Post on 17-Jan-2015
description
FORD MOTORS
BY- ROHIT KUMAR
Bachelor of business studies(2nd year)
Roll no.- 2063
College-Keshav Mahavidyalaya (du)
COMPANY DESCRIPTION Ford Motor Company (also known as simply Ford) is an
American multinational automaker headquartered in Dearborn, Michigan, a suburb of Detroit.
It was founded by Henry Ford and incorporated on June 16, 1903.
The company sells automobiles and commercial vehicles under the Ford brand and luxury cars under the Lincoln brand.
In the past it has also produced heavy trucks, tractors and automotive components.
Ford owns small stakes in Mazda of Japan and Aston Martin of the United Kingdom.
It is listed on the New York Stock Exchange and is controlled by the Ford family, although they have minority ownership.
FORD GLOBAL MARKET SHARE
Business Insider recognized Ford Motor Company as one of the world’s top-ten “hottest brands.”
For the first time, Ford has published the market research upon which they are crafting this brand leadership success. Their view for winning brand leadership is based upon this analysis
Ford is now a leader in innovation in the automobile industry right next to BMW.
Energy efficient effort, future safety feature and technology advancement are all what makes ford , ford; however, the car are not all that have made ford a global enterprise it is today .
Its research and advancement in safety and energy savings features are genuine dependable
FORD MISSION
"We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world."
MISSION
ONE TEAM
“People working together as a lean, global enterprise for automotive leadership , as measured by: Customer, Employee, Dealer, Investor, Supplier, Union/Council and community satisfaction”
ONE PLAN
Aggressively restructure to operate profitability at the current demand and changing model mix
Accelerate development of new product our customer want the value Finance our plan and improve our balance sheet Work together effectively as one team
ONE GOAL
“An Exciting viable Ford delivering profitable growth for all”
STRATEGIC FOCUS OR PLANS
VISION
EXPECTED BEHAVIOUR Ford functional and technical excellence
Demonstrate and build functional and technical excellence Ensure process discipline
Have a continuous improvement philosophy and practice
OWN WORKING TOGETHER Believe in skill and motivated people working together
Include everyone; respect, listen to, help and appreciate other
Build strong relationship; be a team player , develop ourselves and others
Communicate clearly concisely and candidly
ROLE MODELS FORD VALUES Show initiative, courage, integrity and good corporate citizenship
Improve quality, safety and sustainability
Have a can do, find a way attitude and emotional resilience
Enjoy the journey and each other; have fun -never at others expense
DELIVER RESULTS Deal positively with our business relatives; develop compelling and comprehensive
plans, while keeping an enterprise view
Set high expectation and inspire others
Make sound decision using facts and data
Hold ourselves and other responsible and accountable for delivering results and satisfying our customers
GOALS NONFINANCIAL GOALS Retain spot as global market leader with over 100 plants and 280,000 employees
Sustain profitability and rank as no.1 US auto company
Introduce 2013 hybrid edge into Chinese European and US markets
Enter and increase manufacturing in India to lower plant costs
Build efficiency through better logistics, distribution and control
Build awareness and increase sales of all Ford Hybrid Automobiles
FINANCIAL GOALS Increase market share FROM 16.7% of the market to 20% by 2013
By 2013 ford hybrid sales should increase over 100%; in 2009 Ford hybrid sales increased 73%
Sustain 50% increase of new car sales through 2013
Push industry hybrid sales to 10% annually
Ford hybrid Edge & Fusion to see sales of 100,000 vehicle in each market by 2013
CORE COMPETENCIES Provide high quality automobiles for average middle class citizen in the
global market
Satisfy each customer’s need and demand with right car and safety features
Continue to invest in safety features and environmental benefits
Deliver end products to consumer quicker by improving the distribution and manufacturing system through implementing RFID and other technologies
ECOSPORT FORD
SPECIFICATIONS
NAME-ECOSPORT
VARIANTE- AUTOMATIC/ MANNUAL
BODY TYPE- SUV
MODEL-AMBIENTE, TREND, TITANIUM, TITANIUM (O) [1/1.5]
GEAR- AUTOMATIC/ MANNUAL
WARRANTY- 2 YEARS/100000 Kms
FUEL CONSUMPTION- 22.70 km/l
ENGINE TYPE-3 cylinder turbocharged EcoBoost
SWOT ANALYSIS
Strength1) over a century of experience of
the parent company FORD2) very attractive pricing..price starts
at 5.59 lacs3) sleek design ,loaded with features.
4) Fuel efficient engine .
Weaknesstarnished reputation recently 972 units
of ecosport diesel recalled in india
Opportunities1)fragmented market
2)new product launch.3)extensive network of dealership
4)product services5)excise benefits
Threat1)Intense competition
2)increasing fuel prices
3)product substitute
Target Audience 30 year old professional with an extended family-
a 30 year old professional with an extended family, leading a life which is both busy, contemporary and one that requires him or her to both work hard & play hard.
Target women buyer in India with automatic variant –
The car is also launched in an automatic variant which would free women from the gear changing hassles.
Mostly focus on Tier 2 and tier 3 cities
SITUATIONAL ANALYSIS
Global climate change bringing pressure to automotive industry to make right decisions in emission level targets ,R&D and manufacturingMarket demands for a car that is • Low in prices• Looks Luxurious• Even more better if it gives a look of a SUV
Today Customers has many choices than beforeAdvances in digital Technology have widened the product development .
Competitor Analysis
Maruti Suzuki which has captured more than 40% of market share and has build its loyalty for years . Maruti Suzuki Ertiga gives really a very tough competition to eco sport. Even Renault Duster Gives it a very tough competition which has been launched last year and has really shown very good results, Also faces competition from Mahindra &Mahindra Quanto which is too a successful compact SUV.
Consumer Analysis
If we see today's market share that has been captured maximum by middle class people group who want car in budget between Rs 5lakhs To 10 Lakhs so therefore Eco Sport is a perfect car that comes up in this range
Rising fuel prices have forced consumers to take a fuel efficient car
MARKETING WEAPONS
Price strategy Analyze price situation
Select pricing strategy
Determine price and policies
Placement strategy:- Dealership should be placed in areas that are easily accessible and recognizable to interested customer
Products benefits American Brand name Benefits of SUV Equipped with sophisticated safety system
Promotion strategy Television Print Radio/FM Events Outdoors
People strategy Use of the precise staff and community
Staffing the office with experts on the cultural rules, regulation, and customs on the countries that we would like to expand to
Staff should have the appropriate interpersonal skill, attitude and service knowledge to provide the service that consumer praying for.
THANK
YOU