Ford Strategic Evaluation Project( Sahil Goyal 14131)2

7/28/2019 Ford Strategic Evaluation Project( Sahil Goyal 14131)2

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Submitted by:

SAHIL GOYAL

Roll No. :14131

FORD STRATEGIC EVALUATION

UNIVERSITY INSTITUTE OF APPLIED MANAGEMENT SCIENCES

P A N J A B U N I V E R S I T Y , C H A N D I G A R H .


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ACKNOWLEDGEMENT

I am thankful to my Project Guide, MR. NAVEEN MEHTA whose encouragement, guidance

and support from the initial to the final level enabled me to develop an understanding of the

topic.

I express my thanks to Dr. Sanjeev Sharma; Director, University Institute Of Applied

Management Sciences, Punjab University for allowing me to work on this project.

I wish to express my deep sense of gratitude to the Sales Manager of FORD Industrial Phase

1, Chandigarh for their support and guidance.

I would also thank my Institution and my faculty members without whose support this project

would have been a distant reality.

I also extend thanks to my family and well-wishers,


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ABSTRACT

The Indian Automobile Industry is on overdrive. The rapid urbanization, coupled with an

Over whelming growth in the middle class population, has created an Indian market that is

extremely conducive for the automobile industry to flourish.The following report is a ford

automobile giant tries to establish their respective brands of cars in the minds of the Indian

Consumer. The purpose of the study is to find the effect of the marketing campaigns of ford

on the Indian consumer. Ford is the sixth largest car maker in India. Ford Motor companyentered the Indian automobile market way back in 1926. However, they had to close down

their manufacturing facility in 1954 owing to the socialist policy of the then government.

Ford later re-entered Indian market in 1995 As company have already launched their

specialized cars for the Indian consumer, it would be interesting to find that ford

manufacturer is able to understand the Indian consumer better.


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Contents

INTRODUCTION ................................................................................................ 1

OBJECTIVES ....................................................................................................... 4

INTRODUCTION TO AUTOMOBILE INDUSTRY ......................................... 5

COMPANY PROFILE ......................................................................................... 6

FORD MOTOR COMPANY ............................................................................... 6

HISTORY ............................................................................................................. 9

SOURCE OF DATA ........................................................................................... 11

MARKETING STRATEGIES OF FORD .......................................................... 12

ANALYSIS AND INTERPRETATION ............................................................ 18

SUGGESTIONS ................................................................................................. 36

QUESTIONNAIRE ............................................................................................ 37

BIBLIOGRAPHY ............................................................................................... 41


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INTRODUCTION

Todays society is warm with urbanization and demonstration effect. With a view towards it,

there are drastic changes coming up in all sectors even in the automobile industries. The

following information gives an insight about it.

In the present context the companies operate on the principle of natural selection

Survival Of The Fittest. Only those companies will succeed which at best match to the

current environmental imperativesthose who can deliver what people are ready to buy. But

real marketing does not involve the art of selling what the manufacturers make.

Organizations gain market leadership by understanding consumer needs and finding solutions

that delight consumers. If customer value and satisfaction are absent, no amount ofpromotion or selling can be compensate. Hence the aim of marketing is to build and manage

profitable customer relationship.

This is a part of the strategic marketing done by every company to achieve it

objectives and goals. To maximize the profits and longterm plans every organization has to

follow a strategic planning.

Marketing is much more than just an isolated business function it is a philosophy

that guides the entire organization towards sensing, serving and satisfying consumer needs.The marketing department cannot accomplish the companys customer relationship-building

goals by itself. It must partner closely with other departments in the company and with other

organization throughout its entire value delivery network to provide superior customer

value and satisfaction. Thus marketing calls upon everyone in the organization to think

customer and to do all they can to help build and manage profitable customer relationship.

Marketing is all around us, and we need to know that it is not only used by manufacturing

companies, wholesaler and retailers, but also by all kinds of individuals and organizations

There are four major, powerful themes that go to the heart of modern marketing

theory and practice, they are:

1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS.2. BUILDING AND MANAGING STRONG BRANDS.3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE.4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE.


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What marketing is what it does and what it offers?

Marketing is a social and managerial process whereby individual and groups obtain

what they need and want through creating and exchanging products and value with others.

Marketing management is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create exchanges that

satisfy individual and organizational goals.

Marketing offers some combination of products, services, information, or

experiences offered to a market to satisfy a need or want

Marketing is an orderly and insightful process for thinking about and planning for

markets. The process starts with researching the market place to understand its dynamics.

The marketer uses research methodologies to identify opportunities, that is, to find

individuals all groups of people with unmeet needs or latent interest in some products or

service.

The marketing process consists of the following:

1. Analyzing marketing opportunities.2. Developing marketing strategies.3. Planning marketing programs4. Managing the marketing efforts.

Before taking any decision and achieving the goals, it has to make analysis of

what to do, how to do, when to do, where to do and who is to do it. This is nothing but

strategic planning. Goals indicate what a business units wants to achieve whereas

strategy is how to get there.

Marketing strategies in simple terms are the complete and unbeatable plans designed

specifically for attaining the marketing objectives of the firm. Marketing can be called as

a game plan for achieving its goals. Strategy choice will depend on whether the firm or

the marketer plays the following roles:

Market leader A challenger A follower A nicher

The identification of objectives, both in quantitative and qualitative terms, is an

essential backdrop to strategy formulation. Goals have a quality and time frame attached to


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them. These are typically spelt out in terms of financial return, market share, market

presence, etc.

Thus, the concept of market oriented strategic planning arises with the link between

the products the link between the products the manufacturer is dealing in and the market

conditions. In this direction, our study deals only with the marketing strategies i.e.

promotional strategies of the Ford automotives.


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OBJ ECTIVES

Primary Objective:

To know the influence of various Marketing Strategies towards the customers of four

wheelers(cars).

