FORD

Introduction
Ford's principal goal is to improve people's lives by making transportation more accessible and
cheaper. It also intends to expand markets to improve its competitive position in the industry, raise
market share, and become the worldwide leader in the vehicle industry. Ford also strives to appeal to a
wide range of consumer groups, notably through its diverse content offering and the ease provided by
its manufacturing. This strategy is titled "Analysis of the Current Marketing Situation," and it is based
on that analysis that Ford will take marketing steps to achieve its intended goals and gain a
competitive advantage over its competitors.

Current Marketing Situation

Company Background

Ford is a family company, one that spans the globe and has shared deals, offering products such as
passenger and trucks (Ford,2021). Founded in 1903 by Henry Ford and eleven associate investors and
1919 Ford reincorporated by acquiring the full ownership of the ford foundation. By the end 1920s,
Ford had more than 20 overseas assembly points in Europe, Latin America, Canada, Asia, South
Africa, and Australia.

Consumer Market

Ford caters to a wide spectrum of customers in the automotive industry, with the majority of its
end users being ordinary consumers and commercial businesses. Additionally, the company offers
vehicles to automotive, part distributors, and commercial fleet organizations, such as car rental
companies, government agencies, industrial, and contracting firms. Middle and average-income
families are key target market categories, and they are looking for people between the ages of 18
and 55. (Nyugen,2018).

1. Generation Z: largely influenced by celebrities, social media influencers, seeking to stay up to

date with trends to obtain social acceptance from friends.
2. Millennials: busy daily schedule resulting in lack of time, seeking for convenience and high
quality.
3. Families: price-sensitive, looking for an affordable and easy accessible car.
Market Trends and Growth

Ford Motor Company in Dearborn revealed its fourth-quarter and year-end sales figures, revealing
that the company sold 508,451 vehicles in the fourth quarter, up 26.8% over the previous quarter
(McDaniels&Gates,2018). The industry average dropped by roughly 3%.

For the 45th year in a row, the F-Series has been the best-selling truck in the world, and for the 40th
year in a row, it has been the best-selling vehicle in America. The business outsold the second-place
rival by 156,616 vehicles, resulting in a total of 726,004 trucks sold (Grieco et al.,2021). Ford sold
173,740 cars in December, including 91,699 trucks, 77,377 SUVs, and 12,284 electric vehicles.

Sales of electric vehicles increased by 121 percent year over year to 12,284. In December, sales of the
company's newest cars, including the Mustang Mach E, Bronco, Bronco Sport, and Maverick, totalled
23,825 units, accounting for 14.2% of the entire brand portfolio (Mohan&Woldegiorgis,2019).

Market research

Various marketing research tools will be employed to provide a better service to current users and to
attract new customers.

Ford performs market research both online and in person, improving and developing new data
collection methods that affect product development and marketing efforts. Before cars hit the market,
the corporation interacts through controlled clinics and one-on-one interviews. Consumer feedback
sections, word of mouth, online surveys, and social media as one of the key advertising channels will
all be used to analyse secondary data. Finally, further input from suppliers and other stakeholders will
be gathered, all of which will contribute to the effective attainment of marketing objectives, content
development, and the creation of a framework for long-term growth.

PESTLE Analysis

Ford has an electric and hybrid electric car line-up. They've also made investments in the self-driving
car business and are working to make their vehicles more energy efficient. Furthermore, owing to
their history of car faults, Ford found it difficult to retain sales in some locations. The following
analysis clarifies it further:

Political
When the UK voted to leave the EU, the automobile sector was severely harmed by the negative
effects of import and export tariffs, customs charges, and other impediments such as No-deal in EU
trade (The Guardian,2016). Ford, on the other hand, has no need to leave Europe because the
company is still profitable in its operational divisions and does not have a secure position in China,
which might produce $1 million in sales per year (Forbes,2018).
Supply chain challenges have arisen as a result of the drop in automobile manufacturing as a result of
Brexit, as well as an increase in customer costs and essential point-of-entry limitations (Kugar,2019).
Despite Ford's determination to continue in the market for the number one position in commercial
vehicles, it prompted Ford's competition, GM, to exit Europe. Commercial vehicles are Ford's most
important market in Europe, and the United Kingdom is Ford's most important market in Europe
(Autonews,2019).

