Kyocera. Automobile

1. Would Kyocera be a good company to work for? Why or why not? I feel that Kyocera would be a great company to work for. I believe that the company practices not only to the firms business but its employees as well. This is the very least I can say about companies in America. Everyday you turn on the T.V you hear about mass layoffs and ethics not be pursued correctly in our country. I think that Kyocera should be a model firm that all businesses should admire and strive to be after. Just the simple facts that Mr. Inamori would stay late working at his own business are phenomenal, and a practice should be rewarded.

2. Is Inamori’s leadership style linked to Kyocera’s core competencies? Why or why not? Yes, I believe it is linked to Kyocera’s core competencies because the core values that Dr. Inamori instilled while he was with Kyocera have made impact on the employees, the companies’ success and more. Having systems in place that can adapt to change and the changing organizational goals, and expansion globally is another important skill that Inamori showed.

For this assignment you are to read “Benetton Group S.p.A.: Raising Consciousness and Controversy with Global Advertising” as it appears on pages 559-561 in your text and “Volkswagen AG; The Second Time’s the Charm for Would-Be Global Automaker” as it appears on pages 627-629 in your text. After reading these cases, use the internet, course materials, and/or your Cybrary to write responses for each of the following questions: Benetton

1.Do you believe Benetton is sincere in its efforts to promote social causes thought its advertising? I believe that it is sincere in the messages that Benetton is trying to get across, however my personal opinion is that the company has “went over the top”. I think it is possible for someone to be a little too sincere and social conscious, especially when they are marketing and trying to sell a product. I believe that their views are very true to the outside world, and offer a reality that many consumers choose to ignore.

2.Compare and contrast the controversy over the “We, On Death Row” advertising campaign with the controversies generated by earlier campaigns of the 1990s. Do you think Americans would respond differently than Europeans? Why or why not? Both of the ad campaigns for “We, On Death Row”, and earlier controversial campaigns of the 1990’s where advertisements that were sometimes disturbing and received a lot of criticisms from their audiences, but were still very influential.

The earlier ads of the company focused more on world issues, while the “Death Row” ads focused more on the issues that are in the United States alone, and that’s our prison system. Yes, I think the Europeans and Americans would have a different response because Europeans come across as more liberal in the fact and matters regarding social issues. Americans sometimes appear more rigid and easily offended because they care more about the well being and image of our country. 3.There is a saying in the marketing world that “there is no such thing as bad publicity.”

Does that apply in the Benetton case? Yes, that statement very well applies to the Benetton case. Even though this company is best known for its controversial campaigns and advertisements, this company has still been a staple and a well known name in not only the clothing marketing industry, but in the product marketing industry as a whole. I believe if they marketed their products like other companies, they too would be lost in the limelight of thousands of other companies advertising their clothing lines as well.

But with Benetton constantly pushing the envelope with their social conscious viewpoints, they have made an impression of not only their targeted market, but on the world. 4.Assess Benetton’s efforts to boost sales in the United States. What recommendations would you make to management and why? I feel that their new plans to open up new stores in New York and Atlanta are a great idea, but also believe that it should not stop there.

I would propose that they focus on gaining popularity of their company by putting together a whole new campaign focusing on social consciousness of America with topics concerning war in Iraq or even the recent devastating Hurricane Katrina that hit Louisiana victims. I think that if they use these campaigns in a not so harsh manner, they could really get a positive response from America consumers, but they definitely need to tone it down a bit. This will in turn allow them to open up new stores in America nationally, and become a very well known chain such as the GAP, but a different twist.

Volkswagen1.Evaluate Volkswagen’s goal of becoming Europe’s first global automaker. What is the rationale behind the strategy? Volkswagen has been a long standing automaker for a very long time, and thrives on being the best internationally. They believe that there is no way that they can be the best in America and in other countries, if they do not first conquer the country in which they are in; Europe. 2.What is the biggest challenge currently facing Volkswagen management? Sales seem to be the biggest challenge facing Volkswagen management. They have been trying to conjure up new ways to gain revenue from auto consumers.

One of the ideas management has came up with concerning the boosting of sales is a new incentive idea, being tried out through dealers in Illinois and Wisconsin: free car insurance for the first year of ownership or lease of a new Golf or Beetle. These models are the German importer¹s entry-level cars that appeal most to younger, college-type buyers. This idea being implemented because they are aware that car insurance for consumers under the age of 25 can prove to be costly. Hopefully this will gain their recognition again with the auto market and boost sales as well. 3.In 2002, Volkswagen launched a new super luxury model, the $85,000 Phaeton.

Assess its prospects for success. When the Volkswagen Phaeton got introduced to the auto market, it made an impact in the luxury automobile industry by leading luxury auto sales instantly. The company attributes the Phaeton’s success to its clean external body line and an engine similar to those of Audi and Mercedes-Benz at a lower price. I believe that the Phaeton prospects for success are clearing the upper class citizens and the wealthy. This is clearly a car that exudes prestige and elegance, so its market would clearly be minimal compared to the overall market of consumers who are in the auto market.


Keegan, W.J. & Green, M. C., (2003). Global Marketing (3rd Ed.). Upper Saddle River, NJ: Prentice Hall

TTC Team. The Car Connection. Daily Edition: Jan 3. 2005. Detroit & L.A. Preview. Bricklin returns.