PROJECT REPORT

ON
FORD MOTORS

SUBMITTED IN PARTIAL FULFILLMENT FOR THE

AWARD OF THE DEGREE OF BACHELOR OF BUSINESS
ADMINISTRATION(2014-2017)
UNDER THE GUIDANCE OF
MS.SHILPA BSL
FACULTY, MAIMS
SUBMITTED BY:
SHIVAM GARG
Roll No:16361101714 (BBA 3rd SEMESTER)

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

Affiliated to Guru Gobind Singh Indraprastha University, DelhiPSP Area, Plot
No 1, Sector 22, Rohini, Delhi 110086

STUDENTS DECLARATION
This is to certify that I have completed this Project report on Ford
Motors under the guidance of Ms. SHILPA BSL in partial
fulfillment of the requirement of the award of degree of Bachelor of
Business Administration at Maharaja Agrasen Institute of
Management Studies, Delhi. This is an original piece of work and I
have not submitted it earlier elsewhere.

DATE:
PLACE:

SHIVAM GARG
ROLL NO.16361101714

CERTIFICATE
This is to certify that the project report on Ford Motors is an academic
work done by SHIVAM GARG submitted in the partial fulfillment for
the award of the degree of Bachelor of Business Administration from
Maharaja Agrasen Institute of Management Studies, PSP Area, Plotno.1,
Sector 22, Rohini, Delhi, under my guidance & direction. To the best of my
knowledge and belief, the data & information presented by him in the
project has not been submitted earlier
.

Ms. SHILPA BSL

ASSISTANT PROFESSOR
MAIMS

II

ACKNOWLEDGEMENT
I find great pleasure in presenting this project report on Ford Motors. I
would like to extend my earnest gratitude to all those whom I owe this report
to.
I am grateful to the management and faculty of Maharaja agrasen Institute of
Management Studies, affiliated to Guru Gobind Singh Indraprastha University,
Delhi for giving me such an exposure which has certainly been a rich learning
experience.
In particular, I would like to thank Ms. SHILPA BSL, my research guide for
her valuable suggestions and guidance.
Despite all efforts, I have no doubt that error and obscurities remain that seen
to afflict all research project and for which I am culpable.

SHIVAM GARG

III

TABLE OF CONTENTS
CHAPTER-1 INTRODUCTION

VISION

MISSION

ORGANISATIONAL STRUCTURE

ABOUT THE COMPANY

EXECUTIVE SUMMARY

INTRODUCTION INDIAN AUTOMOBILE INDUSTRY

FORD PRODUCTS

27

CONCLUSION

32

STP ANALYSIS

33

SWOT ANALYSIS

37

MARKETING STRATEGY OF FORD

39

CONCLUSION

51

RECOMENDATIONS

52

BIBLIOGRAPHY

53

8
15
19

CHAPTER 1
INTRODUCTION

INTRODUCTION TO INDIAN AUTOMOBILE INDUSTRY

One of the fastest growing industries in the world is automobile industry. This automobile industry
even has its influence on the Indian market. Probably automobile industries occupy a large market
share in the worlds market as well as in the Indian market. Nearly 18% of the total national
income is being incurred from the automobile industry. From this we can estimate how important
the automobile industry in the improvement of GDP of a country is. In India automobile industry
has a growth rate is at the average of 10- 12%.
Its fascinating drive through history, which begins as a story of isolation and missed opportunities
to one of huge potential and phenomenal growth.
Indias fixation with socialism and planned economies had a crippling impact on the automotive
industry in its formative years. The goal at that time for independent India was self-sufficiency.
Issues like quality and efficiency were simply not considered.
Dependence of foreign technology was banned and manufacturers were forced to localize their
products; import substitution became the order of the day. Though we learnt to localize, the cars
we made were all outdated designs with little or not improvements for decades. The automotive
industry stagnated under the governments stifling restrictions and the Indian car buyer was
saddled with cars of appalling quality and even then there was a waiting list that at one point
stretched to eight years!
This attempt at self-reliance failed miserably because of the industrys isolation from the best
technology. The Japanese and later Korean auto industries were also highly protected in their
formative years but they never shut the door on technology. Instead, they relentlessly tapped the
best talent pools in the world to absorb the know-how to produce good cars.
One of the most important chapters in the Indian automotive industrys history was written by
Maruti. It marked the Indian government getting into the far business in the early 1980s, a radical
shift in thinking after decades of treating cars with disdain. The Maruti 800 went on to become the
staple car of India and put a nation on wheels. This little car set a benchmark for price, size and
quality and structured India as small car market.

It wasnt till 1993 that things really started to change for the Indian car buyer. With the
liberalization of the economy, a host of international carmakers rushed in. But most of them were
in for a shock as Indian customers rejected their product. Indian customers refused to allow the
glitter of prestigious brands blind them to the outdated and overpriced products they were offered.
The Indian consumer wanted super value, and rewarded the brands that delivered it, handsomely.
Hyundai and Maruti delivered, and profited.
The period also saw the emergence of the Indian players like Tata Motors and Mahindra &
Mahindra. They rose to the challenge of the MNCs and responded brilliantly with the Indica and
the Scorpio. This was ironically due to the license raj that forced Indian car makers to be
innovative and develop products frugally. Indias frugal engineering skill has now caught the
worlds imagination, and an increasing number of carmakers are preparing to setup major
capacities here.
India is changing. And changing fast. Its moving forward. Indias largest-selling car is not its
cheapest car, the 800. It is the Alto. Peoples aspirations are rising and so are their mistakes, have
got their finger on the pulse of the market. Get the right product and the rewards are handsome.
The Indian auto industry is today bubbling with promise and confidence. Its been a long journey
but to see where the Indian car industry is going. We have to see where it has been.
AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE:
The first motorcar on the streets of India was seen in 1898, Bombay had it first taxicabs by the
turn of the century. In 1903, an American company began a public taxi service with a fleet of 50
cars. For about 50 years after car arrived in India, cars were directly imported.
Before World War I, around 40,000 motor vehicles were imported. During the years between the
wars, a small start for an automobile industry was made when assembly plant were established in
Bombay, Calcutta and Madras.
The import/assembly of vehicles grew consistently after the 1920s, crossing 30,000 units by 1930. It
was during the end of the war that the importance of establishing an indigenous automobile in
India was realized. Premier Motors, Hindustan Motors and Mahindra & Mahindra set up factories
in the 1 940s for progressive manufacture rather than assembly from imported components. The

cars they chose to make were the latest in the world when they were introduced in India in the
formative years of the industry.
POST- INDEPENDENCE:
The government clamped down on imports and foreign investments. Companies like GM and Ford
packed their bags and left. Indias clock, thereafter, stood still while the world raced on ahead. It
would take nearly 50 years before the Indian auto industry could catch up with the rest of the
world again.
BROAD BANDING ERA:
In January 1985, the government announced its famous broad banding policy which gave new
licenses to broad groups of automotive products such as two and four-wheeled vehicles.
Through a liberal move, the licensing system was very much intact. A manufacturer had to submit
a phased-manufacturing programme to the Ministry of Industry specifying the indigenization
progress and allowing for almost complete indigenization within five to seven years. The biggest
hurdle was the foreign-exchange clearance required for these projects. Except for MUL, which had
direct access to policy-makers, every other manufacturer still faced a series of obstacles.
Several new products were launched during this period. All three traditional carmakers added new
models to their ranges Standard Motors returned to the car business after 10 years, when in
1985 it introduced the Standard 2000, a Rover SD1 body with the old two-litre Vanguard engine.
HM bought in a 1972 Vauxhall Victor in 1985, transplanted its ageing Ambassador engine into it
and the Contessa was born.
THE BIRTH OF THE AMBASSADOR:
In 1957, a small tail fin was added on either side of the rear fenders, along with a new, dimpled
hood, and the car was re-christened the Ambassador Mark L The car cost Rs.17,000. In 1963, it
underwent a frontal facelift with a closely checkered grille and was named the Ambassador Mark
IL It would be another 12 years before the Ambassador got a facelift. In 1975, another minor
facelift to the same grille and a much bigger frontal facelift turned out as the Mark III. The Mark
IV, launched in 1979, was the last of the Mark cars.
The Ambassador Nova was launched in 1990, followed by Ambassador 1800 ISZ three years later.
The Nova was the last Ambassador powered by the 1489cc petrol engine. In 2004, HM launched the

cosmetically-revised Ambassador under the Avigo name. Designed by Mavendra Singh, the retro
look Avigo had classic touch internals like a centrally mounted console, beige-colored seats and
wood finish interiors.
THE CONTESSA YEARS:
The Hindustan Contessa, launched in 1982, was one of the few luxury cars manufactured in the
country in the 1980s and 1990s. It was based on the 1970s vintage Vauxhall victor. While it was
initially launched with the 1489cc engine found in the Ambassador, the Contessa was soon given
the Isuzu engines. There were three versions of this car - 1.8GLX (Isuzu petrol), 2.ODLX (Isuzu
diesel) and the rare 2.OT (Isuzu diesel, turbo). The last Contessa rolled out in 2002, phased out by
the demand for cheap Japanese cars.
Some of the leading Indian auto players in Indian automobile industry are:
Premier,
Tata
Mahindra and Mahindra
Maruti
Hindustan motors
the story of premier is the story of one mans vision, Seth Walchand Hirachand. He not only give
India its first car factory but also the countrys first aircraft factory Hindustan Aeronautics
Limited and the countrys first modem ship yard, Hindustan Shipyard Limited
Building Indias first auto factory
Seth Walchand Hirachand has first started the trails to establish an Indian car manufacturing
plant in Indian for which he went to U.S.A. where three largest car manufacturing companies are
located. He wants Indian company to be completely independent, with Indian management capital
and employees, paying royalty or technology transfer payment to western countries.
After approaching General Motors they insisted on part ownership. Seth Walchand then moved to
second largest automaker Ford; Henry agreed, but delegated the project to Ford of Canada, which
refused. Finally the third largest automaker Chrysler agreed and singed in an agreement in
Bombay in 1940.
The arrival of FIAT:
In 1951, PAL singed up with Fiat to assemble the Fiat 500 in India. In 1952, the tariff commission

