Ford

MARKETING

PLAN

MEET THE TEAM!

BOB

HANNA
VANYA

NABILLA
KENYASWASTI
NOVIANA
NABILA
SARI

OLVY
AMALIA

THERESIA
GLORIA

Situation Analysis
Marketing Plan Objective
Differentiation and Positioning
Marketing Strategy
Marketing Information Requirements
Implementation and Control

FORD
MARKETING PLAN

OVERVIEW

Situation Analysis
Company objectives:

Turn an annual profit, best in class in quality,

fuel efficiency, safety and value

Company
Analysis

Company resources
Financial
Human
employee

: bought an industry outsider

: Mulally (CEO) reduced 22% of

Marketing plan

Reduces nameplate (9740 in 2013)

Make a new car design (connect with internet)
Expected behaviour (for the employee)

Previous marketing strategy

Focus on SUV and trucks
The More Is Better

Product market

SUV, city car, truck

Target market

Costumer
Analysis

Young costumer
Internet user
Live in suburban/ urban
Buy because the bran Ford not price
(For Mercury for mid price has
proven dying)

Situation Analysis
Rival:

Market
context
Analysis
Economic environment

Competitor
Analysis

Improving but fragile

Labor markets are weak
Credit is tight
Consumer spending is depressed
Oil price is rising

Political legal environment

Government bailout

Revolusionaire car model (fokus

kepada penggunaan bahan bakar
dan mobil kecil)

Ford Strategy:
Menekan penggunaan bahan bakar,
mendesain mobil ukuran kecil, dan
menambahkan fitur Fords Sync

Technological environment

Perkembangan teknologi efisiensi bahan bakar

Perkembangan internet

Strengths Opportunities

Key Factors

The oldest car manufacturer

Offers a wide range of cars
Has over 160,000
employees globally

Expanding automobile sector

Capitalizing on the models
exclusively designed for different
markets

from

Situation Analysis

weakness
Affected by the global
recession & Euro crisis

threats
Competition from major
international players
Increasing usage of public
transport and increased fuel
costs

1
Marketing
Plan
Objectives

To sell vehicles and

make a

profit for the stockholders, thus

providing jobs for thousands of workers

Could compete in all major industry

segments

Become Best in Class in

Quality, Fuel Efficiency, Safety,
and Value

DIFFERENTIATION
AND
Become the BEST in class in Quality, Fuel Efficiency, Safety, and Value
POSITIONING

Thrill young customer

Revolutionize the car

Democratize a brand new technology.

Make it available to the masses.
Connect the autos to the internet
Connect smartphone with vehicles system
Latest sync bring voice recognition to the cockpit

Target
Market
Young consumer
Primary target is Generation Y
Beginning birth years from the early
1980s to the early 2000s

Marketing
Strategy
$ 30,322 (Taurus)

Product
Mid-priced car.
With new technology (sync)
Good Quality, Fuel Efficiency, Safety
and Value

Stock price has increased 700%

Price

Primary Data Needs

The Company : Taurus was the forth best
selling vehicle

Secondary Data Needs

Consumer Reports : Recommended Ford
models than Toyota vehicle
Magazines Reliability Survey : The Fusion
beat The Toyota Camry

Data
Primary and Secondary

Marketing Research

Needs
External Environment
High Gas Prices
The Weakest Global Economy in over 70
years had made a mess of automobile
sales

Marketing
Information

Research

Implementation and Control

Alan Mulally
(new Ford CEO)
The trend of ecoSpecific sequence
friendly cars,
of activities and events
increasing fuel
price

Criterion measures

Customer
loyalty to Ford
Taurus

Ford
employees
People Required

Sales

$2.1 bil.
Income in
2009

Bank loan,
$23.5 billion

Car
preference
outside SUV
and trucks

Manufacturing, financial,
and resources needed

Marketing info
and data needed

Question