- BR-92
- Ne;matullayev Ikromjon
COMPANY 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 Martin
HISTORY - 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 costs
NORTH AMERICA BUSINESS CHALLENGES - External Environment
- Market Fragmentation and Segment Shifts
- Brand Clarity
- Products
- Quality
- Market Share
- Cost Structure
PRODUCT LINEUP / OVERALL MARKETING Product Length / Width / Depth Product Line - Number of different lines per product type.
Customer Focus - Ford’s Marketing Strategy
- Implementing 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 / PRICE PRODUCT - 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 Value
PRICE - 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
PLACE / PROMOTION PLACE - 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
- 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)
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