10

spelled out future for the auto industry indigenize or get out. Companies like Ford and GM,
which had assembly operations in India, packed their bags and went home.
But fiat decided to stick it out and committed itself full-fledged manufacture of the Millicentoin
1954. In Sep 1964, PAL and FIAT launched the Fiat 1100 DELITE in India. The biggest customers
for s were Bombays taxi drivers. The Padminies were easy for maintenance in terms of spares and
labour cost, low on running cost, easy to drive and reasonably tough. It was everything that a taxi
driver wants.
Established in 1945, Telco or the Tata Engineering and Locomotive Company, as its full name
suggests, started out making steam locomotives for the Indian Railways. Telcos tryst with vehicle
manufacture came in 1945 when it signed a 15-year agreement with Daimler-Benz AG of Germany
to manufacture commercial vehicle. The director in charge from the Tata side was Sumant
Moolgaonkar.
This period was a shared birthing time for the Indian commercial vehicle industry Premier
Automobiles in league with Chrysler, Hindustan Motors with General Motors and Ashok Leyland
with British Leyland which all started truck production around the same time.
Telcos biggest triumph came in 1985 in the LCV segment. The Tata 407, a brand new product
from bumper to tail-light, was designed and marketed by Telco to take on the technically superior
Japanese products. The 407 immediately captured 70 per cent of the market.
The TATA SUMO, launched in 1994, turned out to be the success story of the decade. The Sumo
was conceptually a brilliant vehicle. And it was also a product of the governments eccentric excise
duty regulations at that time.
1998 was a landmark year for Tata it launched the Tata Safari. Unlike the Sierra, Estate and
Sumo that were designed and developed using rudimentary manual methods, the Safari was made
with modem manufacturing and design processes to ensure new-found levels of quality and to take
the company a step closer to its ambition of becoming a global carmaker.
Yet, the most important landmark of 1998 was not the Safari. On 30 December 1998, Tata officially
launched the much-awaited Indica. 2001 also saw the company exit its joint venture with DaimlerBenz. In 2002, Tata launched the Indigo saloon, based on the Indica platform. On 29 July 2003, J R
D Tatas birth anniversary, the company was renamed Tata Motors Limited. The Tata juggernaut
continued to roll across the Indian auto industry with the launch of the Indigo Marina in 2004.
The story starts some time in the 1940s. Pandit Nehru has a dream of building a modern,

11

industrially advanced nation. And inspired by Nehrus vision are two brothers, Kailash Chandra
Mahindra and Jagadish Chandra Mahindra. K.C.Mahindra during his tenure in the United States
had met Berney Roos. Roos was the inventor of rugged General Purpose vehicle or the Jeep. The
Jeep had earned reputation in the battle fields of World War II. On October 2nil 1945, the
Mahindra brothers joined hands with Ghulam Mohammed to set up a company to assemble
American Willys Jeeps in India. The collaboration between M&M and its original partner Kaiser
Jeep Corporation and later American Motor Corporation is for the phased manufacture of CJ3B
Jeep. The company is named Mahindra and Mohammed.
But after Independence Ghulam Mohammed migrates to Pakistan. With his departure Mahindra
& Mohammed is renamed by Mahindra & Mahindra in 13January 1948. The first vehicles are
assembled in Mazaogaon in Bombay.
The first M&M built Willys Overland Jeep rolled out of the Mazaogaon plant on 3 June 1949. Five
years later, in 1954, the first completely indigenous Jeep rolled out of the factory floor. At one point
70 per cent of the sales were assured by army and government.
Vehicle model Year of launching
Mahindra MM 340 1985
Commander 1991
Mahindra Armada 1993
Voyager van 1996
Escort (M&M-ford) 1996
Bolero 1996
Scorpio 2002
Scorpio launched in 2002, a completely indigenous product that took Mahindra & Mahindra
6 long years to design and develop. The Scorpio has played a critical role in changing the
perception and brand image of the country. The 2.6 litre turbo-diesel engine developed
109bhp. The Scorpio has been the vehicle of M&Ms change, from a utility vehicle-maker to
a lifestyle SUV manufacturer.
It began with the promise of being the Peoples Car. The car never went into production and the
company went belly-up in 1977. Six years later, it rose like a phoenix from the ashes and changed
the Indian automotive sector forever. The company Maruti Udyog Limited. The story of Maruti

12

dates back to the 1970s. Indira Gandhi was the prime minister of India. Her son, Sanjay Gandhi,
envisioned the manufactured of an indigenous cost-effective, low-maintenance compact car for the
Indian middle-class. The Cabinet passed a unanimous resolution for the development and
production of a Peoples Car. The name of the car was chosen as Maruti.
The Car that changed India:
The Maruti 800 was essentially a Suzuki SS80, which was called the Fronte in Japan and A/tom
most of the other markets. The 796cc, in-line, three-cylinder power plant produced 39.5bhp at
5500rpm.
Maruti marked the beginning of a revolution in the Indian automobile industry. The Maruti 800,
with its compact size, nimble handling and perky engine, offered the Indian motorist a cheaper,
friendlier alternative. On l4LhDecember 1983, Harpal Singh became
Marutis first customer as he received the keys of his Maruti 800 car from Prime Minister Indira
Gandhi. The car cost Rs.48,000. The new Maruti, launched in June 1986, cost approximately Rs
15,000 more than the outgoing model.
The new Maruti:
In 2005, Maruti launched the Swift, for the first time in its 20-year history. The Swift signaled the
importance of the Indian market in the world. A team of engineers from Maruti worked on the
design of the Swift in Hamamatsu, Suzukis headquarters in Japan.
Model Year of launching
Maruti 800 1983
Maruti Omni 1984
Maruti Gypsy 1985
Maruti 1000 1990
Maruti Zen 1993
Maruti Esteem 1994
Maruti Baleno 1999
MarutiWagon R 1999
Maruti Alto 2000
Maruti Versa 2001

13

Maruti Swift 2005

Maruti Zen Estilo 2006
Maruti 5X4 2007
Maruti Suzuki Grand Vitara 2007
The other cars which have their share in the Indian Auto Mobile industry are:
The Indian auto industry has exploded in the last 14 years. And car markers are learning some
very hard truths. While the economic reforms process was kicked of finance.
1991, it was only in 1993 that the automobile industry was finally delicensed and the restrictions
were removed.
Between 1993 and 95, government regulations limited a foreign companys stake to a maximum of
51 percent of the equity. Hence the only method of entry for an MNC then was through a joint
venture with a local partner. The most preferred partner was an existing automaker. In 1994-95
saw the announcement of quite a few JVs.
Premier and Peugeot to form PAL-Peugeot.
GM and CK Birla to form GM India.
Mercedes-Benz and Tata Motors.
M&M and Ford to form Mahindra-Ford India.
In 1995, the government announced its decision to allow foreign auto companies to enter with a
100% stake or wholly-owned subsidiaries. This changed the dynamics of joint ventures in India.
The other automobile industries which play a crucial role in the Indian automobile industry are:
Daewoo Motors India.
General Motors India
Mercedes-Benz
Hyundai Motors
Honda SIEL
Toyota
Skoda India

14

VISION
Though Henry Ford was responsible for revolutionary advances in manufacturing it is not as often
noted that the Ford Motor Company was an unusual leader in the establishment of American big
business because of the firm's tightly-controlled and (by general big-business standards) undercapitalized nature. Ford's decision to adapt the assembly line notion to his own product met with
enormous success and he was able to outstrip all his competitors very rapidly. The center of Ford's
vision, however, was not the use of the assembly line but the idea that cars could belong to anyone
and that he could produce and sell a practical, affordable vehicle in mass quantities. The
combination of Ford's inventiveness and practicality with his own stubbornness and the skill of his
colleagues made the company into a big business that did not, at first, fit the mold. The Ford
company is a case study in the practicalities of manufacturing that, when combined with the
opportunity to create a major new industry, made it possible to proceed in a different manner than
many of the big businesses that emerged in the early part of the century.
Henry Ford (1863-1947) was a trained machinist who was fascinated by the new horseless
carriages. He began to experiment with car building in the early 1890s and by 1896 he had built his
first car. It was only the sixth gasoline-powered automobile to be built in America. Over the next six
years Ford tried repeatedly to get his car into production. In which he would be able to put his own
ideas to work. The Ford Motor Company was incorporated in 1903 "with an authorized
capitalization of $150,000, all common stock, of which $100,000 was issued." Malcolmson
guaranteed production financing up to $3,000, which was an important incentive to other investors.
There were ten other subscribers, most associated with Malcolmson. The Dodge brothers, John and
Horace, paid their $5,000 subscriptions with promissory notes that were later paid off by the
profits from Ford business obtained by their machine shop. James Couzens paid $1,000 in cash and
signed a promissory note for $1,500. In all, the new company received only $28,000 in cash and,
"according to a Ford publication issued in September, 1920, this was all the cash ever paid in on its
capital stock." At the beginning the new company proceeded as all car makers did. Foundries
produced the castings which were then tooled into individual parts. The parts were then assembled
into components (such as magnetos) and finally there was "the assembly of thousands of parts and
15

components into the motor vehicle." The production of parts and components was a capitalintensive

undertaking

and

demand

for

luxury

cars

tended

to

suffer.

