ford marketing paper

1. Marketing Paper:
Ford Motor Company
Introduction:
Marketing at Ford goes beyond just being a department or function. It stands for the spirit of prioritizing customers and
embracing the "Go Further" tagline: "What we aim to do is inspire behavior." Marketing is a vital driving force within the
organization, encompassing various activities that require collaboration among different departments. At Ford, marketing
is centered around creating and supporting customer value through strategic planning, market research, brand management,
product positioning, advertising, and maintaining customer relationships.
Ford's aim is to understand our customers' requirements, provide outstanding experiences, and develop long-lasting
relationships. The marketing team comprises of professionals who are about connecting with customers and showcasing the
unique benefits of Ford vehicles. They collaborate with Sales, Product Development, and Communications to ensure that
our products meet customer expectations, our messaging is compelling, and our brand image resonates with our target
audience. For us, marketing is not solely about selling cars. It's about surpassing customer expectations by listening to their
needs, anticipating their desires, and providing them with the best possible solutions and, in the process, helping them win.
Ford's marketing approach has undergone significant changes over the years. When Model T (Exhibit 2a) was introduced,
the company employed a mass marketing strategy (Exhibit 1) that worked well because it had no competitors and Ford was
chasing efficiency and mass production. However, in today's global market, Ford has adopted a segmenting approach to
cater to the diverse needs of different buyers. The North American Ford Bronco (Exhibit 2b) offering is a prime example of
this strategy. Following Howard Moskowitz's idea that "There is no perfect spaghetti sauce. There are perfect spaghetti
sauces," Ford offers various sub-trims within a single model like the Bronco to cater to individual preferences, budgets, and
requirements for off-road enthusiasts. Ford's global market presence involves tailoring products not only for different
countries but also for specific customer segments worldwide. For example, the company offers the affordable compact SUV
Ford Figo at $10,000 to middle-class buyers while supplying premium SUVs like the Ford Endeavour at $36,000 to cater
to wealthier customers in developing countries like India.
Interdepartmental Collaboration:
Ford stresses interdepartmental collaboration to drive innovation and meet customer needs. One notable example is the
development of the Ford Lightning Frunk, the world's first full-size electric pickup. This project involved collaboration
between marketing, product development, and design, starting from a customer-centric standpoint. Through surveys and
market research, Ford showed preferences and potential uses for the Lightning, resulting in the development of features
such as the industry's largest frunk (front trunk) (Exhibit 3a) with lockable closed storage. This frunk storage was designed
to hold specific cargo and compete with the boot space of the best-selling sedan Toyota Camry (Exhibit 3b). This feature is
designed to attract a new kind of buyer-tech-savvy and environmentally conscious.
Power and Influence:
Marketing holds considerable influence and power within Ford. It shapes the brand image; it lays the foundation for future
products based on market demand, and leverages resources within the organization to deliver value to customers globally.
One strategy, such as leveraging Ford Credit to provide attractive financing options, optimizing the dealer network for
seamless customer experiences, and exploring new business models that capture recurring revenue and profit from software,
data, and connected ecosystems. Additionally, marketing plays a crucial role in preparing Ford to win in the future markets,
as the autonomous vehicle (AV) world, investing in self-driving technology organizations like Latitude, and exploring
innovative approaches to ownership, AV businesses, and e-commerce distribution.
*Please refer page 2 for the exhibits

2. “Any customer can have a car painted any color
that he wants so long as it's black” – Henry Ford
Ford F-150 Lightning
Frunk Space: 14.1 cubic feet
Best Selling Sedan: Toyota Camry
Cargo Volume: 15.1 cubic feet.
Exhibit 1
Exhibit 2a Exhibit 2b
Exhibit 3a Exhibit 3b