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Marketing Design Essay

5338 words - 22 pages

Marketing Plan Group Assignment
(Phase Three)
10%
MRK 200 XX

[pic]
Ford Motor Company
Hybrid Ford Escape

Group Memebers:
Yasmine Kustec
Ramon Pinto
Bowang Zhou
Zang Yue
Brett O'connell 
Yoon Joon

Table of Content

Cover Page
Table of Content 1
The Executive Summary 2
Company Backgrounder 3
Company Mission Statement 3
➢ Vision 4
➢ Values 4
Situational Analysis
➢ Internal Environment 5
➢ Competition Environment 6
➢ Economic Environment 6
➢ Cultural/ Social Environment 7
...view middle of the document...

One of the biggest complaints regarding Hybrids was the condensed size which is where Ford decided to place hybrid machinery in an already successful skin, the Ford Escape SUV. This would be the world’s first sports utility hybrid on the market with an unbeatable price.
In this report we inform you with a company outline including a backgrounder and mission statement. We have also provided you with a S.W.O.T (strength, weakness, opportunities and threats) analysis which gives you an clear insight and understanding to why we have chosen the route and objectives which lead us to the production of the Hybrid Escape. We have provided a detailed profile of our target segment which through their needs guidelines, in depth, the marketing strategies, implementing a combination of the marketing mix components and alternative strategies.

Company Backgrounder

Brief Company History: Ford Motors, through the past five years or so, have been experiencing difficulties with their significantly present decline market share. Being a dominate player in the auto business for over a century, Ford Motors have been reluctant to keep up with current trends and evolving competitors from growing economies. This has forced Ford to take dramatic measures by cutting jobs and closing a large numbers of its manufacturing facilities. Considering the company’s external and internal opportunities, and directing their resources towards a more skillfully R& D (research and development) department would be the first step to recovering this remarkable loss. Applying this strategy to current trends and innovating vehicles relating to them will hopefully regain our past success.
Founded in the United States, Michigan in 1903, June 16th by Henry Ford and eleven investors with $28 000 as starting capital.
Company name: Ford Motor Company
Publicly owned vehicle Manufacturer
Brand: Ford (being one of eight brands and three automotive service providers)
Approximately 13,000 dealers worldwide
Head Office is located in Detroit
137 markets worldwide
Major competitors: DaimlerChrysler, Fiat, General Motors, Honda, Nissan, Toyota, Volkswagen, Hyundai/Kia

Company Mission Statement

We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world. We anticipate consumer need and deliver outstanding products and services that improve people's lives.
The Ford brand has always embodied Henry Ford’s vision for producing a reliable, high- quality, affordable vehicles. In recent years the brand has also taken on the image as a safe, durable, comfortable and environmentally friendly automaker. (2)

Vision: To become the world's leading consumer company for automotive products and services.

Values: Our business is driven by our consumer focus, creativity, resourcefulness, and entrepreneurial spirit. We are an inspired, diverse team. We respect and value everyone's contribution. The health and safety of our...

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