Secondary objective:

To Study and analyze the Promotional Strategies of Ford To know whether the customers are satisfied with the offers given by the dealer. To find the area to be improved TO study and analyze the customer's perception regarding the usefulness/utility of

Ford cars.

TO study and analyze the distributors perception regarding thepromotional and distributional strategies of Ford.


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INTRODUCTION TO AUTOMOBILE INDUSTRY

One of the fastest growing industries in the world is automobile industry. This automobile

industry even has its influence on the Indian market. Probably automobile industries occupy

a large market share in the worlds market as well as in the Indian market. Nearly 18% of the

total national income is being incurred from the automobile industry. From this we can

estimate how important the automobile industry in the improvement of GDP of a country is.

In India automobile industry has a growth rate is at the average of 10-12%.

The automobile industries which play a crucial role in the Indian

automobile industry are:

General Motors India Maruti TATA M&M Mercedes-Benz Hyundai Motors Honda SIEL Toyota Skoda Ind


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COMPANY PROFILE

Ford Motor Company

Type Public (NYSE: F)

Founded June 17, 1903

Founder Henry Ford

Headquarters Dearborn, Michigan, USA

Area served Worldwide

Key people

William Clay Ford, Jr- Executive

Chairman

Alan Mulally - President, CEO

Industry Automotive

Products Automotive goods and services

Revenue US$134.26 billion (2012)

Operating

incomeUS$9.406 billion (2012)

Net income US$5.665 billion (2012)

Employees224,000 (2012) around 90 plants

worldwide

Divisions

Ford Credit

Ford divisionLincoln
http://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/NYSEhttp://studio.financialcontent.com/Engine?Account=prnewswire&PageName=QUOTE&Ticker=Fhttp://en.wikipedia.org/wiki/June_17http://en.wikipedia.org/wiki/1903http://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Dearborn%2C_Michiganhttp://en.wikipedia.org/wiki/Michiganhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/William_Clay_Ford%2C_Jrhttp://en.wikipedia.org/wiki/Corporate_titlehttp://en.wikipedia.org/wiki/Corporate_titlehttp://en.wikipedia.org/wiki/Alan_Mulallyhttp://en.wikipedia.org/wiki/Presidenthttp://en.wikipedia.org/wiki/Chief_executive_officerhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Automotivehttp://en.wikipedia.org/wiki/Product_%28business%29http://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/U.S._dollarhttp://en.wikipedia.org/wiki/Ford#_note-fullyearhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Division_%28business%29http://en.wikipedia.org/wiki/Ford_Motor_Credit_Companyhttp://en.wikipedia.org/wiki/List_of_Ford_vehicleshttp://en.wikipedia.org/wiki/Lincoln_%28automobile%29http://en.wikipedia.org/wiki/Image:Green_Arrow_Up.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Ford_Motor_Company_Logo.svghttp://en.wikipedia.org/wiki/Image:Green_Arrow_Up.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Ford_Motor_Company_Logo.svghttp://en.wikipedia.org/wiki/Image:Green_Arrow_Up.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Ford_Motor_Company_Logo.svghttp://en.wikipedia.org/wiki/Lincoln_%28automobile%29http://en.wikipedia.org/wiki/List_of_Ford_vehicleshttp://en.wikipedia.org/wiki/Ford_Motor_Credit_Companyhttp://en.wikipedia.org/wiki/Division_%28business%29http://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Ford#_note-fullyearhttp://en.wikipedia.org/wiki/U.S._dollarhttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Product_%28business%29http://en.wikipedia.org/wiki/Automotivehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Chief_executive_officerhttp://en.wikipedia.org/wiki/Presidenthttp://en.wikipedia.org/wiki/Alan_Mulallyhttp://en.wikipedia.org/wiki/Corporate_titlehttp://en.wikipedia.org/wiki/Corporate_titlehttp://en.wikipedia.org/wiki/William_Clay_Ford%2C_Jrhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Michiganhttp://en.wikipedia.org/wiki/Dearborn%2C_Michiganhttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/1903http://en.wikipedia.org/wiki/June_17http://studio.financialcontent.com/Engine?Account=prnewswire&PageName=QUOTE&Ticker=Fhttp://en.wikipedia.org/wiki/NYSEhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Category:Types_of_companies


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Mercury

Premier Automotive Group

Subsidiaries

Automotive Components Holdings

JaguarLand Rover

Volvo (cars only)

Slogan

Bold Moves

Have you driven a Ford lately?

Built Ford Tough

Built for Life in Canada

Feel the difference

Make Everyday Exciting

Website www.ford.com

Ford Motor Company is an American multinational corporation and the world's third

largest automakerbased on worldwide vehicle sales.

In 2012, Ford was the second-ranked automaker in the US with a 15.9% market share,

behind General Motors(17.9%) but ahead ofToyota (14.4%) andDaimlerChrysler(14.4%).

Ford was also the ninth-ranked American-based company in the 2012 Fortune 500 list, based

on global revenues of $134.1 billion. In 2012, Ford produced about 6.6 million automobiles,

and employed about 224,000 employees at about 90 plants and facilities worldwide. In 2007,

Ford had more quality awards from J.D Powerthan any other automaker. Based in Dearborn,

Michigan, a suburb ofDetroit, the automaker was founded byHenry Fordand incorporated in

June 16, 1903. Ford now encompasses many global brands, including Lincoln and Mercuryof

the US, Jaguarand Land Roverof the UK, and Volvo of Sweden. Ford also owns a one-third

controlling interest in Mazda.

