Marketing Report: Ford's Consumer Behavior, Strategies, and Analysis

This report provides a comprehensive analysis of Ford's marketing strategies. It begins with an introduction to marketing and then delves into the consumer decision-making process, exploring the stages consumers go through when purchasing a Ford vehicle. The report then applies Porter's five forces framework to analyze the competitive environment faced by Ford. Following this, it examines Ford's brand portfolio using the GE and BCG matrices to assess its market position and strategic direction. The report also covers segmentation, targeting, and positioning strategies employed by Ford to reach its target customers. The report concludes by summarizing the key findings and insights into Ford's marketing approach.

INTRODUCTION TO
MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Consumer decision making process.........................................................................................3
2. Porter’s five forces...................................................................................................................5
3. Two brands and develop..........................................................................................................6
4. Segmentation, targeting and positioning strategies.................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the action of the business of selling and promoting services and
products of a company which includes advertisement and market research. It can be termed as set
to activity, set of institution and the process for communicating, creating, exchanging and
delivering offerings that have high value clients, customers, partners and society at a large. It
refers to the activities of company to promote the selling or buying of its products and services.
Ford is an American Multinational auto maker that has its main headquarters in Dearborn a
suburb of Detroit which is being founded by Henry Ford and which provide wide range of
vehicles that satisfy with the needs and wants of its target customers. Present report will
demonstrate of key marketing models, theories and will identify principles related to
segmentation, positioning and targeting of company products and services.
MAIN BODY
1. Consumer decision making process
It is the process by which consumer of Ford become aware of and identify their needs and
wants, collect information on how to solve the needs and wants at there the best level, evaluate
alternative available options , make a purchasing decision and then account to evaluate their
purchase. This is simple words can be understood as need of recognition, researching various
kind of information, evaluation of various alternatives, purchase and behaviours of post
purchase. All this stages or steps will be in consideration with the consumers of Ford while
purchasing its vehicles. It can broadly be understood as
Need recognition – It states that the first and most important stage involved in the process of
buying because every sales begins when the customers of the company become aware that they
have the needs for a product or a service. It starts when the consumers realises that there is a
need which can come because of two reasons such as internal stimuli which is related to normal
emotional or physiological needs such as hunger, thirst, sleep and various others and can be by
the means of external stimuli which is by the means of external factors. It occurs when customers

exactly determine what is being required on there end which they may feel out to be missing and
need to get fulfilled (Stankevich,2017).
Information search- the second stage relates to and states that buyers decision making process
tends to change consistently as customers require obtaining more and more information about the
products of the company with detail description which serves as the means of satisfying needs of
the individual. In this case information can be obtained with the helps' recommendation of
people who are having experience in using the products which the customer is willing to use at
the present. At this stage consumer of the company tends to consider various risk management
and prepares a list of features of products which is being required to be purchased.
Evaluation of alternatives- the third stage relates with evaluation of different choices or
alternatives in the marketplace along with products life cycle. Once its being determined by the
customer of what can satisfy to there needs, they start seeking for the best options being
available. This evaluation is being based upon various factors such as price, quality and others
which are being considered as important by the customers. These may also be by the means of
reading various reviewing and then selecting a product which accounts to meeting all the
parameters (Block, 2016).
Purchase decisions – this is the stage when all other stages has been passed, where the
customers have finally decided to make a purchase decision of company products
(Panwar,2019). This is the stage where consumer has evaluated all facts and figures and arrived
at the conclusion which is either to be based upon the marketing campaigns of the company and
can be personal experience and connection in regards with the emotion or can be the
combination of the both.
Post purchase behaviour- it is the last stage of consumer decision making process which states
that purchase of product is being followed is by post purchase behaviours that refers to analysing
products which is being useful or not for the consumer which states that it is long termed in
nature (Zuschke,2020). It states that if the products has matched with the expectation of the
customer it will benefit the company as they will serve as the brand ambassador who can help in
influencing other potential buyers and spread positive word of mouth and if not can lead to loss
of market share for the company in terms of acquiring large number of customer base.

2. Porter’s five forces
This is a very good framework which the organization is using so that there is going to be
advanced functioning. Competitive environment is going to be maintained in Ford so that the
company will be able to function successfully in the market which is leaving to make the
company have higher market base.
 Bargaining power of suppliers
The business is having a well-built control on suppliers of organization which is going to
make the output and operation so that there is going to be higher functioning. The company has a
lot of connectivity and contacts in the market which is going to help the company be able to
operate in fact so that there is going to be advanced routine. The company has to get advantage
on trades so that there is going to be higher presentation and productivity.
 Bargaining power of competitors
Competition in market is very elevated for Ford which are Nissan, Toyota, GM, etc. which
are present in the company. The products and services are almost the same for the company
which is going to make performance of firm higher. Company will have to try to get in new
innovations and creative ideas in the company so that there is going to be higher act which is
going to be present (Sorescu, Warren and Ertekin, 2017). Trends and demands of the customers
are being followed in the market which is going to make the company have higher functioning
and profit margins intended for a long run.
 Threats of substitute
The competitors are high in market which has to be well analysed and measures so that
company will be able to operate effectively in the market which is going to be very good for
overall development. Ford is investing a lot of amount on the research and development
department so that there are going to be effective decisions and planning which the company can
have in the market. There are substitute for products and services which are present in market
which has to be maintained in the organization so that company will be able to function.
 Competitive rivalry
The company is not going to have higher sales in market because of competitors present
since the market base is going to be shared. There are going to be a change in the power in the

market as well and the products and varieties are going to be many when there are going to be
increase in the competitors in market which is not a good factor for a long run of company in
market.
 Threat of new entrants
There is a requirement of a lot of amount which company to be able to enter this industry will
have to invest in which is going to be bad. The base for Ford is high in the market which is why
the competitors in the market are going to make sure that they are taking the right risks. There is
a lot of risk which is present since the older companies have already made a place for themselves
life Ford has expanded themselves and strong base has been established (Scheuffelen, Kemper
and Brettel, 2019). New organizations will not be able to compete with the competitors in market
which is going to make the act of the company get affected.
3. Two brands and develop
a. GE Matrix

