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Research Methodology

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Research Methodology
Topic: Marketing Strategy of Ford Motors (Failure and Success)

Contents:

1. Acknowledgement

2. Introduction

3. Aims and Objectives

4. Research questions

5. Literature Review

a. History of Automobile industry

b. Marketing strategy?

c. Marketing strategy of Automobile Industry

d. Comparison of marketing strategy of Ford Motors with the top automobile companies

e. Failure of Marketing strategy of Ford Motors that leads the company to lose its position from the BIG 3 companies in the USA

6. Arguments on marketing strategy of Ford Motors (Failure and Success)

a. Losing of Market

b. Selling of its child companies like Land Rover, Jaguar and other

7. Methodology

8. Recommendations

9. Conclusion

10. Bibliography

11. Appendix

Marketing strategy of Ford Motors:

Ford management controls possibly the most famous automobile brand in the world. Over many years the Ford business structure has had to adapt to changing markets, trends and economic conditions. (Edward de Bono and Robert’s Heller, 2006, Ford Motor Company Management, ‘Thinking Managers’, available at http://www.thinkingmanagers.com/companies/ford-motor-company.php (24/07/2009)

Mark Fields had a message when he took over as President of Ford Motor 's North and South American operations last September: "Change or die," he would tell his colleagues. Among them was his new boss, family heir Bill Ford, who assumed the role of CEO in October, 2001, in an effort to turn around the company 's sagging fortunes.

Today, Ford is still trying to engineer a turnaround -- and Fields is Bill Ford 's field general. On Jan. 4, the carmaker posted a year-over-year sales decline of 9% in December -- its fourth consecutive monthly drop despite this being new-car season. For 2005, Chevrolet outsold Ford for the first time in 19 years. Ford 's domestic market share has fallen to 15.6%, down almost five


Bibliography: Kiley, D. 2006, Ford’s New Drive: Marketing, ‘Business Week’, http://www.businessweek.com/bwdaily/dnflash/jan2006/nf2006015_9292_db035.htm (24/07/2009) One of Ford 's successful marketing strategies is to use sponsorship http://www.thetimes100.co.uk/downloads/ford/ford_11_summary.pdf (24/07/2009) Promoting Quality http://www.sacriliciousmarketing.com/case-study-ford-motors-a-company-that-gets-social-media (24/07/2009) FORD STRENGTHENS GLOBAL MARKETING FUNCTION AS NEXT STEP IN IMPLEMENTING ‘ONE FORD’ VISION
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