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Ford Brand Audit - Team 1 - Cohort C
 

Ford Brand Audit - Team 1 - Cohort C

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    Ford Brand Audit - Team 1 - Cohort C Ford Brand Audit - Team 1 - Cohort C Presentation Transcript

    • Satisfaction & LoyaltyOUR BRAND AUDIT Bringing value to customers
    • RICHARD FIFIELD CHIEF ENGINEER “PROJECT MANAGER”LIKES SUNSETS AND LONG WALKS ON THE BEACH
    • KELLY DONNELY PROCESS ENGINEER “WRITER”LIKES HER VEGGIES RAW
    • STEVE ALBPROCESS ENGINEER “WRITER”DIGS “CHICK” FLICKS
    • GEOFF DONALD PRODUCT DESIGNER “PRESENTER”SECRETLY DRIVES A HONDA
    • LINDA BARABE PRODUCT DESIGNER “PRESENTER”NOT REALLY A STUDENT, JUST PLAYS ONE ON T.V
    • WHERE IT ALL BEGAN
    • The Ford Motor Company was incorporated in 1903 with The Ford Oval trademark was first introduced in 1907 Henry Ford as vice-president and chief engineer. Groups of two or three men with the company produced only a few cars a day at the Ford factory on Mack Avenue. Each car was built from components made to order when place by other companies.Henry Ford waswas years old when build a self-propelled vehicle with a gasoline the Although Ford 40 not the first to he founded the company and revolutionizedbusiness They are, paying hisone of several automotive pioneers whothe going wage engine, world by however, workers $5 per day, more than double helped thein the industry. nation of motorists. it attracted the best and the brightest U.S become a His strategy paid off;mechanics to his factory, reduced turnover, and success ensued.
    • WHERE THEY ARE TODAY
    • In 2008, Ford produced 5.532 million automobiles and employed about213,000 employees at around 90 plants and facilities worldwideFord is the second largest automaker in the U.S. and the 5th largest in theworld. Ford made the Fortune 500 list 2010 and ranked the eighth largestAmerican-based company with global revenues of $118.3 billion in 2009.Ford earned a net profit of $6.6 billion and reduced its debt from $33.6 billionto $14.5 billion lowering interest payments by $1 billion following its 2009 netprofit of $2.7 billionThe Ford Taurus, one of Fords best-selling models. In its 21-year lifespan, itsold 7,000,000 units. It is the 4th best-selling car in Fords history, behind onlythe F-150, the Model T, and the Mustang. TTHE PRESENT
    • OUR APPROACH TO A BRAND AUDIT
    • Our team used a mix of primary and secondaryresearch for reviewing the Ford brand.We conducted a survey of car owners in which weasked them their opinions on their awareness of theFord brand, the likelihood of buying a Ford vehicleand what are the motivating factors in the purchasingprocess.A team member also conducted an interview with amember of the Ford management team in order tounderstand how the Ford brand is viewed internally. Approach to Brand Audit
    • Products like the Mustang, Fiesta and the F-150 haveimmediate familiarity.Ford has global recognition, ranking 50th in Interbrand’sTop 100 most recognizable brands and a brand valuation of$7, 483 Billion.Ford is successfully recognized as quality leader beingrecognized by both JD Power and Consumer Reports. Brand Inventory
    • “About 84% of customers who purchased 2010 models of Ford cars and trucks are satisfied withBy avoidingofgovernment bailouts, Ford increased consumer the quality their vehicle.”confidence which led to a resurgence in market share and madethem the most favourable automobile brand (73%) in America. “Study showed Ford has the fewest number of vehicle defect or "things gone wrong" among all full-line vehicle manufacturers.”Ford is regarded the ‘American’ brand which is a positiveperception in a large portion of their customer base.Ford’s statistics indicate that customer’s appear largely pleasedwith their selection. Brand Exploratory
    • OUR RECOMMENDATIONS
    • Reality Is Perception RECOMMENDATION #1 Focus on Diversity INNOVATIONCustomer Service & Technolgy
    • Reality Is Perception RECOMMENDATION #2 Customer Service INNOVATIONCustomer Service & Technolgy
    • Reality Is Perception RECOMMENDATION #3Technical Innovations INNOVATIONCustomer Service & Technolgy
    • Overall it comes down to the Voice of theCustomer (VOC) being critical to businesssuccess. Ford’s Brand execution must To be sustainable, they must deliverexpress the customer’s needs and wants on their promise!to be successful. SUMMARY
    • We hope you enjoyed our presentation!