sample on marketing planning of ford motor

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TABLE OF CONTENTSEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION..........................................................................................................................1TASK 1 ..........................................................................................................................................21.3 Examining techniques for organizational auditing and for analysis ofexternal factors that affect marketing planning.......................................................21.4, 3.1 Organizational auditing and analysis of external factors that affectthe marketing planning within Ford Motors............................................................... 3

TASK 2...........................................................................................................................................52.1, 2.2 Assessing barriers to marketing planning and examining the wayin which Ford Motors can overcome these.................................................................5

TASK 3 ..........................................................................................................................................63.1 Objectives (Introduction of the product)..............................................................63.3 Techniques for new product development for Ford product........................73.1, 3.4 Pricing policy, distribution and communication mix for new product7

TASK 4...........................................................................................................................................84.1, 4.2, 4.3 Ethical issues that might influence the plan.....................................83.1 Budgets.............................................................................................................................93.1 Implementation...........................................................................................................10

REFERENCES............................................................................................................................12

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INDEX OF TABLESTable 1: Budget for Ford Motors.........................................................................................7

This is Sample onMarketing Planning

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EXECUTIVE SUMMARYFord Motor Company is an American multinational automotive

manufacturer that is headquartered in Dearborn, Michigan, a suburb ofDetroit. Company is engaged in making sales of automobiles and commercialvehicles under Ford brand and the most luxury cars under Lincoln brand. Inthe present study, marketing plan of Ford Motors consists of its mission,objectives, marketing strategy as well as marketing budget. Marketingplanning is regarded as an effective part of the strategic planning process(Chua and Banerjee, 2013). This assists firm in defining the roles andresponsibilities of organization. The aim of company is to make greatproducts so as to strengthen the business and to benefit the community inan effective manner. The short terms as well as long run policies areintegrated through marketing mix with an aim to attain ultimate businesstarget. Strategic planning is regarded as the process that assists the firm inmaking determination of business objectives. With this, the firm can avoidmarketing gap. Thus, the firm can effectively analyse opportunities that areprevailing in the market and respond to the same.

There is presence of several factors that affect the effectiveimplementation of marketing plan. This includes budget, structure oforganization, management information system, non financial factors as wellas external and internal perspective. The availability of finance is the majormarketing plan constraint. With the assistance of budget, management canlimit its actions in order to exceed the financial limitation (Dibb and Carrigan,2013). Thus, the efficiency of plan in available constraint is determined in anappropriate manner. In addition to this, the marketing plan involvesutilization of database that is related with customer needs, preferences aswell as competitor’s policy. The internal resources within Ford Motors arecomprised of technology and personnel. The firm's policy of wining overcompetitors calls for integration among both these factors.

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INTRODUCTIONMarketing plan is referred as the document that is devised by company

leaders as well as marketing professionals. The tools are effective inproviding guidance to the marketing department of Ford Motors regardingthe steps that are essential to align pre-defined marketing objectives as wellas strategies. The major purpose of marketing plan is to set specific courseof marketing for the organization. With the assistance of marketing plan,company leaders can monitor as well as devise the expectations for otherfunctional areas. Certain facets of the marketing plan are related toaccountability (Gilmore, 2010). The plan is general commitment from leadersof organization and marketing staff for the purpose of taking organization ina particular direction.



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With the increase in competition as well as to wide spread the businesscultures, the traditional marketing techniques have started to submerge. Themarketing concept has developed several scope of creating an edge overbusinesses in the market. The concept of sustainable marketing approachlaid emphasis on spreading awareness regarding the changing perspective ofmarket as well as of environmental factors. The capability of Ford Motorswould be reflected through effectiveness in product portfolio, image of thebrand as well as supply chain. With efficient supply chain, organization cancreate a stronger reputation in the market place.

TASK 11.3 Examining techniques for organizational auditing and for analysis ofexternal factors that affect marketing planning

There is a significant role of organizational audit for the firm like FordMotors. The firm is sensitive to the changes within organization as well as tothe business environment. The globalized operations of business make itentirely responsive towards the same. The methods that can be used fororganizations audit includes:

Swot analysis: This tool is effective in carrying out review of internalenvironment in the firm. This presents the factors which can becontrolled by Ford Motors. This assists the business in making analysisof its strengths, weaknesses, opportunities as well as threats. With this,management gains subjective idea in relation to the corporatestrategies and their potential impact on the revenue (Jahdi and Acikdilli,

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2009). The future threats are being determined and are worked uponso as to avoid negative impact.Pest analysis: Through this auditing tool, Ford Motors can realize theimpact of external environment in the practices of firm. Such offerscompany with suitable ideas regarding uncontrollable factors thataffect the operations of organization. The analysis is comprised ofpolitical, social, technological and economic factors that have theirimpact of the activities of company.

