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