HARLEY DAVIDSON

  There is a unique spectacle at the Hotel Sari Pacific, Jakarta. Several times to go there,I always see there is a large motorcycle parked in front of the hotel entranceit. Why unique? Limousin usually just parked in front of the door of a hotel.Motorcycles on display at the Sari Pacific was white and looked verywell-maintained. It was not just me who is interested. Many other gueststook time to check the condition of the bike. In general, theyamazed at the motorcycle that uses a number of Bogor police.


  Brand? Especially if it was not Harley Davidson. This motorcycleOther than the others. Since childhood I've heard of Harley Davidson.Once people are more often called Ha-De premises. First, only the police who usemotorcycle. Then we almost forget about it. Since the Japanese motorcyclerule the world, Harley seemed lost in the competition. Now Harley rose again.


  First, Harley Davidson, like other American companies, tooarrogant, static, lazy. Arrogant because it was popular. Static because they believe in thelast. Lazy because the American domestic market itself was very large. When Japanbegan landing in America with a small motorcycle, an American again "furious"of Harley Davidson riders style. Understandably, a lot of riding a bicyclelarge motorcycle brand Harley Davidson, Triumph, BSA, or most of the BMWthug who likes to make trouble. Because of that perception of the rider's profilemotorcycle is a big man, long-haired, full body tattoos, andalways wearing a leather jacket.


  Honda tried to change the perception of motorcycles. "Only the nicestpeople on Honda. "The sentence was included in the ad that displays imagesthose "polite" was driving a Honda duck. Honda campaign was similarbut not equal to what VW did with the slogan Think Small. Thanks tocampaign was also VW frog, odd shaped, it can sneak up and succeed inAmong large American cars of the famous wasteful of fuel.


  Honda's success attracted the sympathy of Americans lead the marketmotorcycles rose again. The rapid growth that immediately followed the brandsothers, such as Yamaha, Suzuki, and Kawasaki. At first Harley Davidson


  looking at one eye on the players "small". Then sosurprised, when the marketers of the country rising sun began to go into the market"Large". Quite know how to satisfy the tastes of Americans, Japanese and thenattack the market "large".


  The Americans, who already believe in the reliability of small motorcyclesJapan, let alone had a positive impression on the rider, welcomed thearrival of a big motor of the country's cherry. Better products, cheaper prices.All brands from Europe were driven out, and Harley fell bankrupt. Fortunately therea group of Harley executives who will not give up. They look forfinancial support from the outside and took over leadership of the company.



  Harley slowly revived by having a veryintimate with its customers. First they ignored. Now they are invitedgathered at the Harley Owners Group. Through a program with owners, executivesHarley continues to perform interactions. Not just mendengan of them, but alsoeducate them. Tells how to use the Harley soachieve maximum satisfaction.



   Teaching and learning relationship between producers and consumers directlyHarley made is what ultimately is hard to duplicate Japanese companies in America.And finally managed to rise again because Harley is perceived as a bicyclemotor that has the American spirit. More dai, Harley also finished simbolorang who wantfreedom, bernaluri sharp, and dare to take risks with the full calculation.Therefore, Harley always use the eagle as a bird that is always highlightedon all products accessories. Technologically, Harley Davidson mediocre,nothing special. But they made it out of the crowd so thatpeople finally think Harley Davidson motorcycle was not unusual.



   Successful in America, Harley counterattack to Japan and countriesAnother, trmasuk Indonesia. Everywhere boutique founded Harley Davidson, whichsell products accessories for fans of the weight. In Sari Pacific, Harleythat one is always parked next to Mercy. But people are more interested in the Harley.After I checked, it turns out it belonged to a Dutch Harley, who alwaysstay at Sari Pacific when it comes to Jakarta. If the Dutch were not beingin Jakarta, the bike is usually stored in a warehouse the hotel. If I were to beSari Pacific manager, I will continue to borrow and display it at the entrance of Harleyas one of the attractions the hotel.

