This document provides an overview of Ford Motor Company. It discusses that Ford was founded in 1903 by Henry Ford and is headquartered in Michigan. Ford sells cars and commercial vehicles under the Ford brand and luxury cars under the Lincoln brand. The document also summarizes Ford's global market share, mission, goals, core competencies, and new EcoSport model. It provides details on EcoSport specifications, SWOT analysis, target audience, and Ford's marketing strategies.

1. FORD
MOTORS
BY- ROHIT KUMAR
Bachelor of business studies(2nd year)
Roll no.- 2063
College-Keshav Mahavidyalaya (du)

2. 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.

3. FORD GLOBAL MARKET SHARE

4.  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

5. FORD MISSION
"We are a global family with a proud
heritage passionately committed to
providing personal mobility for people
around the world."

6. 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

7. 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

8. 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

9. 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

10.  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

11. 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

12. ECOSPORT
FORD

13. 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

14. SWOT ANALYSIS
Strength
1) over a century of experience of
the parent company FORD
2) very attractive pricing..price starts
at 5.59 lacs
3) sleek design ,loaded with features.
4) Fuel efficient engine .
Weakness
tarnished reputation recently 972
units of ecosport diesel recalled in
india
Opportunities
1)fragmented market
2)new product launch.
3)extensive network of dealership
4)product services
5)excise benefits
Threat
1)Intense competition
2)increasing fuel prices
3)product substitute

15. 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

16. SITUATIONAL ANALYSIS
Global climate change bringing pressure to automotive industry to make right
decisions in emission level targets ,R&D and manufacturing
Market 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 before
Advances 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.

17. 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

18. 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

19. 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.