FORD MOTOR COMPANY

Semester One Project

 S E C T O R I N F O R M AT I O N

Source: SIAM
Chart Title SECTOR
Pas- Ecommerce BSFI 5%
senger

GDP SECTOR WISE

Com- Telecom 8%
Vehi- Service
cles mercial 5% 4%
Vehi- FMCD
13% 7%
cles Education
3% 4%
Three Passenger Vehicles
Wheel Commercial Vehicles
ers
3% Three Wheelers
Two Wheelers
Others
24%
FMCG 27%
Two Wheelers
81%

Retail
7% Auto Mobile
9%

MARKET SHARE

• Tw o - w h e e l e r s a n d pa s s e n g e r v e h i cl e d o m i n a te s t h e I n d i a n a u to m a r ke t . S a l e s of t w o -
wheelers are expected to grow 6-8% in FY20.
• Tw o - w h e e l e r s a n d pa s s e n g e r c a r s a c c o u n te d f o r 8 1 p e r c e n t a n d 1 3 p e r c e n t of t h e
m a r ke t s h a r e i n F Y 2 0 r e s p e c t i v e l y.
• Over 73.9% of export volume comprised of two-wheelers, followed by 14.2% for
passenger vehicle.
 Threats of New Entrants (Medium)
• Few legal barriers protect existing
companies from new entrants.
• All automotive companies have
established brand image and reputation.

Porter
Bargaining power of suppliers (Low)
• Large number of suppliers.
• Materials widely accessible
• Suppliers do not pose any threat of

Five
forward integration

Competitors (Loyal)
• Customers are loyal to their brands.

Forces
• Size of competing firm’s vary but they
usually compete for different consumer
segments
• Moderate number of competitors
Bargaining power of buyers (High)
• There are many buyers.
• Buyers can easily choose alternative brand.
• And price sensitive and their decision is
Buyers often based on how much does a
vehicle cost

Threat of Substitutes (High)

• There are many alternative types of
transportation, such as bicycles.
• Alternative types of transportation
almost always cost less. 3
 STRENGTH
• Global Recognition
COMPANY OVERVIEW • Research &
Development
• Adaptability
• Huge Network
Ford Motor C o m pa n y,
commonly known as Ford,
is as WEAKNESS
American multinational au • Weak Foothold
t o m a k e r. • Poor Reputation
• Type : S ubsidiar y • Dependance on US
• Industry: Automotive Market
• Number of Employees:
10000 OPPURTUNITIES
• Parent: Mahindra & • E c o – F r i e n d l y Ve h i c l e s
Mahindra (51%) • Self – Driving Cars
• Increase Customer Base
Ford Motor
• Digital Marketing
Company (49%)
• Revenue:  Rs
26,324 Crore (FY19)
T H R E AT S
• High Competition
• Rules & Regulations
• Increased Prices of
Raw Materials
 FORD ENDEAVOUR FORD FIGO ASPIRE FORD MUSTANG
CLASS: Mid - Size SUV
P O RT F O L I O PRICE: ₹ 2 999 000
CLASS: Sub Compact
PRICE: ₹ 609 000
CLASS: Sub Compact
PRICE: ₹ 7 462 000

FORD FIGO
CLASS: Sub Compact
PRICE: ₹ 549 000
FORD ECOSPORT
CLASS: Sub Compact Cross Over SUV
PRICE: ₹ 819 000 FORD FREESTYLE
CLASS: Sub Compact
PRICE: ₹ 599 000
 C O M PA N Y N E W S
• Ford India have had taken a series of
initiatives to help the customer as well as
communities impacted by the coronavirus.
• Mahindra & Mahindra Limited and Ford Motor Ford India Others
Kia Motors
Renault India 2% 2%
Company have signed a definitive agreement to 3%
3%
create a joint venture that will develop, market Honda Cars India
4%
and distribute Ford brand vehicles in India and Toyota Kirloskar
4%
Ford brand and Mahindra brand vehicles in Tata Motors
Maruti Suzuki
high-growth emerging markets around the 5%
52%
Mahindra & Mahindra
world. 7%

C O M P E T I T I V E A N A LY S I S
Hyundai Motor India
18%
• Maruti Suzuki had a market share of over Market Share
50 percent in the passenger vehicles
market across India in fiscal year 2020. The
passenger vehicle segment is comprised of
cars, utility vehicles, and vans. In that year
two new original equipment manufacturers,
Kia and MG Motors entered the Indian
market. On a y e a r- o v e r- y e a r basis, the
passenger vehicle industr y declined by over
17 percent.

