1GLOBAL OPERATIONS OF FORD Introduction The research paper will provide an overview of the Ford Motor Company. It will also provide the strategic overview of the company. The paper will also research on the factors which has contributed much to the factors of the success of The Ford. It will cover the portfolio of the company as well as the sales performance. It will also include the planning of various products of Ford as well as the development of the products and the usage of the latest technologies. The technologicalstrategiesalsoincludesthedevelopmentandtheresearchofthevehicular communication. The paper will conclude with a conclusion and various recommendations. Global operations of Ford The Ford Motor Company is one of the largest global automotive vehicles production group in the world. It comprise of The Ford and the other Lincoln brands. As per the report as well as the sales analysis it has sold about more than million vehicles by the year 2018. The vision of Ford which was under the leadership of its ex- Chief Executive Officer (CEO) is to accelerate the innovation of new vehicles accommodated with new technologies, which will be able to capture the market. Ford is very aggressively addressing to the global share of market according to the CAGR report in the (2017Law 2017). It will be selling around two million cars by the year 2020. The main focus of the marketing strategies set by the managerial department is to restructure and also arrange the operations regarding the products lining up. Launching new model of cars which will meet the needs of the customers. Also improving the profit margin by increasing it gradually. It is also dedicated as working as a single team effectively and efficiently.
2GLOBAL OPERATIONS OF FORD The company has also planned in establishing eight various engineering raise and development centers in various parts of the world which is dedicated to work under a single umbrella, and collaborate with the other team members across the whole world. The performance group is under a single streamline in operating as well as improving the efficiency by combining the platforms which had shirked in the year 2009. The platform of the cars development as well as the Research and Development strategies of Ford is targeting to sale around two million of cars by the year 2020. It is also targeted to increase the annual growth of the company by 25% from the year 2014 to the year 2020 (Semmens and Guldberg 2014).Ford’s vision regarding the 2020 is fully dependent by the confidence shown by the company’s products plan which are related globally. The plans which are implemented by the company mainly focuses on delivering the cars to the families which will be able to accommodate each and every member of a full family. The full family vehicles which will be produced will be able to meet the pillars which are set by the company. The Ford Company’s four pillars mainly includes – eco-friendly, smart and uses latest technologies, safety, and maintained quality. Ford is a leader in the market when it is spoken about bringing the new features in the market and capturing the opportunities and differentiates itself form the market competition. Ford is also known for its 2015 F – 150 which was the first vehicles produced in the market consisting of the military grade aluminum alloys in the mass of the market vehicles body so as to deliver the strength and the longevity of the vehicle (MacDuffie 2013). This leads the vehicle to produce a Super Performance in the market when in competition with the other vehicles. The usage of the improved aluminum in the body of the vehicles allows it move and pick up speed faster and delivers a better mileage when running on gas.