PRINCESS DIANA

  


      You are watching Princess Diana's exclusive interview on RCTI? That is a

talkshow most "expensive" has ever occurred on earth. Even more severefrom the show "Larry King Live" though. Not just the name of the BBC and Martin Bashir, whosuddenly became famous throughout the world, but also Princess Diana's self provedcan win the sympathy of most people, including women.


  For me, this interview is a public relations activityquite successful from the Princess. I do not know, who is "set" Diana. Butalmost all of the answers given are smooth, precise, and diplomatically. Once the plain stylespeech so that a psychologist also admitted that Diana had spoken whatthere. Do not lie. As a woman who lived "alone" and consciousbeing highlighted by millions viewers eyes, Diana has proved able to performas a formidable public relations manager for himself. The proof? Inconversation he did not conceal what is really happening. But at the same timegive the reasons behind the incident.


  Expressly acknowledges there are three rumors "heavy" that never circulated.About the disease bulimia, her telephone conversation with James Gilbey, andaffair with James Hewitt. The illness was caused by depressionby weight. While phone conversations "intimate" and the infidelity that occurs inDiana has split time with Charles. Moreover, added a statement thatdepression, among others, caused by constant pressure of the press.While the conversation "cordial" telephone is not acknowledged previously, becauseDiana's love when it's Hewitt. Thus, all issues have been recognizedthe "indirect" but full of "justification".


  Secondly, as befits a great public relations manager, PrincessDiana appeared as a human being without cosmetics thick, giving the impression that "incoming"to the community. He tried to make viewers can understand that heis an ordinary woman who could be depressed, have attention of others in life,and could be an affair as an act of "revenge" against those who hurthis heart. By appearing as a human being "typical" this, just managed to Princess Dianagot a "place" in the hearts of viewers that most people are "normal" anyway.


  Third, a manager of public relations can also submit a statementto seize public attention. Already know is likely to be Queen of Englandis "thin" because Charles once said he wanted to marry his mistress,Camilla Parker Bowles, Princess Diana actually preceded it. So, if at some pointCharles is really divorced, Diana will get sympathy from around the world.In addition, Diana would prefer his son, Prince William, who became King of Englandthe next. Thus, he will automatically become "Queen Mother".


  But do not forget, Diana also reminded that as a start to makeis because of Charles. Since the Prince began to turn back to Camilla,then the situation turned bad. It was explained via a statement to the presence of Dianathe "third" in the family. In addition, Princess Diana also "dared" to saydirectly that Charles actually does not deserve to be king. And he's "just" wantsbe a "queen" in the heart of British society. Then he stated did not agree withdivorce, considering his two sons. Superb. With statements like this, whateverthe case, Diana is in a position so nothing to lose.


  Amazingly, through this exclusive interview Princess Diana has been successfully"Show off" as the perfect woman, who is usually assessed from a woman-mix or4-B (Beauty, Brain, Behavior, and Bed-Skill). The recognition of beauty (beauty)been acquired before the interview. Through this interview, PrincessDiana at once seize the high value for the three other B.


  About the brain (brain), as my analysis above, as well as Princess Dianaproclaimed that his behavior is the behavior of an ordinary woman whodown to earth. Not the behavior of "noble lady" who was in the castle.

 
  Finally, about the "greatness" of his wife as a (bed-skills), alreadyhe admitted himself that he could do that, if necessary and ifthere is love there. Great Princess Diana has proved himself an expert:as the Princess, as manager of public relations, and as the perfect woman.

HEWLETT-PACKARD

     


    Information, investment, industry, and individuals. That's 4-I, which revealed
Kenichi Ohmae at the opening of Hewlett-Packard (HP) Synergic's 96 in Singapore,late last month. Information flows that swept all over the place causing the flowinvestment spill over into all corners of the world without such limits, competition in the industryany, will be more exciting. As a result, there will be individual liberty, becauseeach individual will have more choices.


  As consumers, each individual will be able to choose a product that wouldbe purchased. As professionals, each individual will get to choose occupations thatnot cultivated. As an entrepreneur will be free individuals acting in businesspreferred. Ohmae's presence on the Decision Maker's Conference, heldHP Singapore, is "just right". First ,4-I, which begins with this information, alreadypopular through his book, The Fall of the Nation-State and The Rise of Regional Economics.Thus, the Chairman of the Movement Political Quote Heisei it can be "harnessed" toreinforce the conference theme is taken, namely Move to the Future Now.


