Written Case : Ford: No Longer Just An Auto Company?

I. Statement of the Problem

In what manner should the company position in the market with a decreasing
share price and market share, poor management, declining brand image, increasing
competition, and bribery investigation?

II. Strategic Analysis

SWOT Analysis
STRENGTHS WEAKNESSES
 The company has a strong brand  The company relies too much of its
portfolio. sales in North America.
 The company emphasize innovation.  The company focused on corporate
acquisition rather than new vehicle
 The company has exceptional leaders.
development.
 The company values the vision, “ONE
 The company has dysfunctional
FORD”.
culture.
 The company has large customer
base.

OPPORTUNITIES
 The company may intensify e-
commerce.
 Opportunity to increase presence
online and engage in innovation.
 Product development has seen an
opportunity to make a strong brand
image that may increase sales.
THREATS
 Increase competition in the industry
and e-commerce.
 Increase technological advancement
in commerce.
 There are increasing discounted
products by the existing and emerging
competitors.

III. Alternative Courses of Action

 Boost and incorporate integrated marketing
 The company must go beyond traditional marketing and work hard to
increase awareness and reach the other potential market. The company has
already set a brand image for the market. Thus, it must be vigorous in marketing
the products and offering discounts and sales promotions. By this, the company
can grow its revenues and market share, increase customer loyalty, and provide
a competitive advantage. However, it may require a marketing cost.