Ford's Marketing Strategies

8/14/2019 Ford's Marketing Strategies

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Ti:

Gio Vin Hng Dn : Ths. Quch Th Bu Chu.

Sinh Vin Thc Hin :

V Kim Hng. KDQT1 K32Dng Tng Lm. KDQT1 K32 Bo Ngc. KDQT1 K32V Minh Tho KDQT1 K32

Thi Nguyn Tng Vy. KDQT1 K32

Chin Lc Marketing Quc T caTP ON FORD MOTOR


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Type Public (NYSE: F)

Founded June 16, 1903

Founder Henry Ford

Headquarters Dearborn, Michigan,United States

Area served Worldwide

Key people William C. Ford, Jr.(Executive Chairman)

Alan R. Mulally(President) & (CEO)

Industry Automotive

Products Mainstream/PerformancevehiclesAutomotive parts

Services Automotive finance,Vehicle leasing, Vehicleservice

Website Ford.com

Henry Ford


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Revenue US$ 172.455 Billion (2007)

Operatingincome

US$ 5.296 Billion (2007)

Net income US$ -2.723 Billion (2007)

Total assets US$ 279.264 Billion (2007)

Total equity US$ 5.628 Billion (2007)

Employees 87,700 (US - 2008) 245,000(worldwide)

Divisions Ford CreditFord divisionLincoln

MercuryPremier Automotive Group

Subsidiaries Automotive ComponentsHoldingsMazda (small 13%)

Volvo (cars only)


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Nn tng t Henry Ford:

Coi sn xut l dch v, coi trng dch v khch hng

ng c bit nhn mnh tm quan trng ca cht lng

sn phm ng cng rt cao s sng to v coi trng i ng laong

Hin nay:

ONE FORD - ONE TEAM . ONE PLAN . ONE GOAL


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LOGO

Sc p a

phng cao

Chin

Lc

Kinh

Doanh

Ton

Cu

Sc p chiph cao

?


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LOGO

Sc p a

phng caoSc p chiph cao

Chin lcxuyn quc gia

Chin

Lc

Kinh

Doanh

Ton

Cu


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khc ngnh cng ngnhLin MinhLin Minh


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Chin lc Marketing ton cu tng qut

Chin lc marketing quc tChin lc marketing quc tty theo quc gia, khu vcty theo quc gia, khu vc

Chin lc marketing quc tChin lc marketing quc tty theo quc gia, khu vcty theo quc gia, khu vc

Va chung va ring

Chu

Anh

Chu PhiChu MChu u

MThi

Lan

Vit

Nam

.


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Cc chin lc Marketing Mix 4P

Chin lc sn phm:

Mi quc gia, khu vc, Ford Motors c nhng chin lc sn phmcho ring tng ni, xy dng trn

nn tng tiu chun chung vcng ngh, mc an ton


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Sn

Phm


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Danh mc sn phm nhn hiu Ford

Anh Thi Lan

New Ka New Ford Focus

New Fiesta Escape

Fusion New Everest

Focus New Ford Ranger

Focus Coup - Cabriolet

New Focus RS

C - Max

Kuga

Mondeo

S Max

Galaxy

Ranger


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Chui sn phm thuc loi xe Ranger

Anh Thi Lan

Ranger Ranger Standard Cab

Ranger XLT Ranger Open Cab 2WD

Ranger Thunder Ranger Open Cab Hi Rider

Ranger Wildtrak Ranger Open Cab 4WD

Ranger Double Cab 2WD

Ranger Double Cab Hi Rider

Ranger Double Cab 4WD


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Chin lc gi

Ford Motor la chn chin lc gicn c vo chi ph i vi tng nc vchi ph i vi tng nhu cu i hi cakhch hng.


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Ford Volvo

Sn phm Anh Thi Lan

GBD USD USD THB

S40 14.745 23.444 52.360 56.728 1.798.000 1.948.000

S60 57.951 1.990.000

S80 21.745 34574 78.335 84.160 2.690.000 2.890.000

V50 16.495 26227V70 22.745 36164 83.490 2.867.000

XC60 24.995 39742

XC70 27.995 44512 84.305 2.895.000

XC90 29.995 47692 46.302 - 66.396 101.894 1.590.000 2.280.000 3.499.000

C30 14.995 23842 55.301 - 68.143 1.899.000-2.340.000

C70 24.995 39742 130.899 4.495.000


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Chin lc phn phi

h thng knh phn phi dcvi hng lot cc i l cquyn trn khp th gii, chus kim sot cht ch ca cng

ty m ti M.


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a. Ti Anh quc : Ford Anh quc l hng xe ln nht ti vng quc ny Hin nay Ford pht trin ti y 7 chi nhnh vi hn 550 i

l bn l trn khp vng quc Anh. Do c trng ca vng quc Anh l bao gm cc vng lnh

th ring bit nh Anh, x Wales, Scotland, Ireland nn timi vng th Ford li c 1 chi nhnh ring.

b. Ti Thi Lan :Ford tin hnh lin doanh vi Mazda phn phi dng xec nh, c th l Mazda2 v dng xe Fiesta cho th trngng Nam y tim nng.


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Chin lc xc tinchin lc xc tin da ph hp vi nn vn ha,tnh cch, li sng, nim tin ca mi a phng.

Qung co bng cch t chc cc cuc thi thnghim trc xe Thc hin cc cuc trin lm Autoshow.. Ti tr cho cc s kin th thao, vn ho, vui chigii tr

y mnh quan h cng chng, tuyn truyn boch Qung b thng hiu trong phim nh (ProductPlacement PP)

Cc cch c bn:


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AnhAnh


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on caravan do Ford t chc ang lmcng tc x hi

Thi LanThi Lan


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4. Nhn xt v thnh cng, tht bi v rt ra bi hc kinh nghimca FORD

4.1 Nhng thnh cng ca Ford

Thnh cng trong vic dm ngh, dm lm, ca s kin tr phn uv tinh thn hc hi.

Thnh cng trong vic hc hi tm ti, nghin cu, tn dng khoahc k thut lm a dng ho sn phm ca mnh.

Thnh cng trong vic a dng ho lnh vc kinh doanh gim thiuri ro hot ng, chim c lng tin khch hng, to c uy tn

thng hiu

Thnh cng trong vic dng ngi v thu ht nhn ti to sc bt vt qua khng hong.


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4.2. Nhng tht bi ca Ford Tht bi trong vic mua bn thng hiu mt cch vi v

S tht bi in hnh ca thng hiu.

Lin tc thua l trong nhng nm gn y v cn nh mt c v tr vo tayToyota.

4.3. Nhngbi hc kinh nghim Phi bit thn trng trong nhng chin lc, tm hiu nhu cu khch hng

p ng ti a, a ra nhng sn phm ph hp vi nhu cu cng nh thmm.

Phi dm ngh dm lm, hng cc hot ng ca cng ty vo li ch chung,ch trng n quyn li ca nhn vin, cng nhn di quyn.

Ford's Marketing Strategies

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