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c c  c


 

 

 
 
á    

h 4th largest auto maker founded by Henry Ford in 1903

h Ford Motors- strong market position

h 1990s- Lowest costs & high quality in the US Automobile industry


Y
   
      

h mustomers dissatisfied with the process of buying a vehicle; sellers


didn͛t pay heed to the customer͛s needs.

h Sales people had tactics to lure customers into paying more.

h Limited usage of Ford dealerships for non warranty repairs.

h Sales strategy of Saturn(division of GM) was different from it͛s


competitors.

h mustomers were unhappy with Ford͛s dealerships and Ford͛s ability to


change dealer͛s behaviour was limited.
   

 

h monsolidating Ford dealers in a market in a single liability company(FIEmo).
h Î 
h most reduction
h Service enhancement

h !

hFord
hLincoln
hMercury
hMazda and Jaguar (occasionally)
h Also on agenda: Satellite light-service-only locations(garages)
Î 
    á 

 Y
  :
a) Development of an intranet.
b) monstruction of customer loyalty database.
c) Prediction system for vehicle sales.

 Î
 
   :
a) Each location had a head sales manager and head service manager.
b) Sales and service managers reported to central collection management.

  





 
  
   
        Î 
 á

   
 
  Î Î Î

c) Role of mollection Management was to:


i. Oversee Operations
ii. mreate Strategy
iii. Facilitate sharing of information across the locations

:
a) Selecting appropriate individuals and putting them in the right positions.
b) Training programme.
c) HR managers tried to influence change among the employees.
   
:
a) Initial focus of marketing was introducing the Auto mollection
concept and explain its benefits; murrent plans included base of
written materials and media communication and more targeted
campaigns.
b) Website for each Auto mollection.
c) Development of customer relationship centres.

! Î
 :
" #: One price selling. No negotiations.
" #   : Low pressure sales; Everything was to be customer
friendly.
"  

: Based on number of vehicles sold, not profit made
on price of each vehicle.
"   : Savings from economies of scale; increase in cost due to
increase in employee benefits.


     

h Dramatic change- sales & h 3- step process
profits declined
h Slow & steady; less risk; time-
h Quick; but high risk consuming

h If benefits highlighted h Reduced market resistance


effectively-- will create a
bigger pool of prospective
buyers.
Y
  
    
  á 
   


 !  
   
 

mustomers were dissatisfied with the process Efforts to increase customer satisfaction by
of buying a vehicle. charging fair prices, providing better
services etc.
mustomers usually didn͛t find what they were Greater selection; customers had various
looking for . brands and options to choose from
People rarely used Ford Dealerships for Services were promised to be customer
servicing their vehicles . needs driven low pressure.
mustomers were usually confused by quoting ͚One price policy͛ was now adopted.
a low price in advertisements.
 

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