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Ford on the Web: A Failure Story

Ford on the Web: A Failure Story . The Ideas Wingcast telematics Technology in vehicles to enable Web access Business to Business: Covisint Joint venture with General Motors and DaimelerChrysler Electronic market for parts suppliers Vendor bidding for proposals from automakers.

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Ford on the Web: A Failure Story

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  1. Ford on the Web: A Failure Story • The Ideas • Wingcast telematics • Technology in vehicles to enable Web access • Business to Business: Covisint • Joint venture with General Motors and DaimelerChrysler • Electronic market for parts suppliers • Vendor bidding for proposals from automakers

  2. Ford on the Web: A Failure Story (Cont.) • The Ideas (cont.) • Business to Consumer: FordDirect.com • Sell vehicles direct to consumers via the Web • Bypass dealerships • Provide service while saving dealer fees • ConsumerConnect • Special unit to build Web site and handle direct sales

  3. Ford on the Web: A Failure Story (Cont.) • Hitting the Wall • Wingcast: Failed • Buyers not interested (as the failure of WAP) • Product eliminated in June 2001 • Covisint: Successful • Now includes more automakers, Renault and Nissan

  4. Ford on the Web: A Failure Story (Cont.) • Hitting the Wall • FordDirect.com: Failed • Not a result of faulty technology • Ford failed to consider state laws and dealership relationships • Dealership relationship was still needed for purchases not on the Web

  5. Ford on the Web: A Failure Story (Cont.) • The Retreat • ConsumerConnect disbanded • FordDirect.com used by dealerships now • Sells used cars • Price tag for failure: $1 billion

  6. Success and Failure on the Web • Being first is not enough for success • Business ideas must be sound • An organization must carefully define what buyers want • Establishing a recognizable brand name is important but does not guarantee success; satisfying needs is more important

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