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Ford motor company

Ford motor company. Anood Baja Bruce Chris Miriam. Overview / History / market. Vision: “ To become the world’s leading consumer company for auto products and services” Mission: “ Producing vehicles that meet the demands of our customers in terms of quality and effectiveness”

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Ford motor company

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  1. Ford motor company Anood Baja Bruce Chris Miriam

  2. Overview / History / market

  3. Vision: “ To become the world’s leading consumer company for auto products and services” • Mission: “ Producing vehicles that meet the demands of our customers in terms of quality and effectiveness” • Our slogan: “ FORD FEEL” • Brand: Ford, Mercury, Mazda, Jaguar, Volvo, Lincoln, Land Rover, Aston Martin Company Info

  4. Founded in 1903 in Dearborn • 1908- Model T & first moving assembly line • 1938- lost market share to rivals • 1970- Oil crisis • 1987- Luxury cars & buying of Aston Martin • 1998- the era of W. Clay Ford Jr. • 1999- Buying of Volvo brand; $ 6.45 billion • 2004- Introduction of Ford Escape Hybrid • 2005- Redesigned Mustang • 2006- “Way Forwad” Plan: restructuring plan to align production capacity and fixed costs History

  5. External Environment • Market Fragmentation and Segment Shifts • Brand Clarity • Products • Quality • Market Share • Cost Structure North America Business Challenges

  6. Product lineup / Overall marketing

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

  8. Product Line Number of different lines per product type.

  9. Customer Focus Ford’s Marketing Strategy • Implementing Cluster Marketing • Create distinctive values to attract the different generational segments • Capture our customers in their youth and transfer them onto our next product through out their life cycle • Eliminate overlapped products to help customers easily transfer their identify needs with our Brand Value. • Clearly signal to our Customers that our product is of top quality and trendy by promoting the Shelby Cobra GT500 among our most value recognized vehicles. • At the same time reducing the Auto Lines that bring no Brand recognition, like the Montego.

  10. Product / price

  11. Removing duplicate models • Reduce product mix • Platform Sharing/Innovation • Customer Relationship Management • Gen Y customer • Small Car Model • Family life cycle- “Life stages” • “Ford Feel” • Lifetime Value Product

  12. Restructuring Cost Cuts • Leveraging assets • Removing poorly performing models • Customers value Vehicle Quality & Image • Getting a good deal for the money • “Ford Feel” • Personal/Digital synergy • Differential Pricing • Gen Y customer & Digital Mega-trends Price

  13. Place / promotion

  14. Dealerships are our lifeblood • We bring a tremendous of amount of access and experience (history) • Train dealership staff to support Ford Feel / Technology, place a high emphasis on customer service and satisfaction • Accountability to customer satisfaction scores and goals/rewards for repeat purchases through life-stages • Sponsorship of local car clubs and activities are dealerships • Migrating other brands into Ford dealerships where it makes sense • The more choices you offer a car shopper in a category, the more likely they are to buy (i.e. Mercury) PLACE

  15. Ford Feel is our umbrella campaign / Ford Brand • Media mix will continue with traditional media but with additions • Heavy link between traditional media and online (push to website) • Viral Marketing for new product launches (websites to challenge visitors to solve the puzzle) • Online world advertising (Second Life) • Integration of lifestyle advertising into life-stage concept • Customer involvement / product champions (car groups / forums) • Pushing our design image! • Pushing our dealership network, satisfaction • Continue sponsorships PROMOTION

  16. CRM

  17. The objective: Acquiring and retaining the right customer • Reducing the rate of customer defection • Increasing the longevity of the customer relationship • Statistical Analysis System (SAS) platform fuels CRM programs • High customer satisfaction • Easy to data mining and info analysis • Supports a variety of functions, including reporting and customer life-cycle analysis • Building loyalty • Proactive marketing • Advocates Customer Relationship Management

  18. Competition / globalization

  19. Competition

  20. The desirability of Ford’s PODs are addressed through their distinctiveness • PODs • Availability of dealerships • Brand name • History of expertise and innovation • Ford must communicate to their consumers why and how their vehicles will deliver specific benefits. Paired PODs(Distinctiveness/Communicability)

  21. Gulf consumers are loyal to Ford’s V8, rear-wheel drive sedans. (Every household has one) • Standard Crown Victorias are popular amongst Kuwaiti and Saudi families since they are purchased for their chauffeurs. • Price point is economical; $20,000 • They like rear wheel drive vehicles because they are easier to repair. • They accommodate for large families and tendency to buy in bulk • Hybrids do not appeal to the Gulf consumers • Independent mechanics are unfamiliar with the technology • Price of fuel is cheap • They don’t like change • Since there aren’t any taxes, leasing is not appealing and ownership is always preferred Globalization

  22. Summary

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