Critical Evaluation of Fords Marketing Strategy

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Critical Evaluation of Fords Marketing Strategy

By | October 2011
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Critical Evaluation of Fords Marketing Strategy &
Marketing Plan for a new car

Module 01–Marketing Management

Submission Date 24/10/2010
Word Count 4200

Student Name: Lee Wagstaffe
Student Number: STU20789

Contents
PART 14
INTRODUCTION – OVERVIEW OF FORDS MARKETING STRATEGY4
AN ANALYSIS ON FORD’S MARKET POSITION4
REGAINING FOCUS6
DIFFERENTIATING THEIR BRAND6
USING INFORMATION TO MARKET PRODUCTS6
MARKET STRATEGY AND ORGANISATIONAL STRATEGY UNIFIED7
CHANGING THEIR PRODUCT PORTFOLIO8
GLOBAL CONTEXT MARKET PLANNING8
RELATING THE BRAND TO A NEW AUDIENCE10
FORDS E-BUSINESS STRATERGIES10
PART 211
INTRODUCTION11
UNDERSTAND THE MARKET PLACE11
CONSUMER ANALYSIS11
PRESENT AND FUTURE MARKET SIZE12
DEMOGRAPHIC OF CURRENT ELECTRIC CAR PURCHASER12
BREAKING DOWN THE NEGATIVE FACTORS PREVENTING MAINSTREAM ACCEPTANCE13
COMPETITORS ALREADY IN MARKET14
SEGMENTATION AND SELECTION OF MARKET14
A MARKETING MIX FOR THE NEW PRODUCT OR SERVICE16
PRODUCT16
PRICE16
PROMOTION17
PLACE17
MARKET STRATERGY & OBJECTIVES18
DIFFERENTIATION AND POSITIONING OF THE OFFERING IN THE CUSTOMERS MIND18
AN INDICATION OF THE COSTS OF THE MARKETING STRATEGY AND WHEN FORD CAN EXPECT A RETURN ON INVESTMENT.19
Bibliography21

PART 1

INTRODUCTION – OVERVIEW OF FORDS MARKETING STRATEGY
In the period between September 2000 and September 2010, Ford’s Market share of the US car market had fallen from 24% to 16% (The Wall Street Journal 2010 a). However, during the same period Toyota was able to increase its share of the market. Below is an analysis from a marketing perspective to gain an understanding of why Ford experienced this slide. Also analysed are Ford’s efforts to stem this slide and their new market strategy

AN ANALYSIS ON FORD’S MARKET POSITION
Below are several marketing tools to help analysis both Ford’s products and its organizational strengths and weaknesses: Steep Analysis can...