MISSION
Ford Motor Company is a worldwide leader in automotive and automotive-related products and
services as well as in newer industries such as aerospace, communications and financial services.
Our mission is to improve continually our products and services to meet our customers needs,
allowing us to prosper as a business and to provide a reasonable return for our stockholders, the
owners of our business. The missions can be listed as following:

Products: Our products are the end result of our efforts, and they should be the best in
serving our customers worldwide. As our products are viewed, so are we viewed.

Profits: Profits are the ultimate measure of how efficiently we provide customers with the best
products for their needs. Profits are required to survive and grow.

Customers are the focus of everything we do: Our work must be done with our customers in
mind, providing better products and services than our competition .

Continuous improvement is essential to our success: We must strive for excellence in

everything we do: in our products, in their safety and value, and in our services, our human
relations, our competitiveness and our profitability.

Employee involvement is our way of life: We are a team. We must treat each other with trust
and respect.
16

Dealers and suppliers are our partners: The Company must maintain mutually beneficial
relationships with dealers, suppliers and our other business associates.

Integrity is never compromised: The conduct of our Company worldwide must be pursued in
a manner that is socially responsible and commands respect for its integrity and for its positive
contributions to society. Our doors are open to men and women alike without discrimination
and without regard to ethnic origin or personal beliefs.

17

18

EXECUTIVE SUMMARY
Ford Motor Company is currently trying to increase its global market share in automobile sales
while facing slumping market share numbers in the United States. This report examines the Ford
company characteristics and how the company uses information systems in the business
climate. Ford believes that having solid relationships with their employees, dealers, suppliers, and
stakeholders allows them to have an advantage over their competitors. Healthy professional
relationships are helpful to a companys success but being able to attract customers to your
products will increase sales. Ford has recently introduced new vehicle architecture to try and
attract new buyers. The largest innovation for Ford has been the introduction of their Hybrid
cars. Ford reported an October sales drop of 23.5 percent as compared to a year ago. The new
measures Ford is taking with their automobile design are expected to help those numbers reverse in
the future.
Ford sales have also under performed in the global markets although the company is taking steps
to increase sales while reducing costs. Ford has recently entered new markets, most of which are
located in the Asian-Pacific region. To reduce costs and increase knowledge of a region Ford uses
small ERP systems that are less expensive and faster to implement than the larger ERP
systems. Failure to obtain a larger market share in foreign markets has hurt the company. Ford
got a late start entering the automobile market in China, compared to competitors, and now
controls less than one percent of the market share. To add to the situation the Chinese government
has high taxes on automobiles that can increase the price up to 100 percent or more. The future of
Ford

is

headed

towards

reported

implementation

of

SAP

throughout

its North

America organization. The proper use of information systems by Ford will increase their ability to
maintain a successful business in future years locally and globally.
The Ford Motor Company is an ever-changing business that tries to stay ahead of its competitors
in America and at the global level. Fords mission is to build great products, strong business and a
better world. To accomplish that mission the Ford Company believes that not just quality and cost
awareness are the only things that matter, but also a solid relationship with their employees,
dealers, suppliers, and every Ford stakeholder (Ford motor company, 2004). With these ideals
Ford is proud to be a company with family-based values that allows Ford to have a competitive
19

advantage over its competitors. With this competitive advantage Ford believes that everything
they do affects the people they serve from quality and safety of their products to the social and
environmental impact on their customers every day lives. The strategy for Ford will be to continue
to deliver exciting new products, improve quality and customer satisfaction, improve market share
and revenue in all regions, and improve results at all automotive operations. To accomplish this
strategy Ford has put pressure on senior leaders to develop a true family culture. To do that the
Ford company will have to cultivate a workplace that: attracts and retains the best people, allow
them to work at full potential, encourage continuous development and mutual benefit, and promote
teamwork while embracing differences and diversity.
The keys to Fords strength are the products. There were forty new products in one year, because
of their new realigned vehicle architecture. This allows Ford to produce a greater variety of
attractive and competitive vehicles with more shared components and less complexity (Ford motor
company, 2004). But the biggest innovation for Ford is the hybrid. Ford can take advantage of this
because they have their own patented hybrid technology and proprietary drive system and
electronic controls. Many competitors have not even considered hybrids and when they do Ford
will already be a step ahead of them. Currently, Ford offers the Escape Hybrid which has seventyfive percent better fuel economies, especially in the city. Plus, the Escape Hybrid can do anything
the regular Escape can do and has the same features. In the next three years Ford plans on
releasing four more hybrids. Ford also has a service for their customers, the Ford Motor Credit
Company, which offers many competitive ways for their customers to own Ford vehicles. Its the
only product that does not have wheels and its the finishing piece to Fords core businesses. (Ford
motor company, 2004)
Ford North America holds half of Fords volume worldwide, but their market share was down
from 20.5% in 2003 to 19.3% in 2004. Ford is committed in the year 2005 to raise the market share
in Europe, South America, and Asia. To do this Ford must still be focused on America and Europe,
and start to set up markets in other countries like China that are just starting to make an impact
on the world market. Right now North America and Europe account for two-thirds of todays
market, but by 2014 it will only account for half of the world markets (Ford motor company,
2004). Ford has made gains in other areas as well; net income where Ford had an improvement of
$2.992 billion from 2003, total sales and revenue were up $7.3 billion from 2003, also worldwide
vehicle unit sales and European market share were up from 2003 (Ford motor company, 2004).

20

Technology and information systems are very important to the Ford Company. Because of Fords
global scale, information needs to be timely so managers can make important decisions. With the
addition of technology, Ford can make better products at a cheaper price; meanwhile it makes the
infrastructure of Ford that much more complicated.

Ford tries to introduce new technologies so

that environmental and safety features can be added to vehicles before law requires them. One
way technology and information systems are helping Ford is in the manufacturing of the
vehicles. In established markets such as Europe, North America and Japan, Ford has plants with
flexible manufacturing, that allows Ford to produce a number of different vehicles in a single
location. It enables Ford to add a vehicle line or change over to a new model by reprogramming,
rather than retooling, the vast machinery involved (Ford motor company, 2004). Ford continues to
be a leader in automotive technology and information systems, and will continue to forge ahead to
create better quality products.
As the Worlds second largest vehicle maker and the Worlds largest truck producer Ford Motor
Company must be able to maintain global market share while keeping the global company
connected through company intranets and extranets. Ford Motor Company recently reported a
drop in automobile sales of 23 percent. If Ford is going to turn in better numbers in car sales it will
have to be an increase in sales not only in America but globally.
While operating a business over multiple continents, in multiple languages, and across multiple
time zones Ford is trying to keep the company focused on delivering greater value to its
customers. To keep the organization and its employees connected over large distances Ford is
using a system called eRoom. This technology allows Ford teams to work collaboratively over the
Web to connect resources and people. The result of Ford using this system has lead to cost savings
in the following areas: time savings, reduced IT costs, and reduced co-location costs. Time is saved
using eRoom through increased data sharing and the ability to access documents faster. Replacing
many Ford departmental websites with eRoom will reduce IT costs by doing away with IT
overhead associated with building and maintaining those websites. Reduced co-location costs will
be made through reduced travel costs, video-conferencing costs, and reduced information
transmission costs. These reduced costs and the increase in information accessibility are the result
of one of the key ways Ford is continuing to compete globally.
Ford is also implementing smaller ERP systems in regions where they have just recently entered
the market. Ford Chinas IT infrastructure is based on a small ERP from QAD Inc. called

21

Mfg/Pro. This ERP is Fords standard program for all new markets. Extensions to the standard
ERP software make it possible for Ford to comply with foreign practices and government
mandated financial statements. Each time a system is deployed in a new market the company gains
valuable experience and knowledge that helps the company in future deployments in other new
markets. The implementation of a smaller ERP results in quick installation, lower costs than a
large ERP, and quick knowledge into the new market. This small ERP system is another factor for
Fords global success.
No matter what measures any company that competes globally uses to increase its competitiveness
there are also factors that present problems. A couple such factors lie in the Asian market that is
expected to have an increase in the global automobile market share. Problems with Ford entering
this market share include Chinas recently flat market for automobiles, a focus on the development
in housing instead of roads, and government vehicle taxes. The vehicle taxes are so high that they
can raise the price of an automobile 100% or more. Any shift in priorities or lift of government
constraint is labeled as an educated guess. Although Ford is now competing in the Chinese market
their late start, compared to other competitors already in the market, has left the company with
less one percent of the market share.
The recent drop in sales of 23 percent reported in October of 2005 as compared to a year ago is, in
part, a result of increased gasoline prices. The price increase has pushed new car buyers towards
buying more fuel-efficient cars. November sales are expected to drop as much as 15 percent which
would imply that more recent drops in fuel prices have apparently failed to turn around Fords
sales numbers. On the other side of the equation the reducing market share for Ford has been
offset by an increase of U.S. market share by Toyota. The future of Ford Motor Companys success
strongly relies on the company increasing market share globally while keeping their sales consistent
in the U.S.
There are many determining factors when it comes to running a successful company. Those factors
are production, management, office, and sales/marketing. You need efficient information and
knowledge to keep these elements of the company running smoothly. It is very important to have
departments that concentrate heavily on a daily basis to improving the output to lead to better
production and marketing strategies. Sales marketing is all about how you present your product
and will it reach the public with a positive influence. This is the key to keeping your company

22

running and continuing to excel and compete against others. You need knowledge and information
about what the people want to get your product out there so it will be known. People need to be
aware of the product so they have an urgency to buy it. Information is power and is the key to
running the best possible company that you can run. With loads of information gives you an edge
on the competition. Production, management, office, and sales marketing go hand in hand you
need specific and current information to keep these departments running smoothly. Knowledge is
the key with the right information you can keep all of your departments on the right path.