  Second, Ohmae, who like Mahathir Mohamad questioned in private,Sinagpura success was greatly admired. That afternoon, after speaking at the RafflesCity Convention Center, Ohmae then had lunch with Senior Minister Lee KuanYeuw. In his presentation, Ohmae also lauds Singapore's aggressiveness inan integrated industrial park opened in various areas such as Batam, Su Zhou,Bengalore, and Johor Baru. In addition, Singapore does have ambitions to be InfoCountry project through 2000.


  Third, Ohmae appearance is a reflection of the experience willimportance of the position of Asia in the 21st century.


  At HP's regional office, in Singapore, I did not see oraangThe United States. Leadership is the Singapore highest: Ceah Hwatt Kean. Maybe HPthink that only Asian people who understand the market conditions in Asia. A thing yanmaasih rare on a global Performance Management of America.


  Synergic's 96 HP is a big event for HP. In addition there are seminars, There are also exhibitions involving their partners. In situ exhibitedvariety of new products, both hardware and software. This course is intendedto memperkelas kongkretisasi of the theme Move to the Future Now.


   There are more unique. Opening the seminar began with attendanceseven percussion players. They went on stage one by one and playvarious tools, ranging from vibraphone, drums, until the drums.


   Yan dynamic rhythm of the music player plus a compact of cooperation asshow picture of the future organization. In this information age isneeded an organization that is always dynamic, and preceded by the staff of the compact.Onceagain, there was a strengthening of the theme Move to the Future Now.


   At night, I think the opportunity to jump on the Senior ExecutiveSeminars, which are in the HP series of events Synergic's 96. I participate in strengtheningtheme "the future" to discuss the value creation. Is not in thefront, where every individual is free to choose, what happens is the competition forcreate value?


   At a time like that every individual will easily comparevalue of products offered by various companies yangg. They will not easily fooledjust like that, because a merke have access to information from various sources. Thus,just think how the company make a profit without giving the valuetrue in the short-lived customers.


  That night, I close my presentation by quoting the sentence that've spoken David Packard, cofounder of HP, which reads: Marketingis too Important for marketing department. Once the importance of marketing for acompanies because it can not just be the responsibility of the marketing department.Packard wrote in The HP Way, in order to remain competitive wins, HP should becontinue to introduce new products higher value. Should be superior towho else but the price is cheaper.


  That means, Packard taught so that HP could be the real marketingcompany, not just the marketing-oriented company.

AMERICAN

   President Bill Clinton is pleased to announce that America has

again become the biggest carmaker in the world. You see, the position as a globalIt has been the market leader for years annexed Japan. And have for years anywayAmerica can only bite the finger to see not just the overseas markets, but alsotheir domestic markets, eroded Japan. As a result, many car manufacturers inAmerican was forced out of business, and unemployment arises.


  Then America was raging. They want to take retaliatory measures.There are macro actions, called Yendaka, raising the value of the yen are "forced" toharrga Japanese cars in America so expensive. Also there is such thing as voluntary restraint,requests for voluntary restraint on Japanese manufacturers withreduce exports to the United States up to a certain extent. Even had thererules so that the Japanese cars coming into the United States wear American brands in order tocan keringanaan duties.


  In American producers then also raging on the consumerits own. They say, kosnumen Americans do not have nationalism. FactoryBoeing airplanes even do a massive campaign with the theme BuyAmerican Products. Lee Iaccoca, Chrysler boss, never openly angryby stating that Americans do not appreciate the quality of cars madesendri. But that's what the American people. From small merekqa been educated to be a personindependent, which has its own establishment, and not influenced by others. Thus,during the American cars are still considered "ugly", so long they will not bewant to buy.


  In addition to a temper tantrum in the country, the American car manufacturers are alsonever make a joint group of government officials to Japan. That is, demandJapan's market opening. Just like a story of Commodore Perry first. Japan accused ofhave a closed trading system, and layered distribution channels, so the carimport their market entry difficult.


