Ford is a car company that has endured many challenges and travails over the years. Indeed, they are not unlike General Motors and Chrysler in this regard. While they have generally been unscathed as compared to the other two "American" car companies and they are only one of two of the original Big 3 that is still entirely American-controlled, Ford is not dominating the market by any means. Their overall sales figures are going up in terms of volume but their market share and a lot of their important financial metrics reflect flatness or falling rather than rising. Ford has certainly learned some lessons since the Ford Pinto scandal in the 1970's and some other companies are suffering recall problems in more modern days while Ford is doing quite well. Even so, Ford is not keeping up with the market and they need to address that right away (Ford Motor Company, 2015).
Ford is certainly trying to stay ahead of the curve. With 24 model refreshes this year and another 15 next year, they are certainly not letting their models go stale. However, other car companies are still encroaching on their territory and Ford is facing increasing pressure, just like other car companies, from increased government regulations, pickier car consumers and increased globalization of car companies overall. Indeed, only the true exotics and high-end luxury cars are made in their home country and exported to the country of the purchaser. Further, so much of what makes people buy cars hinges on culture (including pop culture), trends, gas prices and so forth. Gas prices in particular have been particularly chaotic, although they are low at this time. To put things concisely, Ford is losing market share (albeit fairly slowly) and they need to make a big splash to get things right. They have some models that perform very strongly but they also have a rather week luxury line and they are missing a model that directly competes with the Corvette (Ford Motor Company, 2015).
Key Strategic Issues
When it comes to the automobile industry, there are several factors and happenstances that are going on right now that Ford needs to be mindful of. Even though Ford has mostly avoided the pitfalls and problems of other car companies, they would be wise to avoid them at all costs. This is especially true given the Ford Pinto debacle of the 1970's where several hundred people died in car fires at least partially related to gas tanks that would explode even on relatively low-speed accidents (WFU, 2015). One issue that will be discussed is the fact that Ford is in quite a unique position as it relates to themselves as compared to the other two members of the "Big 3" automakers that have traditionally been associated with the United States. Only two of the three can now claim to be wholly owned and operated in the United States and the other one besides Ford needed much more help from the federal government than Ford did. Another factor that Ford needs to keep in mind are safety-oriented recalls and the like. Obviously, Ford learned a very hard lesson from the Pinto situation referenced above. However, there are more modern examples of much the same thing going (albeit much less deadlier) with companies like General Motors, Toyota and, most recently Volkswagen (Liker, 2015).
Another shift that Ford is having to deal with is the decreased centralization and increased globalization of car companies around the world. Of course, exotics and many other high-end vehicles are still made in their home countries and imported at great expense to the United States and other destination nations. However, to suggest that only Chrysler, General Motors and Ford are the only carmakers present in the United States is simply false as Toyota, Kia, Hyundai (among others) are making tons of cars in the United States. Many that do not manufacture in the United States are close by in Mexico or Canada. Lastly, Ford will have the balance the desire for high-power engines and the increasing demand, both from the government and the populace, for high-efficiency cars and/or cars that use alternative technologies such as fuel cells, electric batteries and so forth. The recent Great Recession and the emergence of competing car companies making fuel-efficient cars including Toyota, Tesla and others have upped the ante and then some (Edelstein, 2015). There will also be an assessment of the financial structure and performance of Ford.
Strategic...
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