Ford has been one of the world's ten largest corporations by revenue and in 1999

ranked as one of the world's most profitable corporations, and the number two automaker

worldwide.
http://en.wikipedia.org/wiki/Mercury_%28automobile%29http://en.wikipedia.org/wiki/Premier_Automotive_Grouphttp://en.wikipedia.org/wiki/Subsidiaryhttp://en.wikipedia.org/wiki/Automotive_Components_Holdingshttp://en.wikipedia.org/wiki/Jaguar_Carshttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Volvo_Carshttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Websitehttp://www.ford.com/http://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/List_of_automobile_manufacturers#World_Motor_Vehicle_Production_by_Manufacturerhttp://en.wikipedia.org/wiki/List_of_automobile_manufacturers#World_Motor_Vehicle_Production_by_Manufacturerhttp://en.wikipedia.org/wiki/Worldwide_vehicle_saleshttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/DaimlerChryslerhttp://en.wikipedia.org/wiki/DaimlerChryslerhttp://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/J._D._Power_and_Associateshttp://en.wikipedia.org/wiki/Dearborn%2C_Michiganhttp://en.wikipedia.org/wiki/Dearborn%2C_Michiganhttp://en.wikipedia.org/wiki/Detroithttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Lincoln_%28automobile%29http://en.wikipedia.org/wiki/Mercury_%28automobile%29http://en.wikipedia.org/wiki/Jaguar_%28car%29http://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Volvo_Carshttp://en.wikipedia.org/wiki/Mazdahttp://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Image:Flag_of_Europe.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Canada.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Europe.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Canada.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Europe.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Canada.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Europe.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Canada.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Europe.svghttp://en.wikipedia.org/wiki/Image:Flag_of_Canada.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Mazdahttp://en.wikipedia.org/wiki/Volvo_Carshttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Jaguar_%28car%29http://en.wikipedia.org/wiki/Mercury_%28automobile%29http://en.wikipedia.org/wiki/Lincoln_%28automobile%29http://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Detroithttp://en.wikipedia.org/wiki/Dearborn%2C_Michiganhttp://en.wikipedia.org/wiki/Dearborn%2C_Michiganhttp://en.wikipedia.org/wiki/J._D._Power_and_Associateshttp://en.wikipedia.org/wiki/Fortune_500http://en.wikipedia.org/wiki/DaimlerChryslerhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Worldwide_vehicle_saleshttp://en.wikipedia.org/wiki/List_of_automobile_manufacturers#World_Motor_Vehicle_Production_by_Manufacturerhttp://en.wikipedia.org/wiki/List_of_automobile_manufacturers#World_Motor_Vehicle_Production_by_Manufacturerhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/United_Stateshttp://www.ford.com/http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Volvo_Carshttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Jaguar_Carshttp://en.wikipedia.org/wiki/Automotive_Components_Holdingshttp://en.wikipedia.org/wiki/Subsidiaryhttp://en.wikipedia.org/wiki/Premier_Automotive_Grouphttp://en.wikipedia.org/wiki/Mercury_%28automobile%29


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Ford introduced methods for large-scale manufacturing of cars and large-scale

management of an industrial workforce, especially elaborately engineered manufacturing

sequences typified by moving assembly lines. Henry Ford's combination of highly efficient

factories, highly paid workers, and low prices revolutionized manufacturing and came to be

known around the world as Fordismby 1914.
http://en.wikipedia.org/wiki/Assembly_linehttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Fordismhttp://en.wikipedia.org/wiki/1914http://en.wikipedia.org/wiki/1914http://en.wikipedia.org/wiki/Fordismhttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Assembly_line


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History

Ford was launched in a converted factory in 1903 with $28,000 in cash from twelve

investors, most notablyJohn Francis DodgeandHorace Elgin Dodgewho would later found

the Dodge Brothers Motor Vehicle Company. During its early years, the company produced

just a few Model T's a day at its factory on Mack Avenue inDetroit, Michigan. Groups of

two or three men worked on each car from components made to order by other companies.

Henry Ford was 40 years old when he founded the Ford Motor Company, which would go on

to become one of the largest and most profitable companies in the world, as well as being one

of the few to survive the Great Depression. The largest family-controlled company in the

world, the Ford Motor Company has been in continuous family control for over 100 years.

Corporate governance:

Members of the board as of early 2007 are: Chief Sir John Bond, Richard Manoogian,

Stephen Butler, Ellen Marram, Kimberly Casiano, Alan Mulally (President and CEO), Edsel

Ford II, Homer Neal, William Clay Ford, Jr., JormaOllila, Irvine Hockaday, Jr., John L.

Thornton and William Clay Ford (Director Emeritus).[8]

The main corporate officers are: Lewis Booth (Executive Vice President, Chairman (PAG)and Ford of Europe), Mark Fields (Executive Vice President, President [The Americas]),

DonatLeclair (Executive Vice President and CFO), Mark A. Schulz (Executive Vice

President, President [International Operations]) and Michael E. Bannister (Group Vice

President; Chairman & CEO Ford Motor Credit).[9]. Paul Mascarenas (Vice President of

Engineering, The Americas Product Development)

FORD IN INDIA:

Ford started its innings with the Mahindra-Ford joint venture formed in 1994, which

produced the Escort out of M&M Nashik plant. After meeting initial success, sales of the

Escort was finally replaced by theIkon in 1999.

The Ikon marked a new beginning for Ford in India. It rolled out of the

Marajmalaingar plant near Chennai and by now, the company had parted ways with M&M

and was renamed Ford India Ltd in 1998. The Ikon was the first model by a multinational to

be developed specifically for India. Though it was based on the Fiesta, it was a unique body

style and was offered and was offered with an option of three engines, including a diesel.