1.4, 3.1 Organizational auditing and analysis of external factors that affectthe marketing planning within Ford MotorsSWOT analysis of Ford Motors:Strength

Stronger position in US marketSound financial performanceEffective growth within China market

Weakness

Possess ineffective environmental recordHas a high structure of cost

Opportunity

To launch green vehiclesAchieving growth in the market by means of acquisition (Ford Motors,2015)To comply with the new standards of emission

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Threat

Increase the price of raw materialGreater competition in the marketRise in the prices of fuel

Pestle analysis of Ford Motors:Political: The executive of company has decided to developadvertisement for its new car that possess attribute of costeffectiveness. The advertisement of business will be influenced insituation when regulatory authority decides on increasing the rate oftax that is involved in production. With this, firm would not be able tosell its product at the reasonable prices.

Economic: The global financial crunch has affected automobile sectorin an adverse manner. Further, it is forcing certain automobile makers



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in the world of bankruptcy. The economic environment at present ishard for Ford Motors though it is recovering with time (Parrish, 2010).The firm is required to adjust into current economic condition in orderto survive and plan to come back in the period of boom.Social: Company has decided to develop non electronic means ofadvertisement in order to reach at large number of customers. Thisdecision of the firm will be influenced in case if the target marketwould prefer to purchase through traditional means or throughpresence on social networking sites such as Facebook and Twitter.Technological: There is presence of technological trend in the motorvehicle industry across the globe in order to manufacture safervehicles that are economical in terms of fuel usage. There is increasedawareness among the customer’s fuel consumption of vehicles. Due tothis, Ford Motors is required to carry out technological research formeeting such demand.Legal: The legal factors that company is required to understand andcomply with are in relation with labour laws that are changingfrequently. These laws are becoming stricter in several countries andrequire good compensation to workers of the firm.Environmental: The environmental factor that is influencing FordMotors is in relation with the increased need to minimize the pollutionin environment through clean exhaust from motor vehicles(Rosenbloom and Dimitrova, 2011). This in turn forces certain

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countries to come up with the laws that are effective in governingenvironmental pollution.After carrying out SWOT and Pestle analysis; it has been gained that

Ford Motors stronger position in US market. Further it has stronger financialperformance that can assist it in making investment further in other venturesas well. This would result in building sound image of the brand. The companyis making effective growth in China which would act as an aid in increasing inreputation in the market. This has resulted in increasing the sales of theorganization to a significant level. The firm has the opportunity to enhanceits market by the means of acquisition as this would provide it a competitiveadvantage. From external factors analysis it has been gained that companyis making advertisement of new car that possess cost effectiveness as anattribute. It is important for the firm to adjust into current economiccondition in order to survive and plan to come back in the period of boom.This is because it is hard for Ford Motors at present to manage its function incost effective manner. It has been viewed that at present the customers arebecoming more aware regarding the fuel consumption. Thus there is greaterneed for the company to bring advancement in the technology so that it canmeet the needs of the customers in an appropriate manner. Theenvironmental factor that is affecting Ford Motors is with respect toincreased need to minimize the pollution in environment through cleanexhaust from motor vehicles. In addition to this the concept of green vehiclehas emerged that need to be implemented by Ford Motors.

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TASK 22.1, 2.2 Assessing barriers to marketing planning and examining the way inwhich Ford Motors can overcome these

There are significant barriers in relation with marketing planning thataffects the adoption of policies to a greater extent. These are as follows:

Organizational barriers: The inefficient leaders as well as managers cancreate flaws in the process of communication. With this, delay iscaused in the circulation of information. This results in causingsituation of confusion and chaos within organization. This acts as abarrier of the firm.

Lack of knowledge and skills: With the ineffectiveness in handling ofwork by the employees, performance of company is affectedsignificantly (Czinkota and Ronkainen, 2012). The presence of lack ofknowledge and skills within employees demonstrates the flaws in



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policies of human resource. The inefficient manager can guide teamtowards wrong direction and thus, results in misleading it.

