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FORD MOTORS:

The Ford Motor Company (NYSE:F) is anAmerican multinational corporationand the world'sfourth largest automakerbased on worldwide vehicle sales, following Toyota,General Motors, andVolkswagen. Based inDearborn, Michigan, a suburb of Detroit, the automaker was founded byHenry Fordand incorporated on June 16, 1903. In addition to theFord,Lincoln, andMercurybrands, Ford also ownsVolvo Carsof Sweden, and a small stake inMazdaof JapanandAston Martinof England. Ford's former UK subsidiaries JaguarandLand Roverwere sold to Tata Motorsof Indiain March 2008. In 2007, Ford fell from the second-ranked automaker to the third-rankedautomaker in US sales for the first time in 56 years, behindGeneral Motorsand Toyota. Based on 2007 global sales, Ford fell to the fourth- ranked spot behind Volkswagen. Ford is the seventh-ranked overallAmerican-based company in the 2007Fortune 500list, based on globalrevenues in 2007 of $172.5 billion. In 2007, Ford produced 6.553 millionautomobiles and employed about 245,000 employees at around 100plants and facilities worldwide. Also in 2007, Ford received more initialquality survey awards from J. D. Power and Associatesthan any otherautomaker. Five of Ford's vehicles ranked at the top of their categoriesand fourteen vehicles ranked in the top three.Ford introduced methods for large-scale manufacturing of cars andlarge-scale management of an industrial workforce using elaboratelyengineered manufacturing sequences typified by movingassembly lines.Henry Ford's methods came to be known around the world asFordism by 1914.

History of Ford Motor Company:

Ford was launched in a converted factory in1903 with $28,000 in cash from twelve investors, most notably JohnandHorace Dodge(who would later foundtheir owncar company). During its early years, the company produced just a few cars a day at its factory onMack Avenue inDetroit,Michigan. Groups of two or three men worked on each car from components made to order by other companies. HenryFord was 40 years old when he founded the Ford Motor Company, which would go on to become one of the world's largest and most profitablecompanies, as well as being one to survive thereat Depression. As one of

the largest family-controlled companies in the world, the Ford MotorCompany has been in continuous family control for over 100 years.

MISSION, GOAL AND STRATEGY:

Goal:

Our vision is to become the worlds leading consumer company forautomotive products and services.

Mission:

We are a global family with a proud heritage, passionately committed toproviding personal mobility for people around the world. We anticipateconsumer needs and deliver outstanding products and services thatimprove peoples lives.

Strategy:

The customer is Job #1. We do the right thing for our customers, ourpeople, our environment and our society. By improving everything we do, we provide superior returns to our shareholders.

THREE KEY SUCCESS FACTORS:

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Technology

– Improving the driving experience: doing thingssuch as equipping cars with televisions, terrain responsetechnology for smoother driving, and voice recognition to controlmany functions, including navigation, phone, entertainment,climate control, the retractable roof, and personalizationpreferences.

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Safety

–Protecting you and your family: Rollover protection andinnovative restraint systems keep you safer in the event of anaccident.

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Design

Ford believes that cars should not only be safe andtechnologically sound, but also nice to look at, for this reason Fordis constantly make new and innovative car models such as the newFocus ST, and Land Rovers new Range Stormer.

THREE KEY WEAKNESSES:

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Outsourcing

-Because of outsourcing while Ford is increasingproductivity and cutting cost, they are also firing a lot of their

employees some of which have been there for years. So because of this Fords employee loyalty is decreasing.

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Quality

- Though they have safe and innovative designs Ford has areputation of making cars with poor quality. Since Ford makestheir cars with the intentions of cutting costs they don’t often usethe most expensive parts, as a result their vehicles do not last aslong as their competitors overseas.

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Customer loyalty

- Because of the expendable manner in whichFord treats their employees, customers often label Ford as an“unappreciative” company, which lessons the Brand loyalty of thecompany.

BRANDS AND MARQUES :

Today, Ford Motor Company manufactures automobiles under severalnames includingLincolnandMercuryin the United States. In 1958, Ford introduced a newmarque, theEdsel, but poor sales led to its discontinuation in 1960. Later, in 1985, theMerkurbrand wasintroduced to market Fords from Europe in the United States; it met asimilar fate in 1989.Ford has major manufacturingoperationsinCanada,Mexico, theUnited Kingdom,Germany, Turkey,Brazil,Argentina,Australia, thePeople's Republic of China, and several other countries, includingSouth Africa where, following divestment duringapartheid, it once again has a whollyowned subsidiary. Ford also has a cooperative agreement with RussianautomakerGAZ.Ford sold theUnited Kingdom-based JaguarandLand Rovercompanies and brands to Tata Motorsof Indiain March 2008. Also in 2008, Ford Motor is in negotiations withShanghai Automotive Industry Corporationto sell its Volvo cars division.