Ford general company presentation
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FORD COMPANYBY : JUNE, MU, YOLANDA, KELLY, BENJAMIN
Part 1: The
American
automaker
PRESENTATION OF THE COMPANY
HENRY FORD
HISTORY OF THE STRATEGY
KEY INFORMATION
THEIR ACTIVITIES
ARRAY OF PRODUCTS
Henry
FORD
“ Henry Ford created
the Ford Company
with only 28 000$
dollars in cash ”
1863 –1947
Company’s location
Headquarters – “The glass house” Location – Michigan, US
Key executives
William C. Ford Jr – Executive Chairman Alan R. Mulally – CEO
History of the development
Production of a single product – Ford T
Concentric diversification strategy
International competition strategy
1908
1917
1989
Ford T
Key information
Ford company headquarters are based in Dearborn, Michigan
5th largest car company worldwide, with an annual profit of 5,6 billion $ (2012)
Ranked 9th on the 2012 Fortune 500 list
About 224 000 employees working across 6 continents
A total of 90 plants
Their activities
Products
Cars
Automotive spare parts
Services
Vehicle leasing
Vehicle service
Automotive Finance
Array of brands & products
Range of car
Cars
Crossovers & SUVs
Trucks & Vans
Their brands
Shareholders of
Mazda
Aston martin
Changan
Ford Focus Ford Expedition Ford F-150
Part 2
THE VISION & MISSION OF THE COMPANY
THE VALUES
”
“ Being the world's leading
Consumer Company in
automobile industry
FORD COMPANY’S VISION
The MissionIn resume:
Restructuration of the relation
between all the actors who work
together
Anticipating consumer need
Creating excellent products
Having a sustainable growth that drives profits
Ford important values
Customer satisfaction
Own media and information center
Employees first Global Pulse and
engagement survey
Negotiated agreements with labor unions in 17 countries globally.
HR technologic platform
Respect and continuous
improvement
Respect the importance of
dealers
The Ford academy driving skills
Emphasize the innovation
Part 3
ANALYSIS OF THE EXTERNAL ENVIRONMENT
MAIN COMPETITORS
INDUSTRY ENVIRONMENT
MACRO ENVIRONMENT
Main Competitors
General Motors210 000 employees
4,7 Billion $
Volkswagen570 000 employees
6,8 Billion $
Toyota320 000 employees
5,2 Billion $
Industry
environment Industry rivalry
VERY HIGH
Threat of new entrants
LOW
Buyer power
VERY HIGH
Power of substitutes
HIGH
Supplier power
RELATIVELY LOW
Porter Five forces
Michael Porter
Macro environment – P E S T
Political
Economic
Social
Technological
Political
•Foreign laws and trade regulations
•Different labor Unions
Economic
•Oil price fluctuations are difficult to manage
•Financial crisis of 2008
•Potential growth on foreign market (China, Russia, UAE …)
Social
•Consumer attitude are evolving – Green cars
•Consumer habits are different in every countries
Technological
•Intelligence system on-board
•Fuel-efficient vehicles
•Electric vehicles
Trends
Part 4
THE CURRENT BUSINESS STRATEGY
5Q
MATRIX BCG
MATRIX SWOT
CREATING VALUE
FORD’S COMPETITIVE ADVANTAGE
CURRENT STRATEGY
The five key
questions of
business strategy
Q1 : Growth and profitability
• Revenue 5 years average growth : 0,09%
Q2 : Products and services
• Automotive and leasing activities
Q3 : Customer and geographic markets
• Worldwide, especially China, Russia and UAE
Q4 : Generic strategy
• Focus and the quality and innovation
Q5 : Position in the industry
• Become industry leader in China and exceed GM on the American market
Matrix BCG
• Most valuable product
• Ford invests a lot on carCars
• Similar to cars market
• Hard competitionSUVs
• Hard competitionTrucks
• Market is growing up
• Still not mature enough
Electric cars
Matrix SWOT
Strengths
- Good reputation
- Number of dealers
- Efficient Hybrid car
- Manufacturing facilities across 6
continents
- Large range of cars
Weakness
- Car recalls
- Trucks market shrinking
- Firing of employees
- Weak North American market
Opportunities
- Hybrid car
- European and Asian market
Threats
- Harder competition
- Oil prices fluctuation
- World economy
- Material price increase
From Michael Porter (1979)
“ Business strategy is about creating
value ” Chap1 page 36
For customers
1. Focusing on the quality and safety
2. Performing customer care service
3. Ethical consumption – Green energy
4. Retailers all over the world
5. Latest technologies
Objective : Create customers loyalty
Ford’s competitive advantages
Intangible
resources
Reputation
5Th biggest automobile manufacturer
Recognized brand for tradition,
quality and safety
Important relationship with suppliers
and dealers
Human
Specific management of talents
Diverse work force
Tangible
resources Physical resources
Important manufacturing capacity and
retailing shop
High technologies machinery and equipment
Financial resources
Significant borrowing capacity for operation
(14,4 billion $ between 2008 – 2012)
Organization
capabilities
Well organized in the talent
acquisition and team management
The organization of the whole company is very efficient. Each plant
is built to give a very flexible supply
chain. Each service are deeply
connected amongst themselves.
Respond quickly to changing market
needs
The relationships between strategy,
environment and capabilities.
Macro and industry
environment
Business strategy
Organisational capabilities
“ The only real mistake is the one from
which we learn nothing ” Henry Ford
Past strategy
Old approach “ Bigger is better ”
Corporate orientated strategy
Mobility strategy to determine the long
term profitability
Current strategy
New approach “ Less is more”
Sold off Jaguar, Land rover and Volvo to pay
off their debts
A very strong sustainability strategy
Accelerate the development of hybrid and
fuel-efficient vehicles
Reorganized their marketing strategy,
following the market and the type of car
The end – Questions ?
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