ford's marketing strategies
TRANSCRIPT
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Ti:
Gio Vin Hng Dn : Ths. Quch Th Bu Chu.
Sinh Vin Thc Hin :
V Kim Hng. KDQT1 K32Dng Tng Lm. KDQT1 K32 Bo Ngc. KDQT1 K32V Minh Tho KDQT1 K32
Thi Nguyn Tng Vy. KDQT1 K32
Chin Lc Marketing Quc T caTP ON FORD MOTOR
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Type Public (NYSE: F)
Founded June 16, 1903
Founder Henry Ford
Headquarters Dearborn, Michigan,United States
Area served Worldwide
Key people William C. Ford, Jr.(Executive Chairman)
Alan R. Mulally(President) & (CEO)
Industry Automotive
Products Mainstream/PerformancevehiclesAutomotive parts
Services Automotive finance,Vehicle leasing, Vehicleservice
Website Ford.com
Henry Ford
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Revenue US$ 172.455 Billion (2007)
Operatingincome
US$ 5.296 Billion (2007)
Net income US$ -2.723 Billion (2007)
Total assets US$ 279.264 Billion (2007)
Total equity US$ 5.628 Billion (2007)
Employees 87,700 (US - 2008) 245,000(worldwide)
Divisions Ford CreditFord divisionLincoln
MercuryPremier Automotive Group
Subsidiaries Automotive ComponentsHoldingsMazda (small 13%)
Volvo (cars only)
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Nn tng t Henry Ford:
Coi sn xut l dch v, coi trng dch v khch hng
ng c bit nhn mnh tm quan trng ca cht lng
sn phm ng cng rt cao s sng to v coi trng i ng laong
Hin nay:
ONE FORD - ONE TEAM . ONE PLAN . ONE GOAL
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LOGO
Sc p a
phng cao
Chin
Lc
Kinh
Doanh
Ton
Cu
Sc p chiph cao
?
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LOGO
Sc p a
phng caoSc p chiph cao
Chin lcxuyn quc gia
Chin
Lc
Kinh
Doanh
Ton
Cu
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khc ngnh cng ngnhLin MinhLin Minh
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Chin lc Marketing ton cu tng qut
Chin lc marketing quc tChin lc marketing quc tty theo quc gia, khu vcty theo quc gia, khu vc
Chin lc marketing quc tChin lc marketing quc tty theo quc gia, khu vcty theo quc gia, khu vc
Va chung va ring
Chu
Anh
Chu PhiChu MChu u
MThi
Lan
Vit
Nam
.
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Cc chin lc Marketing Mix 4P
Chin lc sn phm:
Mi quc gia, khu vc, Ford Motors c nhng chin lc sn phmcho ring tng ni, xy dng trn
nn tng tiu chun chung vcng ngh, mc an ton
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Sn
Phm
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Danh mc sn phm nhn hiu Ford
Anh Thi Lan
New Ka New Ford Focus
New Fiesta Escape
Fusion New Everest
Focus New Ford Ranger
Focus Coup - Cabriolet
New Focus RS
C - Max
Kuga
Mondeo
S Max
Galaxy
Ranger
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Chui sn phm thuc loi xe Ranger
Anh Thi Lan
Ranger Ranger Standard Cab
Ranger XLT Ranger Open Cab 2WD
Ranger Thunder Ranger Open Cab Hi Rider
Ranger Wildtrak Ranger Open Cab 4WD
Ranger Double Cab 2WD
Ranger Double Cab Hi Rider
Ranger Double Cab 4WD
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Chin lc gi
Ford Motor la chn chin lc gicn c vo chi ph i vi tng nc vchi ph i vi tng nhu cu i hi cakhch hng.
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Ford Volvo
Sn phm Anh Thi Lan
GBD USD USD THB
S40 14.745 23.444 52.360 56.728 1.798.000 1.948.000
S60 57.951 1.990.000
S80 21.745 34574 78.335 84.160 2.690.000 2.890.000
V50 16.495 26227V70 22.745 36164 83.490 2.867.000
XC60 24.995 39742
XC70 27.995 44512 84.305 2.895.000
XC90 29.995 47692 46.302 - 66.396 101.894 1.590.000 2.280.000 3.499.000
C30 14.995 23842 55.301 - 68.143 1.899.000-2.340.000
C70 24.995 39742 130.899 4.495.000
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Chin lc phn phi
h thng knh phn phi dcvi hng lot cc i l cquyn trn khp th gii, chus kim sot cht ch ca cng
ty m ti M.
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a. Ti Anh quc : Ford Anh quc l hng xe ln nht ti vng quc ny Hin nay Ford pht trin ti y 7 chi nhnh vi hn 550 i
l bn l trn khp vng quc Anh. Do c trng ca vng quc Anh l bao gm cc vng lnh
th ring bit nh Anh, x Wales, Scotland, Ireland nn timi vng th Ford li c 1 chi nhnh ring.
b. Ti Thi Lan :Ford tin hnh lin doanh vi Mazda phn phi dng xec nh, c th l Mazda2 v dng xe Fiesta cho th trngng Nam y tim nng.
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Chin lc xc tinchin lc xc tin da ph hp vi nn vn ha,tnh cch, li sng, nim tin ca mi a phng.
Qung co bng cch t chc cc cuc thi thnghim trc xe Thc hin cc cuc trin lm Autoshow.. Ti tr cho cc s kin th thao, vn ho, vui chigii tr
y mnh quan h cng chng, tuyn truyn boch Qung b thng hiu trong phim nh (ProductPlacement PP)
Cc cch c bn:
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AnhAnh
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on caravan do Ford t chc ang lmcng tc x hi
Thi LanThi Lan
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4. Nhn xt v thnh cng, tht bi v rt ra bi hc kinh nghimca FORD
4.1 Nhng thnh cng ca Ford
Thnh cng trong vic dm ngh, dm lm, ca s kin tr phn uv tinh thn hc hi.
Thnh cng trong vic hc hi tm ti, nghin cu, tn dng khoahc k thut lm a dng ho sn phm ca mnh.
Thnh cng trong vic a dng ho lnh vc kinh doanh gim thiuri ro hot ng, chim c lng tin khch hng, to c uy tn
thng hiu
Thnh cng trong vic dng ngi v thu ht nhn ti to sc bt vt qua khng hong.
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4.2. Nhng tht bi ca Ford Tht bi trong vic mua bn thng hiu mt cch vi v
S tht bi in hnh ca thng hiu.
Lin tc thua l trong nhng nm gn y v cn nh mt c v tr vo tayToyota.
4.3. Nhngbi hc kinh nghim Phi bit thn trng trong nhng chin lc, tm hiu nhu cu khch hng
p ng ti a, a ra nhng sn phm ph hp vi nhu cu cng nh thmm.
Phi dm ngh dm lm, hng cc hot ng ca cng ty vo li ch chung,ch trng n quyn li ca nhn vin, cng nhn di quyn.