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Case Study: Applying Total Quality Marketing Concept At Thermos Co.

553 words - 2 pages

Case Study: Applying Total Quality Marketing Concept at Thermos Thermos is a very successful company that knows how to satisfy the consumer's wants and needs. They are famous for their Thermos bottles and lunch boxes, but they also manufacture cookout grills. To be successful they had to reinvent their way of marketing to keep up with their competition. They did this by modifying the bureaucratic firm by replacing it with flexible, cross-functional, self-managed teams. The purpose of this was to focus on a particular customer group, and in this case, it was the buyers of outdoor grills. To excel over your competition you have to master what the buyer is looking for in a product for them to buy it over the other company. By getting rid of bureaucracy it enabled the "chain" to go from the bottom up, instead of the bottom down. You can't have the managers saying what to put on the market when they're not the ones who are buying it. So I believe that by Thermos restructuring their system helped them meet the needs of the consumer, which helped their profits out tremendously.If auto repair shops had organizations to research and study what people are looking for in an auto repair shop they might be more successful over the competition. For example, what draws them to their competition? Is it the friendly service? Their prices? Or maybe they get it done quickly? The consumer could bring new and fresh ideas to the auto shop to increase their business if they knew what the customer wanted.Thermos studied grill users to view how they lived and what they are looking...

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