MARKET ANALYSIS Name of the University Author Name of the University Author note: Market analysis.7 Market share and market share

Running head: MARKET ANALYSIS
MARKET ANALYSIS
Name of Student
Name of the University
Author note

1MARKET ANALYSIS
Table of Contents
Introduction......................................................................................................................................6
Situation analysis of company.........................................................................................................6
Company profile..........................................................................................................................6
Vision statement..........................................................................................................................6
Mission Statement.......................................................................................................................7
Market situation...........................................................................................................................7
Industry information................................................................................................................7
Market share............................................................................................................................7
Competitors of the company....................................................................................................8
PESTEL analysis.........................................................................................................................9
SWOT Analysis of the company...............................................................................................11
The marketing strategy adopted by the company..........................................................................11
Target market description..............................................................................................................13
Demographic’............................................................................................................................13
Psychographic............................................................................................................................13
Geographic.................................................................................................................................14
Target market decision making process........................................................................................15

2MARKET ANALYSIS
Two social influence on buyer behavior....................................................................................16
Status and role of the individual in the society..........................................................................16
Impact of reference groups on the consumers buying decisions...............................................17
Two psychological influences on buyer behavior.........................................................................17
Motivation..................................................................................................................................18
Perception about the products....................................................................................................19
Two personal influences on buyer behaviors................................................................................19
Age.............................................................................................................................................20
Economic conditions or the income level of the customers......................................................21
Recommendation for four marketing strategies............................................................................21
Place...........................................................................................................................................21
Price...........................................................................................................................................21
Promotion..................................................................................................................................21
Products.....................................................................................................................................21
References......................................................................................................................................23
Conclusion.....................................................................................................................................23
.......................................................................................................................................................23

3MARKET ANALYSIS
Introduction
Market analysis is the process of assessing the market situation of the company both
quantitative and qualitatively (Joll et al., 2018). It is basically focused on assessing and
identifying the attractiveness and dynamism of the market. This technique helps in identifying
the strengths’ weakness, opportunities and threats faced by the company through gathering
information about the competitors, customers and others. The automotive market of Singapore is
the most regulated one in world. Due to the high earning capacity of the citizens of Singapore,
their demand for cars is higher. The present market leaders of the Singapore automotive segment
is-Nissan, Toyota and others. Ford is trying to enter the market through its various strategies.
Ford is a multinational company dealing in automating and other activities (Ford.com., 2019). It
sells various commercial vehicles, luxury vehicles and other cars. The main aim of the study is to
focus on the marketing analysis activities of Ford Motors Company.
Situation analysis of company
Company profile
The company is a multinational company that has its headquarters in the Michigan.
Henry Ford was its founder and the company came into existence in the year 1903 (Ford.com.,
2019). The company is dealing in commercial vehicles, luxury cars and other automobiles. The
company introduced Fordism into the world that changed the automotive industry since then. In
Singapore, the market trends have shown an increase for automotive vehicles usage both in
commercial car segment and in private vehicles segment. In fact, the present market scenario
shows a competition between various competitors such as- Toyota, Nissan and Ford.

4MARKET ANALYSIS
Vision statement
The visions statement of the company is to become the leader for providing the
automotive goods and services to the customers.
Mission Statement
The mission statement of the company shows the heritage of the company in providing
automotive personal goods and services for all the people around the world. The company meets
the needs of the people by anticipating and forecasting their requirements and delivering goods
and services.
Market situation
Industry information
The company belongs to the automobile industry. The automotive industry involves
various organization and other companies that are engaged in designing, developing, marketing,
manufacturing and other activities related to the motor vehicles. In Singapore, the industry is one
of the highest revenue earning sectors (Neumann, Riel & Dismon, 2018). Some of the major
trends in this industry presently are- automotive driving that is ruling the automotive industry
these days, block chain activities’, electric vehicles and others.
Market share
The wholesale vehicle units sales have increased from 2015 to 2016- from 6635 to 6661
in Singapore. The following graphs shows the market share occupied by the company since 2002
to 2018. The company occupied about 20% shares of the market in the year 2002 and the
company is presently occupying 14% share of the market (Statistic, 2019). However, the
company’s market share has been quite good throughput its existence.

5MARKET ANALYSIS
Figure 1: Automotive Segment in Singapore
Source: (Statistic., 2019)
Competitors of the company
The three main competitors of the company are the general motors, Toyota company and
the Tata motors company in Singapore. The general motors company is a conglomerate of
America and it carries out its manufacturing operations in more than 35 countries. The company
carries out reconstructing activities after it faced huge losses. The company has been spending
huge amounts in technology innovations. The second competitors of the company is Toyota. The
company carries out its automation and engineering operations from Japan. This is the only
company that has manufactured more than 10 million cars since 2012. It is considered as one of
the main competitors of the company die to innovation activities and others. The third competitor
of the company is Tata motors (Statista., 2019). Tata motors is known for having strong product

6MARKET ANALYSIS
line including sports cars, van, trucks and many more. The following diagram shows some of the
major competitors of the company in terms of the market share occupied by them.
Figure 2: Competitors of Ford
Source: (Statista., 2019)
PESTEL analysis
Political factors
The company did not take Singapore government handouts as taken by most of the other
automotive companies.
Economic factors
The economic changes in Singapore have affected the company and that has resulted in
reduction of production by the company to reduce its cost and meet the changes.