P R O D U C T I N F O R M AT I O N
STRENGTH
• EcoBoost model delivers
m a x i m u m e ff i c i e n c y.
• It is cheaper when compared to
conventional SUV's

• Ford EcoSport was first launched in

India in 2013 at starting price Rs.
6,00,000. WEAKNESS
• Ford EcoSport has a total of 16 • It is not very powerful when it
variants- comes to comparison with SUV’s.
• Does not have features like 4x4
a) 2 Automatic Transmission wheel drive which is expected in a
b) 6 of them run from Diesel S U V.

CO M P E T I TO R S OPPURTUNITIES
• Expanding Indian middle class with
increasing disposable income.
• Maruti Suzuki Brezza • Acceptance of SUV(and Mini SUV) in
• Kia Sonet households of middle class
• Mahindra XUV300 segment..
• Ta t a N e x o n
• H y u n d a i Ve n u e
• Nissan Magnite T H R E AT S
• Increasing fuel costs.
• Competition from other big automobile
giants.
• Political Environment 
Recession.
 MARKETING MIX

PRODUCT PRICE PLACE P RO M OT I O N

• Heater • For Petrol Variants it • Manufacturing Plant in • Marketing

• Comes in both Petrol
and Diesel Versions
• Apple Car Play and
Android Auto in the top
variants
• Dual Airbags & ABS
Protection.
• Power Steering
• Power Windows
• Front Anti Lock
• Braking System
• Air Conditioner
• Automatic Climate
Control
• Fog Lights – Front Alloy
Wheels.
starts at the price of Chennai. Communications-
Rs. 8,19,000. • Capacity to Television, Social
• For Diesel Variants manufacture 1,00,000 Media Platforms,
starting price is Rs. cars per annum. Newspaper,
8,69, 000. • 386 Ford Car Showroo Magazines.
• For titanium Edition ms across 296 cities • Brand Ambassador –
starting price is Rs. in India. Customers.
9,78,000.
• For the Thunder
Edition starts at Rs.
10,68,000.
• For Sports Edition
price starts at
11,19,999.
 STP

• Segmentation- Mini SUV segment, C2 Sales (in Units) Source: Team-BHP

Segment. 100000
• Ta r g e t M a r k e t - Yo u n g e x e c u t i v e s a n d 90000 92937
90062
Businessmen, Premium hatchback , Mid- 80000
size sedans and Entry-level MUV 70000
66415
buyers. 60000
• Positioning - Po s i ti on e d as  fuel 50000
efficient SUV which is loaded with 40000
features and not very expensive. 30000
• Ta g L i n e - G o F u r t h e r. 20000
10000
0
FY2018 FY2019 FY2020
SALES FOR LAST 3 YEARS (IN UNITS)

Yearly Results Sales (in Units) YoY (Growth%)

FY2018 90062 -
FY2019 92937 3%
FY2020 66415 -29%
 PRODUCT LIFE CYCLE
• Ford Endeavour • Ford Mustang
• Ford Free Style
• Ford Figo Aspire
Freestyle

Question
Star
EcoSport Mark
S
A Mustang
L
E Cash
S Dog
Cow
Aspire • Ford EcoSport • Ford Figo

Figo
Endeavour

Introduction Growth Maturity Decline

TIME
O R G A N I S AT I O N S T R U C T U R E I N I N D I A

PRESIDENT

Communications & Vice President,

CFO HR Director
CSR Marketing

Executive Director,
Marketing Sales &
Service
FORD MOTORS SELECTION PROCESS Ford Motor Company’s Organization Culture
 
• We b B a s e d A s s e s s m e n t s Fo r d ’s o rg an i zat i o na l c ul t u r e is d ef i ne d i n t h e
• Phone Screening c o m p a n y ’s One Ford plan, which was
• In-Person Interview implemented under former CEO M u la l ly ’s
• Hearing from Ford Motors leadership in 2008. In the plan, the firm aims
after the interview to unify its global organization to achieve
• Pre-Employment Checks c o n s i s t e n c y a n d s y n e r g y. B a s e d o n t h i s p l a n ,
the following are the main characteristics of
Fo r d ’s o rg an i za ti o n al cu lt u r e:
F : F o s t e r F u n c t i o n a l a n d Te c h n i c a l E x c e l l e n c e
O : O w n Wo r k i n g To g e t h e r
R : R o l e M o d e l F o r d Va l u e s
D: Deliver Results
TRAINING PROGRAM AT FORD MOTORS
• Global leadership summit
• Executive leadership summit
• Experienced leader program
 JD OF CDP ADMIN
1 Business Unit IT