The UK government also imposed a supply chain competitiveness match-funding agreement with
AIO, requiring them to make 50% of its cars in the UK by 2022. (Gov.uk,2018). The automobile
industry in the United Kingdom also achieved an ambitious trade treaty with the European Union in
2020, which includes no tariffs from the start, reduces border friction, and allows manufacturers to
operate more freely. And suppliers to deliver personnel between places in Europe and the UK, which
may benefit both sides (SMMT,2020).

Economical
Vehicle sales have been declining globally in recent years after a long period of expansion. The
situation has worsened because of the UK's significant drop in GDP growth as a result of Brexit
uncertainty, and Covid-19 has resulted in a dip in the value of the pound (Independent,2020), which
has direct effects for imported and exported items from the UK. However, because 8 out of 10 cars
produced in the UK are exported (SMMT) (Figure 1), non-British auto suppliers such as Ford may
take advantage of this opportunity to produce those export cars while selling two cars in the domestic
market as a cost-effective way of utilizing the UK's educated workforce, proven engineering track
record, and innovation (Kuger,2019).

The banking industry has also had to deal with the danger of negative interest rates (The Guardian,
2016), fewer real earnings that have dragged down the entire economy (Independent, 2017), and an
increase in financial stress in the UK as a result of a no-deal Brexit (The Independent, 2017). (The
Independent, 2017). (The Conversation,2019).

Things may improve in 2021, and Ford has already announced a major restructuring of its European
operations, which could result in thousands of job losses and plant closures (Reuters, 2018), but it will
be able to focus on the needs of three customer-focused groups in Europe: commercial vehicles,
passenger vehicles, and imports, with a long-term target of a 6% EBIT margin (Ford media,2019).

Social
In a market that is growing increasingly crowded with a variety of possibilities in the UK today,
attracting buyers would be difficult. However, an increasing number of car buyers are opting for
environmentally friendly products, with 44 percent of 1000 adults in the UK having a "active" attitude
toward environmental issues, 25% of those under 45 saying they would change their mode of
transportation, and 16% saying they would pay more for more environmentally friendly options
(L.E.K,2020) (Figure 2).

The first electric car that comes to mind for low-carbon mobility is Tesla, but it is out of reach for
most middle-income families. This is where Ford's hybrid electric vehicle and van lines enter the
picture. Ford intends to make a significant investment 11 billion dollars in new technologies in these
models by 2022, to expand a wide range of new cars built for cleaner and greener cities by using more
environmentally friendly electric power (Reuters,2018).

Technological
It is vital to have cutting-edge technology and to develop ways to integrate early breakthroughs for a
competitive advantage in the vehicle industry. Because the UK left the EU and will leave the EU's
emissions trading program in December 2020, a carbon tax should be used to satisfy yearly emissions
targets. The carbon tax in the United Kingdom was designed to exclude low-emission installations
from the tax, making it more appealing for manufacturers to invest in low-carbon power production
and technology, with additional minimum costs levied for exceeding the levy's emissions limits
(Gov.uk,2020).
Legal
Ford makes it a point to respect local rules in order to keep things operating smoothly and profitably.
It also considers the positive effects of the Human Rights System in the supply chain by using a
Validated Audit Protocol to ensure the health and safety of its employees, as well as the management
system, ethics, and environmental issues (Ford sustainability,2020).

Furthermore, Ford is facing troubles with vehicle quality and safety rules, with 270000 fusion cars
recalled in 2019 owing to gearbox concerns (CNBC, 2019) and 3 million cars recalled in 2020 due to
door latch and brake issues identified by the National Highway Traffic Safety Administration
(Chaffin,2020).

