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Ford Motor Company

Ford Motor Company. Deidre Hoefner Tanweer Akhtar Manish K Lal Aug. 24 2006. Agenda. Introduction Marketing Mix Product Line Product Development Strategy Competition POP / POD CRM Social Responsibility Way Forward. Ford: The Company.

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Ford Motor Company

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  1. Ford Motor Company Deidre Hoefner Tanweer Akhtar Manish K Lal Aug. 24 2006

  2. Agenda • Introduction • Marketing Mix • Product Line • Product Development Strategy • Competition • POP / POD • CRM • Social Responsibility • Way Forward

  3. Ford: The Company • Vision: “To become the worlds leading consumer company for automotive products and services.” • Mission Statement: “To provide safe, reliable, and personal transportation around the world.” • Market Share: 16% of the US market and 10% of the European market. • Brands:Ford, Mercury, Mazda, Jaguar, Volvo, Lincoln, Land Rover, Aston Martin.

  4. Ford: History • Founded in 1903 in Detroit • Family owned business • Launched very popular Model T in 1908 • First moving assembly manufacturing process • Very successfully mass marketed Model T • Lost market to GM and Chrysler during 1920s by neglecting consumer demands • Introduced Ford Escape Hybrid in 2004 • Redesigned Mustang including 60’s retro style in 2005 • “Way Forward” : Attempt to align production capacity and fixed costs with projected market share in 2006

  5. Marketing Mix • Particular set of marketing tools used by a company • By “mixing” these, a business can work to achieve marketing objectives • Four basic tools are usually available: Product, Price, Place and Promotion • These are also known as the 4Ps

  6. Marketing mix: 4Ps / 4Cs Four Ps • Product • Price • Place • Promotion Four Cs • Customer solution • Customer cost • Convenience • Communication

  7. SUVs Sports Cars Trucks Luxury Cars Convertibles Midsize Cars Vans & Minivans Wagons Small Cars Product Line

  8. Ford Explorer Lincoln Navigator Sports Cars Trucks Mercury Mountaineer Luxury Cars Ford Expedition Convertibles Midsize Cars Vans & Minivans Ford Excursion Niches within SUV Market Segment Wagons Small Cars

  9. Product Length / Width / Depth Product – Mix - Width Product Line Length

  10. Product Development Strategy • LOW COST OF OWNERSHIP • Initial price • Fuel consumption • Reliability • Serviceability • CLEAR PRODUCT SUPERIORITY • Appearance • Comfort • Features • Ride and • Handling Performance

  11. Competition • No. 2 US auto maker • Competition from foreign car makers • Losing market share to rivals ( 15.6% now) • Leader in Trucks in US Market

  12. POP / POD • POP • Major category player • Improve parity in hybrid cars • Create parity for flex fuel vehicles • POD • Over 100 years of legacy • An “American” car company • Provides safe, reliable, and personal transportation

  13. CRM The Customer is Job 1 at Ford

  14. CRM

  15. Social Responsibility Ford is serious about making the world a better place. That is why empowering people is regarded as a high priority and one of our major goals. • Education • Conservation • AIDS awareness • Community action

  16. Way Forward • Efficient and effective to compete in the market • New series compact cars • Brand consolidation • “American value” • Associate quality with Ford brand • Reduce manufacturing cost • Cutting edge technology / User friendly web site

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