Stakeholder Analysis Ford Motor Company Key Stakeholders

Stakeholder Analysis Ford Motor Company

Key Stakeholders Ranked by Level of importance

Internal Stakeholders

External Stakeholders

Corporate officers -- Responsible for establishing the goals and mission of the company and ensuring that managers and employees at all levels are properly carrying out the strategy of the company. (Luca, 2007)

Customers/Car owners -- customers make an investment when purchasing a vehicle and they expect the vehicle to be safe and reliable. Customers depend on their vehicles for work, school and general transportation. As such they have an interest in Ford's ability to develop good dependable vehicles.

Managers -- Managers carry the information received from corporate officers to employees and make certain that the goals established are realized.

The General Public -- Everyday people are killed or injured in car accidents. Because Ford cars are popular and a mainstay on roads throughout the world, the general public is interested in knowing the Ford vehicles are safe.

3. Employees -- Employees take pride in the work that they accomplish and they want the company to do well. In addition corporate officers, managers and employees all depend on Ford for their livelihood and as such they have a vested interest in the success or failure of the company. (Phillips, 2004)

3. Stockholders/Investors- Investors have contributed their hard earned money to Ford in hopes that they will see a return on their investment. As such Ford has a responsibility to share accurate and timely information with investors. The contributions of shareholders allow the company to continue to grow and be successful. (Phillips, 2004)

As the president and CEO of Ford, Alan Mulally, has a serious responsibility as it pertains to the company's stakeholders. As such the CEO must take special care in managing the relationship that he/she has with both internal and external stakeholders. As it pertains to the internal stakeholders one of the primary ways in which the relationship is managed is through meetings that occur regularly. The CEO meets with corporate officers to ensure that the goals and the vision of the company are understood and properly executed. The CEO and other corporate officers also meet with managers who are expected to properly implement the strategies that the corporate officers articulate. The managers who work directly with employees at lower levels of the organization have a great deal of responsibility and as such they are serious stakeholders. If managers fail to properly implement the corporate vision the financial success of the company could be in danger. As such the CEO Mulally maintains a relationship with managers so that the mandates of the company can go forward. Mulally as a responsibility and a need to understand the challenges that managers face and assist the mangers in overcoming those challenges in any way necessary.

Mulally also maintains a relationship with external stakeholders. These stakeholders are essential to ensuring the financial success of Ford. The first of these external stakeholders are customers/owners of Ford vehicles. Mulally maintains a relationship with customers by ensuring that their needs are met and that their vehicles are safe and sufficient. In addition if there is a problem with any vehicle Mulally understands the responsibility that the company has to warn consumers and to provide a recall of the vehicles affected. Failure to do so may lead to accidents, death and unhappy customers. In addition the company could face serious lawsuits if a vehicle is not recalled in a timely manner. Maintaining a good relationship with customers is a top priority for the CEO and this can be seen in the incentives that are offered buyers including the warranties that the company has for every new and certified used vehicle offered.

The general-public are also important stakeholders. Because the company makes automobiles, all drivers and passengers are affected by the decisions the Ford makes, particularly as it relates to safety. The CEO takes into consideration the lives that can be lost or forever changed if an accident occurs as a result of a Ford vehicle not being safe. As such the CEO takes serious the commitment that the company has to safety. These safety standards assist the company in maintaining a good relationship with both Ford owners and the general public. Ford is so committed to safety that it has decided to better use technology to ensure safety. The company explains,