MARKETING

Market Analysis and Strategic Recommendation



Ford Motor Company

Company Background

Ford Motor Company (NYSE: F), was founded by Henry Ford I n 1903 and become a corporation in 1919, it is the second largest manufacturer of cars worldwide. Ford Corporation includes Ford North America, Ford South America, Ford Europe, Premier Automotive Group, Ford Asia Pacific and Africa/Mazda segments. Volvo, Mercury and Lincoln motors. At the beginning of 2007 Ford sold Aston Martin division and in June of 2008 Ford sold to Tata motors its Jaguar, and Land Rover divisions. At present time, Ford has 246,000 employees and 95 plants worldwide. Ford needs a sense of urgency regarding revising a strategic plan that incorporates the next generation of vehicles, reduces cost, and expands in the world growing markets. In today's global economy and highly competitive auto industry Ford has no time to procrastinate. Ford has just too much at risk in not planning a new strategy and become an industry leader in alternative fuel technology.

Ford New Vision

For Ford Motor Company is to become automotive industry leader in, fuel efficient, and alternative fueled vehicles at an accessible cost with superior quality to global consumers. When people think Ford, people will think in quality and innovation, the car of the future.

New Mission Statement

The new proposed mission statement will be as follows: Ford Co will become an industry leader, not a follower. To regain lost market share that was lost to foreign competition, and once again be the auto industry leader in sales, in market share, and profits while improving and solidifying Ford's name worldwide.

Values Statement

The auto industry just like the global economy is going through tremendous change, due to rising fuel prices, and environmental worries, such as global warming. Ford must use these threats as opportunities, and take advantage of changing consumer buying habits. Ford needs to change consumer perception of the company, from manufacture big high fuel consumption, contaminating vehicles to innovative, quality, and environmentally friendly vehicles. To do this Ford must portray an image that states that Ford values what the consumer wants and what the environment needs. Listen to what consumers are saying directly and indirectly about Ford's current products, and create innovative, green, vehicles that turn consumers into customers. At the same time provide Ford stakeholders pride and financial incentives to remain with Ford.

Environmental Analysis

Management and employees make up the internal stakeholders. Mexico Fordâ?˜s employees do not belong to a union and do not want to because there are excellent relations between the management and the workers. The relationship between internal stakeholders is outstanding in Ford Mexico. The mayor investment is also in Mexico. The management team must keep this relation and keep improving it as possible. Communication is essential to align internal stakeholders. Ford management must keep this type relation in all foreign markets.

Employees must follow a strong company culture incorporating company values involving customer service, harmonizing service with cost control, and the safety and training. When organization culture is not transmitted efficiently, the organization performance ...