengths and weaknesses of current and potential competitors. It is an essential component of corporate strategy; while formulating organizations strategy, managers must consider the competitor organisations strategies.How are brands successfully differentiated?1. Employee Differentiation Companies can have better trained employees who provide superior customer service. Well regarded in large part because of its flight attendants2. Channel DifferentiationCompanies can more effectively and efficiently design their distribution channels’ coverage, expertise, and performance to make buying easier and more enjoyable.Achieved differentiated positioning and competitive advantage through its directtohome channel3. Image Differentiation
MARKETING MANAGEMENT PHILIP KOLTER QUESTIONS + ANSWERS AND EXAMPLES FOR FINAL TEST PART CHAPTER 10 / CHAPTER 15 / CHAPTER 17 Contents Chapter 10 How can a firm develop and establish an effective positioning in the market? How marketers identify and analyze competition? How are brands successfully differentiated? What are the differences in positioning and branding with a small business? How can a firm develop positioning in the market? and establish an effective What are the methods to determine positioning? Determining a frame of reference by identifying the target markets and relevant competition Identifying and Analyzing Competitors Citigroup knows that Bank of America is a major banking competitor Identifying the optimal points of parity and points of difference A brand mantra is a to word shorthand encapsulation of your brand position It is not an advertising slogan and it won’t be something you use publicly A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of the company and is used as a touchstone to return when making difficult decisions Nike’s brand mantra • “Authentic Athletic Performance” – Huh?! Isn’t their brand mantra Just it?’ Well, the answer is no A brand mantra is not a slogan Just it is a tagline and not a brand mantra It’s an external manifestation of ‘Authentic Athletic Performance’ The brand mantra can be your guide to decide in which business you should operate, how to handle a crisis or how to make a painful choice (darkmatters.com).” Creating a brand mantra to summarize the positioning and essence of the brand Disney adopted an internal brand mantra of “fun family entertainment” to serve as a screen for proposed ventures Establishing Brand Positioning Once they have determined the brand positioning strategy, marketers should communicate it to everyone in the organization so it guides their words and actions Constructing a Brand Positioning Alternative Approaches to Positioning 1.Brand Storytelling 2.Brand Journalism 3.Cultural Branding bull’s Narratives eye and How marketers identify and analyze competition? Identifying Competitors In the process of developing a successful marketing strategy, the first step is to identify the key competitors in your market Competitor identification is important to increase managerial awareness of competitive threats and opportunities Identification of key competitors is necessary to gain competitive advantage by offering your customers a greater value than the competitors Not only current competitors are required to be identified, but future competitors are also to be anticipated Analyzing Competitors Competitor analysis helps an organization to identify opportunities for and threats to the organization from the competitive industrial environment Competitor analysis is an assessment of the strengths and weaknesses of current and potential competitors It is an essential component of corporate strategy; while formulating organization's strategy, managers must consider the competitor organisations' strategies How are brands successfully differentiated? Employee Differentiation Companies can have better trained employees who provide superior customer service Well regarded in large part because of its flight attendants Channel Differentiation Companies can more effectively and efficiently design their distribution channels’ coverage, expertise, and performance to make buying easier and more enjoyable Achieved differentiated positioning and competitive advantage through its direct-to-home channel Image Differentiation Companies can craft powerful, compelling images that appeal to consumers’ social and psychological needs Works hard to develop and maintain a distinctive image for its brand Service Differentiation A service company can differentiate itself by designing a better and faster delivery system Emotional Branding A good positioning should contain points-of- difference and points-ofparity that appeal both to the head and to the heart Apple example According to Porter (1980), differentiating a business requires that, new and unique products with value are created for which customers will pay premium prices for Apple Company has utilized this strategy since it was founded and has retained its competitive advantage in the computer and consumer electronics industry Apple designs are user centric and bridges the gaps that that are unseen or unaddressed by the competitors The Mac interface bridges the user interface gap in MS-Dos, iTunes made it easier to load music into mp3 hardware and lastly the iPhone used the connective power of Smartphone to bring about the gathering of new mobile applications (Alex, 2002) The company limits the innovation of new product generations and focus on few sparkling innovations while re-using the already existing product design This has helped the company to focus on few highly differentiated innovations that result in brilliant marketing wonders while controlling the resources, costs and maintaining stability Apple’s Macintosh computers differ completely from the competing windows computers Windows computers are made by different manufacturers