FORD MOTOR COMPANY MARKETING MIX

Running head: FORD MOTOR COMPANY
FORD MOTOR COMPANY MARKETING MIX
Name of the student:
Name of the University:
Author Note:

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Section 1.
Marketing mix:
The aim of his paper is to discuss the marketing mix of an internationally reputed
organization named Ford Motor Company. It is an American public limited company that is
working under the brand name of Ford. This multinational automaker deals with the vehicles
used for the commercial purposes as well as privately. This company was founded in 1903 by
Henry Ford (Media.ford.com 2020). This particular company has the reputation as the
manufacturing organistion for producing the motor cars and other vehicles marked by strength,
size, speed, quality, movement and passion to succeed.
Price:
This relates to the amount that costs the customers to purchase the product as well as
service. This is determined by the number of factors like market share. Market positioning, cost,
competition, the identity of the products and perceived value of the customers. The businesses
can increase or decrease the prices of the products or services when they are in the demand or
competition. In the case of Ford Motor Company, it uses two types of pricing strategy that
includes market oriented pricing strategy and premium pricing strategy. Under the market
oriented pricing strategy, the company sells the trucks and sedans. This invests the pricing as per
the conditions of the market like demands, competitions, consumer perception and the other
variables (Loo and Leung 2018). In this type of strategy, the company’s objective is to win the
competition in the market of the different parts of the world. On the other hand, the premium
pricing strategy is implemented upon the luxury line of products under the Lincoln automobiles
and the company keeps on setting high prices.

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Place:
This is associated with the method of distribution for the products and services. Ford
Motor Company has set up their manufacturing plants in different locations around the world.
This has helped the company to strengthen the broad distribution networks (Loo and Leung
2018). This includes the company’s initiative of manufacturing at large scale with industrialized
work force so that the company gets scope for efficient workforce, lower prices and the
permission to utilize the resources of that strategic places. Along with this, the company has
effectively use the market of that place without charging from the customers cist of import or
export but get customized product fit for the roads of that country. For attaining the scopes if
business at their best, the company has included various distribution channels inclusive of
dealership, the authorized distributors, retail and repair and auto parts dealers.
Promotion:
Promotion is the channels that the companies use to communicate about their products or
services or the location where the customers can buy the offerings. In the case of Ford, the
competitive promotional strategies are utilized. The company uses sales promotion, sponsorship,
advertising and public relations processes that helps it in promoting their products and services
to the customers through almost all conventional channels readily available (Loo and Leung
2018). Ford promotes products and services through both the digital and print media like
televisions, magazines and newspapers and newly added online channels. In addition to this, the
sponsorship to more brand image is also utilized (Saidani and Sudiarditha 2019).
People:

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They are the individuals associated with the companies who help them to deliver their products
or services. This is the transactional interface between the customers and the organization. This
is mainly related to the employees of the organization who represent the culture and offering of
the companies to the customers directly in the case of Ford Motor Company, Customer
Relationship Management has gained more importance (Abril and Rodriguez-Cánovas 2016).
The company has a large base of employees spread equality in different markets of the world.
The company has more or less 175,000 number of employees working in 65 plants in the
Ford and Lincoln. In addition to this, the employees are also effective in serving the customers
regarding financial services through its Ford Motor Credit Company.
Product:
This is the primary way that the companies use to satisfy the needs or demands of the
customers. This can be both tangible as well as intangible objects. In the case of Ford, it can be
stated that the company offers different types of products and services to meet the demands of
the customers from various segments (Saidani and Sudiarditha 2019). This particular company
manufactures different ranges of automobile, heavy trucks, buses and tractors mainly. In addition
to this, Ford produces different automotive parts along with dependable financial services. In the
automobile sector, this company offers various ranges of economy cars, sports cars and luxury
cars. All of these vehicles are sold under the brand name of Ford marquee. In addition to this,
Ford has started to sell the products under marques like Aston Martin, Mercury, Volvo, Mazda,
Jaguar and Land Rover. This has been added with selling under Lincoln and Troller.
Process:

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This relates to the procedure through which the products and services are delivered to the
customers. Starting from the manufacturing of the automobile parts and accumulation of them in
a proper way to deliver those to the customers (Abril and Rodriguez-Cánovas 2016). The
company keeps on innovating the manufacturing process and update itself to include the features
according to the demands of the customers. The fuel efficiency, design and other factors that can
help the company to win the hearts of the customers and give competitive leverage to the
organization. This is the reason why the company has employed 90 percent of the total employee
strengths in this moving assembly line (Liu et al. 2017). In addition tis, the company has a strong
network of supply chain that collects the raw materials to send to the warehouses and deliver the
ready products to the stores. After the customers get their products, there are associated services
which the company needs to follow up. This guarantees that the brand develops a brand loyalty.
Partners:
Partners are the other organizations like logistics and agents who help the core companies
to build or sell their products or services. The company like Ford Motor Company has great base
of partners as the tenacity of the company is unmatched and so also its market existence. Starting
from the United States to Japan, all the developed countries have Ford in their list of automobile
companies operating in the markets (Dileep and Mathew 2017). Hence the company has
partnered with different local and other global organization to get the best advantage in the local
or global markets. The main partners of Ford are Ford Motor Credit Company, LLC.,
Changan Ford Automobile Corporation, Ltd., AutoAlliance (Thailand) Co., Ltd.,
Getrag Ford Transmissions GmbH. and Ford Motor Land Development Corporation. All of these
partners do their best to serve the interest of the company. Recently the company has taken drive
to partner with the competitors to get a tow way advantage like its partnership with the Amazon

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And Volkswagen so that they all can effectively grow the popularity of the electric cars in the
developed nations (Stead and Hastings 2018). The network of changing stations are
advantageous for Ford hence there is no issue in partnering with arrival automobile company like
Volkswagen.
Physical environment:
This is the market or the space in which the organizations interact with their customers
and deliver their products and services. These are mainly the stores of the company were the
customers meet the new technology introduced by Ford. The stores are of three types. One sells
the finished products that is the cars, one sells the parts of the vehicles and others sell the
services after the buying procedure is completes (Dileep and Mathew 2017). However the
company depends entirely upon the dealers of the local market who have the perfect
understanding of the demands of the customers and communicate the information more
convincingly.
Positioning:
The procedures through which the organizations describe their key attributes of products
and services to their stakeholders. There are various aspects through which the company
measures the brand position. With the ‘Go Further’ tag line, the positioning of the company has
gained extra leverage. The factors through which the company measures its brand position are
price premium over competition, Average transaction value, Customer lifetime value and the
Rate of sustained growth (Dileep and Mathew 2017). One of the most important method that this
particular company has followed in entering the global and local markets is lowering the price of
the vehicle. This has led the cars to be cheap in price making the customers attracted towards the