CHAPTER 2
23

PROFILE OF THE ORGANISATION

24

ABOUT THE COMPANY

COMPANY PROFILE
Type Public (NYSE: F)
Founded: June 7 1903
Founder: Henry Ford
Headquarters: Dearborn. Michigan.
Executive Chairman: William C. Ford Jr.
President:

Mark Fields

Industry :

Automotive

Products:

Automotive goods and services

Revenue :

US$144.1 billion (2014)

Operating income in us: US$4.342 billion (2014)

Net income in (US) :US$3.187 billion (2014)
Employees :187,000 (2014)
Slogans : Go Further
:Built Ford further

Website : www.ford.com

25

Ford Motor Company is an American multinational corporation_and the worlds third

largest automaker based on worldwide vehicle sales.
In 2006, Ford was the second-ranked automaker in the US with a 17.5% market share, behind
General Motors (24.6%) but ahead of Toyota (15.4%) and Daimler Chrvsler (14.4%). Ford was
also the seventh-ranked American-based company in the 2007 Fortune 500 list, based on global
revenues of $160.1 billion. In 2006, Ford produced about 6.6 million automobiles, and employed
about 280,000 employees at about 100 plants and facilities worldwide. In 2007, Ford had more
quality awards from J.D Power than any other automaker.
Based in Dearborn, Michigan, a suburb of Detroit the automaker was founded by Henry Ford
and incorporated in Time 16, 1903. Ford now encompasses many global brands, including
Lincoln and Mercury of the US, Jaguar and Land Rover of the ll K. and Volvo of Sweden. Ford
also owns a one-third controlling interest in Mazda.
Ford has been one of the worlds ten largest corporations by revenue and in 1999 ranked as one
of the worlds most profitable corporations, and the number two automaker worldwide.
Ford introduced methods for large-scale manufacturing of cars and large-scale management of
an industrial workforce, especially elaborately engineered manufacturing sequences typified by
moving assembly lines. Henry Fords combination of highly efficient factories, highly paid
workers, and low prices revolutionized manufacturing and came to be known around the world
as Fordism by 1914.

26

History

Henry Ford (1919)

Ford was launched in a converted factory in 1903 with $28,000 in cash from twelve investors,
most notably John Francis Dodge and Horace Elgin Dodge who would later found the Dodge
Brothers Motor Vehicle Company. During its early years, the company produced just a few
Model Ts a day at its factory on Mack Avenue in Detroit. Michigan Groups of two or three men
worked on each car from components made to order by other companies. Henry Ford was 40
years old when he founded the Ford Motor Company, which would go on to become one of the
largest and most profitable companies in the world, as well as being one of the few to survive
the Great Depression. The largest family-controlled company in the world, the Ford Motor
Company has been in continuous family control for over 100 years.

27

CORPORATE GOVERNANCE
Members of the board as of early 2007 are: Chief Sir John Bond, Richard Manoogian, Stephen
Butler. Ellen Marram. Kimberly Casiano. Alan Mulally (President and CEO), Edsel Ford II.
Homer Neal. William Clay Ford. Jr. Jorma Ollila. Irvine Hockaday. Jr., John L. Thomton.an
William Clay Ford (Director Emeritus).
The main corporate officers are: Lewis Booth (Executive Vice President, Chairman (PAG) and
Ford of Europe), Mark Fields (Executive Vice President, President (The Americans),
Donat Leclair (Executive Vice President and CFO). Mark A. Schulz (Executive Vice President,
President [International Operations) and Michael E. Bannister (Group Vice President; Chairman
& CEO Ford Motor Pau1Magcaflagi (Americas Product Development)
Ford started its innings with the Mahindra-Ford joint venture formed in 1994, which produced the
Escort out of M&M Nashik plant. After meeting initial success, sales of the Escort was finally
replaced by the Ikon in 1999.
The Icon marked a new beginning for Ford in India. It rolled out of the Marajmalaingar plant near
Chennai and by now, the company had parted ways with M&M and was renamed Ford India Ltd
in 1998. The Thon was the first model by a multinational to be developed specifically for India.
Though it was based on the Fiesta, it had a unique body style and was offered and was offered with
an option of three engines, including a diesel. The car was a big hit. The Ikon underwent several
face-lifts and price cuts to keep demand high. However, fresher competition and a reputation for
high-maintenance saw sales gradually decline. After the arrival of the modem and highly-capable
Fiesta, another made- for-India car, with state-of-the-art engines, the Ikon has been marginalized.
The Fiesta has picked up where the Ikon left and is selling well.

28

Though the Ikon and Fiesta have been the mainstays of Fords production in India, the company
has had limited success with other models. The Mondeo, launched in 2001, was a very talented car
by was simply not suited to Indian conditions and earned a reputation for being exorbitant to
maintain.
The Endeavour SUV was launched in early 2004 and has sold well for its niche. The Endeavour has
recently been upgraded in 2007 and this has boosted the appeal of the big SUV. In 2004, Ford
launched the Fusion, which has received a lukewarm response though the recent diesel variant has
perked up sales.
Is an authorized dealer for Ford India Limited, who are one of the leading manufacturers of top
quality cars in India, with many variants in the offering.
Fortune Ford is a 50:50% Joint Venture - up between two well known and - reputed families in
India Hyderabad, the Mantis and the Babu Khans.
Fortune Ford is a blend of experience and youth. The experience and good will that Mr.
Misbahuddin Babu Khan and Mr. Pramod Modi enjoy blend very well with the youth and energy
of the youngsters Bashir, Ashish, Nirav and Siraj to make Fortune Ford a truly world class Ford
Dealership.
Fortune Ford markets and services the recently launched truly European Ford Fiesta, the everpopular Ford I/con Flair, the No non-sense car Ford Fusion and the macho SUV the Ford
Endeavour through its sales and service outlets at Hyderabad. The sales outlet is located
strategically at Somajiguda next to Eanadu. We have two service centers, one at Chapel Road,
Abids opposite Stanley College and other one at Fathebagh, Santhnagar. These centrally located
outlets provide convenient and easy access to both the proud owners as well as prospective buyers.
The workforce at Fortune Ford is committed to excellence in serving all esteemed customers.
The Sales Team is made up of dedicated showroom and field executives who are professionally
trained by Ford India Limited. They are adept at guiding the customer through the entire sales
process right from assisting in the choice of model, colour and features to lending a helping hand in
providing attractive buyback options and also arranging finance at competitive rates.

29

The Service Centre is armed with the state-of the art equipment and is in-line with Fords exacting
Global standards. The service team is technically qualified and trained to analyze and provide
solutions adhering to Quality Care, in order to satisfy even the most demanding customers.
The Fortune Ford dealership maintains a high standard of excellence in sales and services by
sending its personnel for training on a regular basis to Ford India Limited, to update them with the
latest technological advances in the automotive sphere.

SHOWROOM

We have 5000 sft centrally air conditioned showroom, located in the heart of the city in
Somajiguda, adjacent to Eenadu office and just opp. to Khairtabad RTA. This makes convenient
for almost every one residing in and around Hyderabad and Secunderabad.
The facilities offered from the showroom are:
1. Very easy finance facility with in-house finance team to cater to your every car finance
requirements. All the leading finance counters are available like ICICI, HDFC, KOTAK,
SUNDARAM, SB!, etc.
2. Exchange offer for any of your used car. Free spot evaluation for any used car.
3. Professionally trained and courteous sales staff to take care of every relevant need of the
customers.

30

4. Ford preferred insurance for cashless transactions in the event of claims. Special offers on
Insurance renewals. You can also renew your insurance by just making call to our Service
marketing help line 9848885962.
Showroom @ Somajiguda
5. Full range of Ford cars with all colors and models to choose from.
6. A good stock of Ford genuine accessories to make your Ford ownership more delightful and safe.
7. A well maintained fleet of test drive cars to give you the feel and experience the drive dynamics
on actual driving conditions before take the purchase decisions. You can call our sales help line for
test drive or fill the on-line test drive requisition form.
The first Indian built Ford Escort rolled off the assembly line in 1996.
The Company was able to deliver Ford Escorts in seven major cities simultaneously, in just a
month after booking.
The Special Value Pack program was launched in 1997, with commemorative Freedom, followed
by the petrol and diesel driven Anniversary. Recent SVPs have included the Orion, Alpha and
Sport - E.
Ford Escort won the J D Power Award in India Quality Survey in 1997.
Ford topped the Customer Satisfaction Index (CSI) ratings in 1997 and 1998, in the Customer
Satisfaction Survey.
QualityCare, Fords branded service initiative, provides car owners with superior services at its
dealership countrywide.
The new, integrated manufacturing plant was dedicated in March 1999, where FORD IKON is
manufactured.
Ford India launched Ford Assured on April 24 2000, a new initiative to buy and sell used cars of
all makes.

31

 On September 11, 2000. Ford India launched the Ford IKON SXi the stylish josh machine
Ford India has started exporting Ford IKON
2001 Ford India launched the Ford Mondeo.
2002
Ford India show cases a wide spectrum of exciting cars at the Auto Expo
Ford India Limited announced a strategic partnership with Hindustan Motors Limited (HML).
Certified QS 9000: 1998, 3iIL edition on March 21, 2002 Ford India received the QS

9000

award from TOy Sddeutschland.