3GLOBAL OPERATIONS OF FORD Ford has also made its operating as well as manufacturing operations worldwide which includes the nations like Unites States, Mexico, Canada, China, United Kingdom, Germany, Turkey, Brazil, Argentina, Australia and South Africa (Joshi Nepal Rathore and Sharma 2013). North America As reported in the year of 2003 Ford had increased its sakes by 25% by manufacturing the vehicles which were made according to the demand and need of the customers. 38% more of the sales came from the sales which were made by selling the fleets in the year 2010. Sales had also increased by 18% to the individual customers (Tuman 2013). Europe Ford was first established and had its manufacturing nits in Germany and the engines were assembled in various parts of Britain. Until the year 1965 various model were made but they could not satisfy the needs of the customers. In the year 1964 Ford had introduced a very new model to the customers which was very popularly known as the Ford Transit after that when it had become very popular in the market a new modification was made in the existing vehicle and with the use of the latest technologies Ford had introduced a new vehicle which was named as the Ford Taunus. Along with that Ford had also introduced a new vehicles which was known astheFordCortinaintheyear1974.Bothofthevehicleswhichwereproducedand manufactured by Ford in Europe was designed to be driven both by the left hand drivers as well as the right hand drivers. Later on when both of the models became very identical and had become old fashioned Ford had introduced another new range of vehicle so as to capture the market. Ford Sierra in the year 1922 was brought in the roads of Europe as well as in the roads of Spain and Great Britain and Belgium. The latest model of the Ford was built in aerodynamic
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4GLOBAL OPERATIONS OF FORD style with all the latest features and specifications including the power clutch, power steering and the power brakes (Iuga and Kifo 2013). East and Southeast Asia Ford was the first automobile company which had introduced the first passenger vehicle in China in the year 1925 and at that time Ford was under the joint venture with two of the Chinese companies which were The GM motors and the VW motors. At that time Ford had decide to spent an amount of $50 million dollars to expand the lineup of its vehicles and double the production of the vehicles in China by 60000 per year. The plan and the strategies was set in the factory complex of Ford which is in the southwestern city of Choging. Ford had a market capture of 15.65% along with the competitive brands in the market (Bloomfield 2017). Origin of Ford Motor Company The Ford Motor Company is a big multinational company which specially deals in making the automobiles. The main headquarter of the company is atDearbon, Michigan which is a suburb of the Detroit. The Company was founded and established by Henry Ford which was incorporated in the year 1903 on 16thJune (Cugurullo 2018). The company is majorly known for selling the automobiles as well as other types of commercial vehicles under the branding of Ford. It is also known for selling the luxury vehicles under the branding of the Lincoln brand. Ford is known for owning the Brazilian SUV manufacturer and designer Troller. It also holds 9% stake in Aston Martin which is mainly in United States of America. It also hold a 34% stake in Jangling which is luxury car maker brand well known for its luxury vehicles in Canada (Weis 2014).The Ford company is also a proud owner of joint ventures in China formerly known as the
5GLOBAL OPERATIONS OF FORD Changan Ford , Russia which is known as Ford Sollers, Turkey which is known as Ford Oston and at Taiwan which is known as Ford Lio Ho. All these companies are in a joint venture with the Ford and y are listed under the New York stock exchange controller which is fully controlled by the Ford Company. The also enjoy the ownership which is minor but they are majorly controlled with their voting power (Simchi-Levi Schmidt and 2014). Ford was the first company to introduce the Large – Scale manufacturing of the vehicles which should be controlled by the large scaled manufacturing workforce along with the help of the industrial working force team. They used the effective engineered manufacturing team and followed a proper sequence by smoothly moving the assembly lines by the year 1914. The whole world knows these techniques as the Fordism which was performed under the owner of Henry Ford. Ford’s subsidiaries which are present in UK Jaguar as well as the Land Rover which were acquired in the year 1998 and the year 2000 was sold off to Tata Motors in the year 2008 (Bloomfield 2017). Ford was also the owner of the luxury cars brand Volvo which was from the year 1999 to the year 2010 (Pan, Liang and Wang 2014). In the year 2011 Ford had decided to discontinue the model Mercury brand which was a luxury car brand sold in United States, Canada, in the Middle East countries and in Mexico in the year 1938 (Cutlip 2013). Ford is now the second largest auto-maker in the world whose origin was in United States behind the well- known brands like General Motors, Toyota, Kia as well as Hyundai. In the year 2010 it was known as the largest vehicles manufacturer in Europe.