The car was a big hit. The Ikon underwent several face-lifts and price cuts to keep demand
http://en.wikipedia.org/wiki/John_Francis_Dodgehttp://en.wikipedia.org/wiki/John_Francis_Dodgehttp://en.wikipedia.org/wiki/John_Francis_Dodgehttp://en.wikipedia.org/wiki/Horace_Elgin_Dodgehttp://en.wikipedia.org/wiki/Horace_Elgin_Dodgehttp://en.wikipedia.org/wiki/Horace_Elgin_Dodgehttp://en.wikipedia.org/wiki/Dodge_Brothers_Motor_Vehicle_Companyhttp://en.wikipedia.org/wiki/Ford_Model_Thttp://en.wikipedia.org/wiki/Detroithttp://en.wikipedia.org/wiki/Detroithttp://en.wikipedia.org/wiki/Michiganhttp://en.wikipedia.org/wiki/Michiganhttp://en.wikipedia.org/w/index.php?title=Mike_Goulet&action=edithttp://en.wikipedia.org/wiki/Richard_Manoogianhttp://en.wikipedia.org/w/index.php?title=Stephen_Butler&action=edithttp://en.wikipedia.org/w/index.php?title=Ellen_Marram&action=edithttp://en.wikipedia.org/wiki/Kimberly_Casianohttp://en.wikipedia.org/wiki/Alan_Mulallyhttp://en.wikipedia.org/wiki/Edsel_Ford_IIhttp://en.wikipedia.org/wiki/Edsel_Ford_IIhttp://en.wikipedia.org/w/index.php?title=Homer_Neal&action=edithttp://en.wikipedia.org/wiki/William_Clay_Ford%2C_Jr.http://en.wikipedia.org/wiki/Jorma_Ollilahttp://en.wikipedia.org/w/index.php?title=Irvine_Hockaday%2C_Jr.&action=edithttp://en.wikipedia.org/wiki/John_L._Thorntonhttp://en.wikipedia.org/wiki/John_L._Thorntonhttp://en.wikipedia.org/wiki/William_Clay_Fordhttp://en.wikipedia.org/wiki/Ford#_note-6http://en.wikipedia.org/wiki/Ford#_note-6http://en.wikipedia.org/wiki/Ford#_note-6http://en.wikipedia.org/wiki/Lewis_Boothhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Premier_Automotive_Grouphttp://en.wikipedia.org/wiki/Mark_Fields_%28businessman%29http://en.wikipedia.org/wiki/Donat_Leclairhttp://en.wikipedia.org/wiki/Chief_Financial_Officerhttp://en.wikipedia.org/w/index.php?title=Ford_Motor_Credit&action=edithttp://en.wikipedia.org/wiki/Ford#_note-7http://en.wikipedia.org/wiki/Ford#_note-7http://en.wikipedia.org/wiki/Ford#_note-7http://en.wikipedia.org/wiki/Ford#_note-7http://en.wikipedia.org/w/index.php?title=Ford_Motor_Credit&action=edithttp://en.wikipedia.org/wiki/Chief_Financial_Officerhttp://en.wikipedia.org/wiki/Donat_Leclairhttp://en.wikipedia.org/wiki/Mark_Fields_%28businessman%29http://en.wikipedia.org/wiki/Premier_Automotive_Grouphttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Lewis_Boothhttp://en.wikipedia.org/wiki/Ford#_note-6http://en.wikipedia.org/wiki/William_Clay_Fordhttp://en.wikipedia.org/wiki/John_L._Thorntonhttp://en.wikipedia.org/wiki/John_L._Thorntonhttp://en.wikipedia.org/w/index.php?title=Irvine_Hockaday%2C_Jr.&action=edithttp://en.wikipedia.org/wiki/Jorma_Ollilahttp://en.wikipedia.org/wiki/William_Clay_Ford%2C_Jr.http://en.wikipedia.org/w/index.php?title=Homer_Neal&action=edithttp://en.wikipedia.org/wiki/Edsel_Ford_IIhttp://en.wikipedia.org/wiki/Edsel_Ford_IIhttp://en.wikipedia.org/wiki/Alan_Mulallyhttp://en.wikipedia.org/wiki/Kimberly_Casianohttp://en.wikipedia.org/w/index.php?title=Ellen_Marram&action=edithttp://en.wikipedia.org/w/index.php?title=Stephen_Butler&action=edithttp://en.wikipedia.org/wiki/Richard_Manoogianhttp://en.wikipedia.org/w/index.php?title=Mike_Goulet&action=edithttp://en.wikipedia.org/wiki/Michiganhttp://en.wikipedia.org/wiki/Detroithttp://en.wikipedia.org/wiki/Ford_Model_Thttp://en.wikipedia.org/wiki/Dodge_Brothers_Motor_Vehicle_Companyhttp://en.wikipedia.org/wiki/Horace_Elgin_Dodgehttp://en.wikipedia.org/wiki/John_Francis_Dodge


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high. However, fresher competition and a reputation for high-maintenance saw sales

gradually decline. After the arrival of the modern and highly-capable Fiesta, another made-

for-India car, with state-of-the-art engines, the Ikon has been marginalized. The Fiesta has

picked up where the Ikon left and is selling well.

Though the Ikon and Fiesta have been the mainstays of Fords production in India, the

company has had limited success with other models. The Mondeo, launched in 2001, was a

very talented car by was simply not suited to Indian conditions and earned a reputation for

being exorbitant to maintain.

The Endeavour SUV was launched in early 2004 and has sold well for its niche. The

Endeavour has recently been upgraded in 2007 and this has boosted the appeal of the big

SUV. In 2004, Ford launched the Fusion, which has received a lukewarm response though

the recent diesel variant has perked up sales.

.


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SOURCE OF DATA

Marketing strategy and analysis:

A marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a sustainable

competitive advantage.

Any organization that wants to exchange its products or services in the market place

successfully should have a Strategic Marketing plan to guide the allocation of its resources.

A strategic marketing plan usually evolves from an organizations overall corporate strategy

and serves as a guide for specific marketing programs and policies. Marketing strategy is

based on a situation analysis- a detailed assessment of the current marketing conditions

facing the company, its product lines, or its individual brands. From this situation analysis, a

firm develops an understanding of the market and the various opportunities it offers, the

competition and the market segments or target markets the company wishes to pursue.