New Ikon Variant 1.6 EXi was launched .
2003:
The New Ford Ikon NXT launched - The Next Level of Josh.
Adding Refinement to Josh- Ford India launches Ikon NXT Finesse.
Ford Celebrates Centennial in India.
Ford India launches Ikon NXT SXi.
Ford India Ranks Highest in J.D. Power India Sales Satisfaction Study.
Ford launches Ikon Flair at Rs. 4.95 Lakhs.
2004: Autocar SUV of the Year Winner Ford Endeavour.
2007:
FORD Motor Company of Southern Africa achieves three wins and two seconds on this year total
economy run
DOE AWARDS FORD two grants for vehicle fuel efficiency research.
FORD MONDEO is AUTO EXPRESS car of the year
LAND ROVER DISCOVERY 3 scoops catego1 win at TOWCAR AWARDS 2007
FORD MONDEO is the Caravan Club TOWCAR of the year 2008.

32

ORGANISATIONAL STRUCTURE
CEO
Mark Fields
Chairman of the Board
Bill Ford
Director
Richard Manoogian
Director
Kimberly Casiano
Director
Stephen Butler
Director
John Thornton
Director
Gerald Shaheen
Director
Ellen Marram
Director
Anthony Earley
Director
Edsel Ford
Director
Irvine Hockaday
Director
Richard Gephardt
Director
Homer Neal
Americas
Mark Fields
Asia Pacific Africa
John Parker
CFO
Lewis Booth
CIO
NS
Legal
DL
Global Product Development
DK
Procurement
Tony Brown
Government & Community Relat...
ZO
Human Resources & Corporate...
33

FF
Marketing & Communication
James Farley
Ford Europe
John Fleming
Asia Pacific & Africa
JH
Quality
BF
Sustainability & Safety
SC
Customer Service
Frederiek Toney
Government Relations
PL
Mazda Motor
PS
Volvo Cars
SO
US Sales & Marketing
KC
Ford Motor China
MWC
Ford India
MB
Ford Motor China
RG
Ford Motor Credit Company
MB
Control
PD
Control Americas
Robert Shanks
Treasurer
NS
International Governmental A...
SB
Design, Creative
JM
North America Engineering
PM
Product Programs & Product D...
JB
Research & Advanced Engineer...
Gerhard Schmidt

34

Labor Affairs
MM
Communication
RD
Marketing Sales & Service, E...
IS
Manufacturing Ford Europe
KM
North America Manufacturing
JT
Powertrain Operations
Barb Samardzich
Customer Service
FT

Nigel Harris - President and Managing Director, Ford India

Nigel Harris is the President and Managing Director of Ford India. He reports to David Schoch,
Group Vice President and President, Asia Pacific, Ford Motor Company.

Anurag Mehrotra - Executive Director, Marketing, Sales & Service, Ford

India
Anurag Mehrotra is the executive director for Marketing, Sales & Service at Ford India. He
reports to Nigel Harris, president and managing director, Ford India. Anurag leads the
responsibility for all aspects of MS&S operations of Ford India including revenue, sales volume,
market share, marketing strategy & launches as well as dealer development, after sales service and
overall customer satisfaction.
Anurag previously served as vice president, Sales at Ford India and was responsible for looking
after Fords growing sales network in India. Earlier, he also served as the vice president Marketing
at the company and was instrumental in designing and implementing successful marketing
campaigns for Fords product range in India.

35

Prior to joining Ford India, Anurag was vice president Corporate Marketing at WNS Global
Services, a leading business process outsourcing company, where he was responsible for lead
generation and brand building in North America and Europe.
Prior to WNS, he worked as vice president with Accenture India where he was responsible for
marketing and communication for Accenture's delivery centers for Technology and the India
consulting business.
Anurag has more than 15 years of experience in marketing communications. He has a degree in
Electronics Engineering and a diploma in marketing management.

VAIRAMANI PANDIYAN - Vice President, Human Resources, Ford India

Vairamani Pandiyan is Vice President, Human Resources at Ford India. He took this position in
January, 2008. Pandiyan reports to Nigel Harris - President, Ford India.
As Vice President Human Resources, Pandiyan is responsible for the human resources practice
across Ford organizations in India, including, Ford India [FIPL], the automobile manufacturing
business, Ford Business Service Centre [FBSC] - a business process center for Ford's global
operations and Ford Information Technology Services [FITS] - the hub for the company's IT and
engineering initiatives in India and the Asia Pacific region.
Pandiyan also serves as a member of the Board of the FBSC. He represents Ford in India in the HR
Council of the Conference Board, and Confederation of Indian Industry, South task force on skill
development and employment generation.
Pandiyan has over two and half decades of HR experience, having worked in a diverse set of
industries steel, chemicals, consumer goods, automobile and HR services. He joined Ford in
September 2006. In his HR career, he has worked through the entire spectrum of HR functions,
such as labour relations, management development, talent acquisition, compensation and HR
information systems. As a keen HR professional, he has addressed many professional gatherings
and written popular articles.
He holds a Bachelor's Degree in Philosophy and a Masters in Human Resources Management
having specialized in Organisational Behaviour.

36

FORD PRODUCTS
FORD ENDEAVOUR

Engine

Endeavour 3.0L 4x4 Endeavour 2.5L 4x2

Type

3.0 Litre TDCi with 2.5 Litre TDCi with

Variable Geometry Variable Geometry
Turbocharger (VGT) Turbocharger (VGT)

Displacement (cc)

2953

2499

Max. Power
(ps/rpm)

156 PS (115 Kw) @ 143 PS (105 Kw) @

3200rpm
3500rpm

Max. Torque
(nm/rpm)

380 Nm (38.7 kgm) 330 Nm (33.7 kgm)

@ 2500rpm
@ 1800rpm

Valve
Fuel System
Transmission

DOHC, 16 Valves

DOHC, 16 Valves

Direct injection
common rail

Direct injection
common rail

Endeavour 3.0L 4x4 Endeavour 2.5L 4x2

Transmission

5 speed Automatic

5 speed manual

4x4 Transfer

Electric Shift on Fly

N/A

37

FORD FIESTA

SUSPENSION 1.6 Duratec Fiesta 1.6 1.6 Duratec 1.6 Duratec

Exi
Duratec Exi
Zxi
Sxi
Limited

Front

Rear

Independent Independent Independent

Independent
McPherson McPherson McPherson
McPherson
struts with
struts with
struts with
struts with
offset coil
offset coil
offset coil
offset coil
spring / twin spring / twin spring / twin
spring / twin
tube gas
tube gas
tube gas
tube gas
damper units damper units damper units
damper units
& lower L- & lower L- & lower L& lower Larms with
arms with
arms with
arms with
optimised
optimised
optimised
optimised
bushes
bushes
bushes
bushes
mounted on mounted on mounted on
mounted on
seperate
seperate
seperate
seperate
cross-member cross-member cross-member
cross-member
with stabiliser with stabiliser with stabiliser
with stabiliser
bar. Dualbar. Dualbar. Dualbar. Dual-path
path body
path body
path body
body mounts.
mounts.
mounts.
mounts.
Semi-

Semi-

Semi-

Semi-

38

independent independent independent independent

heavy duty heavy duty heavy duty heavy duty
twist-beam twist-beam twist-beam twist-beam
with low
with low
with low
with low
package
package
package
package
height coil height coil height coil height coil
springs &
springs &
springs &
springs &
seperate twin seperate twin seperate twin seperate twin
tube dampers. tube dampers. tube dampers. tube dampers.
Dual-path
Dual-path
Dual-path
Dual-path
body mounts. body mounts. body mounts. body mounts.
Shock
absorbers
(Front & Rear)

Gas Filled

Gas Filled

Gas Filled

Gas Filled

BRAKES 1.6 Duratec Fiesta 1.6 1.6 Duratec 1.6 Duratec

Exi
Duratec Exi
Zxi
Sxi
Limited
Front

Ventilated
Discs

Ventilated
Discs

Ventilated
Discs

Ventilated
Discs

Rear

Self
Adjusting
Drums

Self
Adjusting
Drums

Self
Adjusting
Drums

Self
Adjusting
Drums

CONCLUSION
FORD HAS PROVIDES A WIDE RANGE OF CARS IN THE INDIAN MARKETS AS
MENTIONED ABOVE, IT HAS TARGETTED THE INDIAN MARKET WITH A PURCHASING
POWER OF APPROX. 4.75 LAKHS.