Ways of overcoming the barriers are enumerated below:

Effectiveness in organizational structure: With the assistance oforganizational policies, greater assistance can be provided to themanagement towards defining the roles and responsibilities in the firm(Dziri, 2013). This results in effective leadership. Thus, the chances ofmistakes would be reduced to a greater extent.Defining objectives clearly: The manager of company faces majortrouble in deciding what is required to be done in situation when theobjectives are unclear and misleading. With clarity in objectives,management can perform the business functions in an appropriatemanner.McDonald has provided ten S frameworks that assist in obstructing the

barrier in an effective manner. The following are the key factors that need tobe complied with by the organization such as Ford Motors.

Techniques before strategiesArrangement of advertising inside operationsImparted values about advertisingStructure around advertisingFiltration of earth completelyOutlining of data on SWOT examinationAbilities and information

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Systematize the methodologyGrouping destinationsStyle and society

TASK 33.1 Objectives (Introduction of the product)

Company like Ford Motors possess a wide range of products. The firmis carrying out its operations successfully in the domestic as well asinternational market. It has been determined that the Ford does not have carthat is environmental friendly. In this respect, the new product that would bedeveloped by Ford will be Ford Eco. There are wide ranges of featurespossessed by the new product. It is comprised of usage of non toxic fuelsthat includes bio-diesel as well as natural gas. This is because such emitsless carbon components while it’s run. This product would greatly benefit thesociety.

3.3 Techniques for new product development for Ford productFord Motors is one of the world's largest automotive manufacturers in

domestic and international market. Company makes use of technique suchas Ansoff matrix for the purpose of new product development. With this, thefirm is able to examine its current position in the market. It measures thelevel of risk in the market with differential strategies. The firm can focus onnew product development strategy which possesses medium risk factor.Here, Ford Motors can develop new product in the existing market. Throughgreater research, the preferences as well as needs of customers can be

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determined and thus, product ideas can be developed in order to gain edgeover competitors.

3.1, 3.4 Pricing policy, distribution and communication mix for new productThe price of new product that is Ford Eco would be determined in

accordance with the conditions prevailing in the market. For instance, in caseif there is greater competition among the firms manufacturing eco friendlycars, thus, in such situation, the pricing would be based on competitivetactics. In the similar manner, the prices of products need to be establishedin accordance with the objectives of business. In case if company desires toattain huge amount of profitability then it can adopt the strategy ofpenetration pricing. Pricing strategy needs to be in accordance with thecompetition prevailing in the market in relation to the eco friendly vehicle. Inthe present era greater efforts are being made by the organization towardsreducing pollution this can be done by launching eco friendly vehicle. It isimportant for the company to provide products at reasonable price as thereis greater demand regarding usage of this product in an effective manner.

There is presence of several kinds of strategies for distribution that canbe used by Ford Motors in order to distribute its new product in the market.Direct distribution can be done by organization through opening of firm'swebsite (Lilien, Rangaswamy and Bruyn, 2013). This is effective in providinggreater convenience to the customers. Further, indirect distribution strategycan also be used under which it can carry out distribution through openingmore than one outlet at varied geographical locations. It is important for theFord Motors to distribute its product online and through outlets as such is

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effective in establishing interaction with the customers in an appropriate way.Further it has greater advantage in meeting the demand of the prospectivebuyers on time.

Promotion of new product is important as this assist the organization increating awareness in market. Further the ways in which product can beused is known to the customers in an effective manner. Effective promotionalstrategy assists the business in providing information regarding features ofproduct. Thus this results in increasing demand of the product. Thecommunication regarding new product can be done through techniques suchas advertisement in television and by using personal selling approach. Thetechnique would be effective in creating awareness among large number ofcustomers in an effective manner.

TASK 44.1, 4.2, 4.3 Ethical issues that might influence the plan

Ford motors have adopted several ethical practices in an effectivemanner so as to prevent its image. There are several ethical issues that canaffect the marketing plan to a greater extent. These include:

Product: The ethical practices of firm assist the organization in statingits policy in relation to quality of products and the economic process ofmanufacturing it (Marshment, 2009). This presents the keycharacteristics of the product. Further, it demonstrates the need ofconsumers.

