FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES

DEPARTMENT OF BUSINESS ADMINISTRATION

MARKETING RESEARCH
FORD AS A MOTOR COMPANY
Esra YILDIRIM-1707210640

Lecturer
Tuba YUMUSAK

November, 2020
 FORD COMPANY

ABOUT FORD

Ford Motor Company, commonly known as Ford, is an American multinational automaker that

has its main headquarters in Dearborn, Michigan, a suburb of Detroit. It was founded by Henry
Ford and incorporated on June 16, 1903.

What is the reason for the Ford company's weak sales?

Problem of the FORD COMPANY

Weak Sales

- Ford's sales volumes have been tapering off in recent years. In 2018, Ford sold 5.9
million vehicles, and sales dropped roughly by eight percent in Q4 of 2019, compared
to the year before.

Despite making more money per year than many companies in their lifetime, that itself isn't
enough to stave off hard times or sustain Ford for very long. With a billion-dollar overhead, from
factories, materials, staff, recalls, and R&D, slumping sales is a red flag that Ford is going to
need to become even more agile to act on the even faster-changing market.

Ford shareholders know that the company is in the midst of a major product-line overhaul. Most
sedan models have been discontinued (or soon will be), and there are lots of new SUVs and
trucks on the way. In the long run, sales and profits should both improve -- but right now, with
the Focus gone, the Explorer coming out of a product changeover, and the Escape and MKC
about to begin their own transitions to all-new models, things are a bit tough.

HYPOTHESIS

Dependent Variable Independent Variable

Weak Sales Strong Sales by rival company

 Your competitor might have just launched a new product with great features that tops all
current competitors, yet you had no idea this was happening.

 You need to know how your competitor moves at all times so that you can take immediate
action and develop strategies that can keep your business competitive in the marketplace.

as you can see from the following table,

Alternative Hypothesis (H1)

The sales of Ford's rival firms have an effect on Ford's sales.

Null Hypothesis (H0)

Sales by Ford's rival firms have no effect on Ford's sales.

Population: Ford and Toyota sales in Turkey

Sample: Ford and Toyota sales in Ankara

 In my research, I looked at Toyota, one of Ford's competing companies, to make a

comparison.

 As I do this research, I will get the data I will need from this group of people.
(POPULATION)

 I chose a limited piece of my universe to gather information about this group.

(SAMPLE)
 FORD SURVEY
1. What is your age?
12-15

16-18

Adult Or Staff 

2. What is your gender?

Male 

Female 

Other 

3. What is your way of transportation?

Vehicle 

Bus 

Bike 

Sky Train

Walk 

4. Have you ever purchased a vehicle from Ford?

 Yes

No

5. Would you ever purchase a vehicle from Ford?

Yes

No

6. What type of vehicle do you prefer?

Truck 

Car

SUV 

Mini Van 

7. Would you purchase any of these top Ford vehicles?

Ford Mustang (Car)

Ford F-150 (Truck)

Ford Explorer (SUV)

None

8. What type of fill up do you prefer?

Eco Diesel 

Diesel 

Gas 

Hybrid (Electric)

9. What type of engine do you prefer, V8 or V6?

 V8

V6

10. What motivates you to purchase a vehicle?

Features 

Engine 

Luxury Items 

Safety 

Other

(https://www.surveymonkey.com/r/N7V2GQZ)

REFERENCES
 https://www.surveymonkey.com/r/N7V2GQZ
 https://www.fool.com/investing/2019/10/30/4-problems-facing-ford.aspx
 https://www.fool.com/investing/2020/10/28/will-ford-stock-pop-after-earnings/
 https://www.fool.com/investing/2018/08/25/is-this-the-biggest-reason-fords-car-sales-
are-plu.aspx
 https://www.megaessays.com/viewpaper/79621.html
 https://www.edmunds.com/car-buying/why-car-salespeople-beg-for-top-customer-
survey-scores.html