39

CONSIDERING THE INDIAN MARKET TYPE WHERE THE CONSUMERS CAN BE SUBDIVIDED IN VARIOUS CATEGORIES DEPENDING ON THEIR INCOME BRACKETS
STARTING ROM APPROX 1 LAKH TO ANY AMOUNT. BUT THE CONSUMERS ARE
MAINLY CONCENTRATED IN THE 2.75 TO 20 LAKHS BRACKET WHICH HAS BEEN PAID
A SERIOUS AMOUNT OF ATTENTION BY THE FORD

MARKETING TEAM THUS,

FOCUSING ON THE CUSTOMERS DESIRED WANTS AND RELATED PRODUCTS IN THE

INDIAN MARKET SCENARIO

40

CHAPTER -3
ANALYSIS

STP Segmentation, Targeting, Positioning

41

Segmentation
The main reason why we have Segmentation is because we have so many types of customers.The
reason why Segmentation has become important in teaching and learning about marketing is
because these groups of different customers have:
1. become more numerous, we have many more types of segments
2. The differences among groups have become more distinct
3. The groups have become large in number

Criteria for Segmentation

- things you have to think about in order to decide if a potential group is worthwhile being
considered a "segment"

1. Homogenous
- are the people in the proposed segment all similar without too many differences
- you could say right handed people is a segment, but.... if half the right handed people
were women, and half were men, then this might not work if the gender also was an
issue.
2. Heterogeneous
- the people between the segments should be very different
- right handed and left handed might not be worthwhile if you are talking about a market
segment for a product like pull-on boots
3. Substantial
- the people in the segment should be large enough in number to be worthwhile
- right handed men might be a large enough segment
- right handed men, who wear glasses, and speak Spanish and right motorcycles might be

42

too small
- the group has to be large enough to "generate sufficient sales volume at a low enough cost
to result in a profit " says Sommers 10th Ed.
4. Competition
Sommers 10th Ed. suggests that a company should target segments "where the number of
competitors and their size are such that the firm is able to compete effectively"
example
- some people buy trucks, some SUVs and some cars and some mini-vans
- some companies have a product segment devoted to truck buyers, like Ford
- car companies, like Nissan and Toyota might be advised to avoid selling trucks in North
America because the competition is intense and they might not make a profit.
5. Resources
Sommers 10th Ed. suggests that a company should make sure the segment relates to the
resources of the company. If the company can mfg. variations to fit its key demographics,
great, but it should not take on additional demographics if it does not have the capability
example
- a lingerie company taking on plus sizes - which would mean reconfiguring the fabric
pattern cut-out which would effect fabric cost, waste amounts, etc.
.

Targeting
Ford Motor Company President and CEO Alan Mulally revealed the much-anticipated new
car to be produced in India. Called the new Ford Figo, the car was unveiled at a press event
in Delhi as a major addition to the Ford India brand portfolio.
Mulallys visit underscores the strategic importance of India in Fords future plans. He
stated the new Ford Figo is designed and engineered to compete in the heart of the domestic
India car market.

43

The new Ford Figo will be manufactured at Fords expanded integrated manufacturing
facility near Chennai, which is undergoing a $500 million transformation to become a
regional centre of excellence for Ford small car production.
The importance of Ford Figo extends beyond Indias borders. Fords investment in its
Chennai plant gears it for eco-friendly volume production and positions Ford India to
become a major export producer.

DELHI, India, Sept. 23, 2009 Indias role as an important player in the future of Ford Motor
Companys international strategy was underscored today when the companys President and CEO,
Alan Mulally, unveiled an all-new car targeting the heart of the Indian car market the new Ford
Figo.
The Ford Figo, a new nameplate and a fresh face on the Indian market, signals Fords intention to
compete in Indias largest and most important small car market segment.
Ford Figo is the result of a significant Ford investment commitment to expand its plant near
Chennai for volume production as a small-car centre of excellence regionally. Fords $500 million
investment has doubled the plants production capacity to 200,000 units per year and introduces
major advances in high-quality automation and innovative, eco-friendly production techniques.
Our exciting new Ford Figo shows how serious we are about India, Mulally said. It reflects our
commitment to compete with great products in all segments of this car market. We are confident
the Ford Figo will be a product that Indian consumers really want and value.
Ford Figo is designed and engineered to compete in Indias small car segment, which accounts for
more than 70 percent of the new vehicle market. It leverages Fords small-car platform
architecture, sharing underlying technology with the Ford Fiesta, already familiar to Indian
drivers.

44

Positioning

Ford unveiled its 2010 product lineup, which includes the return of the Taurus sedan, a restyled
Ford Flex crossover with its patented EcoBoost engine, a high-performance version of its popular
F-150 pickup truck, and restyled Lincoln MKS and MKT vehicles.
On his blog, www.autoextremist.com, Detroit-based automotive industry analyst Peter DeLorenzo
wrote about Fords unveiling of its product mix to a group of automotive journalists.
It became quickly apparent to everyone that this company is more than just on the move, they are
aggressively boosting their presence in the market with an array of impressive products that will
transform the company, DeLorenzo wrote. Over the next 18 months, Ford will have the freshest,
most contemporary lineup in the business and the newest fleet of vehicles in terms of age on
the road.
That product lineup is going to pay off big-time for Ford, DeLorenzo wrote.
They also have scaled back manufacturing operations to align supply with demand and have taken
steps to create a global manufacturing platform that will allow the company to use common
technology and suppliers for vehicle offerings worldwide.
Ford reported that it had a profit of $2.3 billion in the second quarter, compared with a loss of $8.7
billion a year earlier.

45

Revenue for the period declined 40 percent, to $27.2 billion from $41.1 billion a year earlier.
Ford and its competitors must aim at a moving target in trying to figure out what will sell.
Consumer demands shift continuously, depending on the state of the economy and changes in fuel
prices.
The days of selling 400,000 or 500,000 units of any vehicle, except maybe the F-150, are over,
Hinrichs said. Now we need to figure out how to make the same money selling lower volumes. The
best way to do that is to go after a number of smaller niches.
Fords in a pretty good position, both from a product standpoint and a reputation standpoint,

46

SWOT ANALYSIS

Strengths
-4th on the Fortune 500 List (U.S. only)
-4th on the Global 500 List
-39th on the Best Companies for Minorities List
-One of worlds best known brands
-Their Web strategy has cut car build costs by as much as $380 per car
-Have already invested heavily in alternate fuel sources
-Ford are seen as supportive eg
- Gave Generously after the September 11 Attacks
- Give Generously to Help Fight Breast Cancer
- Support Racing Teams, NASCAR, Formula One Etc

Weaknesses
-Firestone Tire recalls caused Stock Price to Suffer--$14.70, Lowest
In Years
-CEO Jacques Nasser and Chairman Bill Ford Jr. could not get along
Leading to Bill Ford taking over as CEO
-Cash Reserves Have Sunk to $4.1 Billion
-$13 Billion on Acquisitions
-$3.5 Billion to Cover Tire Recalls
-Sometimes seen as "safe", "boring"

47

Opportunities
-Have a chance to become more environmentally friendly with cleaner
engine emissions and by working with environmental groups to help
clean the environment
-Ford have already started investing in Solar Power ,and have a chance
to become a market leader
-They can use their Web strategy to cut costs further
-They can take advantage of their perceived generosity by giving to
more charities and using the fact in their targeted advertising.

Threats
-Competition is huge.
-Internal strife will hurt the company.
-Threat of substitute products such as Natural gas, Electricity,
Ethanol, Vegetable oil, Sunlight, Water
-Intensity of Rivalry among competitors worldwide
-Worldwide markets threatened due to the "War on Terrorism"

48

MARKETING STRATEGY OF FORD

A marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage.
Any organization that wants to exchange its products or services in the market place successfully
should have a Strategic Marketing plan to guide the allocation of its resources. A strategic
marketing plan usually evolves from an organizations overall corporate strategy and serves as a
guide for specific marketing programs and policies. Marketing strategy is based on a situation
analysis- a detailed assessment of the current marketing conditions facing the company, its product
lines, or its individual brands. From this situation analysis, a firm develops an understanding of the
market and the various opportunities it oilers, the competition and the market segments or target
markets the company wishes to pursue.
Marketing strategy is the complete and unbeatable plan, designed specifically for attaining the
marketing objectives of the firm/business unit. The marketing objectives indicate what the firm
wants to achieve; the marketing strategy provides the design for achieving them.
For example, if the marketing objectives of a business unit stipulate that next year, it should
achieve a sales revenue of Rs. 1,000 crore and a net profit of 15 percent of sales revenue, it is the job
of marketing strategy to indicate how and wherefrom this sale and profit will come, which product
lines/products/brands will accomplish this task and how.
Marketing strategy forms an integral part of marketing planning. A marketing strategy is most
effective when it is an integral component of corporate strategy, defining how the organization will
successfully engage customers, prospects, and competitors in the market arena. It is partially
derived from broader corporate strategies, corporate missions, and corporate goals. As the
customer constitutes the source of a companys revenue, marketing strategy is closely linked with
sales. A key component of marketing strategy is often to keep marketing in line with a companys
overarching mission statement.

49

PROCESS MARKETING AND PROMOTIONS MODEL:

Development of marketing program requires an in-depth analysis of the market. This analysis may
make extensive use of market research as an input into the planning process.
Marketing Strategy and Target marketing Market planning analysis process program development
target market
1. Identifying markets
2.Market segmentation
3. Target marketing
4. Positioning through marketing strategies
5. Pricing decisions
6.distribution promotion to final This input, in mm, provides the basis for the development of
marketing strategies in regard to product, pricing, distribution and promotion decisions. Each of
these steps requires a detailed analysis, since this plan serves as the road map to follow in achieving
marketing goals. Once the detailed market analysis has been completed and marketing objectives
have been established, each element in the market mix must contribute to a comprehensive
integrated marketing program. Of course, the promotional program element must be combined
with all other program elements in such a way as to achieve maximum impact.
7. Product Opportunity
8.Competitive analysis
9.Target marketing
10. Buyer
11. Ultimate consumer
12.Consumers Businesses
13. Channel

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14. Promotional decisions

15.Advertising
16.Direct marketing
17.Interactive marketing
18.Sales promotion
19.Public relations
20.Personal Purchase
21.Promotion to trade Resellers

Formulating the marketing strategy:

Basically, formulation of marketing strategy consists of three main tasks:
1. Selecting the target market,
2. Positioning the offer,
3. Assembling the marketing mix.
This implies that the essence of the marketing strategy of a firm for a given product or brand can
be grasped from the target market chosen, the way it is positioned and how the marketing mix is
organized. The target market shows to whom the unit intends to sell the products; positioning and
marketing mix together show how and using what uniqueness or distinction, the unit intends to sell.
The three together constitute the marketing strategy platform of the given product.