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Price: The policy of pricing follows several measures and techniques.With the inclusion of ethical practices, there is greater demand for theorganization to adopt fair as well as efficient means of pricing.Place: The channels of distribution and delivery of product is anessential task that needs to be analyzed by the firm. With this,company can determine the effective means of attaining raw materialsand superior quality products for organization.Promotion: The unethical practices related with promotion like fakedata representation as well as misleading advertising are not practisedby Ford Motors. The firm complies with fair promotional strategy inorder to create awareness in the market.

Ways such can be addressed

Advertising ethics: Company like Ford Motors can take into account theethical practices for advertising with an aim to achieve the target offirm. The policy of organization seeks to check the honesty of productsand the message. By resolving the above issues, the firm can gaintrust of customers and can put an example within society.

Consumer ethics and its impact on marketing planning

Fair pricing: Company like Ford Motors has determined the productsand services that are based upon the analysis of demand and supply(Strategic Marketing Planning: Theory and Practice1, 2006). The firmbelieves in cutting down the labour cost, raw material and expenseswith an aim to offer products at reasonable prices. The firm offers

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value based pricing that is beneficial for the organization to a greaterextent.Ethical buyer is the shoppers who take into account natural issues,creature issues as well as moral issues that include harshadministration while shopping. It is essential that organization needs tokeep in mind the end goal in order to continue with decent advertisingand it must also account privileges of buyer as well. In case of beingunethical in item deals and item buy such may result in causinggreater consequences.

For instance, in situation when the client accessing the product isillegal then Ford Motors will not consider client as good fit for the deal.This would specifically affect business. Thus it is essential for FordMotors to consider various factors and issues relating to morality andethical issues.



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3.1 BudgetsBudget for Ford Motors has been presented in the manner below:

Table 1: Budget for Ford MotorsBudgeted cash flow for Six months (000$)

Particulars JanuaryFebruar

y March April May JuneOpening balance 400 330 160 240 220 330Revenue 200 250 400 420 500 570Total Cash Available(A) 600 580 560 660 720 900Expenses forpromotional campaigns 50 70 100 120 130 80Cost of market research 120 150 70 200 180 150Advertising expenses 100 200 150 120 80 250Total Cash Expenses(B) 270 420 320 440 390 480Closing Balance (A-B) 330 160 240 220 330 420

The above budget presents the projected sales as well as cost ofpromoting the product. It has determined from the above analysis that thebudget is the best fitted to the organization. This is due to the reason thatexpenses of Ford Motors in each month is declining. However, its revenue isincreasing significantly. This is due to increasing awareness in the marketregarding new product.

3.1 Implementation

Activities ofmarketing plan Actions Timescales

Information input The initial step of 1-2 weeks



marketing plan isinformation input thatincludes determinationof objective, market size

and marketingenvironment as well asother related factors.

Customer motivationand marketingsegmentation

Further, after this,another major step is

related withinvestigating the

segmentation basis forthe organization. Thisalso includes examining

the strategy forpositioning andtargeting for the

potential customers. 3-4 weeks

Financial marketingand customerobjectives

Later, the financialresources in order to

carry out the marketingplan are being 4-6 weeks



determined in order toaccomplish the activitiesin an effective manner(Relationship betweenStrategic Planning &Marketing Strategies,

2015).

The strategy ofmarketing is determinedfollowing the previousstage. Under this, the

manner in which productwould be promoted isinvestigated so thatbetter understandingcan be developed

among the customersregarding product. 5-7 weeks

Elements of marketingmix

At last, elements ofmarketing mix that isproduct, place andpromotion and 7-9 weeks

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distribution is evaluated.

Audit activitiesFurther auditing of

activities is done. Thisinvolves monitoring of

the plan and itseffectiveness. 10-12 weeks



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REFERENCES● Chua, K. Y. A. and Banerjee, S., 2013. Customer knowledge management

via social media: the case of Starbucks. Journal of KnowledgeManagement. 17(2). pp. 237–249.

● Czinkota, M. and Ronkainen, I., 2012. International marketing. CengageLearning.

● Polonsky and Hastings reflect on social marketing in a period of socialchange. European Journal of Marketing. 47(9). pp. 1376–1398.

● Dziri, R., 2013. Avoiding Strategic Drifts in a Hypercompetitive Market.GRIN Verlag.

● Gilmore, 2010. Reflections on methodologies for research at themarketing/entrepreneurship interface. Journal of Research in Marketingand Entrepreneurship. 12(1). pp.11–20.

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