Environmental
Most car manufacturers are pursuing environmentally friendly growth to gain a competitive
advantage. Ford is reducing the negative impacts of its manufacturing activities by providing a net
positive contribution to society and the environment through fuel-efficient automobiles (Ford
sustainability,2020). Ford is encouraging suppliers to adhere to high environmental and social
standards in order to comply with the company's overall sustainable development goal. Finally, Ford
plans to be carbon-neutral by 2050 by converting to renewable energy and conserving natural
resources through waste generation, all while pursuing sustainability goals (Figure 2). (2020 Ford

Sustainability) Source: SMMT, 2020 (Figure 1)

Source: Ford Sustainability, 2020 (Figure 2)

Competitors in the UK market

Ford was the best-selling brand in the UK market at the end of 2019 (Table 1), but VW surpassed
Ford in March 2020. (Figure 3).

The car sector in the United Kingdom has suffered because of Brexit, with numerous manufacturers
ceasing operations, however Ford only shut down one facility in Bridgen and continues to operate in
Dagenham (Statista Research Department, 2020). Ford has also made a sensible strategic decision to
forge an alliance with Volkswagen for investment in Argo AI – autonomous vehicle development
alongside electric vehicle development, which may lower costs and extend worldwide footprint with
distribution of electric and commercial cars for both sides (Reuters, 2020).

There is some uncertainty after two months of lockdown due to Covid-19, despite a massive increase
in new automobile registrations in June 2020, there is doubt about the degree of demand. Customers
may not be able to invest in their fleets if the government does not take fast measures to strengthen the
economy, given the high unemployment rate (SMMT, 2020).

(Figure 3: Statista.com)
 (Table 1: SMMT,2020).

SWOT Analysis of Ford

Strengths Weaknesses

Ford is the oldest vehicle manufacturer Customers have a lot of alternatives,

and one of the first market arrivals in
the automobile category, offering
distinctive product characteristics
tailored to the targeted markets.
Ford has made significant investments
in electric vehicles, hydrogen-powered
vehicles, and compressed natural gas
vehicles.
which leads to a lot of brand
switching.
Ford's market share growth is
constrained because to fierce
competition.
Because it is a worldwide brand, it is
exposed to litigation arising from
policies in that nation.

Opportunities
Ford can tap into the growing vehicle
industry all around the world.
Taking use of models that are
specifically tailored for certain
markets.
Ford has to concentrate on the
forthcoming market trends in electric
and hybrid vehicles.
Threats
Ford's market share may be reduced
because of competition from
significant overseas rivals.
Increased use of public
transportation, along with rising fuel
prices, has resulted in a drop in sales.
Labor and other concerns have
caused production challenges in local
plants.

Key issues of Ford

Weak earnings/Restructuring costs

Ford said in 2018 that they will be launching a significant 11 billion dollar reorganization plan to
move the company's focus to trucks and SUVs. As a result, net income dropped by 57% year over
year to $423 million (Srai et al,2016).

Weak Guidance

Ford has cut its profits forecast, now expecting adjusted earnings of $1.20 to $1.30 per share. The
company is trading at around 6.52 times anticipated full year profits due to its low adjusted valuation
(Liker&Morgan,2011).
Union Talks

The UAW is another possible concern in the horizon (United Auto Workers). Currently mired in a
dispute with GM (GM -2.14 percent), the UAW is expected to shift its attention to Ford. It remains to
be seen if it leads to the same entangled conflict over pay and output, but if conversations do take
place and a lengthy debate ensues, it will come at a time when Ford does not need to lose any more
money (Simms et al 2021).

Mission, Direction and Objectives

Mission and Direction

"To make people's lives better by making mobility accessible and cheap," says Ford's mission
statement (Bartkus et al,2006). Furthermore, its primary objective is to move people, which is a core
function in the transportation industry. As one of the largest participants on the global market, the
firm aspires to improve people's transportation by improving their lives and making mobility more
accessible and inexpensive.