making it hard for Microsoft to control the minimum baseline of the hardware On the other hand, Apple controls the variety of both the hardware and software, this minimizes the end user technical issues because there is guarantee there is a common Macintosh hardware platform that create user experience Apple enjoys the branding strategy whereby it is the only one responsible for the manufacture of Macintosh products This monopoly ensures them to make quality products that compete differently with the competitor windows hardware and which are manufactured by many manufactures Unique branding allows them to charge premium prices (Alex, 2002) Example Product Design A major aspect of a product differentiation strategy comes from product design Products that display a different visual style, include different features or handle different tasks stand out from those offered by the competition Apple has made product design a hallmark of its product differentiation strategy since the company's origins When Apple introduced the iPod, iPhone, and iPad, there were no similar consumer electronics products that included so many features in one distinctive, iconic package Differnent big and small Business Size Basics A business's size can be measured by the number of employees that work for it or by total sales within a defined period, but no specific line exists that separates a big business from a small business However, the U.S Small Business Administration, for its purposes, does not consider a business with more than 500 employees or $7 million in total annual receipts to be a small business Business Legal Structure A business's legal structure determines how the business is managed, taxed and whether owners are liable for business debts Many small companies start as sole proprietorships or partnerships, which give a sole owner or a group of owners complete control over a company Owners of sole proprietorships and partnerships pay income taxes for business profit on their personal income tax returns and are legally liable for business debts Large companies are often organized as corporations that pay taxes separately from the owners Owners of corporations are shareholders who vote to appoint executive board members but not directly manage the business Financing Financing describes how a business raises money to fund operations and new projects New small businesses typically receive financing from the personal savings of owners, small business loans from banks, and gifts or loans from friends and family members Well-established small businesses and medium-sized companies might be able to attract financing outside investors and money from venture capital firms Large corporations can raise money by selling shares of stock to the public and by selling corporate bonds Market Niche Another difference between small businesses and large companies is that small companies often focus on a niche market, while larger companies tend to offer more products and services to a wider variety of consumers A small company with only a few employees might be able to make enough money to survive by selling a single product or service in a very specific market As companies grow, they tend to branch out into new markets and offer new products and services to increase sales and hire more employees STAFFING DIFFERENCES FOR SMALL BUSINESS MARKETERS Look at the organization chart of any major corporation Nearly always, you find a marketing vice president Under that position you see a bunch of other professionals, including advertising directors, sales managers, online and social-media marketing managers, research directors, customer service specialists, and so on In contrast, strong small businesses blend marketing with the leadership function The small business organization chart often puts responsibility for marketing in the very top box, the one with the owner’s name, which likely puts you in the essential role of overseeing marketing as a hands-on task CREATIVE DIFFERENCES MARKETING BETWEEN SMALL AND BIG BUSINESS The top-name marketers routinely spend six figures to create ads with the sole purpose of building name recognition and market preference for their brands, often without a single word about a specific product or price Small businesses take a dramatically different approach They want to develop name recognition just like the biggest advertisers, but their ads have to double duty You know firsthand that each and every small business marketing investment has to deliver immediate and measurable market action Each effort has to stir enough purchasing activity to offset the marketing cost involved The balancing act is to create marketing communications that build a clear brand identity while also inspiring the necessary consumer action to deliver inquiries, generate leads, and prompt sales — now Problem with small business: Limited Budget Here are some specific branding guidelines for small businesses: Creatively conduct low cost marketing research There are a variety of low-cost marketing research methods that help small businesses connect with customers and study competitors Focus on building one or two strong brands Small business often must rely on only one or two brands and key associations as points-of-difference for those brands Employ a well integrated set of brand elements It is important for small businesses to maximize the contribution of each of main sets of brand equity drivers 10 Create a buzz and a loyal brand community 11 Small businesses often must rely on word of mouth to establish their positioning, public relations, social networking, and low cost promotions and sponsorship can be inexpensive alternatives 12 leverage as many secondary associations as possible 13 Secondary associations- any persons, places or things with potentially relevant associations- are often