Research Project
The application of Internet technologies has been a growing trend in the business world for nearly a decade. More and more companies are realizing the benefits of using the web. Web use has morphed from information exchange only to enhancements for collaboration, customer service and customization. These applications now lead to increasing profits; cutting costs, minimizing production, and customer satisfaction in all areas of the manufacturing process. Companies such as Mattel, BMW, and TaylorMade have adopted ways of fine-tuning their strategies to keep up with this growing trend. This was accomplished by focusing on several key aspects in each of their respective markets.
ƒÓMattel has adapted its production process by involving a newly developed system named Platypus. Platypus is a unique combination of many different programs. It is, therefore, a perfect name for the system used by Mattel to involve people from all aspects of the toy and game production process. ƒÓNow by implementing Platypus, they have cut that process by nearly 20%. Before Mattel adopted this new hybrid way of thinking, it took approximately eighteen months for the creation of new toys and products.
Having the ability to produce new products faster was only part of the process. Mattel accomplished a faster approval by placing their licensing program online. Before Platypus, the company was shipping products to and from their licensees repetitively. įBy digitizing and automating the approval process, Mattel has reduced shipping to licensees from fourteen weeks to nearly five.
BMW is no newcomer to the business of making and selling cars. They have been on the forefront of the automobile world since the company began focusing on production shortly after World War II. BMW established a place in the market by carefully crafting a reputation for manufacturing quality luxury automobiles. Innovative companies like BMW have begun to move away from mass production assembly lines of the Henry Ford day. Internet technology has been merged with production to allow BMW consumers to customize their vehicles by choosing among options available to them via the World Wide Web, Customizing the manufacturing process of automobiles is the wave of the future and BMW is riding the long board all the way in.
World Wide Web customization has major advantages over mass production ...
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...e in every business when changing the everyday practices is the only option for continued expansion in their market. Mattel, BMW and TaylorMade have set the standards high and present a challenge to every one of their competitors.
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Mattel wants to improve their execution of the existing toy business and globalize their brands; extend their brands into new areas; identify new trends, create new brands, and enter new industries; develop people and improve productivity by simplifying processes and maintaining customer service levels. Mattel wants to make a positive impact in children’s lives around the world by using unrivalled creativity and innovation to create high-quality toys that will be loved by children and trusted by parents.
...6. Fisher Center for Information Technology & Management, University of California in Berkeley. June 1995
Stereotypes are a side of our everyday life. We tend to hear stereotypes every day and everywhere. Frequently, we can find ourselves in a position where we make stereotypes for a big category of people. Every one of us, young or old, is characterized with either positive or negative stereotypes. Stereotyping is a method that people characterize each other. Each set is called by name, that doesn 't really able to everyone in that particular set of group. Stereotypes influence people’s public lives, emotions or mental state, and how people communicate with their community. Gender, sexual, and Racial traits are one of the largest stereotypes. Others may include ethnicity, religion, or other categories. These stereotypes can be seen in T.V Shows
According to the dictionary, stereotyping is an idea that is used to describe a particular type of person or thing, or vice versa, a person or thing thought to represent such an idea. It is natural to stereotype and everyone tends to do it to some degree, whether they want to admit it or not. There are lots of different stereotypes that people usually form. Most often people will stereotype based on physical appearance, or actions that they observe
The concept of stereotypes is what we have been created in our presumptions of a person without even having an idea of how they are. It is a common thing in our society on which sometimes it can create tolerance or intolerance toward other groups because of different ideas or traditions. The film by Gregory Nava My Family and the book by Victor Martinez Parrot in the Oven: Mi Vida are clear examples of the concept of stereotypes. In addition, the film Real Women Have Curves by Patricia Cardoso demonstrates some of the ways stereotypes can affect one’s own ethnic group. Racial stereotypes can be good or bad creating influences toward a group. In this case, stereotypes can create bad influences causing misperceptions, confusion within the same
In the modern era, stereotypes seem to be the ways people justify and simplify the society. Actually, “[s]tereotypes are one way in which we ‘define’ the world in order to see it” (Heilbroner 373). People often prejudge people or objects with grouping them into the categories or styles they know, and then treat the types with their experiences or just follow what other people usually do, without truly understand what and why. Thus, all that caused miscommunication, argument or losing opportunities to broaden the life experience. Stereotypes are usually formed based on an individual’s appearance, race, and gender that would put labels on people.
