Marketing Activities of Ford: A Critical Analysis and Strategic Recommendations

Marketing

Executive summary
The marketing is all about the actions of endorsing and selling products or services
comprising market research and advertising. Such activities are undertaken by the company
for buying and selling of the products and services. This report comprises the marketing
activities of Ford. Ford is an American multinational brand promoting automobile services.
This report includes the product overview of Ford. The critical analysis has been given on the
current marketing focus, current marketing strategy and marketing communication mix.
Finally, the strategic recommendations have been given to the board of directors for the
further improvements.
Finally it can be concluded that the Ford can enhance its operations by understanding the
consumer behaviour in the better way.

Contents
Executive summary....................................................................................................................1
Product overview.......................................................................................................................3
Critical analysis..........................................................................................................................3
Strategic recommendations........................................................................................................7
References..................................................................................................................................9

Product overview
The reasons have been evaluated from the previous assessment that why people like to buy a
used car than buying the new ones. The people buying used cars face advantages along with
some disadvantages. This report defines consumer behaviour concepts and marketing
psychology concerning Ford. Ford is an American automaker company and has gained
expertise in selling automobiles and commercial vehicles. The leading models of the Ford are
EcoSport, Endeavour, Mustang, Figo, Aspire, and Freestyle.
The consumer behaviour is the series of behaviours which consumers follow before acquiring
products. Some customers purchase products of the company on a regular basis while others
buy only one and disappear. Ford feels that the trends in consumer behaviour are shifting.
Ford as a part of being futurist considers the possible pictures of the future scenarios. The
company has been working on autonomous vehicles for years. The really big obstacle faced
by Ford is consumer behaviour. The stakeholders have been also a big obstacle for Ford. The
company is committed to the want and value of its customers. Ford makes every possible
effort to suit the need of every customer. As per the report of the company, West is not ready
for the self-driving cars. The research was made by Ford in eight countries concerning the
self-driving cars. It was found that 84% of customers in India and 78% of customers in China
confronted that they would love to drive self-driving cars. In the US only 40% of people
agreed to they are ready for the self-driving cars and a lower number was found in the UK. In
order to identify the consumer behaviour, Ford analyses reactions of the buyers which has an
power on the Ford’s achievement. The marketing mix is created in order to satisfy customers.
It also helps Ford to predict the way customers will counter to the marketing strategies.
Critical analysis
The consumer behaviour is given great importance by the Ford and their needs and wants are
undertaken for producing products. The customers are always viewed by the company to look
for product development opportunities. The factors are also evaluated which results in
acquiring products. The consumer behaviour is the aggregate of the responses made by the
customers. Ford finds out the buying role of the customers and analyses the decision-making
process. The company even makes efforts to identify the growing market segments for the
customers. It is also analysed which product design and the feature are accepted by the