Analysis of Business Performance and Strategies

This assignment requires the analysis of various business performance and strategy-related concepts, including market segmentation, targeting, and positioning, as well as the application of Porter's Five Forces model and SWOT analysis. The document provides a detailed overview of these concepts and their implications for businesses, with examples from relevant studies and research papers.

An Assignment on
Marketing strategies development for Ford Motors Company
Ltd.

Executive Summary
The versatile motor industry is facing recession in business and production process due to
economic downfall around the world. The assignment is about Ford Motor Company’s business
process and macro &micro environment analysis using SWOT analysis and PESTLE analysis to
define the next level marketing objectives and performance in global segmented markets.
Porter’s five forces analysis is done for showing current automobile industry performance,
business barriers in USA and global market.
The market segmentation, targeting and positioning of products strategies based on customer
preference is a pre-condition to compete effectively with rivals and get competitive advantages.
The current market trends and conditions are a reflection of how better Ford is satisfying
customer’s desire for cars specially building their own cars. Also, in the last phase trying to
recommend marketing strategies focused on 4 P’s based on SMART marketing objectives for
Ford motors.
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Table of Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
SWOT analysis............................................................................................................................................5
Strengths of Ford.....................................................................................................................................6
Weaknesses of Ford.................................................................................................................................7
Opportunities of Ford..............................................................................................................................7
Threats of Ford........................................................................................................................................7
PESLTE analysis.........................................................................................................................................7
Political influences..................................................................................................................................8
Economic influences...............................................................................................................................8
Socio-cultural influences.........................................................................................................................9
Technological influence..........................................................................................................................9
Legal influence........................................................................................................................................9
Environmental influences........................................................................................................................9
Porter’s five forces analysis for Ford Motors ltd.......................................................................................10
Bargaining power of suppliers:..............................................................................................................10
Bargaining power of buyers:.................................................................................................................11
Barriers to entry:....................................................................................................................................11
Threats of substitutes:............................................................................................................................11
Rivalry among existing competitors:.....................................................................................................11
Current industry and competitor analysis of Ford......................................................................................11
Market segmentation strategies for Ford Motors Limited..........................................................................12
Geographic segmentation......................................................................................................................13
Demographic segmentation...................................................................................................................13
Behavioral segmentation.......................................................................................................................13
Psychographic segmentation.................................................................................................................13
Targeting the segmented market and positioning the brands of Ford:.......................................................14
Setting marketing objectives based on SMART objective tool to enhance performance and profitability of
Ford...........................................................................................................................................................15
Marketing mix analysis based on 4 p’s for Ford Motors............................................................................16
Product in marketing mix of Ford Motors.............................................................................................16
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Price in marketing mix for Ford Motors................................................................................................16
Place in marketing mix of Ford Motors.................................................................................................16
Promotion in marketing mix of Ford motors.........................................................................................17
Conclusion.................................................................................................................................................17
References.................................................................................................................................................18
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Introduction
Marketing strategies are the ways to set better products and services promotional and marketing
strategies attaining competitive advantages in the industry. The ultimate future of business
depends on how fruitfully and effectively the marketing mechanisms are being recognized and
implemented (Kaleka, and Morgan, 2017). Strategic marketing planning consists of three defined
phases: strategic analysis, formulating planning and implementation. In strategic analysis level
the organization can objectively analysis the current performance and position, also develops
view about future trends of industry via forecasting and assumptions about future industry trends.
To formulate strategies organizations are giving emphasis on building relationship with
customers and other businesses. Cravens, and Piercy, (2013) stated that better strategies
positioned the products effectively and give the company a competitive advantage. In
implementing the strategies businesses are often focused on every elements of marketing mix
and compliance issues with effective control and monitoring systems.
Here, in this assignment going to discuss about Ford Motor Company limited, a American
automaker incorporated in June, 1903 and named after Henry Ford, the founder. The
multinational automaker is manufacturing vehicles for commercial and private purpose with
good reputation in size, quality, parts strengths, passion, vitality, movement and comfort driving
desires. As a major stakeholders in automobile industry it has other rivals in international market
like Toyota Motor Corporation, Tata group and General Motors limited company. In this
increased competitive business environment and culture, Ford has to reach target customer with
sustainable marketing approach (Hamilton, and Webster, 2009). With that kinds of approach and
effective supply chain management process, Ford can attain reputation in automobile industry.
SWOT analysis
SWOT is an internal process system for collecting and analyzing information related with
strengths, weaknesses, opportunities and threats for taking appropriate marketing strategic
decisions and do marketing effectively (Zhikang, 2017). SWOT analysis for Ford helps it to
know about own operational processes and external environmental impact on business. The
graphical presentation of Ford’s SWOT analysis is as follows:
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Figure -01 SWOT analysis for Ford Motors Limited
(Soni, and Chandak, 2017)
Now, trying to focus on details analysis on SWOT for Ford Motors for its better performance in
international markets and intense responses of car loving people.
Strengths of Ford
Strengths are called the core competences a company can get with advantages to fulfill the
desires and needs of its target customers. Ford is well-known automobile brand globally with its
effectively marketing and promotional strategies. Ford have greater customer loyalty through its
reputation in quality products and services, efficient distribution channels and operations systems
(Gurbuz, 2018). For giving customers a wide variety of commercial vehicles and private cars,
Ford is becoming more complete and constantly focused on monitoring the standardized
production procedures and invested in utilizing the alternative and renewable energy sources.
Another strength Ford have, that is strong relationship with employees as Ford concerns about
offering employees competitive wages and better working environment, also recruits skilled and
qualified employees at all its operational aspects.
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Economic slowdown in USA
rising HR and production costs
intensed competitions with vital rivals
like general motors
Increased demands of fuel efficient
vehicles
hybrid and electronics outlooked products
huge opporunities in emerging markets
Declining market share in automobile
industry
declining operational profit
Brand reputation and portfolio of
qualityful products
widespread gepgraphical presence
Strengths Weaknesses
ThreatsOpportunities

