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Tuesday, June 6, 2015

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Jang Heon Lee

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Transcript of Tuesday, June 6, 2015

Competitive analysis
$1.25
June 6, 2014
Vol XCIII, No. 311
History & Background
Principle of Marketing case study
Ford:Resurrecting an Iconic Company

Founded by Henry Ford, on June 16, 1903

Implemented assembly line and release Model T in 1909

Acquiring market share with Toyota in 1956

Company faced with biggest operating loss ($12.6 billion) in 2006

Competing with GM and Toyota, Market share dropped from 25% to 15%

New CEO Alan Mulally hired and implemented new strategy

Approximately 166,000 workers worldwide.

Headquarter located in Dearborn, Michigan, a suburb of Detroit

Team: 8
Jang Heon, Lee
Hyun Rok, Kim
Hejin, Park
Chan Yong, Kim

Contents
Introduction
SWOT analysis
Competitive analysis
Questions
SWOT Analysis
W
O
S
T
Is Ford a market-centered company?

Question #2
Ford is a market centered company.
Market Centered Company
Customers
Competitors
Ford is a market-centered company

Question #1
Where would you put Ford in terms of
competitive position? Why?
Question #2
Question #2
Is Ford a market-centered company?
How can it improve in this area?
Question #3
How does Ford's Sync contribute to its competitive advantage? Is this a sustainable advantage?
Question #5
What other recommendations would you
make to Mulally and Ford?
Automobile output changes in U.S
Big 3
Japan
Korea
Europe
Sort
Company
2012
2013
Increase rate
(%)
Total
Total
Total
Total
Total
etc
Source : Automotive News, A Percentage change – comparison 2012 / Unit : %

Internal Rivalry
Sales Volume Change
->Big 3 is still Strong Market in future

However, Toyota & Honda have
advantage of Hybrid Car

Toyota 2,082,504 2,236,042 9

Honda 1,422,785 1,525,312 7

GM 2,595,717 2,786,078 7

Ford 2,243,009 2,485,236 11

Chrysler 1,608,015 1,757,132 9

Subtotal 6,446,741 7,028,446 9
Honda
Civic
Toyota
Camry
Honda
Insight
Saturn
Vue
Best Global Brand
2013
Global Automobile Company Market Share Progress
(Source : Shinhan Financial Investment)

Unit (%)
Is this a sustainable advantage?
Ford Sync

Connecting car to the internet

Ford sync, connect smart phone with
vehicle’s systems

Latest sync bring voice recognition to the cockpit


Competitive Advantage
Ford must go beyond 'Sync' to retain competitive advantage


Ford introduced a technology which was already in use by its competitors but with the new perspective and modification. (Ford Sync)

The company has enough saving to get out of economic downfall and is not need of government borrowing unlike its competitors who accepted the government funding.

Question #4
Can Mulally succeed with small world cars?
Product line

Ford's Mission&Vision Statements
Toyota
Prius
Strong position in U.S market
'One Ford' approach
Significant growth in China
Ford ECOnetic Technology
High cost structure
Unprofitable Europe operations
Low exposure to Asia-pacific
Positive attitude towards 'green' energy vehicle
Increase in fuel price
New emission standards
Partnership with other
car manufacturing companies
Increase in raw material prices
Fluctuating exchange rate
"To become the world leading consumer company

for automotive products and services"
Vision statement
Operations worldwide
Yes, Mulally can succeed with small cars.

Question #4
Question #4

1. Financial crisis

2. New emission standards

Question #5
Improving more eco-friendly image

Promoting price competitiveness

Technical cooperation with other automakers(Competitor)

What other recommendations would you make to Mulally and Ford?
2012
2013
Increase rate(%)
Market Challenger
Competitor
Customer
To satisfy their customer, Ford develop

1. Software (Ford’s SYNC™) system

2. Sustainability (Ford’s investment with
Eco-boost and Hybrid technology)

Is Ford a market-centered company?

Question #2
Identify competitors and seek innovative new ways to create more value for customer

Focus on Micro & Macro environment

Must offer customer oriented products that will generate reasonable profits

Research(Response to consumer trends)
Question #3
Attracting younger buyers

Customer satisfaction

Increase of sale

Ford Sync's Contribution
How does Ford's Sync contribute to its competitive advantage?
Yes
Hybrid & EVs
Trucks
Cross over
Cars
Full transcript