6GLOBAL OPERATIONS OF FORD Activities of Ford Company The businessactivitieswhich are performedby the companyis that dealingand designing, manufacturing, servicing as well as marketing a service line of the Ford cars which also includes the trucks, the Sports Utilities Vehicles or the SUV and also the Lincoln Luxury vehicles The company is known to perform in three major stages which includes the Automotive Financial Services, Ford Smart Mobility vehicles, Central Treasury Operations. The Ford Smart Mobility vehicles and the Central Treasury Operations are combined in one single segment. The company is well known for selling its cars to the customers as well as the retailers who can arrange a fleet of customers. It also sell cars to the dealership authorities for the retail selling, it also includes commercial customers, companies which deal in daily rental of cars and to the government. The company also sales various authorized parts and other accessories especially to the dealerships of Ford which sells these products to the customers in various countries. The company is also under the service of providing various extended services contracts to the customers. Vehicles sales in the respective years from 2014-2018Sales in the value of 1000 units 20186,607 20176,651 20166,356 20156,323 20146,210 Fig 1. Ford motor company worldwide sales of vehicles from the financial year 2014 to 2018 (Source:Budde, Alkemad and Hekkert 2015).
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7GLOBAL OPERATIONS OF FORD The Automotive segment of the company is known for dealing with the sales of the Ford and the Lincoln vehicles, serviceable pats and various kinds of other accessories in the world. It is also deeply associated in developing, manufacturing, distributing, servicing and customizing the vehicles parts and other accessories. The Automotive segments are placed in different regional units of business in many parts of the world like North America, South America, Middle and East Africa, Middle East countries and in Asia Pacific Ocean. The Central Operations of Treasury is known for dealing the decisions making sin the investments of the company, managing the risk in the activities, providing financial assistance to the Automotive Segments, interesting area of investments, gains as well as losses owned by the company, deals in the securities related to the market. It also deals in the foreign exchanges derivatives which are related with the inter company trades including the balancing of the Central Treasury Operation. The Company’s Financial Service development segmentis indulged with the activity of vehicles related financing as well as the leasing activities at the Ford Motor Company LLC also known as Ford Credit. This segment offers to the customers a great range financing products of automotive vehicles. Which consists of supporting the vehicles of the dealers. A portfolio of financeismaintainedbytheFordCreditwhichmainlyoperatestheleases.Underthe classification of the portfolios offered by the company it mainly includes the consumers and the
8GLOBAL OPERATIONS OF FORD non-consumers. The receivables of the finance and the operating lease to the portfolio of customers mainly includes the products which are given to the consumers and the business. These finance the Retail financing parties which includes installment of the sales contract for the used as well as the new vehicles. Direct financing of the vehicles to the retail stores as well as the commercialusersorthecustomers.Thisalsoincludesvariousleasingcompanies,the government entities, the daily rental companies as well as the normal customers. The finance which is not received to the non-customers portfolio is directly offered to the automotive dealers. A brief history of its share prices A brief history of the share price of The Ford Company from the year 2015 to the year 2019. The historical data which is shown below is adjusted in four different type of splits ranging from open, high, low and close. The display is shown in 20, 50, and 200 moving average days. The latest stock price for the Ford Motor Company as of March 2019 is around 8.53. Fig 2. Represents the share price market of The Ford Motors 20192018201720162015 0 2 4 6 8 10 12 14 Year OpenYear HighYear LowYear Close
9GLOBAL OPERATIONS OF FORD (Source:Gartman 2013) Organizational Legal Structure of Ford Motor Company The Ford Company’s organizational structure is fully developed on the needs various business measures which vary according to the conditions of the market around the world. Ford’s organizational structures mainly defines the configuration of the components of the organization as well as their systems of interaction. In the case of the Ford the structure of the organization is directly related with the global automotive industries condition. The scope for the international market of Ford’s operations clearly determines the organizational structures which are needed in withstanding the competitive brands of the risks in the market. Regarding the structure Ford Company stands as the rank holder of the second biggest automobile manufacturer in US. The rank of the company clearly defines the organizational effectiveness of the structure which is involved in supporting the firm from continuing with the growth of business as well as showing high performance. The company divides the organizational structure on the basis of structuring the regional factors: Corporate Hierarchy – Ford has developed a corporate hierarchy in its structure which consist of the Executive vice presidents, CEO Mark fields. The middle level manger if are facing any problem report to the executives. This characteristics which is followed by the Ford aims to control the top and the down approaches. Regional Geographic Regions – The Ford has very large geographic divisions in the organizational structure. Generally the other companies divide their structure into various
