Download FORD MOTOR COMPANY

FORD MOTOR COMPANY
Anood
Baja
Bruce
Chris
Miriam
OVERVIEW / HISTORY / MARKET
COMPANY INFO
• 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
External Environment
Market Fragmentation and Segment Shifts
Brand Clarity
Products
Quality
Market Share
Cost Structure
NORTH AMERICA BUSINESS CHALLENGES
•
•
•
•
•
•
•
PRODUCT LINEUP / OVERALL MARKETING
Product Line Length
SUVs
Crossovers
Pickups
Sedans
Coupes/
Convertibles
Ford
4
7*
3
7*
2
Lincoln
1
1
4
Mercury
1
2*
Mazda
1
1
Volvo
1
Jaguar
Land Rover
Aston Martin
3
1
Wagons/Vans
3
1
1
2
6
3
1
3
2
1
1
3
5
* includes Hybrid Vehicles
Product Length / Width / Depth
Product – Mix - Depth
Product Line
Number of different lines
per product type.
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.
Customer Focus
Ford’s Marketing Strategy
PRODUCT / PRICE
PRODUCT
• 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
• 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
• Restructuring Cost Cuts
– Leveraging assets
– Removing poorly performing models
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)
PROMOTION
• 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
CUSTOMER RELATIONSHIP MANAGEMENT
• 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
COMPETITION
(DISTINCTIVENESS/COMMUNICABILIT
Y)
• 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.
– 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
• Gulf consumers are loyal to Ford’s V8, rear-wheel drive
sedans. (Every household has one)
SUMMARY