Introduction and History

Introduction
The Ford Motor Company is a US based global automotive manufacturer that has its main
headquarters in Dearborn, Michigan. It was founded by Henry Ford on June 16, 1903. In Europe
alone there are 35 factories located in nine countries. In 2018 Ford earn Revenue of US $160.33
billion
The Ford 'family' includes the Jaguar, Land Rover, Volvo and Aston Martin brands, as well as
the well-known Mondeo, Focus and Fiesta models. Ford operates in both the private car and
commercial vehicles markets. It serves a variety of markets from vans for commercial use to the
Ford Focus (which is one of the world's best selling cars).

History
After formation of the Ford Motor Company in 1908, the highly successful Model T was
introduced. By mid-1914 there were more than 500,000 Model Ts on the roads of the world in
1927 the last Model T and Ford launched the first low-priced car with a V8 engine in 1932
In 1922 Ford had acquired the Lincoln Motor Company. In 1938 Ford introduced the first
Mercury, a car in the medium-priced range. In 1989–90 Ford acquired Jaguar Aston Martin.
Later acquisitions included the rental car company Hertz Corporation in 1994, the automobile
division of Volvo in 1999, and the Land Rover brand of sport utility vehicles in 2000. Ford also
purchased a significant share of the Mazda Motor Corporation. However, in 2007 the company
sold Aston Martin, Jaguar and Land Rover to Tata Motors Ltd. of India.
In 2010 Several months later Ford announced that it would discontinue its Mercury line. In 2016
Ford announced that it was increasing its line of electric cars. . In 2017 Jim Hackett become
president and CEO of Ford Motors Company. In 2018 Ford announced the company was going
to focus on pickups, SUVs, and crossover vehicles.

Parameters of Change Management in Ford

Product Parameter
Product mix, also known as product assortment or product portfolio, refers to the complete set of
products and/or services offered by a firm. Ford offers a considerable variety of products. Ford’s
main product lines are as follows:
 Automobiles
 Trucks
 Buses
 Tractors
 Automotive parts/components

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  Financial services
 Vehicle leasing
In Automobiles Ford offers various ranges of sports car, economy cars and luxury cars. Along
with selling automobiles under the Ford marquee, Ford has sold its products under the marques
such as Mercury, Aston Martin, Volvo, Jaguar, Mazda and Land Rover and presently continues
to sell under Troller and Lincoln.

Delivery Parameter
Ford has served 6.0 million vehicles in 2018 in following region
 Asia Pacific
 Europe
 North America
 Central and South America
 Africa
 Middle East
 North America

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Ford uses typical places or venues used for its strategy of product distribution. They focuses on
the venues or locations used to reach and sell to customers.
1. Dealerships
2. Auto parts stores
3. Ford Parts website
4. Ford Motor Credit Company

Volume and Profitability Parameter

Ford Motor revenue and profit of 2019 is for the twelve months ending September 30, 2019

Year Profit % change Revenue % change

2019 $1.603B -74.61% $157.978B -1.18%
2018 $3.677B -52.44% $160.338B 2.27%
2017 $7.731B 68.47% $156.776B 3.28%
2016 $4.589B -37.76% $151.8B 1.5%