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10GLOBAL OPERATIONS OF FORD other divisions according to the business strategies. But here it is divided only into three types namely: The Americas, Europe Middle East and the Africa and the Asia Pacific. Global functional groups – The Ford motor company has various global functional groups like Global manufacturing and labor affairs, Global marketing sales as well as service, Human resource as well as corporate services, Global Products development. Organizational Structure of Ford motor Fig 3. Represents the Organizational Structure of the Company (Source:Shalender 2015). FordMotorCompanyVicePresidentEuropevicePresidentNorthAmericaVicePresidentOfAsiaVicePresidentofNorthAmericaPrsidentortheCEO
11GLOBAL OPERATIONS OF FORD Organizational Structure of a company refers to the ways and procedures a company uses to arrange its people and their job so that everything is well managed and performed well. Doing this will help the company to meet the goals. In larger organizations like Ford various decisions has to be made regarding the delegations of the tasks. Thus keeping in mind various procedures are established where responsibilities are assigned to various functions. Company branding and individual car branding Ford’s family branding is an individual effort where it has supported each and every producthavingaveryimportantandindividualimportance.Ratherthanexpertisingthe unnecessary effort on various products the company uses the family branding where it can advertise various products which allows the usage of harmony where each and every car’s job is to compliment the other car. Whereas in the case of individual branding the various department of the cars which are produced by the Ford company is promoted individually. The cars here has a unique position and this allows the marketing to go off in any other direction where it wants to go. Example of individual branding of Ford is branding the SUV series of Ford. Marketing Mix of Ford Ford Motor’s Product Mix
12GLOBAL OPERATIONS OF FORD Ford motor offers huge variety of cars. The output of the organization are included in the marketingmixelements.ThemainproductsofFordareshownbelow Fig 4. Product Mix of Ford (Source: Self Made) Ford motor company is very popularly known for the automobiles it produces including the luxury sedans. But the firm is also known for producing buses, tractors, and heavy duty trucks in its product mix. The Ford Company in its automotive parts also includes parts for the most used cars and vehicles owned by Ford. The company also provides leasing of vehicles to the corporate client of various other companies. Ford Motor’s Place or distribution Mix The Ford Company typically uses the venues which are used in the product strategies distribution, the elements mainly includes the marketing mix. The mix mainly focuses on the 1.Automobiles2.Trucks
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13GLOBAL OPERATIONS OF FORD locations and different venue which are used to reach out to the customers of the company to sell the cars produced by the company. In the case of Ford motor company the places which are important are used for the product distributions. The name of the distribution places are given below in a diagram: Fig 5. Place Mix of Ford motors (Source: Self-made) Ford Motor’s Promotion Mix The company also promotes the products through the conventional tactics. The activities which are included in advertising of the products are considered as the promotional mix of Ford which are given below: DealershipsAutomobilePartsStoresOnlinewebsiteofFordmotorFordmotorsCreditcompany
14GLOBAL OPERATIONS OF FORD Fig 6. Promotion Mix of Ford (Source: Self Made) Ford motor’s Price Mix Prices of the cars and luxury vehicles vary in Ford which fully depends on the market. The element of the marketing mix is very much involved in the strategies which are made to use so as to determine the appropriate prices of the product and services provided by the company. The two of the main and very important pricing strategies which re applied by the Ford motors Is AdvertisingPersonalSellingDirectSellingSalesPromotion
