Ford Motor Company
Executive Summary
Company Profile
Market Segmentation & Targeting
Situation and Company Analysis
Ethics and Social Responsibility
Marketing Information and Research
Customer Decision-Making Profile
Positioning and Differentiation
Branding
Marketing Mix (4Ps)
Product Strategy
Pricing Strategy
Place: Distribution Strategy
Promotion: Integrated Marketing Communications Strategy
Budget
Action Plan
Risk Factors
Attributions
The Ford Motor Company works hard to bring the customer the product they desire that meets and exceeds expectations. By offering a durable and dependable F-Series truck, Ford hopes to continue to lead the way in the truck industry.
The Ford Motor Company has made a name by offering quality products just as the F-Series work truck that offers durability and dependability that meets the needs in the agriculture and construction fields.
The target that Ford Motor Company is trying to reach through this market is to show potential customers that best that Ford Motor has to offer.
Ford Motor Company is developing an advantage by offering the new all aluminum body.
Ford Motor is offering a more durable and reliable work truck through the F-Series line.
The objective of this plan is to educate repeat customers and potential new customers of Ford Motor Company and the durability of the new F-Series. By offering the new line, Ford is looking for potential growth and will gain strength in the market.
● Company Name: Ford Motor Company
● Industry: Automobile
● Headquarters (city, state, country): Dearborn, Michigan
● Year founded: 1903
● The number of employees: 186,000
● Annual revenue (estimated): 155,000,000.00
● Major products and/or services: Passenger Cars & Trucks
● Target customers: Pickup Truck Drivers
● Distribution channel(s): Authorized Dealerships
● Key competitors: General Motors & Mopar
● Link to website: https://corporate.ford.com/
● Link to Yahoo! Finance information page (for public companies): ttps://shareholder.ford.com
● Ford Motor Company offers a safe and reliable product that will meet the needs for a family or even for a working environment
● Potential customers for this division would Agricultural and Construction Workers
● The key segments are dependability and mobility
● Ford Motor Company serves Automotive, Mobility, and Ford Credit
● This plan focuses on Mobility due to come up with a good plan to offer a safe and reliable means of transportation that can meet and exceed customers’ expectations
In today’s economic environment the consumers spending is somewhat low due to the situation we are in. I believe that we are operating in recovery at this point with consumers’ still being on edge to spend. Currently staffing is a huge concern with the state of our country people are not willing to get back to work. If a person is willing to purchase, I believe now is the time with interest rates being reasonably low. We just need to get the confidence of our consumers to grow a little more and that will also help strengthen our economy.
Ford is starting by offering change of transmission from the 6-speed automatic to the new 10-speed automatic transmission. By offering this it will allow for smoother shifting especially during towing of attached equipment.
The trends in the work truck environment are that more power with better fuel consumption is better.
There are 3 other main competitors in this area and consist of Ram, Chevrolet, and GMC. Ram offers a very rugged tough work truck while GMC and Chevrolet offer more towards comfort than toughness. I believe one the key advantages to Ford would be the all-aluminum body by which Ford uses now. The market is very competitive and at this time will continue to support all competitors as well as Ford.
In all vehicles today there are emission standards that must be met in order to operate. So, Ford must pay much attention to this area in order to continue to pass federal requirements.
HELPFUL Ideas
HARMFUL Concerns
Internal
Strengths
● Ford has a very good brand presence by establishing strong relationships in communities.
● Ford places the skills and experience necessary to market their product.
● Ford offers an aluminum body on their vehicle that will not rust.
● Ford offers a suitable product for all different uses.
● Ford wants to provide all consumers with a quality product.
Weaknesses
● Ford tends to have a higher price point then their competitors.
● Resources provided are adequate for marketing activities.
● Ford does distinct itself from its competitors.
● Ford’s current line-up seems to satisfy its consumer.
● Current services offered by Ford strive to bring value to consumers.
External
Opportunities
● Ford can take advantage of low interest and government assistance loans for consumers.
● Ford needs to continue to offer a quality product
● Ford can look towards ways to target the electric automobile market.
● By working together Ford and its competitors can keep families buying local.
● By working with customers, Ford could offer a more consumer friendly product
● Currently the market demand is high due to shortage of new automobiles.
● With government emission standards always changes this can affect the company.
● At this time a global issue affecting the company would be the shortage of computer chips for new vehicles.
Threats
● Competitors try to offer better incentives to purchase their product.
● Some of the strengths of the competitors would be offering vehicles with better fuel consumption.
● There is really nothing superior to other companies’ offerings.
● Competition will respond to changes in marketing by offering the same incentives or more.
● Ford is on track in marketing technologies.
● Some non US automobile makers are trying to get into the mid-size truck market.
● The dislike of the ride comfort of heavier vehicles.
The mission of Ford Motor Company is to drive human progress through the freedom of movement. https://corporate.ford.com/about.html
Three objectives that move Ford Motor Company closer to achieving its mission would be innovation, sales, and research.
The objective of Ford Motor Company is to increase revenue, and this can be tracked by the number of vehicles that are sold.
Ford is actively working to achieve cleaner air in the environment by working to produce more electric automobiles. Ford is also working to lessen the amount of carbon monoxide emissions released into the atmosphere.
I feel that Ford could work towards better fuel efficiency vehicles in truck line and in return would let fewer emissions into the atmosphere.
