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FordM RK TING
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MEET THE TEAM!
BOB
HANNAVANYA NOVIANA
NABILA
SARI
NABILLAKENYASWASTI
OLVY
AMALIA THERGLO
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Situation Analysis
Previous marketing strategyFocus on SUV and trucks
The More Is Better
Company
Analysis
Company objectives:Turn an annual profit, best in class in quality,fuel efficiency, safety and value
Company resourcesFinancia l : bought an industry outsiderHuman : Mulal ly (CEO) reduced 22% of
employeeMarketing planReduces nameplate (9740 in 2013)Make a new car design (connect with internet)Expected behaviour (for the employee)
CostuAnaly
Product marketSUV, city car, truck
Target marketYoung costumerInternet userLive in suburban/ urbanBuy because the bran Ford not
(For Mercury for mid price hproven dying)
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Rival:Revolusionaire car model (fokuskepada penggunaan bahan bakdan mobil kecil)
Ford Strategy:
Menekan penggunaan bahan bamendesain mobil ukuran kecil, dmenambahkan fitur Fords Sync
Situation Analysis
Competitor
Analysis
Market
context
Analysis
Economic environmentImproving but fragileLabor markets are weakCredit is tightConsumer spending is depressedOil price is rising
Political legal environmentGovernment bailout
Technological environmentPerkembangan teknologi efisiensi bahan bakarPerkembangan internet
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Key actors
Situation Analysisfrom
Strengths OpportunitThe oldest car manufacturerOffers a wide range of carsHas over 160,000employees globally
Expanding automobileCapitalizing on the moexclusively designed fomarkets
weakness thre
Affected by the globalrecession & Euro crisis
Competition from mainternational playersIncreasing usage of ptransport and increcosts
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MarketingPlan
Objectives
Become Best in Class inQuality, Fuel Efficiency, Safety,and Value
1
3
To sell vehicles and make aprofit for the stockholders, thusproviding jobs for thousands of wor
Could compete in all major industrysegments
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DIFFERENTIATION
AND
POSITIONING BecometheESTinclassinQuality, Fuel Efficiency, Safet
Thrillyoung customer Revolutionize the car Democratize a brand new tecMake it available to the masse
Connect theautostotheinternetConnect smartphonewithvehiclessy
Latest syncbringvoicerecognitiontothe
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Marketing
Strategy
Targe
Marke
Product
Stock price has increased 700%
Mid-priced car.With new technology (sy
Good Quality, Fuel Efficiencyand Value
Young consumerPrimary target is Generation Y
Beginning birth years from the early1980s to the early 2000s
Price
$ 30,322 (Taurus)
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Marketi
Informat
Resear
External Environment
High Gas Prices
The Weakest Global Economy in over 70years had made a mess of automobile
sales
NeedsMarketing Research
DataPrimary and Secondary
Primary Data NeedsThe Company : Taurus was the forth best
selling vehicle
Secondary Data NeedsConsumer Reports : Recommended Ford
models than Toyota vehicleMagazines Reliability Survey : The Fusion
beat The Toyota Camry
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Implementation and Control
The trend of eco-friendly cars,
increasing fuelprice
Specific sequence
of activities and events
$2.1 bil.
Income in2009
SalesCustomer
loyalty to FordTaurus
Criterion measures
Carpreferenceoutside SUVand trucks
Marketing info
and data needed
Bank loan,$23.5 billion
Manufacturing, fi
and resources n
Alan Mulally
(new Ford CEO)Ford
employees
People Required
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Question
?
