Ford Case Study

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Sha’Ron Williams
March 25, 2013
Case 36: One Ford
BUAD 455

Ford is an auto making known for providing outstanding products fluctuating from small cars to luxurious brands to its customers. Ford Motor Company is a United States of America auto making company .It was established by Henry Ford. It is based in Dearborn, Michigan, a small town outside of Detroit. Ford is one the world's largest auto making company. In June 16, 1903 Ford was incorporated. It was also one of the few companies that survived the United States Great Depression. It is the largest family owned company in the world. It was family controlled for more over 100 years. . Ford now consists of two brands, Ford and Lincoln. Ford used to own five other luxury brands such as the Volvo, Land Rover, Jaguar, Aston Martin and Mercury but eventually over time those particular brands were sold to other companies. In the year of 1998, Ford had secured 25% US automobile market it was is ranked as the second largest automobile manufacturer in the United States and the fifth-largest in the world rankings in 2010. Ford was ranked eighth in the 2010 Fortune 500 list based on its global revenues in 2009. In 2010, the company earned over is billion dollars which was used to manage its debt over 30 billion dollars In 2007, Ford earned more quality survey awards than any other automaker. In 2008, Ford’s domain www.ford.com had more than 11 million yearly according to the US national survey. In the past starting from 1999 and onwards, Ford had many issues that they were facing. Its market share dropped from 25% to 14%, the market value of its products and, the market value of its products fell. The company was at their breaking point. They accumulated high debt, a bad market image, high operational costs, and they were losing customers. Ford related its market failure with the increased prices of gasoline and weak US economy they had increased their operational costs and they did not have good...
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