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marketing project

marketing project



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Published by Helpdesk
marketing project on Ford Motorst
marketing project on Ford Motorst

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Published by: Helpdesk on Dec 01, 2008
Copyright:Attribution Non-commercial


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Bold Moves, They Happen
Ford Motor Company
is anAmerican multinational corporationand the world'sthird largest automaker based on vehicle sales in2005. Based in Dearborn, Michigan, a suburb of Metro Detroit, the automaker was founded  byHenry Fordand incorporated in1903. Ford now encompasses many global brands, includingLincolnandMercuryof the US,Jaguar ,Aston  MartinandLand Rover of Great Britain, andVolvoof Sweden. Ford also owns a one-third controlling interest inMazda.Ford has also been one of the world'sten largestcorporations by revenueand in1999ranked as one of the world's most profitable corporations.However, in recent years, it has not fared as well and has not gained marketshare in North America since1995.
Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce, especially elaboratelyengineered manufacturing sequences typified by movingassembly lines.Henry Ford's combination of highly efficient factories, highly paid workers,and low prices revolutionized manufacturing and came to be known aroundthe world asFordismby1914.
Ford’s Journey to India
The very first mass produced vehicle was the model T.built in 1908, in Ford plants around the world. Ever since the company has been coming out withmodels with breakthrough technology. Now the company stands tall amongall automobile manufacturers and now houses some of the world’s mostfavourite brands of cars. If there is anything that’s made this possible itsFord’s “Can Do” philosophy. The philosophy that triggered Ford’s growthworldwide. In India, this is reflected in the company’s sprawling, 350 acremanufacturing plant in Maramalai Nagar near Chennai.A project that has been set up with a investment of Rs.1700 crore. Ford India Limited is asubsidiary of Ford Motor Company, currently Ford has a 78% stake, whichis going up to 92% soon. The Maraimalai Nagar Plant of Ford India Limited,located roughly 45k.m.from Chennai, provides employment to over 20000 people.The plant has the capacity to manufacture 1,00,000 vehicles per annum,equipped with state-of-the-art vehicle manufacturing technology from Ford.Presently offering seven different models, Ford India Limited (FIL) iscatching up fast with the Indian consumer. Looks like FIL is all set toconquer the Indian market like rest of the world.Ford came toIndiain 1998 with itsFord Escortmodel, which was later  replaced by locally producedFord Ikonin 2001. It has since added Fusion,Fiesta, Mondeo and Endeavour to its product line.
Product Mix of Ford India
product mix
(also called
product assortment
) is the setof all products and items that a particular marketer offers forsale. For eg: at Kodak, the product mix consists of two strongproduct lines: information products and image products. AtNEC (Japan), the product mix consists of communicationproducts and computer products.
Ford has basically five Cars in India as its Product Mix. They are as follows:
Ikon Power & Performance
The Josh Machine has been optimized to match local driving conditions,with a strong emphasis on durability and minimal requirements fomaintenance. The Josh Machine has been optimized to match local drivingconditions, with a strong emphasis on durability and minimal requirementsfor maintenance
1.3 L Rocam Petrol that generates 70PS @ 5500 rpm and 105 NM of torque@ 2500 rpm. It has a computer controlled engine management - EEC V - for improved power and fuel efficiency. The Sequential Electronic FuelInjection (SEFI) plays a vital role in emission control by injecting meteredquantities into the inlet tract for each cylinder at the optimum point in thecombustion cycle.

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