A

SUMMER INTERNSHIP PROJECT REPORT

ON
“Marketing Strategies of Ford Motors”

For the partial fulfillment of the requirement

For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO: SUBMITTED BY:

POOJA GOEL MUKESH KUMAR

Supervisor Batch MBA 2018-20

MANGALMAY INSTITUTE OF MANAGEMENT AND TECHNOLOGY

GREATER NOIDA (U.P)

A P J ABDUL KALAM TECHNICAL UNIVERSITY

LUCKNOW
 DECLARATION

I undersigned, hereby declare that the project titled “Marketing Strategies of Ford Motors”
submitted in partial fulfillment for the award of Degree of Master of Business Administration
of A P J Abdul Kalam Technical University is a bonafide record of work done by me under
the guidance of POOJA GOEL, MBA Dept. Mangalmay Institute of Management and
Technology. This report has not previously formed the basis for the award of any degree,
diploma, or similar title of any University.

Date MUKESH KUMAR

Roll-No. 1815270069
MBA DEPT. MANGALMAY INSTITUTE OF MANAGEMENT
AND TECHNOLOGY

CERTIFICATE

This is to certify that the report titled “Marketing Strategies of Ford Motors” Being
submitted by MUKESH KUMAR, Roll No. 1815270069, in partial fulfillment of the
requirements for the award of the degree of Master of Business Administration, is a bonafide
record of the project work done by MUKESH KUMAR of MBA DEPT. MANGALMAY
INSTITUTE OF MANAGEMENT AND TECHNOLOGY

Supervisor (Dr. Amit Gupta)

HEAD OF DEPARTMENT
 ACKNOWLEDGEMENT

Through this acknowledgement I express my sincere gratitude towards all those people
helped me in this project, which has been a learning experience.

This space wouldn’t be enough to extend my warm gratitude towards my project guide
POOJA GOEL for his efforts in coordinating with my work and guidling in right
direction.

I escalate a heartfelt regards to our Institution Director Dr. TUSHAR KANTI for
giving me the essential hand in concluding this work.

It would be injustice to proceed without acknowledging those vital supports I received

from my beloved classmates and friends, without whom I would have been half done.

I also use this space to offer my sincere love to my parents and all others who had been
there, helping me walk through this work.
 List of Figures

Fig. Title of the Figures Page

No. No.
4.1 FUSION 29
4.2 ENDEAVOUR 30
4.3 FIESTA 31
4.4 IKON 32
4.5 MONDEO 33
7.1 Which of the following Ford car you own? 47
7.2 What do you like most about your Ford car? 48
7.3 What do you feel great about your car when compared to 49
other cars in the market?
7.4 How did you come to know about this car before 50
purchasing?
7.5 Can you share your experience with after sale service 51
support
7.6 Where do you get your car serviced regularly? 52
7.7 Which bank do you prefer in getting financial help while 53
purchasing a car?
7.8 Which type of finance do you prefer? 54
7.9 To which media do you get expose regularly? 55
7.10 Which kind of T.V. channels do you watch regularly? 56
7.11 What’s your opinion on the price list of Ford cars? 57
7.12 What kinds of offers do you like or expect from the dealer? 58
7.13 What more do you expect from your dealer? 59
7.14 How do you feel when an unknown sales person approaches 60
 you by knowing your full details to demonstrate about any
product?
7.15 What’s your opinion on a Brand Ambassador for the cars? 61
7.16 What’s your opinion about the previous Ambassador 62
Abhishek Bachan for the car Ford Fiesta?
7.17 Whom do you suggest as a right person for promoting a 63
car?
7.18 What other brand(s) did you seriously consider before 64
making this car purchase?