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Ford Mustang Exercise

Ford Mustang Exercise

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Published by Willemijn Hendrix

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Published by: Willemijn Hendrix on Jun 24, 2012
Copyright:Attribution Non-commercial


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International business and marketing management
Mustang and the European market
By Guy Geffroy
Table of contents
1 Introduction to Ford Mustang 32 Background Ford Mustang 42.1 History 42.2 Target market 42.3 Positioning 63 The problem of Ford mustang in Europe 74 Problem solution 9Appendix I 9Bibliography 10
1 Introduction to Ford Mustang
In 1961, Lee Iacocca, vice president and general manager of Ford Division, had a vision. His vision was a car thatwould seat four people, have bucket seats, a floor mounted shifter, be no more than 180 inches long, weigh lessthan 2500 pounds, and sell for less than $2500.00. Out of this vision, the Ford Mustang was born.The first Mustang came on the market at April 17
1964. Ford sold over 22,000 Mustangs the first day. By the endof the year, Ford had sold 263,434. By the end of the Mustang's first anniversary, April 17, 1965, Ford had sold418,812 Mustangs.In the 70s, Europe dealt with an oil crisis and European countries started with the import of smaller more fuelefficient cars. In 1973 these problems ended the sales of Mustangs by Ford in Europe.Ford lost all market share regarding Mustang in Europe in 1973 and since then the Mustang never come back tothe European market.These days, the European consumer is more fuel-efficient, demands higher quality interiors for cars and taxes inEurope are relatively high compared to the United States. All these factors are problematic for Ford regardinggaining new market share with the Mustang on the European market.This report will take a closer look at the problems that Ford has with the Mustang car and will try to give a shortsolution to these problems.

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