Weaknesses of Ford
Weaknesses means the barriers a business company faces to formulate and implement its
marketing plans and strategies. Due to products recalls Ford’s brand value was harmed and it
faced a large cost to with negative impact on sales. Consequently, Ford has no effective cost and
production management systems to overcome the losses and come with innovative and designed
new car models. Ford’s management committee also losses their focus on products line
performance as it expended business in many diversified geographical areas and facing recline in
sales due to economic recession (Phadermrod, and et al 2016).
Opportunities of Ford
The favorable conditions of business environmental that gives rewards and benefits to a
company if it do activities properly. Ford can extend more operational divisions focusing on
producing cars that can run on using electricity outside of other petroleum and diesel energies
having opportunities to be increased in future. Also, Ford automobile is producing another fuel
efficient cars that are run on renewable energies like bio fuels and solar power. Ford is getting a
chance to become more environment friendly company with its hybrid engines as these are more
fuel efficient and less pollute compared with conventional gasoline and diesel engines
(Stankovic, and Djukic, 2015). Producing cars running on renewable energies and medium costs
make Ford cars more affordable and attractive to middle income people.
Threats of Ford
Threats means the barriers that prevents a company to reach its business milestones (Kolbina,
2015). As the costs of diesel and petroleum are increasing the demand for electric driven cars are
highly increasing. Ford’s development, market share and market growth are also influenced by
competitors high-growth performance. If rivals have new cost friendly production process,
technological innovation that might be threats for Ford automaker.
PESLTE analysis
There are several external factors that might be influential to business and organizations need to
do analysis of all these factors for effective marketing strategies design and implementation
(Widya Yudha, and et al 2018). PESLTE analysis includes economic, political, social, legal,
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technological and ethical issues that influence business performance and necessary to formulate
effective marketing strategies for Ford. The analysis is as follows:
Figure – 02 PESTLE analysis for Ford Motors Limited.
(Widya Yudha, and et al 2018).
Political influences
In 2013 Ford with other united auto workers refused to accept the congressional bills on raising
the average fuel consumption standards as it is harmful for minivan, pickup and SUV industry.
Political factors are more concern about environment friendly eco-production systems of car
manufacturing in daily production process of ford (Moro Visconti, 2014). Not only Ford Motors
the entire industry is following the following government rules and regulations to reduce
environment pollution. Also, government is unwilling towards total automated manufacturing
systems of Ford as it will take up jobs of local people.
Economic influences
Domestic economic conditions play a significant role to determine the demand and purchase rate
of vehicle as it is a luxurious product. At the economic propensity time people are more willing
to spend money on luxurious products like house or car and automobile companies are
expending their products during this stage (Atighechian, and et al 2016). But the economic
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PESTLE
analysis
Political issues
Social issues
economic
issues
Technological
issues
Legal issues
Ethcial issues

