The Ford Motor Company and its advertisements in 3 different countries

AGENDA Short overview of the history Today‘s business (2006) Data-Background Germany Marketing in Germany Data-Background USA Marketing in USA Data-Background China Marketing in China Conclusion

Short overview of the history

Today‘s business (2006)

Data-Background Germany

Marketing in Germany

Data-Background USA

Marketing in USA

Data-Background China

Marketing in China

Conclusion

1. Short history 1903: Founded by Henry Ford in Detroit 1908: increasing demand of the Ford Model T 1913: assembling line and mass production (reduced chassis assembly time from 12 ½ h to 2 h 40 min)

1903: Founded by Henry Ford in Detroit

1908: increasing demand of the Ford Model T

1913: assembling line and mass production

(reduced chassis assembly time from 12 ½ h to

2 h 40 min)

2. Todays business (2006) Company's President & CEO: Alan Mulally Chairman: William Clay Ford Junior Headquater: Dearborn, USA 6.8 million vehicles 280,000 employees Turnover: 160,1 Mrd. USD/116,2 Mrd. € More than 11,000 suppliers Seven brands

Company's President & CEO: Alan Mulally

Chairman: William Clay Ford Junior

Headquater: Dearborn, USA

6.8 million vehicles

280,000 employees

Turnover: 160,1 Mrd. USD/116,2 Mrd. €

More than 11,000 suppliers

Seven brands

3. Data-Background Germany One of the densest country in Europe: 230 habitant per km² Huge urbanized area = Essen, Cologne First victim of the collapse of the contemporary’s demographics' collapse Low fecundity rate = increase immigration

One of the densest country in Europe: 230 habitant per km²

Huge urbanized area = Essen, Cologne

First victim of the collapse of the contemporary’s demographics' collapse

Low fecundity rate = increase immigration

3. Data-Background Germany First Ford manufacture in Europe in 1926 Nowadays head office of Ford Europe in Germany Production Focus on compact and city car Sales decrease of 3.4% in 2006 Successful in utilitarian car Healthy car market in Germany= +4.2% Ford market share in Germany = 8.4% Best seller of Ford in Germany = Ford Focus 2.8% of the global market

First Ford manufacture in Europe in 1926

Nowadays head office of Ford Europe in Germany

Production Focus on compact and city car

Sales decrease of 3.4% in 2006

Successful in utilitarian car

Healthy car market in Germany= +4.2%

Ford market share in Germany = 8.4%

Best seller of Ford in Germany = Ford Focus 2.8% of the global market

4. Marketing in Germany Building Brand Power with tradition, trust and safety Sport marketing High quality

Building Brand Power with tradition, trust and safety

Sport marketing

High quality

4. Marketing in Germany – Sport marketing

4. Marketing in Germany – High Quality Total things go wrong per 1000 vehicles GQRS Things go wrong (TGW)

4. Marketing in Germany – High Quality Problems per 100 vehicles Initial Quality Study

4. Marketing in Germany Why does this advertisement fits? German automotive culture High / Low Context Germans behaviors

Why does this advertisement fits?

German automotive culture

High / Low Context

Germans behaviors

5. Data-Background USA Particular demography Third rank talking about world population First immigrant country of the world Very diversified immigration Big and dynamic natality Feminine country

Particular demography

Third rank talking about world population

First immigrant country of the world

Very diversified immigration

Big and dynamic natality

Feminine country

5. Data-Background USA Demand trend in the automobile market in States Strong competition Urban cars: New market in development Some difficulties in the economic context at the moment

Demand trend in the automobile market in States

Strong competition

Urban cars: New market in development

Some difficulties in the economic context at the moment

5. Data-Background USA Top ten of the most sold cars in USA Trucks dominate the automobiles sales in USA in 2006 The Ford F-150 is the most famous in the country 250 000 Ford were sold thanks to the FordDirect subsidiary