  What actually happens. It turned out that American cars are not sold toJapanese market all wheel left. In fact, the traffic system similar to Japan in Indonesia,right steering system. So where can they use the left wheel.


  This unique American people. They make the concept of marketing, but theyothers do not practice it. It's clear that marketing is not taughtproduct is simply a tool separately satisfy the needs, wishes, and expectations of consumers.Manufacturers could indeed create a new product, which is not inconceivablekonsumen.Tapi earlier by manufacturers can not hope to change the system thencross country for granted.


  So many people argue that America is only great iftold to sell in the domestic market alone. But the poor abroad. You see, theytoo "lazy" to learn the culture of others. They can go everywhere, talk withTheir own language, and pay with Their own money. This is called the Americansuperiority. Look, how many Americans, who had lived in Jakarta annual,could speak the Indonesian language. And many Japanese, who had lived a monthlyd here, was able to chat directly with merchants in Glodok.


  In addition, the Americans feel that their country is very large,population there are 250 million people, and with high average incomes. Thus, whentheir overseas markets began to attack Japan, they actually resigned tohome game. Apparently they also can not survive in the country. Nowthey already knew, and began to rise again. They do reenginering in thecountry, then make alliances with competitors, and ultimately will make the carright wheel.


  The combination of all that makes America is getting to be marketleader again. However, I think, America remains strong. They could lose a moment,incredibly fast but conscious, and turned to attack with their own ways.

SANDRA BULLOCK

  

       On the way from Tokyo to Chicago last week, I had

watch the movie The Net. Since seeing the film Speed ​​and While You Were Sleeping, ISandra Bullock's acting watch. This time I look at a distance of 20 cm darii how the artistagile is being chased crooks. You see, the movie The Net presented the companyairline Japan Airlines (JAL) on the small LCD screen.


  Singapore Airlines (SIA) to install personal monitors at each sitesitting on some big planes, while JAL another way. JAL Passengersfirst class or executive class can borrow a video walkman, which uses pta kesil8 mm, where the LCD screen together with the video player. On aircraft fitted withpersonal monitors, passengers simply loaned video Compo. And video tape player,which can be directly linked to the LCD screen, attached to the chair.


  In addition, you are free to choose who will watch the movie, because JALprepare 15 film titles, and the time watching it. You also can stop the moviethat, despite playing just half, when going to the toilet or going to bed first. SureYou can repeat a scene just like. While at SIA, you mustfollowing the screening schedule that is determined crew. Although SIA alsoplay several movies at once, you better have the freedom to choose in JAL.


  Another advantage JAL, you can also borrow Mega Joy Jet or Turbohere are some video game cassettes. While the SIA, a toy like that already built thisin personal monitors provided. That way JAL as if toprovide an opportunity for passengers to beraktualisasi self controldirectly against what they want to do.


  The same concept actually happened a long time in the supermarket. Notsuch as traditional markets, where you served, in the supermarket, you are free to takegoods would be purchased. However, the buyer causes the clerk servedso shy. Based on the results of research, retail stores that allow customerstake your own items that are needed to increase sales volumeup to two times compared with traditional stores.


  In Surabaya, there are great restaurants Sea Master. There, you can "shop"first meat, fish, or vegetables to be eaten. After that, no matter how cookedYou decide: not fried, not baked, and so on. Likewise sauceis used. Thus you can "control" over what the chefwill be eaten.


  Why consumers are given the opportunity to become more self beraktualisasiare satisfied. Abraham Maslow's Hierarchy of Needs theory states that selfactualisation need is ranked highest, even higher than the selfesteem need.


  Personal device monitors, boutiques, restaurants may only meet"Needs to be respected" it. But yet the need for self-actualization. Technologyincreasingly sophisticated telecommunications will enable consumers to makecontrol. See, at this moment, you can immediately get a schedule of eventsAmerican television station, CNN, by dialing the fax number of their regional officesHong Kong. This is what the fax on demand.


   In some areas of America, even some companies in Singapore,is no such thing as video on demand. Unlike television network HBO, inwhere you have to "submit" to the existing schedule, through video on demand system, youcan determine the hell want to play your favorite movies at home. Of course withoutneed to have a video recorder or cassette tape, but simply subscribe to acentral services that provide video on demand services.


