ford motor company
DESCRIPTION
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” - PowerPoint PPT PresentationTRANSCRIPT
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
HISTORY
• 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 AMERICA BU
SINESS CHALLEN
GES• External Environment• Market Fragmentation and Segment Shifts• Brand Clarity• Products• Quality• Market Share• Cost Structure
PRODUCT LINEUP / OVERALL MARKETING
Product Length / Width / Depth
Product – Mix - Depth
Prod
uct L
ine
Leng
th
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 Rover 3
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
PRODU
CT• 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
OTION
• 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
NSHIP M
ANAGEM
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 PODS
(DISTINCTIVEN
ESS/COM
MU
NI
CABILITY)• 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.
GLOBALIZATIO
N
• 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