Handbook of Corporate Communication and Public ... - Blogs Unpad

managers and employees to keep up with
what is happening in various parts of the
organization that can influence them. In the
next section we discuss the issues that have
been raised in the context of a company
called Makita Corporation.
Makita Corporation
Makita’s aim is to become the best supplier
of electric power tools world wide, including
battery operated power tools, wood
working machines, pneumatic tools and
garden tools all of which makes living much
more comfortable and enjoyable.
(www.makita.co.jp)
Makita is a global producer of professionalgrade
electric power tools. The company
makes jigsaws, planers, drills, hammers,
grinders, sanders, stationary woodworking
machines, garden tools, and other household
products. Already having a worldwide presence,
Makita has made significant gains in
market share in the Americas, Asia, Europe,
and Australia/New Zealand, where it is an
industry leader. Sales in 2001 were over one
billion US dollars with a sales growth of 25 per
cent. More than three-quarters of sales are
outside Japan. Makita operates with about
eight thousand employees in more than thirty
international subsidiaries.
Makita began operation in Nagoya City,
Japan in 1910 producing lighting equipment,
transformers and motors. After the Second
World War the company moved to Sumiyoshi-
Cho, Anjo-City and began producing electric
planing equipment, the first in Japan. The
company continued to produce innovative
products and in 1960 changed its name to
Makita Corporation. The company grew
steadily during the 1960s and 1970s and in
1970 established its first outlet outside Japan
– in the United States. Makita continued to
expand internationally during the 1970s
and 1980s setting up operations in most of
continental Europe. Through the 1990s the
company established itself in Eurasia as well
as China. The company presently has sales
subsidiaries in over thirty countries and production
facilities in the United States, Canada,
United Kingdom and China.
Communication of consistent
message
Since its creation in Japan the goal of Makita
was to produce products of superior quality.
This goal is communicated very strongly
through a large proportion of their marketing
communication. The brand and logo used are
the same around the world. The advertising
for Makita is fairly consistent in design and
message where it highlights quality as the
differentiating factor over the competitors.
High quality is supported internationally
through its subsidiary network of service centres.
In larger countries (United States,
Australia and Mexico) there is a regional
centre owned and operated by Makita in
addition to approved service providers. This
allows Makita to ensure consistent quality and
the company can boast one of the fastest turnaround
times for repair and delivery in the
industry (www.makita.com). The key market
for Makita products is the construction industry
and advanced DIY. Both of these industries
are fairly consistent globally, which allows
Makita to use a strong corporate brand. On a
micro level, they establish a relationship characterized
by high quality and effective after
sales support and service.
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors