Ford Motor Company of Canada: A Comprehensive Business Analysis Report

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Research and Analysis
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Introduction
The report will be analyzing the product and needs of a company. This will be investigating the
core management policies included in the development of the company. The story will be
studying the overall needs of a company and output on the customer base and choices.
Summary of the organization
The organization that has been chosen for research is Ford Motor Company of Canada, and the
company was founded in 1904 by Mr Henry Ford. The headquarters are in Oakville, Ontario,
Canada. Ford Motor Company of Canada is not a subsidiary of Ford Motor Company; instead
this is a separate company in itself. Currently, the CEO is Mark Buzzell since 1, January 2017.
The primary market is in Canada, focused on the needs of the customers and evolving the same
in the development of various cars segments. The significant vehicles that are made in Ford
include cars, SUVs, Trucks, Hybrids, commercial vehicles, fleet vehicles, etc. The company
introduced cars before the war; the first built was in 1904; it was called Model C. later they
moved to model T which was a truck segment. The post was in 1954 the company gradually
started making more America friendly cars based on the growing demands of the customers. The
company has always been working to develop innovation and mobility for its customer.
Management deals with the staff like family. The primary focus is customer satisfaction. The
company has been developing for the past 50 years without compromising with the profit of the
company. This has been one of the oldest and sustainable organizations in the automobile
industry (Ford, 2019).

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Customer base
The company deals with all kind of customers and delivers them services accordingly. For the
rural segment, the company is making innovative trucks and recycling services to help them deal
with the wastage and wear and tear of parts the loss during work. For urban people, customer
segmentation includes young generation who like navigation and customer service. Thus they
provide roadside assistance and various customized service plans. For adventure loving
customers there is a good range of SUVs and trucks. The company focuses on the sentiments of
the elderly also thus some of its models contain designs and features of pre-war car segments.
The company also deals with giving fleet vehicles to individual government agencies. They have
been covering car rental customers and taxi service owners as well. This has been helping the
company to cover the commercial segment as well (Ford, 2019).
Mission and core values
The mission of Ford is to sustain the heritage of Canada and develop talented workforces to
develop business opportunities and stay committed to building a strong future in Canada. The
company has been working on certain values that have been serving them for past years. The
initial value is to develop a large and diversified workforce that can help in manufacturing and
assembly operations that help in bringing bring Ford and Lincoln vehicles. Another value is to
use innovation in the manufacturing of cars. This can be done by keeping in mind new ideas and
drive people, technologies and communities. The core of the company is to focus on the needs of
the customers to develop a work culture according to that. The company believes in sustain the

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past and innovating the future. This helps combine the needs with the creativity of the
organization (Ford, 2019).
Vision
The vision of Ford states that they believe in “People working together as a lean, global
enterprise to make people’s lives better through automotive and mobility leadership”. The
company has always been developing a diversified workforce and association of new technology
and talent in the organization. this has helped deal with the versatile and changing choices of the
customers. The company aims to be one of the leading automobile industries and sustain and
improve profit margins in the future. This includes improvement in the vehicles and also the
associated services with the vehicles. The company wants to improve internally and externally.
They want to develop their talent base and also help customers with all the needs and
requirement. They want to make the vehicles comfortable and more user-friendly to develop a
better workforce. This has been a long-term vision, but it serves the company with long-term
brand loyalty (Ford, 2019).
Corporate level strategies
Based on the current policies and business strategies this can be understood that the company
follows a growth strategy which will help in the development of the vehicles and sustaining
values of the company. The major strategy that has been used is a market expansion or
development strategy. Since the current market is productive but at the same time, they are want
to explore opportunities beyond the current place. Thus the company wants to open more outlets
and develop a strong customer base. The company wants to fight global challenges and
economic changes that can be used to use Ford’s heritage and develop better services and

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products. The development strategy includes a strong business plan and employee sustainability.
The company has been developing the internal development of the organization by training and
developing the skills of employees. The company has been developing the market base and
customer loyalty towards them by providing excellent services and better production. The
application of diversification and innovation in production has also been one of the strategies.
These are long term aims that can help in the development of the organization and making
effective market leadership (Keep, 2014).
Business level strategies
The business strategy that has been followed by Ford is a product differentiation strategy. They
believe the company should focus on product uniqueness and dedicated customer base. The
differentiation in the product can help in creating the value of the company. This is effective in
saving the cost and durability of the product and company. This helps in developing a non-price
competition. The product is unique, and the quality of the product matters more than any other
factor in the competition. Differentiation of a product shows brand loyalty of the customers and
develops a wider customer base. This also includes liaising with the customers and the
stakeholders to deal with the needs of the customer. Differentiation has helped in removing
perceived competition and substitutes of Ford. Studying the potential competition and its impact
on the development of the company has been helping business to maintain its value and vision
for long-term (David & David, 2013).
S.W.O.T. Analysis
To understand the impact of the microenvironment, the analysis has been done to identify the
following factors:

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Strength: Ford has one of the leading position in the American market in the automobile
industry. The revenue generated in the US market is comparatively better than China and
Europe. Ford has a strong financial position and sustainable development in the market. The
impact of good marketing strategy has been developing commercial vehicle demands of Ford.
The customer satisfaction level is high as the innovation and market segmentation is good.
Adaption of new technology has constantly been improving the quality of the products.
Weakness: Company is not able to match up to the sales competition in the market as compared
to other companies. In the outer market, the reputation of American products has been affecting
the demands there. In outside markets, the sales have been stagnant for quite a time. Brand image
has been portrayed as a weak and old brand; thus the revenue is not improving. Growing
competition has been affecting the demands, and global structure has also been affected in the
same (Pestleanalysis, 2015).
Opportunity: Growing technology in the automobile sector has been providing an opportunity
for automatic cars. Growing fuel-saving technology has been seen in the global market. there is
an opportunity to develop business in markets like China, Mexico, and India. These are
potentially developing economies thus helping in the development of the same in the business.
Demand in the commercial vehicle segment can also be seen to deal with the needs of the public
and private companies. The introduction of hybrid companies can help Ford to cover all the
segments of the market. This will be helpful in business development and growth.
Threats: Growing automobile competition has been affecting the customer base and affecting
brand loyalty. This has been affecting the review and demand of the products. The global
economy has been affecting the demands of the vehicles and the fluctuation in currency has been

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affecting the needs of the economy. Environmental regulation has become very stringent these
days; thus the pressure to make fuel efficient and cost friendly cars is there. A wide demand for
electric cars has been affecting the current demands of the company. Reducing the interest of
youth in cars has been affecting the demands of cars (Pestleanalysis, 2015).
Conclusion
The report has analyzed the internal strength and policies of the company and affecting the
development of the company. There has been an analysis of major corporate strategies and
business strategies involved in the development of the business of FORD and making application
of the same in the future strategies.

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References
David, F. R., & David, F. R. (2013). Strategic management: Concepts and cases: A competitive
advantage approach. Pearson.
Ford., (2019). Ford Go Further. Ford. Retrieved <https://www.ford.ca/ >
Keep, E. (2014). Corporate training strategies: the vital component?. New Perspectives, 109-125.
Pestleanalysis., (2015). SWOT Analysis of Ford Motor Company. Pestle analysis. Retrieved
<https://pestleanalysis.com/swot-analysis-of-ford/ >