   So also degan information. Before long, you do not need to subscribemany newspapers and magazines, perhaps most of it you do not need.But simply subscribe to a service center, and ask all kinds of newsYou want.

   That's the competitive situation of a company mengahruskanprovides self-drive customers to in order to beraktualisasi themselves.

GLOBAL COMPETITION

  

       Position, as stated on his card, is vice chairman.

That Michio Torii, 72 CE, a member of the founding family Suntory Limited, a companyJapan's leading liquor. Monday two weeks ago, at a banquetnight in Tashee Resort, Taipei, old man likes to play golf uyang is seen beaming.You see, like the announcement of the evening, beginning April 1996, the position of Chairman of Asia PacificMarketing Federation (APMF), which has been held for five years, willheld by representatives from Australia. In short, regardless of the Torii such heavy loads.


  Since APMF was established in Tokyo, in 1991, Torii very active raisingunity among the marketing association in the Asia Pacific region. Currently a member ofAPMF has reached 15 countries. Indonesia was represented in the APMF Association (IMA).In pertemuandewan APMF director in Taipei, I was present along with Chairman of the IMAVishnu Tri Oka. APMF container is quite attractive in my eyes because of the parallels withAPEC, as a framework of cooperation superstructure, which is being sought sothe free market before 2020. And marketing should always go along withgrowing realization of a free market.


  At this time almost all countries of the world leaders are already aware thatwho does not want to join the global free market will automatically be left behindalone. So the deal after an agreement was reached to continue to reducetrade barriers across countries. Along with the things that appear tooregionalization process, such as the European Union and North American Trade Pact.APEC long ago had proclaimed himself to not be a blockclosed economy, but rather a mutual agreement to spuracceleration of economic opening in the countries of Asia Pacific.


  I am sure, with the more active the World Trade Organization (WTO), whichencourage the growth of global trade, will be able to break through the blocksekonoi are closed. The European Union and the Treaty of Commerce of North America (NAFTA)it will continue to expand their coverage area. European Union, for example, willimmediately involve the countries of Western Europe and Eastern Europe. While NAFTAexpected to be extended to South America.

  I think, ultimately there is no other way, unless all countries shouldmebuka yourself if you want to reach the culminating point of efficiency, productivity, and quality, likethe problems of production, marketing and financing. In line with the increasingopening of a state to find a buyer anywhere, consumers also will seeksource from anywhere.


  If it were so, the marketing will change roles. Marketing is notwill just be one of the functions in addition to other functions, but alsowill be a concept of business strategy necessary to winglobal competition. Competition will not only be a matter of marketing, butmust be the soul of all people, and strategic decisions must be a leadertop of a company.


  So Torii, one seorrang top leaders in the company Suntory,feel the need to be Chairman of the Japan Marketing Association (JMA), and then also inAPMF. At a meeting in Taipei APMF, I also met with Hi-Hyung Cho,Snagyong one of the top leadership, the leading company in South Korea.Cho attended the meeting with a capacity as Chairman of the Korea MarketingAssociatiom (KMA).


  This proves, in Japan and South Korea, the marketing has been consideredaffairs of the "top". While Australia, Singapua, the Philippines, and even Sri Lanka, ISee already have a national marketing organization that is solid enough to improveprofessional marketers in their respective countries. In Singapore, for example, already existstraegi national marketing competition, held on a regular basis. InAustralia, it is even done for several categories at once. Believe it ornot, in the Philippines, there is a decision to hold a weekend Predidenmarketing at week terkhir July each year. At that time disellenggarakanvarious activities are serantak to improve understanding of marketing inthe wider community. Institute of Marketing Sri Langa even help the governmentimplement social marketing programs succeed by contributing familyplans. What about Indonesia?

  While the national leadership is eager to deregulation measures,while also acting in the WTO, Indonesia marketers must rise to keepkompetisisi increase in the country, and spicy in the network APMF, the WorldMarketing Association, and the European Marketing Confederation. This alertnessshould be improved to face global competition.