Ford Motors Corp. Marketing Overview

Ford Motors Corp. Marketing Overview

Ford Motors Company is the ultimate epitome of corporate success and this has been proven by multiple features, such as their billion dollar revenues, century old existence within the national and international markets or the immense role played to economic well-being within the United States. In more recent times however, Ford has been severely impacted by the changing preferences of consumers and the financial crisis. Yet, the automobile manufacturer remains one of the strongest international leaders and this is a statement backed by various strategies of human resource management, administration management or marketing decisions. In terms of marketing, the team of specialists at Ford is struggling to ensure a combination of traditional values with modern approaches.

Strategy Overview

Ford has created strong marketing teams with the main intent of promoting and boosting the sales of their products at a global level. With this objective in mind, the company officials decided that it was necessary to operate marketing departments in their international offices as well, rather than just the U.S., like other organizations have chosen to do (i.e. Nike Inc.). Then, another focal point of the team was that of creating brand strength through a promotion of the organizational values, created in conformity with customer needs.

The past year has represented a turning point in the history of Ford Motor Company and this was generally brought about by the changes in the macroenvironment which were initially perceived as threats (increasing oil prices or the emerged economic crisis). Despite the reduced financial gains, the company officials argue that the year was a positive one as numerous process of internal change were implemented to ensure organizational strength and competitiveness. The marketing approach has been no exception. The most prominent features of the new marketing strategy at Ford include intensified efforts to increase customer palette by addressing less traditional markets -- Ford is striving to address those who initially opposed the company by implementing and developing more 'green' strategies (Tippins, 2006). Then, the second most important change has been that of selecting the customer base in accordance to their needs and promoting the particular types of products to the actual customer palette that is in need for the respective product. The most relevant example in this sense is given by the F-150, which will be marketed directly to "those who actually need and use it for work" (Left Lane, 2008).

3. Mission

Also as part of the internal changes implemented throughout the past year, the managerial team found it was necessary to develop a new mission statement that would better reveal the new organizational commitments. This is called the ONE Ford Mission and revolves around the following:

"One Team: people working together as a lean, global enterprise for automotive leadership, as measured by customer, employee, dealer, investor, supplier, union / council and community satisfaction"

One Plan: Aggressively restructure to operate profitably at the current demand and changing model mix; Accelerate development of new products our customers want and value; Finance our plan and improve our balance sheet; and Work together effectively as one team, leveraging our global assets

One Goal: An exciting viable Ford delivering profitable growth for all" (Ford Motor Company Website, 2009)

4. Marketing Objectives

The primary aim of the marketing team at Ford is that of increasing brand strength with the ultimate scope of boosting sales of the Ford vehicles. In order to achieve this desiderate however, it is necessary to ensure the following smaller goals are attained:

Successful repositioning of the organizational brand within the national and international markets

The promotion of Ford as the leading manufacturer of American vehicles and sustained assistance through investments in 'green' driving

Increase popularity and strength of the brand to make sure that it once again appeals to prospective buyers

5. Financial Objectives

Throughout the few recent years, the Ford Company has ended fiscal years with negative profits. Despite this however, they remain strong and able to finance their operations without endangering organizational stability. Nonetheless, the past profits are not able to sustain long periods of time of losses. In this order of ideas then, the financial objectives of the managerial team at Ford can be summarized as follows:

"Finance our plan and improve our balance sheet" (Ford Motor Company 2008 Annual Report)

Increase sales to generate more revenues

Increase investments with the aim of generating sustainable revenues, not only in terms of actual revenues, but also in terms of prestige and position within the market

6. Target Markets

As it has been mentioned before, modifications have occurred in the way Ford segments its customer base. Once appealing to wealthy individuals who wanted to make a socio-economic statement, the marketing team at the modern Ford is now striving to offer its products to selected and specific target markets. The small size and fuel efficient engine cars are for instance addressed to individuals with environmental concerns. The large cars and trucks are specifically addressed to those who need them for work.

7. Positioning