Figure 1: Difference Between BCG and GE Matrices
(Source: Surbhi, 2017)
Ford is having a very strong market base for them in bazaar that increases the goodwill of
the company and brand image which improves sales. Ford is having a strong portfolio and
market share in the bazaar which is why they would be able to expand and invest in making the
company have higher satisfaction of the customers. It is important for the company to work on
the products and services according to the trends, expectations and demands of the customers is
increasing which also improves the opportunities for the company to grow in the market
effectively. Due to higher risks in getting in new products and services but Ford is having a good
experience in the market which is going to make the enterprises be able to get in new products
and services for their customers which increases the customer relations effectively. The company
is not going to work according to the income and earning but according to the competition in the
market which increases profitability of organisation and sales in the market which is good for the
core competency as well as the growth in the market.
FORD

b. BCG Matrix
Figure 2: GE McKinsey Matrix
(Source: GE McKinsey Matrix, 2020)
There are four categories which are present in BCG matrix which the organization needs to
evaluate and plan for them effectively. The Lincoln Motor company is a brand of Ford which is
why they have to make sure that their products and services in the company are going to match
the standards and reputation of the organization so that there is going to be right economic
stability which is going to be present in the company. Lincoln Motor is going to input their
experience and knowledge in the company as well which is going to make the market for the
company increase. The competition in the market is higher therefore it is important for the
organization to be able to make the right decisions and planning for themselves in order to be
able to have higher sales and economic stability in the market (Gordon and Oades, 2017). The
company is not going to relatively take a slower and secure method in order to be able to gain the
market competitive advantage but take the best method which is going to make the performance
of the organization be higher which is going to be very good for the overall measuring of the
organization and make the brand value of the company even more higher. Star is a very good
FORD

placing for Ford in this matrix since because of the experience and the standards which the
organization has been able to make a place for themselves in the market which is a great factor.
4. Segmentation, targeting and positioning strategies
There are a lot of products and services which Ford is coming up with in the market so
that the organization will be able to gain the market effectively which is going to be very good
for the overall development as well. The organization is going to have higher sales and profit
margins if the right measures are taken at the right time which is going to be discussed in the
further report as well.
 Segmentation
Ford is providing sports cars mostly which is preferred by the youth and there is a lot of
comfort as well which is being provided by the company for the clients. The customers want
comfort with the automobiles since they are travelling long distance therefore it is very important
for the company to use the right methods and functioning for themselves which si going to be
very effective for a long run (Cadotte, 2016). The products and services of the company are
planned according to the demographic, psychographic and geographic for the customers so that
the company will be able to operate effectively in the market which is going to be a great factor
for the company to have in the market. The needs and demands of the customers is changing and
it is very important for the company to get changes accordingly so that the organization will be
able to operate effectively in the market.
 Targeting
The company is having different targets for their products and services so that they can have
the right customers coming in the organization for higher sales which is going to make the
company be able to operate effectively in the market. The company is going to make sure that
they are trying to target the small families, businessmen and youth which is going to be
executive of the organization so that there is going to be good sales which the company can have
in the market which is a very important factor. It is very important that the demands and lifestyle
of the customers is being understood in the company so that there is going to be effective
working which is going to be present in the company so that there is going to be better operations
which is going to be present.

 Positioning
The organization is having a solid situation for the brand in the market which is a direct
result of the quality and norms of the association on the lookout. It is significant for the
organization to have a worldwide match which will be useful for the standing and brand an
incentive too so the organization will have the option to work adequately which will be awesome
for the general improvement of the organization. There are a ton of online ways which the
association has adjusted to so that there will be better which will be available and that will cause
the presentation of the organization to improve much further which is a significant factor for the
association to have on the lookout (Kelsey, 2017). The correct methodologies and brand name is
available of Ford in the market which is the reason it won't be hard for the organization to have
the option to present any items and administrations in the market which will be generally
excellent for the general turn of events and improvement of the organization which will be
available.
CONCLUSION
This report concludes that business organisations in the market should know there value
in the market and also be able to understand the market effectively which could help business to
analyse and make effective plans to grow in the market effectively. The competition in the
market is increasing therefore the companies in the market will have to make the right decisions
in order to be able to get the competitive advantage and brand value. The products and services
of the company have to be placed effectively in the market so that the company would be able to
gain the attention and sales for their products in the market which is going to be good for a long
run.

REFERENCES
Books and journals
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consumer decision-making process. Journal of Public Policy & Marketing, 35(2),
pp.292-304.
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health. pp.311-323.
Kelsey, T., 2017. Introduction to Search Engine Marketing and AdWords: A Guide for Absolute
Beginners. Apress.
Panwar, D.,and et.al., 2019. Consumer decision making process models and their applications to
market strategy. International Management Review, 15(1), pp.36-44.
Scheuffelen, S., Kemper, J. and Brettel, M., 2019. How Do Human Attitudes and Values Predict
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207.
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical literature
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Zuschke, N., 2020. An analysis of process-tracing research on consumer decision-
making. Journal of Business Research, 111, pp.305-320.
Online
GE McKinsey, 2020. [Online]. Available Through: < https://www.toolshero.com/strategy/ge-
mckinsey-matrix/ >.
Surbhi., S, 2017. Difference Between BCG and GE Matrices. [Online]. Available Through: <
https://keydifferences.com/difference-between-bcg-and-ge-matrices.html >.