Foreign sales
The key to foreign sales is understanding that the Explorer will be a luxury item in much of the rest of the world. Ford Explorers may be driven by middle-class families and soccer moms in the United States, but the $30,000 price tag is going to make the Explorer an upper-class item in countries with a lower standard of living than the United States.
Naturally, to overseas upper-class drivers, the vehicles they drive are status symbols, and we must focus on the prestige element of owning an Explorer. We should look for luxury lifestyle magazines - foreign versions of the Robb Report, for example - and purchase adverting that focuses on the luxury features and prestige factor of owning the Explorer. Ads with American celebrities, who often are even more famous overseas because they symbolize the luxurious American lifestyle, may be advisable. Also, if we are able to get the new Explorer placed in any big-budget studio movies that will have wide international release (as discussed...
However, we can use television and radio to position the Explorer as an item to be coveted in these countries, which will increase the prestige factor of owning one. This will help us sell to upper-income clients.
Conclusion
From a sales perspective, Ford is very dependent on the Explorer to help the company meet its annual sales projections. The roll-over incidents and subsequent lawsuits, have left the Explorer - and, by extension, Ford - in a vulnerable position. However, by developing a customized marketing plan for each customer niche, focusing on the positive attributes of the new Explorer, we can protect and grow market share.