a shortcut means to build brand equity 14 Unlike big brand small businesses don’t have the luxury to make mistakes hence must design and implement marketing programs much more carefully Emotional branding Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love Why emotional branding? With growing consumer choices through new market entrants and increased globalisation, the retail industry can no longer simply rely on traditional marketing and sales techniques to ensure longevity Its effect on the bottom line means the importance of strong emotional branding cannot be overstated To create any kind of branding, it is essential to consider how customers perceive the brand’s personality and values These will evoke certain reactions and emotions in customers; the trick is understanding why this happens and how to make it happen in a positive way Doing so will clearly differentiate the brand from the competition Remember that brands are built on three levels of understanding: features and attributes, beliefs and values, and benefits— emotional/psychological and practical/product related Consider a brand such as Adidas The features and attributes of its running shoes would be the shapes, styles, colours, and so on The practical benefits might include the grip and power of the shoes, while the emotional benefits are the feelings of energy and strength evoked to continue running The tagline for the brand is ‘Impossible is nothing’, stirring up the feeling of empowerment Emotional Branding refers to the strategy of linking a brand with the human emotions through marketing and positioning of the brand It is a tactics whose aim is to connect their brand with the consumer for the long time Hence, they target to the emotional aspect of the consumer and associate their brand with it In this way, a consumer feels close with the brand and related itself with the products that brand offer The old paradigm THINK – DO – FEEL has shifted towards FEEL – DO – THINK That’s right, people are now making more decisions based on what they feel This does not mean that there is no thought process put into any decision or purchase, but more decisions are being based on emotion Feelings have acquired more importance In a time where consumers have so much information available and are bombarded with invasive messages all day it’s those that strike emotion, in whatever way or form, that people actually remember When a brand makes you feel something, the chances that you’ll want to know or get more of that increases Also, with the overload of information, attention spans are getting shorter, especially for the millennial generation Therefore, to make an impression, brands must make an impact on what will be remembered: feelings An image, very short video, phrase, sound, whatever the resource chosen, it must appeal towards emotion in order to get noticed Example: As it is a popular strategy, there are numerous brands which focus on emotional branding like Pepsi Co., Coca-Cola, McDonalds etc Bata is a good example which used emotional branding Being a European 10 if used individually.[53] IMC requires marketers to identify the boundaries around the promotional mix elements and to consider the effectiveness of the campaign's message An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other As defined by the American Association of Advertising Agencies, integrated marketing communications " recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact." Toyota The automobile industry can be considered one of the most competitive industries that exists today This case study discusses the Toyota Cars Marketing Strategies As the largest auto manufacturer in the world, Toyota has been associated with the value of quality for many years Already in the early 1990s, various automotive research firms began rating Toyota among the top automotive brands in terms of quality, reliability, and durability However it was not always that way, since the late 2009, the famous vehicle manufacture has suffered a severe crisis due to unintended quality problems in its cars which had triggered Toyota’s largest officially recalls of its cars around the world This report provides an analysis and evaluation of Toyota’s succeed by relating the products to the target market as well as how they deal with the serious crisis in 2009 To analyze the case study, the report discusses three points: (1) Why was Toyota able to grow so much bigger than any other auto manufacturer? 44 (2) Has Toyota done the right thing by manufacturing a car brand for everyone? Why or why not? (3) Did Toyota grow too quickly as Toyota suggested? What should the company over the next year and how can growing companies avoid quality problems in the future? The report finds that, offering products of superior quality that create unsurpassed value for the target market is the key to a successful modern product marketing strategy Besides, one of the biggest redflags for expanding businesses is when they start prioritizing quantity over quality, so it is important to understand why quality should be their priority The conclusion is that companies should pay attention to their customers in their business plans 45 Introduction The case study is about crisis management at the Japan-based Toyota Motors Corporation, one of the largest automakers in the world Toyota Engine, among the world's largest automotive manufacturers via automobile deals plans and makes a diverse product offering up that extends from subcompacts to luxury and sports vehicles to SUVs, trucks, minivans, and buses Toyota Company produces a different range of the automobile according to the need of the client and more ever it manufactures the various design of automobile targeting the specific market section Its vehicles are produced either with combustion or hybrid engines, as with the