Ford Motor Company

Deidre Hoefner
Tanweer Akhtar
Manish K Lal

Aug. 24 2006
Agenda
 Introduction
 Marketing Mix
 Product Line
 Product Development Strategy
 Competition
 POP / POD
 CRM
 Social Responsibility
 Way Forward
Ford: The Company

 Vision: “To become the worlds leading consumer company

for automotive products and services.”

 Mission Statement: “To provide safe, reliable, and

personal transportation around the world.”
 Market Share: 16% of the US market and 10% of the
European market.
 Brands: Ford, Mercury, Mazda, Jaguar, Volvo, Lincoln, Land
Rover, Aston Martin.
Ford: History
 Founded in 1903 in Detroit
 Family owned business
 Launched very popular Model T in 1908
 First moving assembly manufacturing process
 Very successfully mass marketed Model T
 Lost market to GM and Chrysler during 1920s
by neglecting consumer demands
 Introduced Ford Escape Hybrid in 2004
 Redesigned Mustang including 60’s retro style
in 2005
 “Way Forward” : Attempt to align production
capacity and fixed costs with projected market
share in 2006
Marketing Mix
 Particular set of marketing tools used
by a company
 By “mixing” these, a business can
work to achieve marketing objectives
 Four basic tools are usually available:
Product, Price, Place and Promotion
 These are also known as the 4Ps
Marketing mix: 4Ps / 4Cs
Four Ps Four Cs

 Product Customer solution

 Price Customer cost
 Place Convenience
 Promotion Communication
Product Line
SUVs

Sports Cars
Trucks
Luxury Cars

Convertibles

Midsize Cars
Vans &
Minivans

Wagons
Small Cars
 Niches within SUV Market Segment

Lincoln Ford
Navigator Explorer

Sports Cars
Trucks
Luxury Cars
Mercury Mountaineer Ford Expedition
Convertibles

Midsize Cars
Vans &
Ford Excursion
Minivans
Wagons
Small Cars
 Product Length / Width / Depth
Product – Mix - Width
SUVs Crossovers Pickups Sedans Coupes Convertibles Minivans/Vans Wagons
Escape Freestyle Ranger Focus Mustang Coupe Mustang Freestar Freestyle
Explorer Sport Trac F-150 Fusion Ford GT Econoline E Series
Exscape Hybrid Super Duty Five Hundred
Ford Freestyle Crwon Victoria
Product Line Length

Explorer
Expedition
Navogator Mark LT Zephyr
Lincoln LS
Town Car
Mariner Milan Monterey
Mercury Mountaineer Montego
Mariner Hybrid Grand Marquis
Tribute Tribute B-Series Truck MAZDA3 4-Door RX-8 MX-5 Miata MPV MAZDA3 5-Door
CX-7 CX-7 MAZDA6 Sports MAZDA5
Mazda MAZDA6 5-Door Tribute
MAZDASPEED6 MAZDA6 Sport Wagon
CX-7
XC90 S40 C70 V50
Volvo S60 V70
S80 XC70
Jaguar XK Convertible
LR3 X-TYPE XK Coupe
Land-
Range Rover Sport S-TYPE
Rover Range Rover XJ
V8 Vantage DB9 Volante
Aston
DB9
Martin Vanquish S
Product Development Strategy
 LOW COST OF OWNERSHIP
 Initial price
 Fuel consumption
 Reliability
 Serviceability

 CLEAR PRODUCT SUPERIORITY

 Appearance
 Comfort
 Features
 Ride and
 Handling Performance
Competition
 No. 2 US auto maker
 Competition from foreign car makers
 Losing market share to rivals ( 15.6%
now)
 Leader in Trucks in US Market
POP / POD
 POP
 Major category player
 Improve parity in hybrid cars
 Create parity for flex fuel vehicles

 POD
 Over 100 years of legacy
 An “American” car company
 Provides safe, reliable, and personal
transportation
 CRM

The Customer is Job 1 at Ford

 CRM
Acquiring right customer SAS platform

Crafting right value Data modeling:

proposition understand and treat
customers
Instituting best Product development
processes strategy
Motivating employees Empower front line
employees, KMS
Retain customers Customer defection,
retention, & satisfaction
Social Responsibility
Ford is serious about making the world
a better place. That is why empowering
people is regarded as a high priority
and one of our major goals.

 Education
 Conservation
 AIDS awareness
 Community action
Way Forward
 Efficient and effective to compete in
the market
 New series compact cars
 Brand consolidation
 “American value”
 Associate quality with Ford brand
 Reduce manufacturing cost
 Cutting edge technology / User
friendly web site