Contrast Ford’s previous approach of designing and producing cars to Flex’s program management approach, especially as it might affect suppliers’ promotion efforts. Given that many other major producers have moved in the program management direction, what promotion effort should Kenneth Shibata develop for GeoTron International? Should every producer in every geographic area be treated alike, regardless of size? Explain.

GeoTron International (GTI) is a multinational producer of various chemicals and plastics with plants in the United States, England, France, and Germany. Its headquarters are in New Jersey.

Kenneth Shibata is marketing manager of GTI’s plastics business. Kenneth is reconsidering his promotion approach. He is evaluating what kind of promotion—and how much—should be directed to car producers and to other major plastics customers worldwide. Currently, Kenneth has one salesperson dedicated to the automobile industry. This man is based in the Detroit area and focuses on GM, Ford, and Chrysler—as well as the various firms that mold plastics to produce parts to supply the car industry. This approach worked well when relatively little plastic was used in each car and the auto producers did all of the designing themselves and then sent out specifications for very price-oriented competitive bidding. But now the whole product planning and buying system is changing—and of course foreign producers with facilities in the United States are much more threatening as competitors.