Prius Toyota's backups likewise produce vehicles Toyota makes car parts for its own utilization and available to be purchased to others Toyota is endeavoring to create cars that address the issues of clients while in the meantime accomplishing an ideal harmony between thought for the environment, safety, drivability, comfort, and reliability Toyota is integrating its assembly plants around the world into a single giant network Since 1997, Toyota has sold in excess of 3.3 million full hybrid vehicles around the world, representing more than 80% of all global hybrid sales The principal things about Toyota company specialist are they customize their automobile according to their customer need at affordable price In January 2010, Toyota was forced to recall millions of cars after problems with braking, floor mats and acceleration pedals in its vehicles The recalls even led Toyota to halt sales and production of eight of its most popular models This case goes on to discuss about the strategies adopted by Toyota to increase its presence in emerging markets Besides, it also discusses about Toyota recall crisis and gives some crisis management initiatives undertaken by the company to regain the trust of customers and restore its image as a quality automaker 46 Discussion Toyota – Road to leadership The World's Top Automakers The automotive industry is the world’s largest manufacturing industry by volume, capital, employees and annual turnover Hundreds of companies have jumped over to grab their own provision in this industry Toyota among them is a story of the difficulties faced and hurdles overcome to getting a far eastern Asian product into the global market Toyota Motor Corporation is the world’s third largest car manufacturer General Motors and Ford occupy the first and second position respectively according to the annual sales The company recorded revenues of $202, 864000 in the year ended on 31-03-07 (Yahoo Finance, 2007), which is 13.28 percent higher than the previous year The operating profit of the company was $189, 64000 Toyota sells its vehicles in more than 170 countries, producing more than 5.5 million vehicles per year, equivalent to one every six seconds According to the company report, net income have been increased 29.1% just in Europe Toyota producing entirely every automotive sectors in any segment that became the few quality manufacturer in the world In automotive sector, the company has trade in all the departments Toyota has 540 subsidiary, 226 collaborative such as, Daihatsu Motor Company, Toyota Motor in North America, Toyota Tsusho, and Lexus… The company has target on other areas like sunrise industry, biotechnology, especially has a huge investment on robot technology Toyota has built a huge manufacturing company that can meet a lot of consumers with producing millions of cars every year And this is the statistic table of company’s turnover (Viet Nam and USA) in 2016 Reasons Behind The Emerging Growth There are two key factors that explain the results Toyota has built a successful strategy with Product Differentiation that is CUSTOMIZATION 47 and the act according to preference of the customer Market segment, it also had a guaranteed Auto protection First, customization is a process of modifying the some feature of their product In this case, cars are produced by Toyota that also have a same manufacturing standard and continuous improvement So they can make as many as eight different models at the same time, bringing huge increases in productivity and market responsive-ness Toyota relentlessly innovates A typical Toyota assembly line makes thousands of operational changes in the course of a single year Toyota is integrating its assembly plants around the world into a single giant network The plants will customize cars for local markets and shift production quickly to satisfy any surges in demand from markets worldwide With a manufacturing network, Toyota can build a wide variety of models much more inexpensively That mean it will able to fill market niches as they emerge without building whole new assembly operations The performance quality is also another feature that need to be said In Toyota Company, all automobiles all has high quality standard and they provide it with in low budget That is an interesting point attracting the customer’s attention Second, Toyota also understood thoroughly their customers They strive to meet them with producing many kinds of cars There are luxury cars (Lexus ), sport vehicles or SUV, trucks, minivans and buses That is called TWO WAY LINE STRETCHING strategy They create their market segment, Scion is a typical example That is a product becoming famous among the teenager Because the young can choose 40 customization elements at dealerships, from stereo components to wheels and even floor mats, all things were decided by their hobbies Besides, Toyota provides guaranteed auto protection service to all types of the cars And the company marketing strategy focuses on perfection 48 A Toyota For Everyone Toyota Diversity Strategy Toyota manufactured a range of some new cars by analyzing what customer needs and develop some automobiles with comparable price They divided their market segment – different people with different perception and designed by customer’s preference: Toyota has four wheel drive trucks and SUVs for the outdoor types or those who live in areas that face severe weather conditions; hybrid models like the Prius for the eco-friendly customers that are interested in saving the environment, along with the standard cars for general, everyday use Additionally, Toyota provides vehicles for all price ranges From the low price Toyota Corolla line of cars to the high priced luxury line of cars and SUVs with Lexus, Toyota has something for everyone Moreover, Toyota has been a leader in positioning new