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  1. 1. Ford Motor Company <ul><li>The Early Birds </li></ul><ul><li>Katie Horstman, Birva Parikh, </li></ul><ul><li>Kelly Slaton, Sneha Nayee </li></ul>
  2. 2. Company History <ul><li>1922: Lincoln Motor Company is acquired. </li></ul><ul><li>1945: Henry Ford II is appointed company president. </li></ul><ul><li>1903: Henry Ford sets up shop in a converted wagon factory. </li></ul><ul><li>1908: Ford's Model T is introduced. </li></ul>
  3. 3. Company History <ul><li>1963: Ford Mustang is released. </li></ul><ul><li>1985: Ford Taurus is introduced </li></ul><ul><li>1989: Jaguar Cars Ltd. is acquired. </li></ul><ul><li>1999: Swedish automaker Volvo is acquired in a $6.45 billion deal. </li></ul><ul><li>2001: The company takes a $2.1 billion charge to cover the cost of replacing Firestone tires on its vehicles; William Clay Ford, Jr., is named CEO. </li></ul>
  4. 4. Promotional History 1965 1971 1997 2002 2001 1923
  5. 5. Industry Overview <ul><li>Top Five Car Manufacturers </li></ul><ul><li>1. Toyota (Japan) </li></ul><ul><li>2. General Motors (USA) </li></ul><ul><li>3. Volkswagon Group (Germany) </li></ul><ul><li>4. Ford (USA) </li></ul><ul><li>5. Honda (Japan) </li></ul><ul><li>  </li></ul>
  6. 6. Industry Overview <ul><li>Global automobiles industry generated total revenues of $1,479.5 billion in 2008 </li></ul><ul><li>Total of 95.2 million vehicles in 2008 </li></ul><ul><li>Industrys volume is expected to rise to 129.9 million vehicles by the end of 2013 </li></ul><ul><li>Industry is expected to recover in 2010 </li></ul>
  7. 7. Article: One Ford <ul><li>Objective: To integrate and drive a more consistent and compelling connection with customers around the world </li></ul><ul><li>The company’s first product under its “One Ford” vision: Fiesta </li></ul><ul><li>The new global Ford Focus small car in 2010 will be the first product to benefit from global coordination . The introduction of the Ford Focus will build on lessons learned from the Fiesta’s launch </li></ul><ul><li>Approach will follow Ford’s global product development activities in 2006 and global purchasing operations in 2008. </li></ul><ul><li>Ford vehicles will be competing in North America, Europe, and Asia within the next 5 years. </li></ul><ul><li>Cars included: Fiesta & Focus-sized small cars, Fusion and Mondero-sized mid-size cars and utilities, and Commercial vans </li></ul>
  8. 8. Leading “One Ford” <ul><li>Leading the effort: Elena Ford, the director of Global Marketing, Sales and Service Operations. She is the Great-great granddaughter of company founder, Henry Ford. </li></ul><ul><li>Her responsibilities: </li></ul><ul><ul><li>Integrate the company’s marketing team members, global agencies, and other supplier partners. </li></ul></ul><ul><ul><li>Enhance Ford’s brand image around the world </li></ul></ul><ul><ul><li>Greater presence of the Ford brand at global auto shows and other events to create connection with customers. </li></ul></ul><ul><li>They expect a globally integrated marketing launch will result in millions of dollars in cost savings. </li></ul>
  9. 9. Marketing Strategy <ul><li>A large part of their marketing strategy moving forward will involve social media. </li></ul><ul><li>The company’s marketers, engineers, product people and its customers can now communicate through mediums like Twitter, blogs, YouTube, Flickr and social media press releases. </li></ul><ul><li>Ford is looking to the Web to track customer feedback, monitor potential crises, educate consumers, get its message out, release news-and even build new cars. </li></ul><ul><li>Ford continues to make relationships face to face. Ex: Ford invites bloggers to the events that take place at their test track. </li></ul><ul><li>Purpose: to show brand personality and to show that there are satisfied consumers and people at Ford who are passionate about what they do. </li></ul>
  10. 10. Global Communication <ul><li>Process of transmitting and recieving information on world-wide scale </li></ul><ul><li>Evolution technology - Become faster, easier, effective </li></ul><ul><li>What does it mean for Ford Motor Company </li></ul><ul><ul><li>“ To create more consistent and compelling connection with customers worldwide while leveraging the company’s global assets and capabilities” </li></ul></ul>
  11. 11. Ford Focus 2010 <ul><li>Price range: $ 15,995 - $18,485 in U.S. </li></ul><ul><ul><li>Ford hopes to cash in on U.S. demand for compact cars that is expected to grow 25 percent to 3.4 million units by 2012. </li></ul></ul><ul><li>Competition: Honda Civic, Mazda 3, Nissan Versa, and Volkswagen Jetta, Mitsubishi Lancer </li></ul><ul><li>Subsidiaries : In addition to the Ford, Lincoln, and Mercury brands, Ford also owns Volvo Cars of Sweden, and Mazda of Japan and Aston Martin of England. Ford's former UK subsidiaries Jaguar and Land Rover were sold to Tata Motors of India. </li></ul>
  12. 12. North America <ul><li>The next-generation Ford Focus was named “Most Significant” vechile at the 2010 North American International Auto Show </li></ul><ul><li>It is planned to go on sale in North America and Europe in early 2011 </li></ul>
  13. 13. Ford Focus <ul><li> </li></ul><ul><li>Ford Focus 2010 de en Mexico </li></ul>
  14. 14. Market Implication <ul><li>Standardization- 4 P’s marketing strategy </li></ul><ul><li>Geocentric world view </li></ul><ul><li>It remains to be seen whether this strategy will work; whether the styling and size of the Focus will appeal in Europe, South America and Brazil. </li></ul><ul><li>&quot;We are confident that the success we are enjoying with new Fiesta in the European market will transfer to North America as customers there come to understand that small can mean stylish and sophisticated, as well as fun,&quot; said John Fleming, executive vice president and chairman and CEO, of Ford, Europe.” </li></ul>
  15. 15. Self Test When was Ford's Model T introduced? A. 1903 B. 1922 C. 1908 D. 1985
  16. 16. Self Test The new  Ford Focus  global car  was introduced to U.S , Europe, and which other continent simultaneously in 2010 ? A. South America B. Africa C. Asia
  17. 17. Self Test <ul><li>The ad campaign used for launching the Ford Focus in the world has used which approach? </li></ul><ul><ul><ul><ul><ul><li>A. Standarization </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>B. Adaption </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>C. Regiocentric </li></ul></ul></ul></ul></ul>
  18. 18. Self Test The company’s first product under its “One Ford” vision: A. Focus B. Fiesta C. Mustang D. Golfcart
  19. 19. Self Test A large part of Ford’s marketing strategy involves the use of ___________. A. Twitter B. YouTube C. Social Media D. All of the above.
  20. 20. Questions Or Comments?