Ford's marketing strategy: Equity

Ford is a huge car manufacturing company. And their market ranged all around of the world. If you're the manager of Ford's marketing division, what will do for marketing? Maybe most of us cost a lot for the product. Because the market is so wide that we have to make product's image different. But Ford's marketing was different from our guess. Instead of making name complicately, they maintain their car name consistently. For example, the Fiesta, Ford's small size car, is all same around the world.
Through this marketing strategy, they can cut their marketing cost. But there are also much risks you can face if you use this strategy. Actually, the mainstream of marketing is diversification. Many global companies are now trying to make their product's image localized. Because values of each country are very different. If you try to use the Equity strategy, you should be careful about these aspects.
Then what's the main reasons about Ford's marketing success? I think it's their constant marketing efforts. Fiesta was firstly introduced in the late 70s. At that time, Fiesta was so unpopular that they didn't get any market share. But they focused on the cheap price of their product and 'Fiesta' is sound like 'cheap'. Through this differentiation strategy, Ford can make their product competitive and it's the main reason of long life of Fiesta. Naturally, Fiesta is intimate both America and other world. Now they enjoy their marketing cost reduction and they can make their product more cheaper than past period.
What's the lesson of Ford's marketing strategy? I think it's the constant effort to make their product intimate. In Korea, many products are disappearing fastly. Consequently, companies always find the creative way to express their product very attractive. But I think these kinds of marketing cannot make continuous profit for companies. I want to expect that someday in korea there must be a historical and valuable products through equity and constant marketing strategy.

reference: http://www.businessweek.com/magazine/content/08_12/b4076063825013.htm?chan=innovation_auto+design_top+stories

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