Objectives

To begin with, the corporation has weathered recessions, the collapse of the US vehicle industry, and
a slew of big recalls in recent decades (Basbug et al,2022). Ford must be aware of continually shifting
tastes as well as preserve competitive advantages to expand on previous gains. The objectives set
forward by the firm are as follows:

· Increase the quality of new and refurbished automobiles by focusing the R&D department.
· Increase market share and revenue across all markets, particularly in Asia.
o Continue to enhance the product's fuel economy and safety.
o Dealers and suppliers are partners, and Ford must preserve mutually beneficial
partnerships with them.

Marketing Strategy

Segmentation, Targeting and Positioning

Segmentation

Affluent, ecologically conscientious, or technically enthralled purchasers make up the electric car
market. It may also be broken down into behaviors, geography (resident area), age, and education.
Ford's target market is as follows:
  College educated- usually environmentally conscious
 Ages 25-55, the college graduates who are not willing to spend more than 20 percent of their
income on car.

Targeting

Customers that shop at high-end malls were analyzed in one of the segments, and it was indicated that
they are such customers. As a result, the car will be displayed in over 100 malls during the holiday
season, when traffic is at its peak, with experts explaining the features and benefits to potential buyers
(Villegas&Marin,2021).

Positioning

The majority of car buyers have been priced out of the electric vehicle market, thus Ford is positioned
itself to create high-quality, fuel-efficient full electric vehicles to meet the needs of the industry's mass
of potential customers. As a result, Mark Field, the president and CEO of Ford Motor Company, was
cited as stating, "Tesla's strategy is to cater to a high-end market," but Ford's approach would be to
make electric vehicles "affordable to the people" (Lei&Moon,2015).

Marketing Mix Strategies

Product and Branding Strategies

"Go Further" is Ford's branding approach for gaining consumers in a highly competitive market by
demonstrating trust and integrity. "Go Further" is Ford's strategy for satisfying customers' quest for
value in the items they buy. Electrification is a critical technology for Ford's Go Further strategy to
succeed. Ford is focusing on selling and maintaining Ford Focus Electric cars to middle-class
customers who desire an electric vehicle but can't afford other manufacturers. Customers will
associate the Ford Focus Electric with independence from gas station discomfort and a cleaner
environment free of pollutants created by burning fossil fuels. This will be expressed through the
product's name, Ford Focus Electric, as well as the product's attractive appearance (Das et al.,2021).

Service Strategies

Ford Motor Company has launched a variety of initiatives targeted at enhancing car owner
satisfaction and the customer experience with Ford after they purchase a vehicle. Two new self-
service websites, www.customersaskford.com and www.dealersaskford.com, assist visitors and
dealers in finding the information they want. In addition, the group is experimenting with Web 2.0
communication methods to establish a direct line of communication with property owners. These
actions will be integrated across all channels to help Ford improve customer and dealer satisfaction
while cutting costs. In addition, unlike Tesla's primary competitors, Ford has over a thousand
dealerships across the country with facilities and skilled personnel to help customers with routine
maintenance and repairs (Jarek&Mazurek,2019).

Pricing Strategies

One of Ford's primary marketing techniques for the Ford Focus Electric is pricing. Since its release,
Ford has cut the price of the vehicle by more than $10,000, and it is now available to lease for only
$179 per month for 36 months with a $2,564 down payment and no security deposit. The corporation
is also spending more in electric technologies in order to mass produce electric vehicles at a lower
cost than competitors while yet maintaining a healthy profit margin (Fortsch et al., 2022).