15GLOBAL OPERATIONS OF FORD givenbelow: Fig 7. Represents the Price Mix of Ford motor (Source: Self-made ) The strategies which are applied in the market are fully based on the price orientation, the goal of Ford is to set the prices of the cars which are very much appropriate in the marketing condition along with the competitive brands which are present in the market. These are the things which should be considered when in a competition with other brands. The company should also consider the other factors like demand, perception of the consumers as well as other variables. Ford applies this type of pricing strategy for most of the products which are manufactured by Ford (Ba and Stallaert 2013). The range of the products are only the sedan class cars and the heavy pick-up trucks. Whereas the company on the other hand applies the most premium pricing strategies which are set by the managerial head to the premium cars so as to set higher prices to some of the products. MarketingorientedpricingstartegiesPremiumCarpricingstartegies
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16GLOBAL OPERATIONS OF FORD This pricing strategy is also used for the Lincoln automobiles which are also known as the Ford’s luxury line vehicles. Thus from the above study we can clearly understand the importance of different pricing strategies so as to support the effort which will help the company to secure the different stage the segments of the market. Taxes which are paid as a proportion of the profit The foreign taxes which are paid by the Ford company has risen by almost 3.7%in the next second quarter it has risen by $20.5 billion dollars, the company has now decided to reduce the tax which was prepaid for the rest of the year. It has also reduced the tax rate which is paid in the US market for the last five years. It is only because of the high price of the steel manufacturing prices. In the present finding it is also found out that the pretax earnings of the company profit has also declined by $9 billion which was originally projected in the year 2018. Though in the recent times Ford has boosted the earning which was before $8 million; in its earnings per share just because of the most favorable tax rates which is produced in the recent years (Acharya, Schaefer and Zhang 2015). Ford has also presented that the tax rate which has also dropped in the second quarter by 10 percent; it was less than the third quarter which had represented 32 percent rate paid in the year 2014. Ford also had to pay a huge cost as well as the profit was also hurt by almost $145 million dollar for a June Recall which consisted of taking back around 402,256 numbers of transit vans in North America for the drives shift separations (Erhemjamts and Venkateswaran 2013).
17GLOBAL OPERATIONS OF FORD Present Issues which are faced by Ford in the recent years Ontario who is the leader of Ford recently has made various announcement regarding the issueswhichare beingfaced by thecompanyin therecenttimes.The mostimportant announcement which was made in the last lecture was about the reductions of the statutory tax rates for the next year. Overall Ford has also faced a $2.55 billion dollar drop in the net income which can be compared with the second quarter of the 2018 where there was noticeable revenue drop of the market of Ford by 6% to $33.56 billion. Ford is now expecting to operate with the full year tax operating profit to be lower than $8.46 billion which was earned in the previous year 2017. The stock of Ford has also dropped by half which was earned in the last year in the beginning of 2017. The share of Ford is now in the present times is trading almost below $8. In the regions of North America Ford has noticed a drop of the pretax operating profit which was just over $2 million dollars (Shalender and Singh 2015). Favorable and unfavorable Press or Media Ford has started using asocial media site known as the Tumblr which is attracting the younger demographic through the newly launched site. It is the perfect platform where the company targets to display an eye-catching content of its market strategies in short content forms like GIF, memes, photos as well as graphics. And is better is the new invention of the Tumbler where it promotes the new campaign with different names. Ford also uses its Instagram channel where the content is not found repeated anywhere else. In the channel various cool images of its luxury and old fashioned cars. Ford is also running a very beautiful campaign in Facebook where it advertises to show Ford motor the deepest potholes, so that Ford can modify its vehicles according to the customer preferences and needs. Ford was one of the first companies which had
18GLOBAL OPERATIONS OF FORD the choice of using the Twitter. Ford uses its Twitter channel to engage various new information about its engine modifications (Canis and Webel 2013). Conclusion From the above study we can draw a conclusion that Ford motor company is still a growing global automotive company. It is steam –lining as well as also globalizing the operations so as to introduce more new products which the customer demands. It has also aggressively restricted all the operations so as to match the production of the demand. It has also shifted in operating a more balancing product line so as to offer the highest quality keeping in mind the safety of the vehicles and also the economy of fuel.
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