Marketing strategy is the complete and unbeatable plan, designed specifically for

attaining the marketing objectives of the firm/business unit. The marketing objectives

indicate what the firm wants to achieve; the marketing strategy provides the design forachieving them.

For example, if the marketing objectives of a business unit stipulate that next year, it

should achieve a sales revenue of Rs. 1,000 crore and a net profit of 15 percent of sales

revenue, it is the job of marketing strategy to indicate how and wherefrom this sale and profit

will come, which product lines/products/brands will accomplish this task and how.

Marketing strategy forms an integral part of marketing planning. A marketing strategy

is most effective when it is an integral component of corporate strategy, defining how the

organization will successfully engage customers, prospects, and competitors in the market

arena. It is partially derived from broader corporate strategies, corporate missions, and

corporate goals. As the customer constitutes the source of a company's revenue, marketing

strategy is closely linked with sales. A key component of marketing strategy is often to keep

marketing in line with a company's overarching mission statement.


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Marketing strategies of FORD

Product differentiation based on operational efficiency:

FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on

the plank of service. It has gone in for a new norm in customer service: fix it right-the

first time-on time. Ford is also supplying videotapes showing how repairs have to be

done.

Adopting Offer to Suit Target Segment:

Ford modifies its models for India:

Ford modified its models for the Indian target segments as shown below:

Higher ground clearance to make the car more compatible to the rougher road surface inIndia.

Stiffer rear springs to enable negotiating the ubiquitous patholes on Indian roads. Changes in cooling requirement, with greater airflow to the rear. Higher resistance to dust. Compatibility of engine with the quality of fuel available in India. Location of horn buttons on the steering vehicles. (As the India motorist uses the horn more

frequently, for cars sold in India, the horn buttons are kept on the steering wheel and not on

a lever on the side as in the models sold in Europe.)

Strategic segmentation of cars:

The Ford in India has launched the car only for few segment of people.

The segmentation of car buyers based on price preferences are

Family car segment: These cars forms a reasonably sizeable segment of the market(around 15 percent).

Preferred price range is from 5 lakh to 6 lakh.

FORD IKON AND FORD FUSION come under this type of segment.

Premium car segment: This segment represents buyers who need a real world-class carand are willing to pay the due price.

Preferred price range starts from 8 lakh to 12 lakh.


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FORD FIESTA, FORD MONDEOcome under this segment of cars.

SUV segment: The buyers of this segment like to have a big vehicles.And these cars are also useful for sport riding and even on hill areas. There body is designed

similar to offroad vehicles, which can withstand to Indian roads.

FORD ENDEAVOUR occupies this segment.

Strategic Promotions by FORD:

Ford follows the promotions at two levels, they a

1) Promotions of product directly by the manufacturer.2) Promotions at dealer level.

In the first step the products of vehicles manufactured by the Ford Automotives are directly

promoted by the manufacturer by himself. He follows many promotional strategies like

1. Advertising through television and newspaper.2. Internet or interactive marketing.3. Direct marketing.

In the second step the dealer of the vehicles promotes the vehicles.

The various promotional strategies followed by the Fortune Ford at dealer are

1. Advertising though news papers, radios, palm plates. In this all the features of theproduct and its prices are given in detail to the customer.

2. In televisions the scrolling are given about the product and its features.

Hoardings:A heavy picture of the product which comprises of its attributes and special features are

displayed on the roadsides in the form of hoardings. It is a bit expensive strategy but attracts

many people who pass by that roadside.

This type of advertisement is prepared for those segments of people who cannot

afford their time in reading newspapers and watching televisions. While travelling from their

home to office, moving on their business activities they may watch these hoardings. These

hoarding are especially setup at the road signal stops.


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Maintaining Data Bank:

In this the dealer collects personal/bio-data(address and contact number) of many

people from various organizations and different sector who are ready to buy the vehicles and

who change the vehicles regularly.

These people are met-in person or contacted through their contact number. The

various new features and new offers regarding the vehicles are advocated to them and are

given discounts on group purchase of vehicles, i.e. if 5 or more friends in the group purchase

the cars at a time then they are given special discounts on the vehicles.

Free Insurance:

The Fortune Ford gives a special offer of free insurance on the purchase of each

vehicle to its new customers.

Relationship Marketing:

Fortune Ford pays a special attention towards its old customers. To retain the old and

existing customers it conducts a corporate meet at a luxurious hotel. The event aims at

knowing the problems of the customers regarding the vehicles and also service feedback.

In this way it maintains an effective relationship with the customers and gains the

reputation and goodwill in the minds of the customers.

Sales Promotion:

The sales promotion is done in the fortune ford at three levels:

1. Showroom sales: In this the customers walk in to the showrooms to know about thedetails of the product. Specially trained sales executives who are present in the

showrooms give a detailed explanation about the product to the customers.

Sales executives give a detailed note on the products features, various offers

given by the manufacturer and also by the dealer to the customer and enhances

the sales of the vehicles.

2. Corporate sales: A special team of sales executives are sent to some big corporatesectors and there they personally meet the heads of the organizations like C.E.Os,

Managers etc., and explain about the vehicles and the offers and special schemes

provided by the dealer to them on bulk purchase of the vehicles and try to promote the

sales of the vehicles.


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3. Field sales: The sales executives conduct some events with the corporate workingpeople and try to demonstrate the product features and its benefits and try to promote the

product and increase its sales.

Conducting Customer Delight Program:

This is a unique program conducted by the Fortune Ford. This is a program

conducted to retain the old customers of the Ford. The old customers of the Fortune Ford

are meet personally and they are requested to give their feedback by filling in the

questionnaire which is specially prepared for them. In this questionnaire their problems

regarding the vehicle and also their post sale service experience are taken. If there exists any

problem, then the Fortune Ford service men try to resolve the problems of their customers as

soon as possible and makes the customer satisfied.

This is a technique to attract the new customers by satisfying the old customers and

gaining goodwill in the market.

STRATEGIC SALES STANDARDS:.