The problem that I am interested in trying to solve, would be to see improvements in fuel efficiency in Ford’s work truck line.
The information needed to help solve this issue would be to know at what level does the fuel burn and how much power is able to be provided with lower fuel consumption.
The research needed for this observation is to offer trucks with new engines and better fuel consumption to construction workers to see how they perform in a working environment. After gathering necessary research, form a group to discuss pros and cons of information gathered.
The primary decision maker in this segment would be the construction worker who is looking for a strong, dependable truck that can offer as much luxury as possible within this market.
The profile of the target segment for the area of the Ohio Valley where there are mostly middle class people. Other things present in this area is the many different weather changes in which a vehicle must withstand variable elements. The average age which is trying to be reach are around 40 years of age who work in the construction industry. These people will also use their work truck for family use as well.
A couple strategies that could be used in ways of reaching the target segment would be focusing advertising on the new aluminum body offered to help reduce corrosion. Other ways are by showing the durability and strength of their new 10 speed transmission.
In this market they are working towards being known for dependability and durability for the construction working environment.
The leading difference in the market for this product is the all aluminum body offered Ford Motor Company.
The niche trying to be achieved is offering a vehicle that will not rust out and the body will withstand more of the different weather elements.
Ford Motor Company looks to lead the way with offering the all aluminum body to help to prevent the body from rusting.
I would recommend Ford Motor Company to continue to emphasize the aluminum body and the new 10 speed transmission.
Ford Motor Company wants to continue to build on the successful brand by continuing to offer a durable and dependable vehicle. This brand has had people recognizing the great brand for years and they continue to patronize Ford Motor Company.
Ford promises to continue to offer affordability and durability with their vehicles.
The Ford Motor Company is always offering well built and family safe products. The company is never not focused on family and safety.
I believe that Ford Motors could better its position by working to continue to improve fuel consumption on their work truck line. I believe that if Ford could be successful in doing so, that Ford could potentially dominate the work truck industry.
Ford Motor Company is offering a quality product that meets the needs of the consumer in the agriculture and industrial uses. Ford remains very competitive in the life cycle by continuing to advance its product to meet future demands. I believe that if Ford could offer a more fuel-efficient work truck and still have the workability and durability needed, that it will continue to lead the way.
In the current market, the Ford F-Series trucks remains competitively priced. With the market as strong as it is, I do not see an issue with the pricing in the market. I believe with the price that is on the vehicles, it shows that not only is it competitively priced but also very competitive in the performance side as well.
The current distribution strategy is to have the vehicle that meets the consumers needs available in various location in numerous regions. By doing this, it will allow for the consumer to be able to what they not only need but what they might want as well.
Approach
Some of the approaches that will be used to meet company goals will be to offer low interest rates through Ford Motor Company. This will be offered and advertised through highly competitive commercials that will focus on the of features the consumer are most interested in.
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Goal
The main goal that Ford Motor Company hopes to achieve, is to continue to offer the most reliable work truck in the market.
Messages
The Ford F-Series work truck will continue to offer a quality product in which its consumer can use to the fullest.
The Ford F-Series welcomes its consumer to have a durable and dependable vehicle that meets and exceeds industry needs.
The Ford F-Series continues to lead the way in vehicle sold and meeting consumer expectations.
Ford allows its consumers to choose the vehicle of choice in the luxury of their home and begin the buying process.
Promotional Mix and IMC Tools
Ford Motor Company will offer digital marketing by showing potential consumers reviews done by other consumers. Ford will also show consumers how they reinvest to world we live in.
Ford will continue to direct market by keeping already Ford Customers aware of new technologies and new advantages in the market.
Ford will offer sales promotions through digital marketing by offering special deals on vehicles through internet pricing.
Sales Alignment
The sales alignment that we are trying to achieve is to build relationships and discover the needs that the consumers are looking for. Ford also wants to recognize concerns and find resolutions to resolve them.
Measurement (KPIs - Key Performance Indicators)
Ford Motor Company will evaluate their KPI by looking at their total sales revenue and the percentage of increase in sales it has. Ford will also look at the amount of possible customers look at their product and evaluate the advantages of having a Ford product.
Item
Purpose
Cost Estimate
Advertising
To bring awareness of quality vehicles
$2.28B
Labor
The cost for labor for building vehicles
$88B
Item #3
Item #4
Estimated campaign impact: Raise the percentage of Ford vehicles on the road.
Timing
Activity Type
Brief Description
Audience
Owner
11-01-21
Place New Advertisement
Cover new features of Ford F-Series Truck
Agriculture & Construction
Ford Motor Company
12-01-21
Vehicle Availability
Have vehicles on lots for customer viewing
Local consumers
Ford Motor Company
01-01-22
Financing Option
Have new financing option for new vehicle purchases
All consumers
Ford Motor Company
Date
Date
Launch Date
Ford Motor Company will rely on customer feed back to address any issues found in the new F-Series work trucks and work to find quick ways to solve problems with less impact to consumer.
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SWOT and Integrated Marketing Communications Templates. Authored by Melissa Barker. License: CC BY: Attribution.
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Revision and adaptation. Authored by Waymon D. “Wade” Hyde, faculty, El Centro College/Dallas County Community College District. License: CC BY-SA.