Let us define first marketing basing on Business Dictionary:
Marketing is the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.
I remember Steve Jobs once said, "You've got to start with the Customer Experience and work back towards the technology" with that being said marketing should be thinking basing on the needs of the customer and their satisfaction. However, companies are trying to deceive the customer with false advertisement like for example using models who were already pale looking for their whitening soaps.
Consumer nowadays are more intellectual that they can't be easily fool by those false advertisement. They are more observant and thinking the value of the product itself. How I wish that the government will strictly implement the Consumer Act Law that we have to protect the interest of the consumer, in this way the producers will create quality products.
Ford Firestone a deadly combination.
In today's class we discuss the Ford Firestone Case:
In 1990, Ford ran its test for Firestone tires on a mule, a vehicle that mimics the suspension and load bearing capabilities of the explorer. A Ford Explorer under examination is usually run for 200 miles at a minimum of 90 miles per hour at ambient temperature of 90 degree Fahrenheit and both rear and front tires at 26psi. All Explorer that passed this inspection were sold in the market.
In 1998, the first complaints started coming in from overseas while in 1999, the number of claims in the U.S. started to go up. In 2000, a recall was conducted by Bridgestone – Firestone of around 6.5 million tires. As of September 2000, the total number of complaints has reached 2200 involving 103 deaths and more than 400 injuries.
Below are the ACA that our group was able to come up with:
ACA 1: Work together in compensating the victims of Ford and Firestone accidents. Each company should also investigate and address the issues, Ford regarding Ford Explorer while Firestone regarding the safety of their tires.
ACA 2: Ford should solely compensate the victims.Then file a lawsuit against Firestone for the damagesincurred to the company and its consumers.
ACA 3: Ford should make modification on the design and manufacture their own tires that would fit perfectlyFord Explorer. Tie up with the government to make standards regarding tire safety for the consumers.
As a group we are considering the first course of action, which is for Ford and Firestone to work together in compensating the victims and to investigate and address the issues concerning the Explorer and AT / ATX tires. Further testing of these units should be performed and due to the number of incidents, they should consider redesigning the tires, the automobile, or both.
We also thought of long term advocacy that would serves as a marketing and CSR for the company. Ford and Firestone should immediately start a marketing campaign that will still drive sales for its other models / cars and restore the damage that the incident caused
✔️ Engage in corporate social responsibility-related activities that is targeted to safe driving e.g. facilitating seminars and trainings
✔️ Be involved in the lives of those families that were affected by different incidents relating to their car accidents, to help them recover from the said tragedy and ensure that they will live a normal life again
✔️ Publicly spearhead community service together with the government to provide alternative source of income to those victims of vehicular accidents that were physically injured resulting to change of lifestyle
No comments:
Post a Comment