range of vehicles to take advantage of these emerging market segments Recognizing that they failed to position their product to hit the important market segment of young adults - the main car buyers of the future, Toyota started to produce cars for Generation Xers, as well as those coming up behind them In the sports utility segment, they offered six models of sports utility vehicles, each offering a particular combination of price, size, performance, styling, and luxury to appeal to a particular customer group Toyota’s broad differentiation business model is based on making a range of vehicles that optimizes the amount of value it can create for different groups of customers The company also manufactured specific products for different countries of operations They understand that each country defines perfection differently Toyota produces and distribute their automobile all around the world and they know depending upon the country, perfection towards the companies automobile are different so they have to act according to people perfection at that place They develop wide variety of the product But the core system of the Toyota is same all around the world but outer design and other part may be different according to the choice of huge number of customer 49 When Diversity Is The Key To Business Success Toyota has done the right thing by manufacturing a car brand for everyone and thanks to this, they could be able to target such a large market, produced a really great range of exciting new cars which can open people’s eyes and minds In the market, there are different people with different perception, someone may view automobile as only transportation mean while others may take it as self-pride For those customer, Toyota has to design differently and every business needs this kind of unique selling proposition (USP) to stand out from the crowd It's a way to differentiate the company from its competitors, help avoid the slippery slope of competing on price A company that wants to stay long in its market and a dominant position, must develop new products and move forward in order to maintain its position in its market and maintain a lead on its competitors over a long period At their essence, consumers are always looking for value It’s not always about money, or discounts By providing products to each kind of customers, their customers will think that they are important to the company and thus creates the connection between the company and the customers Toyota: There Are Always Limits to Growth Toyota's Rapid Expansion In the history of the modern corporation, Toyota’s march to the top from its humble beginnings as a textile machinery manufacturer in the mill town of Koromo - now Toyota City The company is one of the most remarkable examples ever of managing for the long term They closed the gap little by little, improvement by improvement Toyota’s ascension was best captured by the Japanese word “Jojo”, which means “slowly, gradually, and steadily” Then the company appeared to be running scared They are worried about always being the second and their ambitions have dramatically 50 expanded Toyota has broken the Japanese curse of running companies simply for sales gains, not profit Since 2000 the output of the global industry has risen by about million vehicles to some 60 million - of that increase, half came from Toyota alone It has overtaken other brands to become one of America's Big Three While most attention over the past four years has focused on a spectacular turnaround at Nissan, Honda, General Motors or Ford, Toyota has undergone a dramatic growth spurt all round the world And even when Toyota was faced with serious quality problems and was forced to recall, Akio Toyoda - TOYOTA president admitted "Toyota has, for the past few years, been expanding its business rapidly Quite frankly, I fear the pace at which we have grown may have been too quick." The Price Of Focusing On Quantity Not Quality While safety used to be the company’s top priority, followed by quality and volume is the last thing, the chief executive acknowledges that those priorities became “confused” in the expansion of its business Toyota’s leading position has changed since the end of 2009 when the famous vehicle manufacture Toyota has suffered a severe crisis due to unintended quality problems in its cars A highly publicized fatal crash of a Lexus ES 350 happening on August 28th 2009, which killed four passengers of a family inside the car in United States, has triggered Toyota’s largest officially recalls and brought Toyota to the crisis misery So far, Toyota has announced recalls of approximately million vehicles globally across a wide range of its sub-brands, due to problems associated with “unintended acceleration” Since then, Toyota’s vehicles have been largely exposed to a series of issues associated with unintended acceleration problems, which had triggered Toyota’s escalating crisis and its massive recalls of approximately million vehicles globally within six months Safety recalls are common issues occurring in automobile industry, few may have long run impact on the automakers involved if handled 51 correctly However, in this case, the disaster engulfing Toyota is of a different Toyota’s quality brand has been at a risk due to its sedans’ safety problems sequentially emerged recently For Toyota, this is indeed a tragedy not only related to heavy financial losses due to repairing costs, market share lost and production suspending, but also to Toyota’s reputation for matchless quality and management It threatens the company’s previous reputation of good quality cars, as well as the brand image built up over time Besides, there is a damage to third parties - including their customers as well as, other parties, such as their distributors and other manufacturers These parties may