recession cause decreased in people’s disposal income and they purchase things necessary for
daily life not house or cars. Also, economic recession causes increased unemployment rate in
USA.
Socio-cultural influences
Every organization should looking after the society where it is doing businesses. It should
improve infrastructure, employment opportunities and other aspects of society to ensure societal
betterment (Hamilton, and Webster, 2009). In the society, a person’s social status and influential
power is reviewed by the car brand they are using. Due to increasing celebrities, business icons
and other delicate Ford is receiving increased car production orders.
Technological influence
Technological advancements are imminent in automobile industry to become pioneers in
industry and competing with other rivals (Bujor, and Avsilcai, 2016). After Ford launching its
improved and eco-friendly engines in 2010 model, it also introduced more than 30 power train
actions in global markets. With technological advancement Ford is introducing convenient and
comfortable middle size cars designed by women for women to attract more women customers
(Atighechian, and et al 2016).
Legal influence
US government is more concern about environment friendly products and manufacturing
systems. As a response to social responsibilities Ford should come with producing hybrid and
electric engine cars running in renewable energies. Although in 2013 the gain on hybrid engine
cars selling isn’t significant but gradually people in individual and organizational level
understanding the importance of using eco-friendly cars.
Environmental influences
Ford motors was awarded by environment protection agency in 2007 and energy partner 2007 for
being year partner in energy management. Interestingly, Ford is the first automobile
manufacturing company achieved both awards in a row. Winning awards reflect that Ford is
following all regulations and roles of productions to enhance energy efficiency and reduce
greenhouse gas emissions.
Warner, (2010) mentioned that to effective responses in external environment Ford need to be
more convenient and well-organized internally.
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Porter’s five forces analysis for Ford Motors ltd.
In 1979, Michael Porter in Harvard Business School develops this five forces model to analysis
industry attractiveness and new product or business expansion profitability (Fung, 2014). The
model also analysis the competitive position, business intensity and market attractiveness of Ford
in the competitive automaker industry. Analyzing this five forces Ford can have better
understanding about its strengths, weaknesses and areas to improve and avoid. The graphical
presentation of porter’s five forces analysis for ford is as follows:
Figure – 03 Porter’s five forces analysis for Ford Motors Company Limited.
(Fung, 2014)
Bargaining power of suppliers:
The extent a supplier can influence the price of materials or supplies. Availability of suppliers
reduces the price other hand scarcity of supplies causes increase of prices (Amrina, and Firdaus,
2018). In Ford the effect of suppliers bargaining power is medium as switching cost is low, no
forward integration and high cost compared with other rivals.
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Rivalry among
existing
competitors
(HIGH)
Threats of
new entrants
(MEDIUM)
Bargaining
power of
buyers
(MEDIUM)
Threats of
new products
or services
(HIGH)
Bargaining
power of
suppliers
(MEDIUM)

Bargaining power of buyers:
The possibilities that buyers can influence the price of final products or services. If a large
numbers of buyer exist in the market both product switching and customer loyalty are low in the
industry (Önören, and et al 2017). Buyers power of bargaining is medium for Ford as people
invest at low volume in cars and usually don’t have purchase multiple cars. Also, customers have
some bargaining leverage with availability of substitutes.
Barriers to entry:
As the industry is enough established new firms are facing difficulty to enter into the industry
with high amount of primary costs at medium difficulty level (Amrina, and Firdaus, 2018).
Though, a numerous brands and models are available to customers to choice and switch their
current car brand.
Threats of substitutes:
Here, the threats of substitutes is very high as customers can choice among a lots of substitutes
products or services while they are indirectly determining the price of products though the
businesses are the price taker. Another reason is Company is dependent on customer loyalty
while customers have plenty of available car brands options (Önören, and et al 2017).
Rivalry among existing competitors:
In monopoly industry firm has full control over products prices and charges but in the
competitive automobile industry firms have very little control over the price of products or
services (Ansah, and Chinomona, 2017). Due to products differentiation among all rivals,
maturity stage of industry and growth of hybrid car market Ford is facing high rivalry among
existing automobile manufacturing competitors.
So, Porter’s five forces model usually analysis the main contributory factors to Ford’s
competitive edge and the impact to its competitors too.
Current industry and competitor analysis of Ford.
Ford is facing massive competition with all major rivals like Toyota, Audi, Nissan and General
Motors. The company is viewing the competitive industry condition as uncontrollable condition
and response in reactive and passive approach (Talaja, 2013). Ford is now focusing on setting
strong business plants to produce new model cars and brining to customers and market with
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efficiency and greater speed that ever done. Though Ford was facing a decreasing sales rate then
it introduced Ford Fiesta to attract ladies and young generations. Other hand, with hybrid engines
cars are becoming more fuel efficient and the automaker companies are appealing customers to
reduce gasoline and oil dependency and using cars that are eco-friendly. Gradually since 2013
people are showing their little interest to purchase hybrid cars and former Obama administration
was shown great efforts to prepare and implement roles and regulations for all automobile
companies. Ford is enjoying total sales since January 2010 while Toyota is facing products
recalls. So, it is an opportunity for Ford to retain the lost sales of Toyota and producing quality
products and serving reliable services (Chaston, 2013). Though Ford is primarily enjoying the
lost sales of Toyota, General Motors, Tata, Nissans are launching new model cars to convince
customers to switch their car brands.
Market segmentation strategies for Ford Motors Limited.
A process to divide the entire market into various groups and segments based on some specific
characteristics is called market segmentation. Market segmentation is beneficiary for product
producers as they can make custom marketing mix strategies for each segment and group to
attract more customers to purchase their products (Stankovic, and Djukic, 2015). Ford has a new
brand model named Ford Fiesta to attain the lost sales of Toyota and increase its market share in
global market. With available four market segmentation processes Ford can segment its customer
market for Ford Fiesta. A detail presentation is as follows:
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Market
segmentation
Geographic
segmentation
Demographic
segmentation
Behavioral
segmentation
Psychographic
segmentation

