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Repositioning of Ford in Thailand

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Repositioning of Ford in Thailand
Understanding of the presentation by group 2 – Repositioning of FORD
Group 2 presented on the repositioning of the FORD motors in Thailand, the difficulty it faced during the 90’s and the secrecy of success it enjoys in the Thai vehicle market currently. Ford Company started in Thailand in 1960 but then it closed down 1976. The reasons that lead to the cease of operations were felt that it was a mere Thai product which is very inferior quality to the American products though both bear the same name FORD. Even the old advertisement focuses on the local ford company and local populations in Thailand. It was basically like a new Thai automobile company trying to look for market which has no international standards. As a result sales didn’t pick up and ultimate had to cease its operations. The ford company with more determination re-entered the Thai market in 1995 by repositioning itself with a newer advertisement and conceptualizing strategy that Ford Thailand is the same as Ford Company in the UK. The new ad looks at the global campaign than the local Thai market and will not only have increased the sales in Thailand but also in other parts of the world. It repositions itself as the same Ford that is plying on the roads of America. Examples of ford venture and ford focus that is launched in US is also launched in Thailand with the same specification and quality. The perceptual mapping of the Ford Thailand presented as below: Performance Not Thai American Expensive
Fig: 1.1 Perceptual Mapping of Ford Thailand
The Ford Thailand could re-position itself as not only as a Thai company with American standards of manufactures that is the same product the Ford UK produces relative less expensive and more performing now. The sales have shot up tremendously in the past few years which are felt for the reason of strong comeback to the Thai automobile market.
Another real case example (Toyota Motors Thailand Co. Ltd)
Toyota Motors


References: Ford Thailand, http://www.ford.co.th/en/about/corporate/ford-thailand March 12, 2013 Thai Auto Book, http://www.slideshare.net/ulikaiser/automotive-thailand-january-november-2012 March 13, 2013 Toyota, http://www.toyota.co.th/en/about.php?page=detail2 March 12, 2013
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