1 / 9

Marketing Strategy and Plan

Marketing Strategy and Plan. Phase 2 IP SWOT analysis Introduction to Marketing: MKTG225-1502B-12. Company and Product Overview. American Multinational automaker company It was founded by Henry Ford It is selling commercial vehicles and automobiles

nailah
Download Presentation

Marketing Strategy and Plan

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Strategy and Plan Phase 2 IP SWOT analysis Introduction to Marketing: MKTG225-1502B-12

  2. Company and Product Overview • American Multinational automaker company • It was founded by Henry Ford • It is selling commercial vehicles and automobiles • Most famous luxury car Ford Fusion selected • Available in gasoline-electric hybrid powered version

  3. SWOT Analysis Strength • It has strength of its brand name • World famous for quality automotive products • Competitive advantage in luxury and mid size car • Ford Fusion has awarded mid size car produced in 2006 • Ford Fusion comes in various variants and features

  4. SWOT Analysis - Weakness • A poor environmental record • A high cost structure • Europe operations are unprofitable for the company • High price products are also pulling back • Competitors are offering the same type of car • Rivals offer very competitive price

  5. SWOT Analysis - Opportunities • Positive attitude of company towards “green” vehicles • Increasing fuel prices are also beneficial • Can sell gasoline and diesel cars • New emission standard • The increasing demand of mid size cars • Growth of its product Ford Fusion

  6. SWOT Analysis - Threat • Decreasing fuel prices is a threat • Gasoline and hybrid engine cars sale will get decreased • Rising raw material and automobile parts prices • High end intensive competition • Hard competition from Chevrolet, Maruti, Hyundai • High fluctuations in exchange rates

  7. Brand Recommended Positioning Strategy • It should have to use a positioning strategy • It should integrate its strength with strategic management • Positioning strategy should also consider 4Ps of marketing management: • What is the product • What should be the price of the product, • At which place this product should be promoted • What type of promotional tool

  8. Brand Recommended Positioning Strategy Cont. • It should involve offering Ford Fusion at minimum down payment • Survey and research tools should also be used • Market economic value could be analyzed • Identification of its market economic value • It is helpful to improve the brand effectiveness

  9. References • Ferrell, O.C. & Hartline, M. (2012). Marketing Strategy, 6th ed. USA: Cengage Learning. • Ford Motor Company. (2015). Company Timeline. Retrieved from: http://corporate.ford.com/company/history.html • Gilligan, C. & Wilson, R.S. (2013). Strategic Marketing Planning. USA: Routledge. • Pride, W. & Ferrell, O.C. (2015). Marketing 2016, 18th ed. USA: Cengage Learning. • Tsiotsou, R.H. & Goldsmith, R.E. (2012). Strategic Marketing in Tourism Services. USA: Emerald Group Publishing. • U.S. News. (2015). Car ranking: Hybrid cars. Retrieved from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Hybrid-Cars/ • West, D., Ford, J. & Ibrahim, E. (2015). Strategic Marketing: Creating Competitive Advantage. USA: Oxford University Press. • Wilson, R.S. & Gilligan, C. (2012). Strategic Marketing Management, 3rd ed. USA: Routledge.

More Related