A brief description on FORD FIGO

1. FINAL PROJECT PRESENTATION ON
FORD FIGO
DIPSIKHA DEBNATH
MBA-1
UID- 2019-2006-0001-0002

2. INTRODUCTION
 HENRY FORD INVENTED FORD IN 1903
 THE COMPANY STARTED MAKING THE
MODEL – T IN 1908
 STARTED IN DEARBORN, MICHIGAN
 2018 revenue 160.3 billion dollar
 Market share in the auto mobile sector in
INDIA 2.7%

3. The Ford Motor Company is an American Multinational
Automaker headquarter in Dearborn, Michigan, a suburb of
Detroit. It was founded by Henry Ford and incorporated on
June 16,1903.
TYPE PUBLIC COMPANY
Headquarter Dearborn, Michigan,US
Area Served Worldwide
Products Automobiles
Luxury vehicles
Commercial Vehicles
Automotive Parts
FORD MOTOR COMPANY-
AT A GLANC

4. Bargaining power of suppliers
Low- It is low because most of the
auto components manufacturers are
aligned to one client
Threat of substitute
Low- Due to a hindrance in the
public transport even in the cities
the threats from substitute are low
Bargaining power of Buyers
High-It is high in India because there
are variety of products available in
the same .Range by different
manufactures
Threat of New Entrants
Moderate- It is generally medium
because of the brand equity and
capital intensive nature of the
business
Competitors
HIGH- Competitors has
turned more intense after
entry of foreign players like
Volkswagen and Renault
PORTER’S Five
force analysis

5. Ford’s Strength
Worldwide Recognition
Innovative work
Various Offerings
Versatility
Tremendous Network
FORD's Weaknesses
Item Recalls
Feeble Foothold
Reliance on U.S Markets Poor
Reputation
FORD’S Opportunities
Eco-Friendly Vehicles
Increment Customer Base
Advanced Marketing
Self-driving vehicle
FORD's Threats
High Competition
Expanded Prices of Raw
Materials
Guidelines and consistence
SWOT ANALYSIS OF
THE COMPANY

6. Segmentation &
target market
SEGMENTATION TARGET MARKET
Demographic  Men & women both, Age 19-40
 High & upper income, & Medium
income group
Geographic  Mainly in Cities, Rural Market also
Psychographic  Life style: Seekers and archivers (For
the funky colors and Sporty look
many teenagers are attract by its
looks)
Behavioral  Quality driven by the Customers
 Good safety technology are
provided so aware intending people

7. POSITIONING
Ford Eco-Sport
Price₹7.81 lakhs
- ₹11.4 lakhs
Mileage
15-23 km/
Ford
Endeavour
Price: ₹28.2
lakhs - ₹31.3
lakhs
Mileage 11-
14 km/l
combined
Ford Figo
Price:
₹5,23,000
Mileage
Petrol(km/l)
20.4
Diesel(km/l)
25.5
FORD
Mustang
Price: From
₹74.6 lakhs
Mileage
8 km/l
combined
FORD
Freestyle
Price:
5,81,400
Mileage
Petrol(km/l)
19.0
Diesel(km/l)
24.4
FORD Aspire
Price: ₹5.88
lakhs - ₹9
lakhs
Mileage
16-26 km/l
combined
Middle class Upper class Lower Middle
class
Upper upper
class
Lower Middle
Class
Medium
middle class

8. Product Overview
CARS NO OF VARIENTS
1. FORD Eco-Sport 12
2. FORD Endeavour 3
3. FORD Figo 8
4. FORD Mustang 1
5. FORD Freestyle 8
6. FORD Aspire 16
NO OF VARIENTS
1.FORD Eco-Sport 2.FORD Endeavour 3.FORD Figo
4.FORD Mustang 5.FORD Freestyle 6.FORD Aspire

9. Strength:
Great combination of power, balance, comfort, fuel economy,
low maintenance.
Compact and small design that is also easy to drive through
the small lanes of a city.
Interior space is quite good as compared to other
hatchbacks.
Available in multiple variants according to customer needs.
Aerodynamic as well as attractive design.
Weakness:
Not widely distributed throughout the country.
Hatchback segment in automobile industry is too
much competitive, that’s why market share is
small.
Size of the tire is small.
Resale could be an issue
Opportunity:
Expanding global automobile market.
.Increasing per capita income.
Attractive for middle income families due to
low price
Threat:
Increasing fuel costs
Competition from other automobile giants
specially in hatchback segments like Baleno,
Elite i20, Wagonr, Kwid, Polo etc.
Public Transport
SWOT analysis of the
product

10. Product
Engine
Exterior
Interior
Comfort
Safety
Place
Petrol/
Diesel
Variants Fuel Economy Price
Petrol
Figo Petrol
Ambiente MT
20.4 km/l
5.23
lakh
Figo Petrol
Titanium MT
20.4 km/l
6.00
lakh
Figo Petrol
Titanium AT
16.3 km/l
7.70
lakh
Figo Petrol
Titanium Blu MT
20.4 km/l
6.65
lakh
Diesel
Figo Diesel
Titanium MT
25.5 km/l
6.90
lakh
Figo Diesel
Titanium Blu MT
25.5 km/l
7.55
lakh
Figo Diesel
Ambiente MT
25.5 km/l
6.13
lakh
Price
Promotion
Advertising
Sponsorship
Sales Promotion
Public relations
4P’S OF the company
Manufacturer
Wayne, MICH
GERMANY
RUSSIA
THAILAND
CHAINA

11. PRODUCT LIFE CYCLE
Nov
2018
Dec
2018
Jan
201
9
Feb
201
9
Mar
2019
Apr
2019
May
2019
Jun
2019
Jul
2019
Aug
2019
Sep
2019
Oct
2019
nov
2019
Ford
Figo
(2016-
2019)
116 7 0 0 0 0 0 0 0 0 0 0
Hyunda
i Grand
i10
9252
114
50
102
85
9065 7225 9610 8102 6907 5081 5201 4679 4679
Sales chart for last 12 months
https://autoportal.com/newc
ars/ford/figo-2016-
2019/sales-statistics/
Refarance
ECOSPORT
FIGO
E- CAR

12. CASH COW-
FIESTA
DOG-
IKON
RELATIVE MARKET SHARE
QUESTION MARK-STAR-
FIGO
MARKETGROWTHRATE
BCG MATRIX ANALYSIS
SALES CHART

13. 2018 2019
1.Gross Profit Margin 1.67249
2.NET PROFIT MARGIN 2.45068
3.DIRECT COST 20244.06 16171.96
4.INDIRECT COST 2771.92 2584.96
5.FIXED ASSETS ADDED 1459.93
6.WORKING CAPITAL OF THE YEAR 2380.85
7.LIQUIDITY RATIOS (Current assets/ Current
Liabilities)
1.1996 1.234
8.ASSETS TEST RAITO/QUICK RATIO
1.082 1.116
Debt to equity ratio (Total Debt/ Shareholder
Equity)
5728.22/35966
Debt to Total Assets Ratio(Total Debt/total asset
)
5728.22/256540
Debt Equity Ratio(Total debt/ share holders fund 0.75 1.91
FINANCE

14. Advantage Disadvantage
Advantages Disadvantages
 Ensures global direction
and control
 Functional support
 Easily implementing
integrated politics and
strategies
 To simple approaches to markets
 Risk of disregarding the significant
unique conditions or needs of
national markets
Human Resource
Management

15. FUNCTIONAL ORGANIZATIONAL
STRUCTURE

16. THANK YOU