In this chapter, to strengthen New JIT strategy, the author has established the scientific mixed media model (SMMM) for boosting automobile dealer visits by developing advanced TMS, strategic customer creation model based on the TMS (total marketing system) named new Japan marketing management model (NJ-MMM) in order to realize the automobile market creation. Specifically, SMMM develops and validates the effectiveness of putting together four core elements: (1) Video that unites customer behavior and manufacturer design intentions (VUCMIN), (2) Customer motion picture–flyer design method (CMP-FDM), (3) Attention-Grabbing train car advertisements (AGTCA), and (4) Practical method using optimization and statistics for direct mail (PMOS-DM) into new strategic advertisement methods designed to enhance marketing and the desire in the automotive industry. At present, SMMM was applied to a dealership representing an advanced car manufacturer Toyota, where its effectiveness was verified.
TopNeed For A Marketing Strategy That Considers Market Trends
Today’s marketing activities require more than just short-term strategies by the business and sales divisions. In a mass-consumption society, when the market was growing in an unchanging way, sales increases were achieved by means of simple mass marketing through huge corporate investments in advertising (Nikkei Business, 1999; Amasaka, 2005).
However, after the collapse of the bubble economy, the competitive market environment changed drastically. Since then, companies that have implemented strategic marketing quickly and aggressively have been the only ones enjoying continued growth (Okada et al., 2001; Amasaka, 2002, 2005).
Upon close examination, it was determined that strategic marketing activities must be conducted as company-wide, core corporate management activities that involve interactions between each division inside and outside of the company (Jeffrey and Bernard, 2005; Shimakawa et al., 2006; Amasaka, 2007).
Therefore, a marketing management model needs to be established so that business, sales, and service divisions, which are developing and designing appealing products and are also closest to customers, can organizationally learn customer tastes and desires (Amasaka et al., 2005, 2008).
Specifically, pursuing improvements in product quality by the continued application of objective data and scientific methodology is increasingly important (Amasaka et al., 1998; James and Mona, 2004: Amasaka, 2003, 2004, 2005).
At present, the organizational system and rational methodology that allows them to analyze data on each customer using a scientific analysis approach has not yet been fully established in these divisions; in some cases, the importance of this system has not even been widely recognized (Niiya and Matsuoka, 2001; Gary and Arvind, 2003; Ikeo, 2006; Amasaka, 2007, 2011).