Ford Mondeo Case Study Analisys

Ford Mondeo Case Study Analisys - Presentation Transcript

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.
In India automobile industry has a growth rate is at the average of 10-12%.

16 July 2009
case study analysis
2
Automotive Industry

16 July 2009
case study analysis
3

"Make Every Day Exciting"

16 July 2009
case study analysis
5

16 July 2009
case study analysis
6
Henry Ford
(Biography)
Born on July 28, 1863. Green field Township, Dearborn, Michigan, U.S.
Founder of Ford Motor Company.
Introduced Model T.
Father of Assembly lines used in mass production.
Awarded 161 U.S. Patents

16 July 2009
case study analysis
7
Model T
Fordism:
Fordism is the economic philosophy that widespread prosperity and high corporate profits can be achieved by high wages that allow the workers to purchase the output they produce, such as automobiles.

Ford set out to build a car which everyone could afford to buy .
Model T – Tin Lizzie – Flivver.
The attraction of the Model T was that its price never increased.
Costing $1200 in 1909, the price in 1928 was only $295.
By 1928 Ford was producing more than one car per minute.
16 July 2009
case study analysis
8

16 July 2009
case study analysis
9
Cars were mass produced and every part was standardized
Only one color and one engine size were available.
By producing large number of cars on an Assembly Line Ford needed fewer skilled people and that cut the cost of paying wages.
Assembly Lines : ‘… each man and each machine do only one thing ... the thing is to keep everything in motion and take the work to the man not the man to the work’

16 July 2009
case study analysis
10
More Standardized
parts are needed
More people with
jobs means that
they can afford to
buy a car!
More jobs are
created in other
industries.
Steel
THE CYCLE
OF
PROSPERITY!
Glass
Rubber
Leather

16 July 2009
case study analysis
11

16 July 2009
case study analysis
12
TOTAL COMPANY
OUR PLAN . . . ONE

Aggressively restructure to operate profitability at the current demand and changing model mix
Accelerate development of new products.
Finance our plan and improve our balance sheet
Work together effectively as one team
Create a global “ONE” Ford . . . leveraging our global assets
Introduce a complete, competitive, leading fuel-efficient product family
Continuously improve our quality and productivity, and reduce our costs
POLISH THE BLUE OVAL BRAND

In 2007, Ford fell from the second-ranked to the third-ranked automaker in US sales for the first time in 56 years, behind General Motors and Toyota.
16 July 2009
case study analysis
13
In 2008, Ford produced 5.532 million automobiles and employed about 213,000 employees at around 90 plants and facilities worldwide.
Major recent turn in ford co.
By 2009, Ford had become the second largest automaker in Europe (only behind Volkswagen)

16 July 2009
case study analysis
14
1929 model AA
1928 model A
1931 model
Tudor Sedan
New ford fiesta
1946 ford sedan
Ford fiesta
Ford
Ikon
Endeavour

Automotive Industry
16 July 2009
case study analysis
15

BRAZIL
BRITAIN
Produced almost 3 million vehicles in 2007.
Global companies are present in brazil, such as fiat, Volkswagen, ford, gm, Nissan, Toyota, Mitsubishi, Mercedes-Benz, Renault etc
Always been export oriented.
Today , employs about 850,000 people and produces about 1.5 million cars and 216,000 commercial vehicles per year, 75% of which are exported.
16 July 2009
case study analysis
16

CHINA
GERMANY
Rapid development since the year 2000.
In 2008, 9.345 million motor vehicles were manufactured surpassing U.S. As the second largest automobile maker, after japan.
The top 5 car sellers are Volkswagen, GM, Toyota, Nissan and Chery.
The automobile was invented in Germany by Carl Benz.
Ten car manufacturers : Porsche, Volkswagen, Audi, Bugatti, Lamborghini, Bentley, Skoda Auto, MAN, SEAT and Scania AB.
16 July 2009
case study analysis
17

JAPAN
SOUTH
KOREA
The biggest auto manufacturing country in the world.
Nissan began making trucks in 1914, and sold cars under the Datsun brand until it switched to Nissan in the 1980s
Other major companies include Subaru, Mitsubishi, Mazda, range rover, Chevrolets, Suzuki, and Isuzu
The fifth largest in the world in terms of production volume and the sixth largest in terms of export volume
16 July 2009
case study analysis
18

INDIA
One of the fastest growing in the world.
Domestic production is skyrocketing .The number of cars sold domestically is projected to double by 2010.
10-year plan aims $145 billion auto industry by 2016.
$375 billion by 2015, up from $65 billion in 2002.
16 July 2009
case study analysis
19

INDIA
The production of automobiles in India is largely aimed at local consumers.
Several Indian manufacturers also export a diverse variety of auto components.
Prediction of sales of 42 lakh four wheeler automobiles in India by 2015.Indian passenger vehicle exports are also expected to rise from 1,70,000 in 2006 to 5,00,000 in 2010.
16 July 2009
case study analysis
20

Exportscenario
world's largest manufacturers of small cars
2008, Hyundai Motors alone exported 240,000 cars
Nissan Motors plans to export 250,000 vehicles by 2011.
General Motors to export 50,000 cars by 2011.
16 July 2009
case study analysis
21