Supply Chain Strategies

Ford Motor Company has a number of dealerships in communities where customers live, making
Ford Focus Electric distribution and maintenance a breeze. These dealerships also educate clients
about the product and answer any technical concerns they may have, as well as aiding customers with
product finance. Ford also has over 300 part suppliers that provide high-quality parts and a system in
place to guarantee that parts are ordered correctly and delivered on time. Furthermore, Ford is
collaborating with partners that are already leaders in their domains to provide consumers with the
most comprehensive suite of electrified vehicle-related goods, services, and technology. Ford is also
developing technology and standards in collaboration with a group of other automakers and other
stakeholders and cost-cutting measures to make electric vehicles commercially viable (Chaudhuri et
al., 2021).

Marketing Communication Strategies

Ford will utilize MIC to raise awareness of electric vehicles and generate interest in the Ford Focus
Electric's benefits. Ford will utilize advertising, sales promotion, personal selling, and direct
marketing to catch customers' attention and pique their interest in the Ford Focus. During the
Christmas season, when traffic is at its peak, the car will be shown at 100 high-end shopping malls
around the country, with experienced sales professionals on hand to promote the vehicle to potential
consumers and answer any questions they may have. There will be a form to fill out and enter a
drawing to win a Ford Focus Electric throughout the exhibition time. Email addresses collected
throughout this procedure will be used for direct and interactive marketing. We think that as more
people utilize our low-cost, technologically advanced product, they will become brand ambassadors,
allowing us to become the market leader in electric vehicles (Paul,2018).

Forecast and Financial Details

The net profit of Ford has fluctuated throughout time, according to the company's income statement.
During the course of financial periods In 2017 (Annual Report,2017), Ford made their biggest profit
of USD 7,602 million. In 2014, the corporation earned the least amount of money, $3.187 million.
This change in performance is significant might be the outcome of the company's diverse
manufacturing practices and marketing strategies. Ford's total expenses as a proportion of net sales
were at their lowest in 2017, indicating that the company is becoming more efficient cost control and
the opportunity to create more revenue For the previous five years, Ford's average net income as a
proportion of net sales has been 3.98 percent. Ford has achieved positive net cash flows for four of the
previous five years, with robust and rising cash flows from operational operations. Ford's dividend
cash payouts have been increasing at a consistent and predictable rate for the past five years, as is
expected given their dividend policy. Ford's income is expected to rise 3.3 percent on average over the
next five years, according on financial statistics from the previous five years (Daimler,2018).

Implementation and Control

Ford Motor Company has approximately 1500 dealerships that are ready to sell electric vehicles.
We'll employ these distribution channels to hit our 4200-unit sales goal in the following 12 months.

Marketing Action Plan of 2014

MARKETING STAFF START DATE DURATION COST

ACTIVITY RESPONSIBLE

Mall Display and Marketing Manager Nov. 26, 2014 Nov. 26 to Dec $250,000
information 24

22” X 28” Mall Posters Marketing manager Nov. 26, 2014 Nov. 26 to Dec $60,000
24

Auto Show Marketing Manager Mar. 25, 2014 March 26, 2014 $55,000

Web and targeted Ads Marketing Manager May 1, 2014 Aug. 31, 2014 $450,000

(Source: Han,2014)

Marketing Control

The controls in place to ensure the successful implementation of our marketing plan are as follows:
During the car display in malls, sales representatives will be on hand to discuss the features and
benefits of the vehicle, unlike our rivals. Additionally, during the mall exhibition, prospective
consumers will be given tickets to fill out in order to be entered into a drawing to win a Ford Focus
Electric. During the summer of 2015, the information obtained in this procedure would be utilized for
targeted advertising (Berger&Hart,2020).

Conclusion

Ford, being one of the most well-known companies in the world, has always focused on providing the
best possible service to its consumers. Throughout its history, it has used a variety of marketing
methods to achieve this. Furthermore, due to financial losses during the crisis, it lagged behind in
terms of marketing initiatives. Ford, on the other hand, is overcoming this by implementing a number
of development initiatives that are likely to position it at the forefront of the market in the future.

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