Figure – 04 all types of market segmentation processes.
(Awan, 2014)
Geographic segmentation
Market segmentation based on geographic requirements is influential as people living in different
geographic areas have different needs and requirements of luxurious products. This segmentation
strategy is working on personalized marketing campaigns for all market segmented groups.
When to reach less people and expending business in more local and international areas Ford can
utilize this easiest market segmentation strategy (Amrina,and Firdaus, 2018).
Demographic segmentation
It is the widest used market segmentation strategy that divide the market into various segments
based on demographic variables like age, income, gender, religion, nationality and others (Awan,
2014). This method is used highly in automobile industry, beauty products, apparels and mobile
phone industry.
Behavioral segmentation
Under this approach the market is segmented into various groups based on user’s choice,
preference, knowledge, usage, behavior and decision making intentions. Klein, (2016) stated that
the marketers believe that people’s knowledge and preference are highly influence their
purchasing decisions and the segmentations are like loyal customers, potential users, current
users and former users etc.
Psychographic segmentation
Customers are segmented based on their lifestyle, attitude and personality though behavioral and
psychographic segmentation are quite similar (Pyo, 2015). For example: a person having lavish
lifestyle may think owing multiple cars for all family members is a need, but some people may
think it as a luxurious thought.
Ford is segmented its customer market in automobile industry of UK, Malaysia, Australia and
India based on above discussed variables. The company for newly launched brand Ford Fiesta
segmented the market based on demographic variables like income, age and gender, also
considered the behavioral variable like fuel efficiency of cars and safety needs of customers.
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Targeting the segmented market and positioning the brands of Ford:
Ford motors is firstly differentiate its customers into various groups based on their needs and
appeal them to satisfy their needs with designed cars like sports car of economic cars. Some
loyal customer choice Ford over other automobile manufacturer for its ability to understand
customers need and satisfy them with designed cars. To target the selected market segmentation
Ford can use any market targeting approach among the four approaches. Differentiate marketing
approach is concern about targeting more marketing segments through introducing various
products and services like Ford Fiesta, Ford Focus and Ford Explorer (Pyo, 2015). Other hand
niche approach is concern about targeting customers and appeal to satisfy their specific wants
like “desire to build their own car”. Under differentiate and niche marketing approach Ford is
designed Ford Fiesta to attract young people ages between 20-28 and women with average
disposable income who can afford this new designed comfortable car. After market segmentation
and target market of customer it comes to product positioning in customers mind. The graphical
presentation is as follows:
Figure – 05 The relationship among market segmentation, targeting and product positioning.
(Klein, 2016)
Product positioning is related with undertaken organizational decisions to make customers think
about the configurations of products in specific ways compared with major industry rivals
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Market
segmentation
psychographic
and behaviroal
market
segmentation for
FOrd
targeting the
selected market
of customers
targeting the
young and
working women
for the selected
car model
porducts
positioning in
customers mind
setting positive
impression about
Ford Fiesta in
customers mind

