Put the Marketing people in charge
Chinese firms are robotizing their production lines in order to compete head-on with rivals on the basis of quality. The automation czar of Great Wall Motors, China’s biggest pickup truck maker, recently told us that a program to automate welding and spray painting for its new models was not a cost cutting exercise, but rather an effort to close the quality gap between its vehicles and those produced by the likes of Toyota and General Motors in China.
Yuchan Li, Gave Kal Research
If China starts competing on quality we (Europe&US) will have big problems because they still have a big the cost advantage & if the quality perception is the same.....
What to do? Build a brand! Despite Lexus is as good as Mercedes or BMW no one in their right mind will buy a Lexus at similar prices. Why? because there is a perception that Mercedes or BMW are much better.
What is the name of that perception? it's a position that only Brands possess. So I strongly advice companies to hire a good marketing guy and put him/she in charge.
No Brand = No profit
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