Ford Motor Company
Deidre Hoefner
Tanweer Akhtar
Manish K Lal
Aug. 24 2006
Agenda
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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
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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
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Product
Price
Place
Promotion
Four Cs
Customer solution
Customer cost
Convenience
Communication
Product Line
SUVs
Sports Cars
Trucks
Luxury Cars
Convertibles
Midsize Cars
Vans &
Minivans
Wagons
Small Cars
Niches within SUV Market Segment
Lincoln
Navigator
Ford
Explorer
Sports Cars
Trucks
Luxury Cars
Ford Expedition
Mercury Mountaineer
Convertibles
Vans &
Minivans
Wagons
Midsize Cars
Ford Excursion
Small Cars
Product Length / Width / Depth
Product – Mix - Width
Product Line Length
SUVs
Ford
Crossovers
Escape
Freestyle
Explorer Sport Trac
Exscape Hybrid
Freestyle
Explorer
Expedition
Navogator
Pickups
Focus
Fusion
Five Hundred
Crwon Victoria
Mark LT
Zephyr
LS
Town Car
Milan
Montego
Grand Marquis
MAZDA3 4-Door
MAZDA6 Sports
MAZDA6 5-Door
MAZDASPEED6
Lincoln
Mercury
Mariner
Mountaineer
Mariner Hybrid
Tribute
CX-7
Mazda
B-Series Truck
XC90
S40
S60
S80
LR3
Range Rover Sport
Range Rover
X-TYPE
S-TYPE
XJ
Volvo
Jaguar
LandRover
Aston
Martin
Tribute
CX-7
Sedans
Ranger
F-150
Super Duty
Coupes
Mustang Coupe
Ford GT
Convertibles
Mustang
Minivans/Vans
Freestar
Econoline E Series
Wagons
Freestyle
Monterey
RX-8
MX-5 Miata
C70
XK Convertible
XK Coupe
V8 Vantage
DB9
Vanquish S
DB9 Volante
MPV
MAZDA3 5-Door
MAZDA5
Tribute
MAZDA6 Sport Wagon
CX-7
V50
V70
XC70
Product Development Strategy
 LOW COST OF OWNERSHIP
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Initial price
Fuel consumption
Reliability
Serviceability
 CLEAR PRODUCT SUPERIORITY
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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
proposition
Data modeling:
understand and treat
customers
Instituting best
processes
Product development
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.
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Education
Conservation
AIDS awareness
Community action
Way Forward
 Efficient and effective to compete in
the market
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New series compact cars
Brand consolidation
“American value”
Associate quality with Ford brand
Reduce manufacturing cost
 Cutting edge technology / User
friendly web site