Market Audit, Analysis and Feasibility Studies of Ford Motor

AN ASSIGNMENT ON
MARKET AUDIT, ANALYSIS AND FEASIBILITY STUDIES
OF FORD MOTOR COMPANY
WORD COUNT: 2208
CUSTOMER AND
INTERNATIONAL MARKET ANALYSIS
UMKDFG-15-M

Executive Summary
The outcomes of the marketing audit show that Ford products do not have many target
markets. In the process of marketing audit and analysis effort was made to research on how Ford
explored the use of SWOT analysis and four marketing mix to sell their product. Consequently,
Ford Motor Company marketing audit shows that the company had experienced some strategic
marketing problems during the unstable economic periods. Some of its major competitors might
have hoped for bankruptcy or liquidate assets. Presently, Ford is the most financially strong
United State car manufacturer and financially upright to maintain its operations provided there
are no sudden dramatic changes in the market. Market audit and strategic analysis of the
company shows the company will not hope for government funding unless car sales for 2022 are
below 15 million. While Ford, like other major automobile companies faces some serious
challenges. Although, the analysis shows that opportunities exist during the crisis time. It is
believed that Ford can break even in any fiscal year barring further macroeconomic deterioration.
This write-up makes some recommendations for the company.

Table of Content
Glossary
Introduction
1. Market Audit and Strategic Analysis
2. Overview and Evaluation of Ford Marketing Decisions
3. Recommendation
4. Feasibility Studies
Conclusion
References
Appendices
Appendix I: Market Audit of Ford Company
Appendix II: SWOT/TOWS Analysis
Glossary
SUV
BEV
UK
US
Sport Utility Vehicles
Battery Electric Vehicle.
United Kingdom
United States

Introduction
Ford Motor company markets, manufacture, designs and services a number of trucks, sport
vehicles, cars, electrified vehicles and Lincoln. It operates on three segments which are
automotive, mobility and credit. The automotive segment sells vehicles, accessories, service
parts via distributors and dealers. The dealerships also include commercial fleet customers,
government and car rental companies. The mobility segment on the other hands, builds and
designs mobility services as well as provision of self-driving systems development services. The
credit segment mainly engaged in vehicle leasing and financing through automotive dealers. This
segment provides sale contract, retail instalment, finance leasing for used and new vehicles
(Enkhbayar, 2018; Parreira, 2020). Ford has a strategic alliance with ARB Company to design a
suite of aftermarket products for the new Ford Bronco. It has long been dealing in a range of
vehicles which include Volvo, Ranger, Jaguar, Land Rover among others. The company has
launched a variety of cars types such as luxury cars, economy cars, vans, sports cars, trucks and
station wagons to satisfy and meet variety of consumers’ needs and demands (Jolly, 2019).
1. Market Audit and Strategic Analysis
Ford Motor company holds larger market in US, UK, Canada and Germany while the US
being the largest market. Ford uses market-oriented pricing strategy to set prices that are suitable
for market conditions taking demand, competition, consumer awareness among other into
consideration (Gillespie,2007). Ford also employed differentiated targeting strategies for the
provision of its products. The company target market was formally middle and high income
classes. Recently, the company has designed a new affordable model for male and female
teenagers within 18years to 25years of age with average income (Murphey, & Gause,1974).
However, the marketing strategies of the company has currently been facing a myriad of
problems in the immediate and remote environments. These problems include weak earning, low
sales, weak guidance, union talk among others (Pestleanalysis, 2016). However, some of these
problems arise from political relation, inflation rate, consumer behaviors in terms of travel habits
and salary level (Fei & Wenbin, 2012; Jasper, 2019; Anasta and Christo 2019).
Furthermore, with the use of PESTEL analysis of the company remote environment.
Government global trade agreements has given Ford opportunity to enter foreign market.
Similarly, improvement of transport infrastructure in developing worlds has also contribute
increase in vehicles demand in this countries. The varying economy conditions of the home and
demanding has influenced Ford market; economy growth is an opportunity to the firm while
strengthening of US dollars is a threat as this reduce profit margin owing to the production of the
firm raw materials and automotive parts in US. The increasing wealth gap has constituted a
threat to Ford’s Lincoln automobile that market the company luxury products. The company has
been growing through the provision of products that address the increasing demand for hybrid
and electric automobiles. However, based on ecological component, Ford provided products that
are climate friendly through low carbon generation products. The company also sustains its
business through adherence to various safety, intellectual property and environmental protection
regulations (Murphey, & Gause,1974). Also, Table 1 presents the SWOT analysis of the current
marketing situation of Ford company. See Appendix II for detail.