The Sales faculty is clean, tidy and inviting, making customers comfortable whilepurchasing products and availing services.

Customers are courteously acknowledged within two minutes of their arrival and areadvised that a Sales Consultant will be available upon request.

The Sales Consultants appearance and dress will be of the highest standards. An advisory relationship is established between the customer and the Sales Consultant

who listens to the customer, identifies their needs and ensures that they are met.

A pleasant, non-pressured purchase experience will be provided during which athorough demonstration of the vehicle features and benefits will be made.

A test drive will be offered to all customers. Using a check list, the Sales Consultant delivers the vehicle in perfect condition when

promised.

Customers will be contacted within one week after delivery to ensure totalsatisfaction.

MAINTAINING SERVICE STANDARDS:


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An efficient service facility allows a customer to avail all the service provided byFortune Ford, in a clean and welcoming environment.

An appointment is available within 5 working days of the customers request. Customers are courteously acknowledged within two minutes of their arrival and

the write-up will begin with five minutes.

Service needs are courteously identified, accurately recorded on the repair orderand verified with the customer.

The vehicle is serviced right on the first visit. The vehicle is ready on the agreed upon time. A through explanation of work done, warranty coverage and charges is given to

the customer.

All service repair work will be followed up within five working days. Each vehicle will be washed before being returned to the customer.


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RESEARCH METHODOLOGY

RESEARCH METHODOLOGIES AND LIMITATIONS:

RESEARCH METHOD:

It must be classified on the basis of the major purpose of the investigation. In this

problem description studies have been undertaken, as the objective of the project is to

conduct the market shares study to determine the share of market received by the company to

the competitor.

DATA COLLECTION:The information needed to further proceed had been collected through primary and

secondary data.

PRIMARY DATA:

It consists of information collected for the specific purpose, survey research was used

and he all the details of Ford and their competitors were contacted. Survey research is the

approached gathering description and information.

SECONDARY DATA COLLECTION:

The secondary data consists of information that already existing somewhere having

been collected for another purpose. Any researcher begins the research work by first going

through secondary data. Secondary data includes the information available with company. It

may be the findings of research previously done in the field. Secondary data can also be

collected from the magazines, news papers, internet other service conducted by researchers.


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ANALYSIS AND INTERPRETATION

Analysed Survey Report

1. Which of the following Ford car you own?a) Figob) Fiesta Classicc) Endeavourd) New Fiesta

Data analysis:

Name of the car % of customersFigo 37

Fiesta Classic 24

Endeavour 30

New Fiesta 9

Total 100%

Interpretation: This question is meant for taking the information regarding the most

preferred car in the Ford cars. From the above graph it is found that most preferred vehicle of

Ford cars isFiesta.

05

10

15

20

25

30

35

40

% of customers

Figo Fiesta Classic Endeavour New Fiesta


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2. What do you like most about your Ford car?a) Style/designb) Comfortc) Ford brandd) Service

Data analysis:

Customers preference No of customers

Style/design 9

Comfort 23

Ford brand 13

Service 5

Interpretation: This question is meant to know the customers preferences and likes towards

the cars. From the data we can position our product to the comfortseeking group of people.

3. What do you feel great about your car when compared to other cars in themarket?

a) Fuel efficiency

0

5

10

15

20

25

9

23

13

5noofcustomers

customer preference

Style/design Comfort Ford brand Service


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b) Durabilityc) Low maintenanced) Sound qualitye) Brand name

Data analysis:

Customers perspective No of customers

Fuel efficiency 2

Durability 7

Low maintenance 9

Sound quality 12

Brand name 20

Interpretation:From this question we can position the cars according to the customers

perspectives. Many of the Ford customers are buying the cars by seeing its Brand Name

only. The no. of customers satisfied with the fuel efficiency are very low.

4. How did you come to know about this car before purchasing?a) From friends, relatives (buzz)b) Advertisementsc) Car experts

0

5

10

15

20

Noofcustomers

customer prespective

Fuel efficiency

Durability

Low maintenance

Sound quality

Brand name


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d) Sales persons visite) Auto magazines

Data analysis:

Source of awareness No. of customers

Friends, relatives 9

Advertisements 25

Car experts 3

Sales persons visit 8

Auto magazines 5

Interpretation: Most of the Ford customers came to know about their vehicle through

advertisements only. The major media that attracted the customers is television.

5. Can you share your experience with after sale service supporta) Very much satisfiedb) Satisfiedc) Okd) Not satisfied

Data analysis:

0

5

10

15

20

25

9

25

3

8

5No.ofcustomers

Source of awareness

Friends, relatives

Advertisements

Car experts

Sales persons visit

Auto magazines


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Post service experience No. of customers

Very much satisfied 6

Satisfied 15

Ok 25

Not satisfied 4

Interpretation: This question is prepared to know the service levels of the authorized dealer.

Most of the customers are just telling okabout the service. Only a very few customers are

very much satisfiedwith the service. Even some of the customers are not satisfied with the

service given by the authorized service men.

6. Where do you get your car serviced regularly?a) At authorized service centreb) At a local workshop near my home

Data analysis:

Place of service No. of customers

At authorized service centre 41

At a local workshop near home 9

0

5

10

15

20

25

30

No.o

fcustomers

After sale service experience

Very much satisfied Satisfied Ok Not satisfied


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Interpretation:Most of the Fortune Ford customers are interested to service their vehicles

only at the authorized dealers. From this we come to know what the importance of

authorized service centers for car is.

7. Which bank do you prefer in getting financial help while purchasing a car?a) ICICI

b) HDFC

c) SBI

d) others

Name of the bank No. of customers

ICICI 21

HDFC 6

SBI 20

Others 3

82%

18%

customers preference for service centres

at authorised

service centre

At a local

workshop near

home


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Interpretation:Most of the customers prefer ICICI and SBI banks for taking financial

help while purchasing a car. Customers are asking for 0% interest on financial help

provided by the banks.

