Marketing Strategy of Ford Motor Company Ford Motor Company was built on superior products and that still exists today. They have an exceptional line of cars and trucks, which ranges from the Model-T to today’s Ford Focus and F-Series, the best selling car and truck in the world. Their current product line up is the strongest in their history and is still getting stronger.
This year they added the new Ford Explorer, Thunderbird and Expedition in North America, Ford Fiesta in Europe, the new Lincoln Blackwood and Navigator, Land Rover Freelander and Range Rover, Jaguar X-Type, Aston Martin Vanquish, Mercury Mountaineer, and the Mazda Sport Wagon. These vehicles will help distinguish them from their competition. All of their products and services benefit from their diverse family brands. They acquired the Land Rover in 2000, 1999 they acquired Volvo and Kwik-Fit, 1989 they acquired Jaguar, 1987 they acquired Aston Martin and Hertz, and in 1979 they acquired Mazda.
This all lends in a hand in building strong, lasting relationships with their customers and to help their business grow. Ford believes that a major factor in their success is their role as a positive contributor to the community. They introduced this plan in early 2000, which was to improve the fuel economy of their sports utility vehicles. They also created the Ford Rouge Center, which is an environmental restoration of their historic Rouge Manufacturing Complex. This center is a showcase for environmentally friendly manufacturing processes that can be used around the world.
Ford is focusing on building relationships and growing their family. They are transforming themselves into a consumer focused team. They are changing their attitudes, behaviors, and culture so they can put the consumer first. The company is learning to view their business from a customer’s perspective to dramatically improve their products and services and start new businesses. BUILDING RELATIONSHIPS WITH CUSTOMERS Since people have a wide variety of taste, needs, and desires, Ford Motor Company begins their relationship with the customers with their eight lines of vehicles.
For example the Jaguar satisfies the needs of the business executive, F-350 pickup relates to cattle ranchers/construction men, Volvo website has information on Swedish cuisine and vehicle safety, Mazda offers website visitors up to date information on products in local markets, Lincoln website offers a list of America’s best restaurants. Ford Motor Company offers more racing excitement than any other manufacturer in the world. Mazda is the starter of the Star Mazda Series, which is the largest and fastest growing spec series in North America. Ford is highly involved with NASCAR racing in the U.
S. and in Australia, as well as the NHRA and CART. Ford is also involved in the Race For the Cure to help fight breast cancer and in global walks to benefit the Juvenile Diabetes Research Foundation. Ford also offers clubs for every Ford Motor Company vehicle ever made. Ford believes that keeping customer loyalty would equate to greater earnings. BUILDING RELATIONSHIPS WITH SUPPLIERS Two hundred suppliers provide nearly 90% of the materials used in Ford production. Some of their suppliers have been with them since Ford Motor Company was founded in 1903.
Ford is preparing to launch a process, which allow the suppliers to provide higher levels of value add including design expertise and value chain management. They share goals; strategic direction and address issues with eat suppliers to help better serve the customers. Ford leads in the U. S. industry with minority supplier development and sourcing. They have received the National Minority Supplier Development Council award three times since 1979. Minority suppliers provide over 3. 4 billion in good goods in services to Ford Motor Company.
With these initiatives Ford is trying to enhance the diversity of their supply base. BUILDING RELATIONSHIPS WITH DEALERS There are more than 20,000 Ford dealerships worldwide. They introduced the Ford Blue Oval Certified, Lincoln Premier Experience, and Mercury Advantage in the United States that set standards for customer satisfaction in sales and services and then recognizes and rewards the dealers who achieve the standards. There was a recent dramatic increase of dealerships in North America that have been open on Saturdays which is the busiest retail day of the week.
They are also opening convenient Quick Lane and Quality Care service Centers across the U. S. Also every Ford Executive makes regular dealership visits and in turn allows them to come to the headquarters and follow the executives around so they can see company priorities at work and discuss related issues. Ford sees their dealers as being the medium through which they keep their customers. BUILDING RELATIONSHIPS WITH SOCIETY Ford sees that the processes used to create their products have an impact on the people and the environment.
As with the case of the Firestone recall, where their engineers worked seven days a week to find the problem and then organized the Firestone tire recall campaign. Ford also made all of their North American SUV’s and F-Series trucks low emission vehicles years before required through regulations. They are also working on increasing the SUV fuel efficiency by 25% by 2005. The Rouge center which is an environmental showcase, has a living roof, climbing plants to cool buildings, supplemental solar energy and reconditioning of contaminated soil through vegetation.
Ford has donated over $30 million to higher education institutions. They have a long relationship with Conservation International, which helps protect rain forests in Brazil. Ford created Heroes for the Planet, which is a program that recognizes people that make a difference. Ford is concerned about their relation! ship with society because they realize that customers look into the character of the company and their responsibility. BUILDING RELATIONSHIPS WITH INVESTORS While the customer is Job 1 the top priority for Ford is delivering superior shareholder value over time.
When the company first went public in 1956 investors rushed to buy the 10. 2 million shares offered. Today many of the first investors still own stock in the company. Many of Ford shareholders are involved with the day to day operations of the company. The Ford Family, Ford Management, and Ford employees together own about 30%of the total shares. Ford also publicly announces annual financial milestones and gives a comprehensive disclosure that enables shareholders to understand the company. BUILDING RELATIONSHIPS WITH EMPLOYEES Ford has over 346,000 employees working for them around the world.
They opened 30 Family Service and learning centers around the U. S. which provides childcare and educational resources. They also have a labor union, United Auto Workers, which not only include contract discussions on compensations but also on quality, productivity, and safety. CONCLUSION Ford Motor Company is trying to restructure its organization and help the company get out of a slump. They feel that if they revamp their organization buy being more customer focused and providing excellent service they can lead the industry into the future.