7MARKET ANALYSIS
Socio-cultural factors
The company has become a leader in the field of innovation in Singapore in technologies
through various improvisations in the vehicles and also advertisements.
Technological factors
The company has taken up various technological changes through Microsoft partnerships
and through SYNC introduction in its cars in Singapore.
Environmental factor
In order to carry out its responsibilities towards the environment, the company has
introduced fuel efficient techniques.
Legal factors
There are various regulations that needs to be followed by the organizations dealing in
the automotive industry in Singapore and the most important regulation is that of producing and
manufacturing safe cars and having proper call back policies.

8MARKET ANALYSIS
SWOT Analysis of the company
Strengths
Durable and affordable products
Brand equity
Large numbers of customers
Weakness
High production cist
Limited innovative techniques of the company
Production networks is also less
Opportunities
Cost reduction
Product development
Expansion of market
Threats
High competition
Prices of oil may change
Better technologies of competitors
The marketing strategy adopted by the company
The marketing strategy of any company comprises of the STP techniques and the 4 P’s
used by the company. In order to meet the changing needs of the customers the company makes
use geographic, demographic and psychographic segmentations (Urban, Gosline & Lee, 2017).
The strategy used by the company for meeting the varied needs of the customers belonging to
different segments that of differentiated strategy. In order to position itself in the minds of the
people, the position strategy of value-based is used such that it can create an inspirational and
emotional bond with the customers. The marketing mix of the company comprises of the 4 P
strategies. The products of the company comprises of various varieties of products, to meet the

9MARKET ANALYSIS
local need of the customers at low maintenance cost the company has created many cars which is
affordable, durable and others. The price mix of the company comprises of various methods of
finding the pricing technique used by the competitors and the company determines its price after
taking into consideration the profit margins as well as the cost. It follows a pricing policy of no-
price competition and therefore carries out its activities without increasing the price of its
products. The place mix of the company comprises of establishing various plants in different
commitments and factories and dealers operating on a world-wide basis. The company reaches
irs customers by entering into various agreements with dealers to offer the products at the nearest
location of the customers. The promotional strategy of the company comprises of various
activities. The company associates itself with the sports brands to get the attention of the
customers.
Figure 3: market segmentations of Ford
Source: ( Dibb, 2017)

10MARKET ANALYSIS
Target market description
Demographic’
The company focuses age as a demographic variant because the needs of the customers
change with age, related to this age variant is the life cycle variant which explains the needs of
the customer’s depending upon the life stage to which they belong. For instance a young adult
will want a car that gives him higher speed and mileage. The company provides products on the
basis of gender variant also because there are huge differences between the needs of men and
women (Attri & Jain, 2018). The income of the customers determines has a huge impact on the
company and their products. The company meets the needs of the customers based on their
nationality and others.
Psychographic
The company includes the activities of considering psychographic segmentation such as
segmenting the customers dependent upon their- lifestyles, interest activities of the individuals,
attitudes, value and beliefs, social class and status of the customers and dependent upon the
personality (Li et al., 2017). The lifestyles of the individuals vary from rural to urban and others.
A promotional activity of the BTL automobile is done in the rural areas which are more rugged.
Different customers have different interests that affect their choices. The values, attitude’s and
other activities also affect the customers choices.

11MARKET ANALYSIS
Geographic
Geographic segmentation refers to meeting the needs if the customers belonging to
different parts of country through different marketing strategies. The company many invent a
develop ma new product for meeting the soecific needs of the customers. The geographic
segmentation determines the inventory management activities of the company and also the
distribution of the products (Saritas & Penez, 2017). These segmentation also effects the features
of the products because adding a certain feature may be important for a geographic location
whereas it may not be the same for others.

12MARKET ANALYSIS
Target market decision making process
Figure 4: decision-making
Source: (Dhanya, 2016)
The process of decision-making involves five main stages. These are the need
recognition, information identification, alternatives evaluation, decision for purchasing and post-
purchase evaluation (Dhanya, 2016). Need identification is the most important for the purpose of
actual buying. Unless the company identifies the needs of the customers, they cannot produce
goods and services that will satisfy the consumers. Ford company identified the need of the