Top ten of the most sold cars in USA

Trucks dominate the automobiles sales in USA in 2006

The Ford F-150 is the most famous in the country

250 000 Ford were sold thanks to the FordDirect subsidiary

6. Marketing in USA customers are in the center of everything Chairman has become William Clay Ford Junior new campaign challenge primary marketing strategy: American male population newest marketing strategies is to go green latest “asset” they gathered in terms of marketing is Jim Farley

customers are in the center of everything

Chairman has become William Clay Ford Junior

new campaign challenge

primary marketing strategy: American male population

newest marketing strategies is to go green

latest “asset” they gathered in terms of marketing is Jim Farley

6. Marketing in USA - Ford Bold Moves showcase Ford products, customers and employees making bold moves in their lives huge investment in clarifying the brand identities of Ford, Lincoln and Mercury many famous stars and commercials

showcase Ford products, customers and employees making bold moves in their lives

huge investment in clarifying the brand identities of Ford, Lincoln and Mercury

many famous stars and commercials

6. Marketing in USA - Advertisement being the best the strongest the most capable the most durable innovative built harder Ford’s have power

being the best

the strongest

the most capable

the most durable

innovative

built harder

Ford’s have power

7. Data-Background China Demographic context : One-child policy since 1970 1 313 973 713 inhabitants Population generally more masculine Evolution of the chinese population is due to wars, starvation or other disasters

Demographic context :

One-child policy since 1970

1 313 973 713 inhabitants

Population generally more masculine

Evolution of the chinese population is due to wars, starvation or other disasters

7. Data-Background China Economic context : the first worldwide force in the next 10 years since 1990, GDP had increased by 5 (2700 billions $) average wage in China = 260€ / month in 2005, 12 cars bought for 1000 Chinese

Economic context :

the first worldwide force in the next 10 years

since 1990, GDP had increased by 5 (2700 billions $)

average wage in China = 260€ / month

in 2005, 12 cars bought for 1000 Chinese

7. Data-Background China FORD in China : production capacity 2008: 250 000 cars sales of 2006: 220 000 new cars CHINA = “heaven” for FORD Success : sales of 86% in 6 months best success is Ford FOCUS: 73430 sold limits : petrol ‘s price and pollution!

FORD in China :

production capacity 2008: 250 000 cars

sales of 2006: 220 000 new cars

CHINA = “heaven” for FORD

Success : sales of 86% in 6 months

best success is Ford FOCUS: 73430 sold

limits : petrol ‘s price and pollution!

8. Marketing in China - Why invest? unsaturated car market low cost labour, cheap spare parts China’s tendency: self-development, fair play and openness. Dec. 2001: China entered into WTO since 1978 average increase of cars by 12% surveys: people choice of spending money… 1. buying houses, 2. buying cars advantages of entering late after VW, GM, Toyota

unsaturated car market

low cost labour, cheap spare parts

China’s tendency: self-development, fair play and openness.

Dec. 2001: China entered into WTO

since 1978 average increase of cars by 12%

surveys: people choice of spending money… 1. buying houses, 2. buying cars

advantages of entering late after VW, GM, Toyota

8. Marketing in China Specific needs Price sensitivity Diversified marketing strategies Symbolism To avoid in advertising: Clocks, Straw sandals, A stork or crane, Handkerchiefs, Anything white, blue or black. Chinese loyalty – earn trust in brand

Specific needs

Price sensitivity

Diversified marketing strategies

Symbolism

To avoid in advertising: Clocks, Straw sandals, A stork or crane, Handkerchiefs, Anything white, blue or black.

Chinese loyalty – earn trust in brand

8. Marketing in China – Commercial Ford Maverick “ SUV leader ” is luxurious, sporty, agile, and best of all fun to drive with more standard features than any other vehicle in its class. It is durable, affordable, and fuel-efficient. designed to appeal to young consumers who want sporty and durable transportation. It provides a perfect companion for outdoors and urban living, work and play and the "no boundary experience" for the individuals young at heart, energetic, self-confident and adventurous .

“ SUV leader ” is luxurious, sporty, agile, and best of all fun to drive with more standard features than any other vehicle in its class. It is durable, affordable, and fuel-efficient.

designed to appeal to young consumers who want sporty and durable transportation. It provides a perfect companion for outdoors and urban living, work and play and the "no boundary experience" for the individuals young at heart, energetic, self-confident and adventurous .

8. Marketing in China – Symbolism in Ford advertisement Red colour: good luck and success (stock market, envelopes, flag) Tiger : considered to be brave, cruel, forceful and terrifying. Symbols for power and lordliness. People born under this sign will enjoy a bright prospect for the future

Red colour: good luck and success (stock market, envelopes, flag)

Tiger : considered to be brave, cruel, forceful and terrifying. Symbols for power and lordliness. People born under this sign will enjoy a bright prospect for the future

9. Conclusion

Questions?