(Makgosa, and et al 2016). Customers usually form their perception about any products using
information from a variety of sources like media, purchaser’s review, products configurations,
competitors claim and others. Ford Motors positioning its new designed car model Ford Fiesta in
customers minds with reasonable pricing policies. The car is good for daily use and running on
hybrid engine to save energy.
Setting marketing objectives based on SMART objective tool to enhance
performance and profitability of Ford.
The objectives are need to be constant with the overall strategic goals of Ford Motors to attract
more customers who are interested about frequent car purchasing at different social classes and
ages. Objectives are essential for Ford Motors for setting its operational and marketing strategies,
providing clear and views of activities to employees & customers and evaluating the success of
management and marketing plans and strategies (Amrina, and Firdaus, 2018).
For setting good operational and marketing plans and objectives SMART is a strategy that is
used as a basis. Here, SMART means the marketing objectives are specific, measurable,
accurate, realistic and timely. Ensuring SMART in objectives setting and achieving those
objectives can help Ford Motors to run marketing activities effectively and achieving marketing
goals smoothly (Bjerke, and Renger, 2017). A presentation of the elements of SMART for
setting effective marketing objectives are as follows:
Figure – 06 Elements of SMART (A tool for setting marketing objectives).
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SMART (A
simple tool for
setting
marketing
objectives)
Specific
Measurable
AccurateRealistic
Timely

(Bjerke, and Renger, 2017).
The objectives can be set for Ford Motors are as follows:
Increase sales of cars like Ford Fiesta, Ford Explorer and Ford Taurus at 15 % within 2020. Then
making available all moderate priced car models in every market segments for middle disposable
income class people. Lastly, Ford can go for online e-commerce based marketing and
promotional tools to attract more customers and increase brand awareness and profit margin in
short-term and long-term globally (Luca, and Suggs, 2010).
Marketing mix analysis based on 4 p’s for Ford Motors
As Ford is US based 2nd and fifth automaker company in the world marketing mix is an approach
to enhance its ability to connect and reach its niche targeted customers properly. Marketing mix
is an easiest way for Ford to implement its marketing plans in global economy. Also,
comprehensive marketing mix is a pre-requirement for maintaining performance growth of Ford
(Kotler, and Armstrong, 2012). The marketing mix analysis for Ford is as follows:
Product in marketing mix of Ford Motors
With its several manufacturing plants and utilization of high technology Ford is giving the
automobile world some of its best manufactured cars (Chang, 2010). The familiar car models of
Ford are such as Ford Fiesta, land rover, Volvo, Jaguar and Ashton Martin. Ford in producing
all its products is given emphasis to ensure eco-friendly running systems and fuel efficiency that
must suits different geographical condition of all segmented geographical market areas.
Price in marketing mix for Ford Motors
Ford is world’s 5th automaker company while its pricing policies are also depended on
competition with other rivals and their same category products with Ford. At the time of setting
price for new model automobile Ford considered about the incurred costs of production and
associated profit margin related with the specific car model (Davari, and Strutton, 2014).
Place in marketing mix of Ford Motors
Ford has mission to set up automobile combining factories in strategic locations with lower of
labor costs and efficient workforce so every possible cost minimization would be possible. Ford
even established a factory in Chennai, India with 100,000 vehicles production capacity with
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around 1800 crores RS initial investment so that vehicle selling price would not he high. In the
world automobile market Ford has dealership with many dealers after details analysis and
strategy formation to ensure customer easy access to purchase accessories and car parts even
lifetime servicing facilities availability (Soni, and Chandak, 2017).
Promotion in marketing mix of Ford motors
Ford is doing direct and online based marketing promotions to reach its targeted customers,
building and maintaining long lasting relationship with customers to create loyal customers and
attract new and potential customers (Pulido Polo, 2018). In the past it had provided a sponsorship
to UEFA champion league and had good brand impression in the eyes of sports fans and
customers too.
The recommendation after analysis marketing current condition and developing marketing mix
strategies for Ford are as like:
 Increase automobile, trucks and buses sales in Australian and European Automobile
industry within upcoming 5 years.
 Become largest automobile maker and seller in Chinese and Indian market and
 An analysis of current customer needs and market trends to satisfy customers with
strategic marketing and pricing policies (Davari, and Strutton, 2014)
Conclusion
Ford is enjoying increased rate of sales with its good reputation in innovative products and using
updated technology in manufacturing process (Mamula, 2012). Although most of the car models
of Ford are only available for higher income class people but manufacturing Ford Fiesta is kind
of a master piece of Ford for middle income class people. Also, marketing mix strategies setting
can be supportive for mitigating the global economic recession impact and finding ways to
enhance brand awareness and increase profitability (Kotler, and Armstrong, 2012).
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