Ford, Toyota, and Mercedes Benz Group (Essay Sample)

Ford, Toyota, and Mercedes Benz Group

Globalization has undoubtedly opened up international markets for renowned brands to thrive. Companies are now selling their products to regions they did not target before. Surprisingly, market entry methods are also affordable to these brands, so doing business internationally is no longer a problem. This success demands consistency in values and organizational culture since clients want to know that they are buying the same products sold elsewhere. The automobile industry is one of the few sectors that have benefitted from globalization, with most companies using advertising tactics to achieve brand positioning and attract a loyal clientele. This paper focuses on this industry, paying more attention to Ford, Toyota, and Mercedes Benz Group. Readers will learn that each of the mentioned companies rose from humble beginnings but leveraged innovation and globalization through a specific and consistent advertising plan, leading to growth in various regions.
Ford
Ford traces its roots in Detroit in 1896 when Henry Ford built an experimental car. By 1908, Ford’s Model T was in so much demand that mass production began immediately. At first, no one anticipated that the company would expand so widely and rapidly, given the lack of stable supply chain systems. Additionally, most people expected the company to thrive only across the United States. Surprisingly, Ford established its international presence by 1910, when it set up an office in Paris, France, followed by selling more than 500,000 units internationally, and 15 million cars were produced (Van Hoek 92). This exceptional success is attributed to innovation and consistency in quality. Each year, Ford introduces a slogan that appeals to clients and influences their purchase decision. For example, the slogan “Built Ford Tough” lasted 35 years until 2012, and all the others after that have been exciting. Today, Ford is a global brand for utilizing advertising and taking advantage of globalization.
Toyota
Toyota began operations in 1937 after Kiichiro Toyoda incorporated the firm in Japan. The company benefited greatly from the agreements the US signed with Japan in the aftermath of the Second World War. Since its establishment, Toyota has successfully targeted consumers in different regions. Despite stiff competition from General Motors, Ford, and other US-based companies, Toyota operates in the US. Like Ford, Toyota has tailored its messaging for individuals based on values and cultures. For example, Toyota sells luxurious vehicles for US customers but focuses more on affordable when targeting clients in Asia, Africa, and some parts of Europe. Currently, the company runs on this slogan: “Let’s Go Places.” This message resonates well with people from all regions. Nibe explains that Toyota’s lasting success comes from strategically targeting clients and ensuring its brand matches the consumers’ preferences (83). Therefore, Toyota has succeeded partly because of globalization and using advertisements to attract clients.