8. Which type of finance do you prefer?a) In house financeb) Out house financec) No difference between the two

Data analysis:

Type of finance No. of customers

In house finance 30

Out house finance 12

No difference between the two 8

0

5

10

15

20

2521

6

20

3No.ofcustomers

BANKS

ICICI HDFC SBI Others


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Interpretation: To know the customers opinion about the finance and their interests in

preferring the finance from various sources, this question is prepared. Most of the

customers prefer onlyIn house finance compared to outhouse finance.

9. To which media do you get expose regularly?a) Televisionsb) Magazinesc) News papersd) F.M/RadioData analysis:

media No. of customers

Televisions 26

Magazines 7

News papers 8

Internet 9

0

5

10

15

20

25

30

30

12

8

No.ofcustomers

Types of finance

Customer opinion of finance

In house finance

Out house finance

No difference

between the two


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Interpretation:From this analysis we come to know that most of the customers are

interested in watching televisions, which is a good media for communicating with people

and delivering our intentions about product.

10. Which kind of T.V. channels do you watch regularly?a) National news channelsb) Regional news channelsc) Sports channelsd) Entertainment channelsData analysis:

T.V. Channels No. of customers

National news channels 10

Regional news channel 16

Sports channels 4

Entertainment channels 20

0

10

20

30 26

7 89

No.ofcustomers

Type of Media

Media that attract customers

Televisions Magazines News papers Internet


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Interpretation: This question is meant to know the interests and preferences of customers

towards T.V. channels. More than quarter of the sample size showed interest only on the

entertainment channels and next preference goes to the regional news channels.

11. Whats your opinion on the price list of Ford cars?a) Affordable by common manb) Affordable only by rich manc) Cant sayData analysis:

Customer opinion on pricelist of ford

car

No. of customers

Affordable by common man 6

Affordable only by rich man 42

Cant say 2

0

5

10

15

20

10

16

4

20

No.ofcustomers

T.V.Channels

Role of T.V channels in attracting customers

National news

channels

Regional news

channel

Sports channels

Entertainment

channels


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Interpretation: More than 80% of customers think that Ford cars are affordable only by

rich men. These cars are too expensive for an economic/comman man of the society.

12.What kinds of offers do you like or expect from the dealer?a) Free insuranceb) Special discount on sale of carsc) Extending the service periodd) Finance availability with 0% interestData analysis:

offers No. of customers

Free insurance 9

Special discount on sale of cars 3

Extending the service period 27

Finance availability with 0%

interest

11

6; 12%

42; 84%

2; 4%

Customer opinion on price list of Ford cars

Affordable by common man Affordable only by rich man Cant say


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Interpretation: By the result of this question we come to know about the various

promotional techniques/offers which attract the customers. From the above analysis

many customers are expecting the extension in the service periodfrom the various offers

given to them.

13.What more do you expect from your dealer?a) Information about new cars

b) Information about service and mileage

c) Assistance regarding loans and insurance

d) Understanding customer needs

Data analysis:

Expectations of customer No. of customers

Information about new cars 2

Information about service and mileage 34

Assistance regarding loans and

insurance

4

Understanding customer needs 10

0

5

10

15

20

25

30

9

3

27

11

No.ofcustomers

Various offers

Offers liked by customers

Free insurance

Special discount on

sale of cars

Extending the

service period

Finance availability

with 0% interest


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Interpretation: Most of the customers are expecting the information about service and

mileage regarding the cars from the dealer. From the above analysis we come to know

about the customers expectations and their post purchase service demands from the

dealer.

14.How do you feel when an unknown sales person approaches you by knowingyour full details to demonstrate about any product?

a) I will not respondb) Lost my privacyc) Interested in knowing (if I feel a need of it)Data analysis:

Customer opinion No. of customers

I will not respond 11

Lost my privacy 5

Interested in knowing (if I feel a need

of it)

34

0

10

20

30

40

2

34

410

No.ofcustomers

Expectations

Customers expectations from dealer

Information about

new cars

Information about

service and mileage

Assistance

regarding loans

and insurance

Understanding

customer needs


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Interpretation: This question is prepared indirectly to know about the customers

opinion about the Data Bank maintenance by the Fortune Ford. In reply majority of the

customers gave a positive reply by showing interest inknowing about the cars when a

sales person gives a detailed description about the cars.

15.Whats your opinion on a Brand Ambassador for the cars? a) Very necessaryb) Not neededc) Waste of money for manufacturerData analysis:

Customer opinion on ambassador No. of customers

Very necessary 43

Not needed 7

Waste of money for manufacturer 0

0

5

10

15

20

25

30

35

11

5

34

No.ofcustom

ers

Customer opinion

I will not respond

Lost my privacy

Interested in knowing (if

I feel a need of it)


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Interpretation :This question is meant to know about the importance of Brand

Ambassador for a car in the customers point of view. Most of the Ford customers think

that a Brand Ambassador is very necessary for promoting a car.

16.Whats your opinion about the previous Ambassador AbhishekBachan for thecar Ford Fiesta?

a) Full filled the purposeb) Unable to attract customersc) He was not apt for it.Data analysis:

Customer opinion No. of customers

Full filled the purpose 38

Unable to attract customers 10

He was not apt for it 2

0

10

20

30

40

5043

7

0

No.ofcustomers

customer opinion

Opinion on Brand Ambassador

Very necessary

Not needed

Waste of money for

manufacturer


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Interpretation: Most of the Ford customers think that the previous Brand Ambassador

Abhishek Bachan for the car Ford Fiesta full filled the purpose and he was able to

increase the sales of the cars Fiesta.

17.Whom do you suggest as a right person for promoting a car?a) Sports personb) Film starsc) Car expertd) Any celebrityData analysis:

Customer suggestion No. of customers

Sports person 18

Film star 21

Car expert 7

Any celebrity 4

76%

20%4%

Customer opinion about Abhishek Bachan

Full filled the purpose

Unable to attract the

customers

He was not apt for it


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Interpretation: Most of the customers of Ford suggest afilm staras the best ambassador.

