Printer Friendly

Be nice to the marketing folks.

"Increasingly, what your brand stands for and what your product stands for is going to become just as important--if not more important--that the product itself." That remarkable statement is made by Umar Riaz, partner with Accenture (New York). Fundamentally, Riaz argues, vehicle manufacturers are improving pretty much across the board. Or, as it is put in consultantese:

1. Converging Operational Competitiveness. Gaps in automakers' operational performance in such areas as quality and productivity are shrinking

2. Increasing Product Competitiveness. Accelerating product cycles are increasing intense product competition and higher levels of spending on advertising and incentives One remarkable set of figures that Accenture has put together from various sources compares the amount of money spent in 2003 by Ford, GM, and OCX on global product development versus advertising and incentives: $20.2-billion to develop the cars and trucks; $46.5-billion to persuade people to buy them.

"Companies have to be operationally excellent," Riaz insists. "If you don't have the capabilities to do flexible manufacturing or global product development across platforms, then you are not going to be competitive." But that's not enough any more, he maintains.

"We believe more and more companies' ability to market and sell are going to become more important," Riaz says.--GSV
COPYRIGHT 2004 Gardner Publications, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2004, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:WIP
Publication:Automotive Design & Production
Article Type:Brief Article
Geographic Code:1USA
Date:Sep 1, 2004
Previous Article:Ford's new GT: the short course.
Next Article:Denso's new ballast.

Related Articles
TPS time and billing. (Practice Management).
Gay lit.
Military equipment valuation to achieve a clean audit: who cares?
Around the eCorner: Siemens VDO integrates the drive, steering, braking, and suspension functions into wheel modules for greater efficiency and...
NAIAS addendum.
Mazda Ryuga concept.

Terms of use | Privacy policy | Copyright © 2018 Farlex, Inc. | Feedback | For webmasters