SELECTING THE TARGET MARKET:

To say that target market selection is a part of marketing strategy development is just stating the
obvious. It does not fully bring out the import of the inseparable linkage between the two. When
the selection of the target market is over, an important part of the marketing strategy of the
product is determined, defined and expressed.
Marketing targeting simply means choosing ones target market. It needs to be clarified at the
outset that market targeting is not synonymous with market segmentation. Segmentation is
actually tee prelude to target market selection. One has to carry out several tasks besides

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segmentation before choosing the target market.

Through segmentation, a firm divides the market into many segments. But all these segments need
not form its target market. Target market signifies only those segments that it wants to adopt as its
market. A selection is thus involved in it.
Marketing segmentation is a process that throws up not one but several market segments. There
may be segments that are sizeable and the ones that are not so sizeable. There may be segments
assuring immediate profits and the ones that call for heavy investments in market development.
There may also be segments that show great potential, but display tough barriers to entry. As such,
the question, which segment/segments, the firm should select as its target market, assumes crucial
importance.

STRATEGIC MARKET SEGMENTATION:

Market Segmentation is dividing up a market into distinct groups that (1) have common needs
and (2) will respond similarly to a marketing action, which was said by Eric N Berkowitz, Roger
A.Kerin, and William Redulius.
The Segmentation process involves five distinct steps:
Finding ways to group consumers according to their needs.
Finding ways to group the marketing actions usually the products offered available to the
organization.
1.Developing a market-product grid to relate the market segments to the firms products or
actions.
2.Selecting the target segments toward which the firm directs its marketing actions.
3.Taking marketing actions to reach target segments.
Markets can be segmented using several relevant bases. For example, demographic characteristics
of consumers, such as age, sex, income/purchasing capacity, education level etc, form one base for
segmentation. Geographic characteristics constitute another; and buying behavior of the
consumers forms yet another base.
The various types of segmentations are
Geographic segmentation
Demographic segmentation

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 Psychographic segmentation
Buyer behavior
Benefits segmentation
Volume of purchase segmentation

Positioning is a platform for the brand. It facilitates the brand to get through to the target
consumers.
It is defined as the art and science of fitting the product or service to one or more segments of the
broad market in such a way as to set it meaningfully apart from competition.
Positioning is the act of fixing the locus of the product offer in the minds of the target consumers.
In positioning, the firm decides how and around what parameters, the product offer has to be
placed before the target consumers. The significance of product positioning can be easily
understood from David Ogilvys words: The results of your campaign depends less on how we
write your advertising than on how your product is positioned.

Definitions of product positioning:

Sengupta, in his book Brand Positioning says, The aim of product positioning is to create a
perception for our brand in the prospects mind so that it stands apart from competing brands... we
must cover that space in the consumers mind as if we had won a long-term lease. We must find a
strong position in that mind and sit on it....
Michael Rothschild, in his book Marketing Communications From Fundamentals to Strategies
says, Positioning refers to the place a brand occupies in the mind in relation to a given product
class. This place was originally a product-related concept.... Concerning market structure. The
concept now refers to the place that the brand holds in the consumers mind related to perceptions
and preferences.

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Developing a Positioning Strategy:

To create a position for a product or service, Trout and Ries suggest that managers ask them selves
six basic questions.
1. What position, if any, do we already have in the prospects mind?
2. What position do we want to own?
3. What companies must be outgunned if we are to establish that position?
4. Do we have enough marketing money to occupy and hold the position?
5. Do we have the guts to stick with one consistent positioning strategy?
6. Does our creative approach match our positioning strategy?

PRODUCT POSITIONING AND BRAND POSITIONING:

It is essential to understand the relationship between products positioning and brand positioning.
Though in discussions, the two terms are synonymously and interchangeable used, technically they
are different.
Product positioning denotes the specific product category/product class in which the given product is
opting to compete. And brand positioning denotes the positioning of the brand viz-a viz the
competing brands in the chosen product category.
It is evident that for any product, before entering the market it has to sequentially carry out the
two exercises, product positioning and brand positioning. In the first step, the product category
where the new entrant should enter and compete, i.e. against what all products it has to compete,
has to be decided. In this step, it is the broad function that the product is trying to serve that
matters. This choice of product category will decide the nature of the competition the product is
going to face. Once product category positioning is decided, the position for the new entrant against
54

competing brands in the chosen product category has to be analyzed and fixed.

ISSUES IN PRODUCT POSITIONING:

Where is the new offer going to compete?
- Which product function/customer need is it trying to meet?
-What other product categories serve this need? In other words, what are the substitute products
that serve the same need?
-Where is the real gap, where is such a new offer most welcome and wanted by the market?
-What are companys competencies to fight here?

ISSUES IN BRAND POSITIONING:

In deciding the Brand positioning, the issues are:
- Which are the competing brands in the chosen product category?
What are the unique claims/strengths of the various brands?
- What position do they enjoy in consumers evaluation and perception? What is the most favoured
position...? And yet vacant?
- Can the new brand claim the needed distinction and take the position and satisfy the need?
The major dimension of marketing strategy relates to positioning of the offer. The firm has already
selected the target market and decided its basic offer. Now, what is the conjunction between these
two entities? How do they get connected? What is the interface? In other words.
What is the locus the firm seeks among the customers in the chosen target market with its offering?
How would the firm want the consumer to view and receive the offer?
These are the issues the firm has to grapple with in positioning. And, while formulating the
marketing mix too, the firm will agitate over these issues. The Product
Differentiation and Positioning discusses the multifarious issues involved in the subject.

55

PRODUCT REPOSITIONING:
Products do undergo repositioning as they go along their life cycle. In some cases, even products
that are fairing well are repositioned. This is done mainly to enlarge the reach of the product offer
and to increase the sale of the product by appealing to a wider target
market. The product is provided with some new features or it is associated with some new target
segments.

PROMOTIONAL DECISIONS:
Promotion has been defined as the coordination of all seller initiated efforts to set up channels of
information and persuasion in order to sell goods and services or promote an
idea. While implicit communication occurs through the various elements of the marketing mix,
most of an organizations communications with the market The basic tools used to
Accomplish an organizations communication objectives are often referred to as the Promotional
mix.
The promotional mix
Advertise in Direct Interactive Sales Publicity/ marketing promotion Public internet facilities

ADVERTISING:
Advertising is defined as any paid form of non personal communication about an organization,
product, service, or idea by an identified sponsor. The paid aspect of this definition reflects the fact

56

that the space or time for an advertising message generally must be bought. An occasional
exception to this is the public service announcement, whose advertising space or time is donated by
the media.
Advertising is the best-known and most widely discussed form of promotion, probably because of
its pervasiveness. It is also very important promotional tool, particularly for companies, whose
products and services are targeted at mass consumer markets.
It is a very cost-effective method for communicating with large audiences. It can be used to create
brand images and symbolic appeals for a company or brand.

Direct Marketing:
One of the fastest-growing sectors of the U.S. economy is direct marketing, in which organizations
communicate directly with target customers to generate a response and a transaction. It has
become such an integral part of the IMC program of many organizations and often involves
separate objectives, budgets, and strategies, we view direct marketing as a component of the
promotional mix.
Direct Marketing is much more than direct mail and mail order catalogs. It involves a variety of
activities, including database management, direct selling, telemarketing and direct response ads
through direct mail, the Internet, and various broadcast and print media.
One of the major tools of direct marketing is direct response advertising, whereby a product is
promoted through an ad that encourages the consumer to purchase directly from the
manufacturer.

Interactive/Internet Marketing:
Interactive media allow for the back-and-forth flow of information whereby users can participate
in and modify the form and content of the information they receive in real time. Unlike traditional
forms of marketing communications such as advertising, which are one-way in nature, the new
media allow users to perform a variety of functions such as receive and alter information and
images, make inquiries, respond to questions and of course make purchases. In addition to the

57

Internet, other forms of interactive media include CD ROMs, Kiosks, and interactive television.

Sales Promotion:
The next variable in the promotional mix is sales promotion, which is generally defined as
those marketing activities that provide extra value or incentives to the sales force, the
distributors, or the ultimate consumer and can stimulate immediate sales, sales promotion
is generally broken into two major categories:
Consumer-oriented and
Trade-oriented activities
Consumer-oriented sales promotion is targeted to the ultimate user of a product or service
and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various
point-of-purchase materials.
Trade-oriented sales promotions are targeted towards marketing intermediaries such as
wholesalers, distributors and retailers.
Publicity/Public Relations:
Publicity refers to non personal communications regarding an organization, product, service, or
idea not directly paid for or run under identified sponsorship. It usually comes in the form of a
news story, editorial or announcement about an organization and its products and services. Like
advertising, publicity is not directly paid for by the company.
An advantage of publicity over other forms of promotion is its credibility. Another advantage of
publicity is its low cost, since the company is not paying its time or space in a mass medium such as
TV, radio or newspapers.
Public relations are defined as the management function which evaluates public attitudes,
identifies the policies and procedures of an individual or organization with the public interests and
executes a program of action to earn public understanding and acceptance. Public relations
generally have a broader objective than publicity, as its purpose is to establish and maintain a
positive image of the company among its various publics.