13MARKET ANALYSIS
localized cars other than the luxury cars and decided to develop cars that are affordable and
durable and is also cost-effective. The customers of the present generation have different needs.
The company meets the various needs of the customers depending upon their needs and
segments (Karimi, Papamichail & Holland, 2015). The second step of gathering necessary
information about which need is a priority for the customers. For instance: in the automotive
industry the customers presently need automated driving systems, electric vehicles and others.
These are the features that the customers specify about their product demands. Information
related to the products are available from different sources such and the company needs to make
sure that they are carrying out necessary advertising activities such that all the necessary
information related to the products can reach the customers. The consumers evaluate the various
alternatives through which their needs can be met. This choice however depends upon their taste,
preferences, the income and others. Ford tries to become a solution for all the needs of the
customers by providing different varieties of the products. The customer takes the decision of
purchasing the products after properly carrying all the above mentioned stages. The post-sales
evaluation helps the customers give any feedback about the product they have purchased. Ford
Company has its official website where the customers can put their complaints, give any
feedback and those issues are dealt with by proper customer care service team of Ford.
Two social influence on buyer behavior
Status and role of the individual in the society
The status and the role of the individual in the society many times determines and
influences the buying behavior of the customers. For example: if a person occupies some
important position in the society they will purchase luxury cars that helps in maintaining their

14MARKET ANALYSIS
social; status and acts as a prestige goods for the company (Lu, Fan & Zhou, 2016). These people
tend to buy luxury goods.
Impact of reference groups on the consumers buying decisions
Reference groups refers to the people with whom the consumer compares himself or it
can also include group of people who influence the acts of the customers. Sometimes it is seen
that if a product is used by the reference groups then the customer also decides to buy the same
commodity (Tanford & Montgomery, 2015). This can be done through the word of mouth and
other activities of the reference groups. These groups can include-family, friends, celebrity
endorsement and others.
Two psychological influences on buyer behavior
The following diagram shows the psychological factors that influence the buying
behavior of the customers. Some of the major factors that have an impact on the customers
buying behavior have been discussed below:

15MARKET ANALYSIS
Figure 5: psychological factors affecting buyer behavior
Source: (Kimmel, 2018)
Motivation
Maslow’s theory of motivation describes the relation between the need and the
motivation of a customer. If a customer has some needs he, it will motivate him to carry out the
activity such that the need can be fulfilled by that person. This level of motivation has an impact
on the customers buying behavior. If a person has a need for a car then this need will motivate
him to buy the car so that they can feel satisfied by the same. This motivation acts as a
psychological driver for the customers. There this concept of psychological need and motivation
can be linked to the hierarchy of needs theory by Maslow. Those companies that can
psychologically influence and create the need for that product for an individual are the ones who
can carry influence the buying behavior of the customers (Kimmel, 2018).

16MARKET ANALYSIS
Perception about the products
The perception of a customer towards the products and the brand of a company
influences his buying behavior. Perception refers to the values and beliefs of the customers
regarding a particular thing. This perception is built through past experiences and other activities
and can be changed. The company should try to change the perception of the customers towards
its products to build a positive image of the goods. For example: whenever people hear of the
brand apple they have a perceptions that it is of premium quality. The marketers try to change the
perception through- selective attention, selective retention and selective distortion.
Two personal influences on buyer behaviors
Some of the major personal factors affecting the customers buying behavior are- income,
occupation, age and lifestyle.

17MARKET ANALYSIS
Figure 6 : personal factors influencing buyer behaviour
Source: (Ramya & Mohamed Ali, 2016)
Age
Age is a major personal factor affecting the purchasing or the buying behavior of the
customers. According to the age and the life cycle stage in which an individual is, it affects his
choice of products and services. For instance the teenagers and young people will want to buy
the products which are bright colored whereas the color preferences of the adults is different
from that of these people (Ladhari & Tchetgna, 2015). Moreover age also determines the amount
the people are ready to spend for the goods and services. The young customers are ready to
lavishly spend but the adults think before purchasing and spending money.
Economic conditions or the income level of the customers
The income level of the customers have an impact on the buying behavior of the
customers such that if an individual earns higher income then he will be ready to spend his
money on the luxurious cars but if a person dies not earn proper improve then they will think
twice before spending their money (Masarik et al., 2016).
Recommendation for four marketing strategies
Place
Expansion activities are required to be carried out by the company and it needs to start its
operations in various other countries.

18MARKET ANALYSIS
Price
The cost of production of Ford is higher than that of the competitors therefore the
company needs to carry out technological changes that will help to reduce the cost. The company
should try to reduce the operating cost.
Promotion
The company can invest more money in advertising of the products. They can employ the
technique of celebrity endorsement for increasing its sales.
Products
The company has a poor global network of production due to which the production
facilities of many countries have been stopped. The company needs to look after its production
activity otherwise sufficient quantity of the products will not be produced.
Conclusion
From the above discussion it can be concluded that there are numerous factors that affect
the buying behavior of the customers. The market analysis of a company helps in understanding
the company by understanding the strengths, weakness opportunities and threats. This study has
focused on identifying the marketing strategies the company under study, understanding their
competitors and others in Singapore.

19MARKET ANALYSIS
References
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