FORD MOTOR COMPANY

AnoodBaja

BruceChris

Miriam

OVERVIEW / HISTORY / MARKET

COM

PANY IN

FO• 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

HISTO

RY

• 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

NO

RTH AM

ERICA BUSIN

ESS CHALLEN

GES

• External Environment• Market Fragmentation and Segment Shifts• Brand Clarity• Products• Quality• Market Share• Cost Structure

PRODUCT LINEUP / OVERALL MARKETING

Product Length / Width / D

epth

Product – Mix - Depth

Pro

du

ct L

ine

Len

gth

 SUVs Crossovers Pickups Sedans

Coupes/Convertibles Wagons/Vans

Ford 4 7* 3 7* 2 3

Lincoln 1   1 4    

Mercury 1 2*   3   1

Mazda 1 1 1 1 2 6

Volvo 1     3 1 3

Jaguar       2 1 1

Land Rover3          

Aston Martin        5  

* includes Hybrid Vehicles

Product Line

Number of different lines per product type.

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.

PRODUCT / PRICE

PROD

UCT

• 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

PRICE• 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

PLACE / PROMOTION

PLACE

• 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)

PROM

OTIO

N• 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

CRM

CUSTO

MER RELATIO

NSH

IP MAN

AGEM

ENT

• 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

COMPETITION / GLOBALIZATION

COM

PETITION

PAIRED PO

DS

(DISTIN

CTIVENESS/CO

MM

UN

ICABILITY)• 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.

GLO

BALIZATION

• 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

SUMMARY