Stp on Ford India

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“S.T.P ANALYSIS OF FORD INDIA”
(Assignment for Marketing Management- I)

Submitted toDr. Sandhya A.S Faculty JIM-L

Submitted byRiku Acharyya Priyanka Das (FS40) (FS36)

Devarshi Shukla (FS16) Priyam Nigam (FS34)

Shweta Srivastava (FS50)

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CONTENTS
Page Number 1. INTRODUCTION………………………………………………………… 3

2. MARKETING OF FORD INDIASEGMENTATION……………………………………………………… 5 POSITIONING………………………………………………………… TARGETING………………………………………………………….. 8 7

3. MARKETING MIX………………………………………………………10 4. FUTURE PROSPECTIVES………………………………………………13 5. CONCLUSION…………………………………………………………. . 15 6. REFERENCES……………………………………………………………16

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INTRODUCTION OF AUTOMOTIVE INDUSTRY IN INDIAThe automotive industry in India is one of the largest in the world and one of the fastest growing globally. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011. According recent reports, India overtook Brazil and became the sixth largest passenger vehicle producer in the world (beating such old and new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil), growing 16 to 18 per cent to sell around three million units in the course of 2011-12. In 2009, As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second (after China) fastest growing automobile market in the world. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads.

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FORD INDIA PRIVATE LIMITED
Ford India Private Limited is a wholly owned subsidiary of the Ford Motor Company in India. Ford India Private Limited's head quarters are located in Chengalpattu, Chennai, and Tamil Nadu. It currently is the 6th largest car maker in India after Maruti Suzuki, Hyundai, Tata, Mahindra and Chevrolet. The modern Ford India Private Limited began production in 1996, although the roots trace back to 1907 when the Model A was launched. Its manufacturing facilities are in Maraimalai Nagar near Chennai. Ford India Private Limited began production in 1926, but was shut down in 1954 as the company was in loss. Production began again with the joint venture Mahindra Ford India Limited (MFIL) in October 1995, a 50-50 venture with Mahindra & Mahindra Limited. Ford Motor Company increased its interest to 72% in March 1998 and renamed the company Ford India Private Limited. The total investments made by Ford Motor Company since it set shop in 1995 stands at $2 billion as of April 2012.

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MARKETING OF FORD INDIAFord India implemented integrated marketing strategies to capture the Indian Automobile market. They tried to identify and profile distinct groups of buyers who differ in their needs and preferences. They selected one or more market segments to enter and established and communicated the distinctive benefits of the market offering. Some of their strategies are discussed below-

SEGMENTATION OF FORD MOTORS:
Market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Through segmentation, the marketer can look at the differences among the customer groups and decide on appropriate strategies/offers for each group. The Segmentation process involves:  Dividing the consumers depending upon their needs.  Grouping the marketing actions like the products offered by the organization.  Developing a matrix relating the market to the organizations products or actions.  Selecting the target segments where the company directs its marketing actions.  Opting the actions to reach the target segments....
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