PERSONAL SELLING:

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It is a form of person-to-person communication in which a seller attempts to assist and persuade

prospective buyers to purchase the companys product or service or to act on an idea. Unlike
advertising, personal selling involves direct contact between buyer and seller, either face-to-face or
through some form of telecommunications such as telephone sales. Personal selling involves more
immediate and precise feedback because the impact of the sales presentation can generally be
assessed from the customers reactions.
Assembling the marketing mix means assembling the four Ps of marketing in the best possible
combination. Involved in this process are the choice of the appropriate marketing activities and the
allocation of the appropriate marketing effort/resources to each one of them. The firm has to find
out how it can generate the targeted sales and profit. It considers different marketing mixes with
varying levels of expenditure on each marketing activity and tries to figure out the effectiveness of
different combinations in terms of the possible sales and profits. It then chooses the
combination/mix of products, price, place and promotion that is best according to its judgment.
Since marketing is essentially an interaction between the marketing mix and environmental
variable, and since the latter and non-controllable, marketing becomes synonymous with
assembling and managing the marketing mix. Of course, while assembling the marketing mix, the
marketing manager will take due note of the environmental variables.
Not only will he take due note of them, he will ensure that his marketing mix suits the
environmental variables. And, its factors that renders that task much more complex.

MARKEGING MIX: THE SOLE VEHICLE FOR CREATING AND DELIVERING

CONSUMER VALUE
The four elements mentioned above- product, distribution, promotion and pricing constitute the
marketing mix of the firm. The marketing mix is the sole vehicle for creating and delivering
customer value.
It can be easily seen that all activities and programmes, which a marketer designs and caries out in
his effort at winning customers, relate to one or the other of the above four elements- product,
place, promotion and pricing. It can also be seen that in each of these elements, there are several
sub-elements. For example, packaging is one of the sub-elements of product and warehousing is one
of the sub-elements of distribution.

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The Four Ps of Marketing:

It was James Culliton, a noted marketing expert, who coined the expression marketing mix and
described the marketing manager as a mixer of ingredients. To quote him, The marketing man is a
decider and an artist a mixer of ingredients, who sometimes follows a recipe, developed by
others and sometimes prepares his own recipe. And, sometimes he adapts his recipe to the
ingredients that are readily available and sometimes invents some new ingredients, or, experiments
with ingredients as no one else has tried before.
Subsequently, Niel H. Borden, another noted marketing expert, popularized the concept of
marketing mix.
It was Jerome McCarthy, the well-known American professor of marketing, who first described the
marketing mix in terms of the four Ps. He classified the marketing mix variables under four heads,
each beginning with the alphabet P.
Product
Place
Price
Promotion

McCarthyhas provided an easy-to-remember description of the marketing mix variables. Over the
years, the terms Marketing mix and Four Ps of marketing have come to be used synonymously.
Assembling and managing the marketing mix is the crux of the marketing task. And, it is through
the marketing mix that the marketing manager achieves the marketing objectives.

MARKETING STRATEGIES FALL UNDER TWO CATEGORIES:

We have seen that target market selection, positioning and marketing mix formulation together
constitute marketing strategy. We have also seen that a firm can assemble the marketing mix
elements in many different ways, depending on the relative weightage it assigns to the different
elements. The scope to carve out different combinations is, in fact immense. As a result, business
firms are able to employ an abundance of strategies and strategy stances in their relentless race to
stay ahead of competition. However, a close scrutiny will reveal that all these strategies can be
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fitted into two broad categories

1. PRICE ORIENTED MARKETING STRATEGY
2. DIFFERENTIATION ORIENTED MARKETING STRATEGY
In other words; there are only two broad routes available for forging marketing strategies: any
strategy has to be ultimately either a price-oriented strategy or a differentiation-oriented strategy.
Firms taking to the price route in marketing strategy compete on the strength of pricing. They use
price as their competitive lever. They juggle the price of their product to suit the prevailing
competitive reality. They can afford to offer lower prices and still make
the targeted profits, they elbow out competition with the cushion they enjoy in the matter of
pricing.
Price route requires cost leadership; evidently, a firm opting for the price route will have to have a
substantial cost advantage in their operations. It should be enjoying an overall cost leadership in
the given industry and its lower cost should enable it to secure above average returns in spite of
strong competition. The cost advantage can emanate from different factors like, scale economies,
early entry, a large market share built over a period of time, locational advantage, or synergy
among the different businesses. The firms whole strategy, in fact will revolve around building such
cost advantage.
To successfully practice a price-led strategy, a firm should have consciously taken to the idea
sufficiently early in its evolutionary process and prepared itself for adopting such a strategy.
The differentiation route of strategy revolves around aspects other than price. It works on the
principle that a firm can make its offer distinctive from all competing offers and win through the
distinctiveness. And, a firm adopting such route can price its product on the perceived value of the
attributes of the offer and not necessarily on competition-parity basis.
Maximum scope for exploiting differentiation remains with the product. While all the 4Ps of
marketing are important elements from the point of view of strategy, the other Ps normally go as
elaborations of the offer, while the product forms its core.
Product differentiation is of vital importance in product management and has great potential in
forgoing successful marketing strategies.
The product can be differentiated along two major planks:

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1. Tangible product attributes and functions,

2. Intangible characteristics and emotional associations.
The tangible product attributes and functions are
Differentiation based on ingredients,
Differentiation based on functional value,
Differentiation based on additional features,
Packaging contributing to differentiation,
n Differentiation based on Quality, Operational Efficiency, Technology, and Service.
Digital Marketing is the practice of promoting products and services using digital distribution
channels to reach consumers in a timely, relevant, personal and cost-effective manner.
Whilst digital marketing does include many of the techniques and practices contained within the
category of Internet Marketing, it extends beyond this by including other channels with which to
reach people that do not require the use of The Internet. As a result of this non-reliance on the
Internet, the field of digital marketing includes a whole host of elements such as mobile phones,
sms/mms, display / banner ads and digital outdoor.
Word of mouth, is a reference to the passing of information by verbal means, especially
recommendations, but also general information, in an informal, person-to-person manner. Word of
mouth is typically considered a face-to-face spoken communication, although phone conversations,
text messages sent via SMS and web dialogue, such as online profile pages, blog posts, message
board threads, instant messages and emails are often now included in the definition of word of
mouth. There is some overlap in meaning between
word of mouth and the following: rumor, gossip, innuendo, and hearsay; however word of mouth is
more commonly used to describe positive information being spread rather than negative, although
this is not always the case.
Word-of-mouth promotion, also known as buzz marketing and viral advertising, is highly valued
by advertisers. It is believed that this form of communication has valuable source credibility.
Research points to individuals being more inclined to believe WOMM than more formal forms of
promotion methods; the receiver of word-of-mouth referrals tends to believe that the
communicator is speaking honestly and is unlikely to have an
ulterior motive (i.e. they are not receiving an incentive for their referrals). In order to

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Promote and manage word-of mouth communications, marketers use publicity techniques as well
as viral marketing methods to achieve desired behavioral response. Influencer marketing is
increasingly used to seed WOMM by targeting key individuals that have authority and a high
number of personal connections.
It is an advanced form of word of mouth marketing (WOMM) in which companies develop
customers who believe so strongly in a particular product or service that they freely try to convince
others to buy and use it. The customers become voluntary advocates, actively spreading the word
on behalf of the company.
Evangelism literally comes from the three words of bringing good news and the marketing term
justly draws from the religious sense, as consumers are literally driven by their beliefs in a product
or service, which they preach in an attempt to convert others.
Sales promotion consists of diverse collection of incentive tools mostly short term, designed to
stimulate quicker and greater purchase of particular products of services by the consumer. Sales
promotion is the only method that makes use of incentives to complete the push-pull promotional
strategy of motivating the sale force, the dealer and the consumer in transacting a sale.
Price-off offers refers to offering the product at lower than the normal price. This encourages
immediate sales, attracts non-users, induces product trail and counters competition.
Premium refers to the offer of an article of merchandise as an incentive in or to sell the product.

CHAPTER- 4

63

CONCLUSION AND RECOMMENDATIONS

64

CONCLUSION
Although Ford Motor Company is one of the largest companies in the world, we can still
attribute

accounting

trends

to

some

of

the

key

events

in

Ford's

history.

In 1990, Ford acquired Jaguar Cars, Ltd. Jaguar was a company suffering
terrible loses due to poor quality, and lack of sales. Jaguar has been in the
black since Ford purchased them until 1994. It is important to note that Ford's
net income trend from 1991 to 1995 illustrates this. In 1992, the Ford Taurus
became the number one selling car in the United States, which helped increase
1992 net earnings, and in 1994 the Ford Falcon was the top selling car in
Australia, helping maintain the trend of increasing net income. It is important
to note that Ford's net income has increased from 1991 to 1994, and then
decreased in 1995. There are several possible causes for this change in the
trend. In 1995, Ford acquired 20% equity in a major Chinese truck manufacturer,
and launched several new vehicles; including the Ford Contour, Ford Mondeo,
Mercury Mystique, Ford F-150, and Ford Taurus. These additional investments and
expenses help explain the decrease in net income in 1995. Overall, the company
has done well, and with reorganization in 1996 to decrease spending and increase
efficiency,

Ford

is

striving

for

future

periods

of

growth.

65

RECOMENDATIONS

I found that promotion greatly affect the market, so in my opinion company should
promote its product regularly by making new and people attracting promotional
strategies to increase its sale.
As well as there should be a careful allotment of funds in the current recession
scenario as the risk element tends to be very high.
Take over aspects aspects should not be considered as it will lead to a very high
potential tax liability.

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CHAPTER 5
BIBLIOGRAPHY

67

68

BIBLIOGRAPHY

BOOKS:
1. Ramaswami Marketing Management
2. Henry Ford A Legend

MAGAZINES:
1. Overdrive
2. Stone age Racing

WEBSITES:
1. www.wikipedia.com
2. www.ford.com
3. www.cartrade.com
4. www.carwale.com

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