It displayed a turnover of $160.1 billion (against $176.9 billion in 2005) and a historical loss amounting to $12.7 billion (against a profit of $1.44 billion in 2005) (...)
16 July 2009
case study analysis
22
Industry Trends

FORD ENTERING INTO INDIA
16 July 2009
case study analysis
23

Ford has been in India since 1907, but received government approval to forge a 50:50 partnership with Mahindra and Mahindra in 1995.
In 1998, got the green signal to increase its stake in the joint venture to 92.18 percent and the company was re-christened as Ford India Pvt. Ltd.
16 July 2009
case study analysis
24

FORD IN INDIA
cars spring to life at Ford's ,Rs. 1700 crore integrated, manufacturing plant at Maraimalai Nagar, 45 kms from Chennai.
The plant, equipped with advanced manufacturing technology from Ford, covers 350 acres, provides employment to about 2,000 people directly and thousands indirectly .
has a capacity to manufacture upto 100,000 vehicles per annum.
Ford is a 6-Sigma company. Every step of every process is planned to perfection.
16 July 2009
case study analysis
25

16 July 2009
case study analysis
26

Commitments As A Leading Car Manufacturer In India:
special cell called the "Environmental Management system”
Apart from this , Ford India Ltd. has always been vital in looking into the matters of social commitments.
tries to employ locals in the manufacturing unit.
16 July 2009
case study analysis
27

Strategic Postures
MISSION
TO BE A GLOBAL, DIVERSE FAMILY WITH A PROUD HERITAGE, PASSIONATELY COMMITTED TO PROVIDING OUTSTANDING PRODUCTS AND SERVICES.”
16 July 2009
case study analysis
28

Plans
Aggressively restructure to operate profitably at the current demand and changing model mix.
Accelerate development of new products our customers want and value.
Finance our plans and to improve our balance sheet.
Work together efficiently as one team.
16 July 2009
case study analysis
29

Goals
An exciting and viable FORD, delivering profitable growth for all .
To sell all its car manufactured under its name by satisfying all the needs and demand of its customers.
To gain operational efficiency in its work place
16 July 2009
case study analysis
30

SWOT Analysis
16 July 2009
case study analysis
31

The first model was the Ford Escort, which was later replaced by locally produced Ford Ikon in 2001. It has since added Fusion, Fiesta, Mondeo, Endeavour and Endeavour Thunder to its product line.
16 July 2009
case study analysis
32

Marketing Strategies
Building and managing profitable customer relationships.
Building and managing strong brands.
Harnessing new marketing technologies in this digital age.
Marketing in a socially responsible way around the globe.
16 July 2009
case study analysis
33

16 July 2009
case study analysis
34
Ford Mondeo

MONDEO was a product in the D-segment
Elegant, muscular exterior and stylish interior designed with quality, makes driving a pleasure.
Innovative technology is used .
Originally launched in Europe.
Was rated as the car of the year in Europe, and was quite successful especially in the UK.
16 July 2009
case study analysis
35

Models

IN India MONDEO was launched in two variants:

Petrol variant 2.0
Diesel variant 1.8
7/16/2009
IIPM Gurgaon
36

Features
Electronic Automatic Temperature Control AC with 4 speed blower and heater.
Power adjustable driver and front passenger seats.
Front foot well courtesy lights, Rake and tilt adjustable steering.
Front passenger seat lumber support, Analogue clock, Audio system.
Rear seat folding center armrest.
Rear seats with adjustable height and Fuel computer.
16 July 2009
case study analysis
37

The Indian Reaction
MONDEO was not quite popular in India as FORD did not indulge in aggressive marketing.
Moreover, it also faced competition from other cars in this segment like Honda accord and Hyundai Sonata.
The posture in the front seat was uncomfortable.
It was not preferred during long journeys.
During rains, the discs made a screeching noise.
7/16/2009
IIPM Gurgaon
38

What Went Wrong ???
First and foremost, the company did not have an effective advertising strategy in place.
Ford indulged in slow skimming i.e launched MONDEO at an exceedingly high price and spent less on promotion.
It was priced at an exceedingly high price of 16lacs.
Lack of availability of car parts and service stations.
7/16/2009
IIPM Gurgaon
39

16 July 2009
case study analysis
40
The New Ford Mondeo

The Ford Mondeo is one of the most adorable new luxury cars to have come out from the Ford stable.
Powered by a 2 litre16 V DOHC engine and uses a refined sequential Electronic Fuel Injection System.

The Mondeo’sNew Clothes
The Mondeo is back — and Version 2.0 claims to be stronger, fitter and a better rival to the all-conquering Honda Accord.
the headlamps have modified, the expensive Xenon lamps being discarded in favour of twin halogen units, and there’s a new bumper, with a wide air-intake and angular fog lamps, replacing the sporty, round-foglamp unit.
16 July 2009
case study analysis
41

A Dreamy Ride
The Mondeo is still, by far, the best driver’s car in the segment, with brilliant, crisp steering, and a real eagerness to dive into corners. The ride is still quite firm, and can still be jarring over potholes and ridges. It fels absolutely planted and stable, even at maximum pace, making it a delightful Expressway car.
16 July 2009
case study analysis
42