suffer loss of income or damage to their own reputation or brand as a result of the recall What Should Toyota Do To Grow Again? There are many things that Toyota should in order to retrieve their reputation and rebuild trust from stakeholders, especially the most important groups – their consumers First, Toyota should continue to pursue lean manufacturing as well as focusing on the problems their products have encountered over the recent years They have to maintain their performance quality Whether they customized the car or develop new model according to customer need they need to maintain same core quality all around the world Second, the design of the automobile should be unique and Toyota need to customize regular according to the customer People's definition of perfection are different according to the geographic area A great product by itself is not enough so the Toyota need to advertise themselves according to customer perfection at that place Moreover, while developing new model design car they need to develop environmentally friendly technologies over the next years and 10 years 52 Third, they need to give services after the purchasing the product and creating more value of automobile by giving some of the discount or either by various services Fourth, Toyota should work directly with their parts and components suppliers to improve quality at the supplier's location; continue the process of measuring produce, services, and practices against the company’s strongest competitors Therefore, Toyota can be able to keep their product’s selection and quality superior to their competition Last but not least, not forget social media Once the company suffered a product recall in the past, the mass media will closely keeping their eyes on every issue and remind audience what had happened before Toyota should be sure to establish a social media team to monitor, post and react to social media activity even after the crisis A crisis that is not managed well can wipe out decades of hard work and company value in a matter of hours, only a well-managed crisis confirms that the company has the processes and procedures in place to address almost any issue that may develop Especially in the case of Toyota, after experiencing the crisis, they need to be sure that they have learned a lesson, and will not repeat the same mistake again Lessons From Toyota's Long Drive In the consumer sector, quality can be the critical difference between growing or declining market shares It can be seen that avoiding quality problems is a challenge for growing companies From the story of Toyota, we can draw on some experience: Quality is always the most important thing Toyota case has shown that failure to focus on quality would result serious consequence in economic losses and reputational risks Even the top brands with good corporate reputations, missing in quality focus would definitely get heavy strikes, and have to potential to bankrupt if reputation is badly damaged Good quality is the basic for building good reputation 53 So, companies should always put quality in the first place and never lose attention to it Continuous improvement Growing companies should continuously hunt for flaws and fix them before they grow into serious problems High quality workmanship rarely ever fails inspection Most people try to resolve problem only after it is too big to be ignored The more practical approach and less expensive approach is to develop continuously evolving systems that looks at solving problems at the source Establish relationships with the suppliers Most products have parts and materials that come from various suppliers It's important to ensure that a supplier can provide the exact materials that you need Companies need formal agreements with legal review and specific language setting forth their expectations from the supplier and the consequences for not meeting those requirements Communicate with customers Consumers are concerned about instant, reliable and sincere information when they are facing unexpected problems related to affected products Therefore, it is important for company to effectively communicate with consumers and build good relationship with them, especially when unexpected threats are striking in the business This will help to retain customer and cultivate customer loyalty, and in turn dismiss the impact of a crisis Be prepared before crises Though crises are often coming unexpectedly and cannot be easily predicted The Toyota crisis is the case – being less prepared and loss the initiative to control the crisis at the first place In order to effectively manage crises, it is important for a growing company to prepare for overseeing events within national borders and across them It will help companies effectively assess the crisis situation and take appropriate response strategies from the initial time What is most important is that: you should better create the crisis management plan when everything is running smoothly and everyone 54 involved can think clearly By planning in advance, all parties will have time to seriously think about the ideal ways to manage different types of crises Recommendation and Implementation Plan Diversity and inclusion are integral to the “Toyota way” and the success story with which we are now so familiar The successes that Toyota achieved thanks to the advantages of the various models, understanding the market, the quickly manufacturing process and less negative impact on the biosphere There is no question that the key ingredients of respecting people and valuing of differences—kaizen— are essential components of the company’s continuous improvement However, sometimes for profit, they forget about long-term business The most common mistakes that they made were: embarking on a strong growth project that ignores all their inherent