2 Job Tile Cloudera CDP Admin (Analytical Reporting)

3 Incumbent Name  
Manage Cloudera CDP environment admin
4 Main purpose of the job
Cordinating with the team and IT head
5 Supervision excercised  
6 Supervision received  
Manage Cloudera CDP environment admin

Drive analytical reporting design & build in Cloudera CDP

7 Roles & responsibilites

Work with business on functional & non-functional requirements
Work experience in Alteryx and Tableau

Work with tester on load & performance testing

B.E., B.Tech.
8 Educational Qualification
Analytical Reports development
Cloudera CDP
9 Skills Required Data model design & build
Alteryx
Tableau
10 Experience Required 3 to 5 years 

Good Pay but no work life balance
Financial Analyst (Current
Employee) - Chennai - December 3, 2020
Your future greatly depends on your supervisor.
Too much of internal politics. You will work hard
and see some else getting the credit. As a
company its great to work in. But not as much if
you have a biased boss.  wanna keep looking. Ford fires everybody,
Pros
Work Ambience, work culture, Job security
Good job if need a quick job
Machine Operator/Assembler (Former
Employee) - Chicago, IL - November 26,
2020
It was ok. It’s not like what you would
think it is. It is a lot of work though. Would
work there for future jobs, it looks great
on resumes. The union saves the company
Pros
Good benefits
Cons
Quick to terminate, pay not what it used to
be
EMPLOYEE REVIE WS
If you are looking for a permanent career
go elsewhere Is a great career
Operator (Former Employee) - Chicago, Line Worker (Former Employee) - Chicago,
IL - December 2, 2020 IL - November 29, 2020
Ford might be good for people who have Great place to work and make a great
been there forever but if you’re looking for living for yourself. Great health insurance.
something permanent, then you might Too bad i got hurt, i would've stayed there.
Some jobs are ok and some are awful. 
and for anything.  Pros
Pros Pay and health insurance
Great if you make it to your four year Cons
conversion date Getting stuck on a bad job that hurts your
Cons body
They’ll fire you before that happens
If you are looking for a permanent career go elsewhere
Operator (Former Employee) - Chicago, IL - December 2, 2020
Ford might be good for people who have been there forever but if you’re looking for
something permanent, then you might wanna keep looking. Ford fires everybody, and
for anything. 
Pros
Great if you make it to your four year conversion date
Cons
They’ll fire you before that happens
 F I N A N C I A L A N A LY S I S
Source: Investing.com Source: Investing.com

Income Statement Analysis  Total Assets for Last 5 Years

Total Revenue Total Operating Expenses
Operating Income  Gross Profit

160,338
157,135

156,776
155,900
155,381

151,895

151,800

149,558
146,059

141,910
258,537 258,496
256,540

237,951

224,925

30,109
24,408

23,063
14,608
12,495

7,648
5,741
4,881
3,203
519

D ec 3 1 , 2 0 1 9 D ec 3 1 , 2 0 1 8 D ec 3 1 , 2 0 1 7 D ec 3 1 , 2 0 1 6 D ec 3 1 , 2 0 1 5 Dec 31, 2019 Dec 31, 2018 Dec 31, 2017 Dec 31, 2016 Dec 31, 2015

Fixed Assets Added during the Year

 
Fixed Assets in 2019 – Fixed Assets in 2018 = 36469000000 – 36178000000 = 291000000
 
 
Working Capital of the Year

CURRENT ASSETS - CURRENT LIABILITIES = 114047000000-98132000000 = 15915000000

 A L L I M P O R TA N T R AT I O S

Dec 31, 2019 Dec 31, 2018 Dec 31, 2017 Dec 31, 2016 Dec 31, 2015

Current Ratio 1.622 1.1996 1.2347 1.2014 1.246

Long-term Debt
/ Capital 0.7531 0.7369 0.7425 0.7617 0.7582
Debt/ Equity
Ratio 4.6737 4.2877 4.3332 4.8984 4.636

Gross Margin 13.603 15.014 16.2365 16.8676 16.7908

A s s e t Tu r n o v e r 0.603 0.625 0.6065 0.6379 0.6649

Return on
Equity 0.2528 10.2736 21.77857 15.7604 25.7215
Return on
Assets 0.0325 1.4403 3.0008 1.9332 3.2771
Return on
Investment 0.0624 2.7033 5.61 3.7555 6.2184
Net Profit
Margin 0.0301 2.2933 4.9312 3.0231 4.9299
THANK YOU