“Stereotypes unreliable, exaggerated generalizations about all members of a group that do not take individual differences into account” (Schaefer 40). Stereotypes can be positive, but are usually associated with negative beliefs or actions such as racial profiling.
...chnology, U.S. & World - USATODAY.com. News, Travel, Weather, Entertainment, Sports, Technology, U.S. & World - USATODAY.com. Retrieved April 16, 2011, from http://www.usatoday.com
- Williams, L.T, 1997, “Planning and managing the information system - a manager's guide”, Industrial Management & Data Systems Volume 97 Number 5 1997 pp. 187-191
Another strategy used by BMW to differentiate itself from other automakers in the market is the proactive usage of technology and innovativeness in the development of products. From the early 1990’s, BMW has been on the forefront of incorporating technology in its designs in line with the technological advances of the modern world. This has led to the creation of inventive products. The uniqueness of these auto products put BMW in a position of advantage. The development of the hydrogen car as early as 2000 was an indicator of the company’s innovative strategy. In addition, the company also presents itself as environment friendly creating a whole range of vehicles in this category. This is a differentiation strategy meant to boost the company’s image and reputation amongst customers. In addition, this gives the environment conscious customers a variety of products to choose from giving BMW an upper hand in the industry.
A stereotype is defined as a widely held but fixed and oversimplified image or idea of a particular type of person or thing. There are multitudes of stereotypes in our society today ranging from the physical attributes of a person or groups of people to the behaviors of a person or groups of people. According to An Introduction to Logic, “Often the fallacy of hasty generalization can lead to damaging stereotypes made on the basis of just a few examples. Stereotypes about women, religious groups, minorities, ethnic groups, and so forth are often based on this type of reasoning” (Mosser, Ch. 4, pg. 13). Insufficient evidence is often the cause of inaccurate stereotypes and can be detrimental for everyone involved. Throughout my life, I have been placed into three stereotyped categories for example: being a redhead and hot-tempered, being a Christian that hates gays and finally, being married to a black man and will inevitably end up divorced because of the differences within the black and white cultures, these are fallacies that do not have any validity.
Shannon, T & Heinemann, M 2004, Business communication & technologies, Johny wiley & sons, Queensland.
BMW- differentiation strategy, high price, breadth of product line is moderate, known for their cars being in the shop constantly and high maintenance bills.
The global company Mercedes-Benz is considered one of the most successful and well-known automotive companies worldwide. Since 1886, the company’s founders Gottlieb Daimler and Carl Benz made history with the invention of the automobile, including the Daimler Group, which is one the biggest producers of premium cars and the world’s biggest manufacturer of commercial vehicles globally (Daimler, 2013). Their main focus is innovation, safety, technology, style, brand image, expansion, and superior automobiles by offering the best of the best to consumers worldwide. The brand’s philosophy is to continuously create radically new products to advance the cause of human mobility. It is also the number one luxury brand in the United States and Germany while continuously expanding in China and Russia as well (Interbrand, 2013). Mercedes-Benz has a great selection on divisions such as cars, trucks, vans, buses, and financial services offered to any consumer or business. Their global reach has increased tremendously by including production facilities in 17 countries on five continents and having 93 locations worldwide. As a pioneer of automotive engineering, their strategy is to continue the same pioneer role with the ongoing development of mobility, especially in the areas of safety and sustainability (Daimler, 2013). It is very essential for the company to focus on consumers’ needs and their highly well known brand in a competitive global economy. That is why the company Mercedes-Benz releases a brand new model every year to stay on top of its competitors by improving previous models. Some strategies practiced are global marketing, global product development, global product pricing, global advertising, global distribution, an...
Market Segmentation, Positioning and targeting for BMW 1.1 Introduction This report aims to examine the market segmentation, positioning and targeting of BMW (automobile company). BMW will be examined giving information about the company and where it is now and any recommendations that we feel are appropriate. 1.2 BMW Company Profile BMW was formed in 1917, from the merger of two small aero engine makers. Their famous blue and white symbol stems from the colours of the Bavarian Luftwaffe and is said to resemble the view of the one of their plane through a propeller. BMW is renowned for its sporty, sophisticated & luxury image which has been built up since the 1970's with many motor sport victories ranging from Touring Car to Formula 1.