International Convergence of Tastes (3-6)
Tastes in the United States affect tastes in other countries,and Tastes abroad strongly
influence tastes in the United States.
For example is we can find French perfumes in paris and in Cairo.
With more rapid communications and more frequent travels, the
worldwide convergence of tastes is even accelerating.
As a result, firm must increasingly think in terms of global
production and marketing to remain competitive. Even small firms must
constantly worry that new global products do not wipe out their entire product
line overnight.
That future success would require more standardized products and
pricing around the world.
This is the inevitable result of the information revolution: people
are traveling more, and they are watching the same movies and TV shows.
With the tremendous improvement in telecommunications,
transportation, and travel, the cross-fertilization of cultures and convergence
of tastes can be expected to accelerate in the future- with important
implications for consumers,producers,and sellers of an increasing number and
variety of products and services.
Case Application 3-9 Ford’s World Car(s)
Consumer tastes had converged sufficiently, according to Ford, so
that a single car would finds lots of buyers everywhere, just as one menu is
working around the world for MC Donalld’s.
So, Ford has Created European and American versions. But Ford executives said that even if the
European version looks somewhat different from the American version, the
program had proved the validity of their "world car" approach. The
basic design and all the major systems and components -- the engine, the
transmission, the suspension, the body frame, the electronic systems, even the
seats -- were identical
Although not very successful. Ford tore up its
management structure ,abolished its regional companies, and turned itself into
a world company that made global car.
Discussion
To face International
Convergence of Tastes ,Ford had to create uniform worldwide engineering standards. For example, every
specification had to be expressed in the metric system, with no conversions
into English measure allowed. except for the car's basic dimensions, which top
management in Dearborn wanted reported in more familiar inches. The company
also had to create uniform standards for raw materials and design, procurement,
and manufacture of individual parts.
What Ford’s Trick to developing their new brand
for success in Global Society :
Sweating the Details
How designers of the Ford new brand tried to get the little things
right:
- To design the trunks, engineers bought a variety
of suitcases and determined "mean" sizes, then ensured that they
would fit side-by-side in the compartment.
- Created a task force on smells to ensure that the
odors generated by different materials remained appealing.
- Another task force was assigned to make sure
various switches and controls operate with a "pleasing and reassuring
touch."
- To get the sound of the turn-signal indicator
right, Ford ran tapes of dozens of turn indicators past groups of 50 to
100 customers.
- Ford got customers from a half-dozen countries to
discuss likes and dislikes, watched and filmed them driving their own cars
and the Focus, and turned the results into 300 hours of videotapes, which
every engineer watched.
After Ford management Know about indicators above, They can
developing product more to provide convergence Of tastes of consumens on Earth.
Salam kenal.. hai....nama saya Ginanjar Agung saya lahir pada tanggal 23 mei 1995.. di sebuah desa yang bernama "Sungai ...
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