Because many of them get attracted only to their favorite film stars other than other brand

ambassadors.

18.What other brand(s) did you seriously consider before making this carpurchase?

a) Hyundaib) Chevroletc) Marutid) TATAe) Toyota

Data analysis:

Brand name No. of customers

Hyundai 19

Skoda 12

Maruti 5

Honda 9

Toyota 5

0

5

10

15

20

25

18

21

7

4No.ofcustomers

Brand Ambassadors

Customer suggestion about Brand Ambassador

Sports person

Film star

Car expert

Any celebrity


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Interpretation: Most of the Ford customers are opting forHyundai when they are asked

to consider a brand other than Ford. Skoda occupies the second place in their preference.

0

5

10

15

2019

12

5

9

5

No.ofcustom

ers

Brand name

Brand preference other than Ford

Hyundai Skoda Maruthi Honda Toyota


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SUGGESTIONS

VALUABLE SUGGESTIONS GIVEN BY FORD CUSTOMERS:

Please try to increase the number of Service centers. Keep Service Stations at main locations of the city, like Banjara Hills, Jubilee

Hills, Begumpet etc., where many customers feel it easy to go to service centers.

There is no proper response from the service men at service station. Please recruitefficient service men in the service centers.

The service men in the service centers are unable to understand the problems toldby us, and they are not resolving the cars problems.

Provide information on service and mileage regularly. Please provide information about new cars along with their price lists at least once

in 6 months.

Advertisements through televisions can influence many categories of people. Sotry to concentrate on this segment. We dont see or find much of the Ford car

advertisements in T.V except Fiesta.

Try to provide financial facility at 0% interest. Customer should be educated about the maintenance of the vehicle. i.e.

maintenance tips should be provided.

Mileage of the cars is not up to the expectations. Mileage of Fiesta is very worst its giving only 9 to 11 Kms per liter. Please try to

rectify it.

The quality of the sun proof coating used is of very low quality, vehicle colour isgetting shaded very quickly.

Please send the specially appointed feed back taking staff on Sunday eveningsonly.

The sales people present in the showroom respond to us properly when we cometo purchase a new car, but they do not respond when we come to tell our problems

regarding the cars.


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Questionnaire

Name :____________________________________________________________

Contact no.:_______________________________________________________

Address:__________________________________________________________

E-Mail address:____________________________________________________

1. Which of the following Ford car you own?a) Fiestab) Ikonc) Endeavourd) Fusion2. What do you like most about your Ford car?a) Style/designb) Comfortc) Ford brandd) Service

3. What do you feel great about your car when compared to other cars in themarket?

a) Fuel efficiencyb) Durabilityc) Low maintenanced) Sound qualitye) Brand name

4. How did you come to know about this car before purchasing?a) From friends, relatives (buzz)b) Advertisementsc) Car expertsd) Sales persons visite) Auto magazines


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5. Can you share your experience with after sale service supporta) Very much satisfiedb) Satisfiedc) Okd) Not satisfied

6. Where do you get your car serviced regularly?a) At authorized service centreb) At a local workshop near my home

7. Which bank do you prefer in getting financial help while purchasing a car?a) ICICI

b) HDFC

c) SBI

d) others

8. Which type of finance do you prefer?a) In house financeb) Out house financec) No difference between the two

9. To which media do you get expose regularly?a) Televisionsb) Magazinesc) News papersd) F.M/Radio

10.Which kind of T.V. channels do you watch regularly?a) National news channelsb) Regional news channelsc) Sports channelsd) Entertainment channels

11.Whats your opinion on the price list of Ford cars?


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a) Affordable by common manb) Affordable only for rich manc) Cant say

12.What kinds of offers do you like or expect from the dealer?a) Free insuranceb) Special discount on sale of carsc) Extending the service periodd) Finance availability with 0% interest

13.What more do you expect from your dealer?a) Information about new cars

b) Information about service and mileage

c) Assistance regarding loans and insurance

d) Understanding customer needs

14.How do you feel when an unknown sales person approaches you by knowingyour full details to demonstrate about any product?

a) I will not respondb) Lost my privacyc) Interested in knowing (if I feel a need of it)

15.Whats your opinion on a Brand Ambassador for the cars? a) Very necessaryb) Not neededc) Waste of money for manufacturer

16.Whats your opinion about the previous Ambassador AbhishekBachan for thecar Ford Fiesta ?

a) Full filled the purposeb) Unable to attract customersc) He was not apt for it.

17.Whom do you suggest as a right person for promoting a car?


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a) Sports personb) Film starsc) Car expertd) Any celebrity

18.What other brand(s) did you seriously consider before making this carpurchase?

a) Hyundaib) Skodac) Marutid) Hondae) Toyota

Thanks for taking the time to fill out this questionnaire and for providing valuable

information which will be used for my project work, market research studies and reports. We

do not share or sell your name, address or any other data with any outside company for any

purpose.


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BIBLIOGRAPHY

REFERANCE BOOKS:

MARKETING MANAGEMENT V.S.RAMASWAMY AND S.NAMAKUMARI

ADVERTISING AND PROMOTIONS GEORGE E.BELCH

&MICHAEL A. BELCH

WEBLIOGRAPHY::

http://www.india.ford.com/

http://www.wikipedia.com/

http://www.google.com/

AUTO MAGAZINES:

AUTOCAR OVERDRIVE
http://www.india.ford.com/http://www.wikipedia.com/http://www.google.com/http://www.google.com/http://www.wikipedia.com/http://www.india.ford.com/

Ford Strategic Evaluation Project( Sahil Goyal 14131)2

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Transcript of Ford Strategic Evaluation Project( Sahil Goyal 14131)2