FORD MOTOR COMPANYOVERVIEW / HISTORY / MARKETCOMPANY INFOHISTORYNORTH AMERICA BUSINESS CHALLENGESPRODUCT LINEUP / OVERALL MARKETINGProduct Length / Width / DepthProduct LineCustomer FocusPRODUCT / PRICEPRODUCTPRICEPLACE / PROMOTIONPLACEPROMOTIONCRMCUSTOMER RELATIONSHIP MANAGEMENTCOMPETITION / GLOBALIZATIONCOMPETITIONPAIRED PODS (DISTINCTIVENESS/COMMUNICABILITY)GLOBALIZATIONSUMMARYFORD MOTOR COMPANYAnoodBajaBruceChrisMiriamOVERVIEW / HISTORY / MARKETCOMPANY INFO•Vision: “ To become the world’s leading consumer company for auto products and services”•Mission: “ Producing vehicles that meet the demands of our customers in terms of quality and effectiveness”•Our slogan: “ FORD FEEL”•Brand: Ford, Mercury, Mazda, Jaguar, Volvo, Lincoln, Land Rover, Aston MartinHISTORY•Founded in 1903 in Dearborn•1908- Model T & first moving assembly line•1938- lost market share to rivals•1970- Oil crisis•1987- Luxury cars & buying of Aston Martin•1998- the era of W. Clay Ford Jr.•1999- Buying of Volvo brand; $ 6.45 billion•2004- Introduction of Ford Escape Hybrid•2005- Redesigned Mustang•2006- “Way Forwad” Plan: restructuring plan to align production capacity and fixed costsNORTH AMERICA BUSINESS CHALLENGES•External Environment•Market Fragmentation and Segment Shifts•Brand Clarity•Products•Quality•Market Share•Cost StructurePRODUCT LINEUP / OVERALL MARKETINGProduct Length / Width / DepthProduct – Mix - DepthProduct Line Length SUVs Crossovers Pickups SedansCoupes/Convertibles Wagons/VansFord4 7* 3 7* 2 3Lincoln1  1 4  Mercury1 2*  3  1Mazda1 1 1 1 2 6Volvo1   3 1 3Jaguar   2 1 1Land Rover3     Aston Martin    5 * includes Hybrid VehiclesProduct LineNumberofdifferentlinesperproducttype.Customer FocusFord’s Marketing StrategyImplementingClusterMarketing•Createdistinctivevaluestoattractthedifferentgenerationalsegments•Captureourcustomersintheiryouthandtransferthemontoournextproductthroughouttheirlifecycle•EliminateoverlappedproductstohelpcustomerseasilytransfertheiridentifyneedswithourBrandValue.•ClearlysignaltoourCustomersthatourproductisoftopqualityandtrendybypromotingtheShelbyCobraGT500amongourmostvaluerecognizedvehicles.•AtthesametimereducingtheAutoLinesthatbringnoBrandrecognition,liketheMontego.PRODUCT / PRICEPRODUCT•Removing duplicate models–Reduce product mix–Platform Sharing/Innovation•Customer Relationship Management–Gen Y customer–Small Car Model–Family life cycle- “Life stages”–“Ford Feel”–Lifetime ValuePRICE•Restructuring Cost Cuts–Leveraging assets–Removing poorly performing models•Customers value Vehicle Quality & Image–Getting a good deal for the money–“Ford Feel”–Personal/Digital synergy–Differential Pricing •Gen Y customer & Digital Mega-trendsPLACE / PROMOTIONPLACE•Dealerships are our lifeblood–We bring a tremendous of amount of access and experience (history)•Train dealership staff to support Ford Feel / Technology, place a high emphasis on customer service and satisfaction–Accountability to customer satisfaction scores and goals/rewards for repeat purchases through life-stages•Sponsorship of local car clubs and activities are dealerships•Migrating other brands into Ford dealerships where it makes sense–The more choices you offer a car shopper in a category, the more likely they are to buy (i.e. Mercury)PROMOTION•Ford Feel is our umbrella campaign / Ford Brand•Media mix will continue with traditional media but with additions–Heavy link between traditional media and online (push to website)–Viral Marketing for new product launches (websites to challenge visitors to solve the puzzle)–Online world advertising (Second Life)–Integration of lifestyle advertising into life-stage concept•Customer involvement / product champions (car groups / forums)•Pushing our design image!•Pushing our dealership network, satisfaction•Continue sponsorshipsCRMCUSTOMER RELATIONSHIP MANAGEMENT•The objective: Acquiring and retaining the right customer–Reducing the rate of customer defection–Increasing the longevity of the customer relationship•Statistical Analysis System (SAS) platform fuels CRM programs–High customer satisfaction–Easy to data mining and info analysis–Supports a variety of functions, including reporting and customer life-cycle analysis•Building loyalty–Proactive marketing–AdvocatesCOMPETITION / GLOBALIZATIONCOMPETITIONPAIRED PODS(DISTINCTIVENESS/COMMUNICABILITY)•The desirability of Ford’s PODs are addressed through their distinctiveness–PODs•Availability of dealerships•Brand name•History of expertise and innovation–Ford must communicate to their consumers why and how their vehicles will deliver specific benefits.GLOBALIZATION•Gulf consumers are loyal to Ford’s V8, rear-wheel drive sedans. (Every household has one)–Standard Crown Victorias are popular amongst Kuwaiti and Saudi families since they are purchased for their chauffeurs.•Price point is economical; $20,000–They like rear wheel drive vehicles because they are easier to repair.–They accommodate for large families and tendency to buy in bulk•Hybrids do not appeal to the Gulf consumers–Independent mechanics are unfamiliar with the technology–Price of fuel is cheap –They don’t like change•Since there aren’t any taxes, leasing is not appealing and ownership is always