strengths, disorientation and gradually away from the original business philosophy by conducting projects too rushed but did not grasp the core strengths of the business Becoming number one isn’t about being the world leader in terms of how many automobiles we manufacture or sell in a year, or about generating the most sales revenues or profits Being number one is about being the best in the world in terms of quality on a sustained basis It’s critical for Toyota to keep making the highest-quality vehicles in the world - the best products in every way, manufactured without any defects Unless they enhance quality today, they can’t hope for growth in the future They have never tried to become number one in terms of volumes or revenues; as long as we keep improving our quality, size will automatically follow Conclusion These glimpses of the Toyota experience will provide a roadmap for positive steps that we can take to energize and empower the individuals who comprise our businesses It also offers us a chance to 55 obtain our knowledge about the importance of marketing and promotion services The automotive industry is one of the strategic industries of the country At the same time, there are heaps of difficulties in developing and implementing business strategies that Vietnam's automobile companies might have to confront Therefore, the business lesson of Toyota is entirely valuable for the automotive business in Vietnam From our perspective, we suppose an automobile company should develop and organize the production, meaning that the quality has to be focused Additionally, they need to update information, learn new technology outside, invest expenses and human resources in professional researching and improving the level of partners And the last one is that they should put their business benefits in the common benefits of the nation Successful Integrated Marketing Campaigns Always #LikeAGirl Feminine care brand Always wanted to target the next generation of consumers The company noticed an opportunity to support girls as they transition from puberty to young women, according to a case study from Design and Art Direction (D&AD), a British charity that promotes excellence in design and advertising “We set out to champion the girls who were the future of the brand,” Judy John, CEO and chief creative officer of advertising firm Leo Burnett Canada, told D&AD “Girls first come in contact with Always at puberty, a time when they are feeling awkward and unconfident-a pivotal time to show girls the brand’s purpose and champion their confidence.” Research discovered that more than one-half of women claimed they experienced a decline in confidence at puberty The Always creative team was drawn to the derogatory phrase “like a girl” and developed an integrated marketing campaign to transform it to a phrase of empowerment The campaign uses television, print and social media, 56 but the centerpiece of #LikeAGirl is a video created by documentary filmmaker Lauren Greenfield It led to the following results, according to D&AD • The film generated more than 85 million views on YouTube from more than 150 countries • Prior to watching the film, 19 percent of 16- to 24-year-olds had a positive association toward “like a girl.” After watching, 76 percent no longer saw the phrase negatively • Two out of three men who watched the film said they’d now think twice before using “like a girl” as an insult • The campaign won D&AD awards across eight categories and generated considerable global awareness Southwest Airlines Transfarency Southwest Airlines has launched an integrated marketing campaign called “Transfarency.” The airline uses television, radio, print and digital assets to demonstrate how customers will pay for things like checked bags, flight changes and snacks and drinks The airline has a microsite for its Transfarency campaign that showcases the value customers will receive by choosing Southwest over other airlines It includes several sections of informational and fun content • A #FeesDontFly comparison of Southwest and other airlines like American, United, Spirit, Delta and more • A “Fee or Fake” game that tests customers’ knowledge of surprising fees they will encounter with other airlines • A “Dear Southwest” Mad Libs-style letter that boasts Southwest’s status as the only U.S airline that doesn’t charge checked bag or change fees • A “Fee Hacker” section that parodies how customers can avoid fees with other airlines 57 “It’s safe to say that the buzz the campaign has created on both Twitter and Facebook are positive signs,” according to Wright Domino’s AnyWare Pizza restaurant chain Domino’s created the “AnyWare” campaign to help people order food in more convenient ways Domino’s AnyWare allows customers to order with a tweet, a text, Ford Sync, smart televisions and smart watches The idea was possible because two years prior to AnyWare, Domino’s established Pizza Profiles, which save customers’ payment information, addresses and an Easy Order The Easy Order is a customer’s favorite food order that includes preferred payment method, order type (delivery or carryout) and address or favorite store Domino’s deployed press releases, a national television campaign and more to drive customers to AnyWare.Dominos.com, where they can learn about new ways to order This successful campaign led to the following results, according to Shorty Awards, a social media awards show • The AnyWare campaign generated billion earned media impressions, including segments on Jimmy Fallon, Ellen and the Today Show • The AnyWare website received more than 500,000 visits • The AnyWare television campaign, which ran during the entire third quarter in 2015, generated 10.5 percent year-over-year sales growth • The AnyWare campaign helped Domino’s achieve its goal of having half of all orders be made digitally 58