MC5055 Digital Marketing: Ford's Strategy & Opportunities Report

This report provides a comprehensive analysis of Ford Motor Company's digital marketing strategies. It includes a company overview, a PESTLE analysis, and the setting of SMART objectives to enhance brand value and market awareness. The report outlines various digital marketing strategies employed by Ford, such as customer segmentation, online value proposition, and the integration of tools like websites and emails. It also addresses the actions required to implement the digital marketing plan, emphasizing the use of cost-effective methods like social media platforms. Furthermore, the report discusses control and evaluation measures, including key performance indicators (KPIs), to monitor the effectiveness of the implemented strategies and ensure alignment with organizational objectives. The report concludes that while Ford's digital marketing plan is largely successful, challenges in protecting intellectual property rights need to be addressed through patents and trademarks.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company overview.....................................................................................................................3
Setting SMART objectives.........................................................................................................5
Setting strategy............................................................................................................................6
Address the actions required to implement the plan ..................................................................7
Control and evaluation................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals.....................................................................................................................9

INTRODUCTION
Digital marketing is a process which assist organisations in increasing their brand
awareness in targeted market. It uses different advertising methods like websites, search engines,
mobile apps, social media and emails. Nowadays most of the organisations uses digital platforms
because it is more convenient and cost effective method for promoting products and services
(Dahiya and Gayatri, 2018). Organisation can maintain appropriate interaction with their
customers which help in selling their products and services in best possible manner. This report
is based on Ford Motor company which is an auto mobile manufacturer. It was founded by
Henry Ford on 16 June, 1903 and headquartered in Michigan, United States. This report will
include SMART objectives and strategies which help organisation in increasing their brand value
and awareness in all over market. With the help of tactical tools set the smart objectives in an
organisation is also mentioned in this report. Control and evaluation is carried out in this report
for the effective monitoring of SMART objectives.
MAIN BODY
Company overview
Ford is an American Multinational Company which manufacture commercial vehicles as
well as luxury vehicles for their targeted audience. It is second largest US brand in auto mobile
industry and fifth largest in world. They own various brands including Ford Blue, Ford Drive,
Ford Credit, Ford Pro and Ford Model E (Varadarajan and et.al., 2022). They sell their products
in all over the world and include services such as vehicle leasing, automotive finance and vehicle
services. Ford manufacture luxury cars under their Lincoln luxury brands. In order to grow their
business they have initiated joint ventures in several countries including Turkey, China,
Thailand, Russia, Taiwan, etc. They are digitally present in all over the world in order to sell
their products. They have established their online websites so that customers can register their
vehicles. Ford is highly active on social media platforms such as Instagram, Facebook, Tumblr,
Twitter, etc. They keep on implementing new features in their products which attracts large
number of customers. Ford ensures that they match the level of current market trends which
assist in capturing large market area in effective manner.
PESTLE analysis

This framework is used by organisations to evaluate the external factors such as
economic, political, technological and legal factors. It assist organisations in understanding their
opportunities and challenges so that they can formulate strategies according to that. Ford have
also used PESTLE analysis which is discussed as follow:
Political: The policies of government majorly affect the functions and procedures of an
environment which should be undertaken by them. Ford can generate revenues in effective
manner because governmental policies are highly business friendly which assist digital car
industry. International trade agreements are highly increasing in various countries which results
in better growth and expansion.
Economic: Changing conditions of economy plays important role in commencement of
operations. Growth of US economy directly create positive impact on the functions of Ford as it
is headquartered in US. Digital Auto mobile industry is growing rapidly which is positive factor
for an organisation.
Social: Macro environment of company includes social factors which affect the
profitability of an environment (Finotto and Mauracher, 2020). Social trends like behaviour of
customers and their taste and preferences should be focused so that organisation can work in
smooth manner. Ford can capture large market area due to rise in demand of electric and hybrid
vehicles in all over the world. In 2021, they have captured 12.6% of market by trailing Toyota
motors and General motors.
Technological: This factor assist organisations in achieving various competitive
advantages in market by upgrading their products and services. Ford can increase their sales by
implementing technological advancements in their services and products through their websites.
They can easily involve features which are present in current digital market trends which is
opportunity for an organisation.
Environmental: Factors related to environment plays vital role in practices and
procedure of an organisation. It includes climatic changes and natural resources which should be
measured by organisations. Ford implements corporate social responsibilities in their operations
so that they can maintain balance in environmental factors.
Legal factors: Legal requirements such as legislative laws and policies should be strictly
followed by an organisation. It eliminates difficulties from operations of digital car vehical

which is essential for revenue generation. Ford formulate policies which support legal factors so
that they can eliminate risk and problems in effective manner.
It is evaluated that organisation have identified their digital micro factors which involves
customers, competitors, suppliers, intermediaries, market and organisation. All these factors
directly or indirectly affect the operations of an organisation which affect their profitability. Ford
have various competitors like Jeep Wrangler, Ford Mustang and many more (Hall, 2020). Ford
have formulated various policies and strategies against their competitors so that they can gain
various competitive advantages.
Setting SMART objectives
Organisations develop SMART objectives so that they can sustain for longer period of
time. Ford can achieve their goals and targets in effective manner with the help of these
objectives. Progress of an organisation can be monitored in better manner which ensures that
operations are carried according formulated objectives or not. SMART objectives of Ford are
discussed as follows:
Specific: This suggest that organisation should understand what exactly that have to
involve in their operations. Their actions and procedures should be accurate which help them in
achievement of their goals. Their specific objectives involves 3 month plans which includes
potential utilisation of natural resources along with saving of fresh water for human
consumption.
Measurable: It involves improvement of procedures by taking corrective measures. Ford
use to gather information and data related to their manufacturing so that they can provide quality
products and services to their customers (Kumar and Singh, 2020). Ford ensures that their most
of the claims related to their services are checkable which assist in achievement of goals.
Customer data are used by them so that they can acquire customer segment.
Achievable: Objectives which are practically possible to achieve by organisations comes
under this. It involves time, cost and resources so that employees can accomplish task and
operations. Ford try to achieve objectives which assist in maintaining their sustainability in
targeted market. They can increase the experience of their customers and capture large market
area by introducing loyalty programs. They can also use different platforms like Facebook,
Instagram and Twitter.

Relevant: Organisation need to focus on their performance so that they can achieve their
objectives in desired manner. The vision of Ford is to minimize wastage and utilise resources
with the help of recycling and reusing products. It is important that all the practices should carry
in order to provide benefits to all the members of an organisation. They also interact with
customers so that they can understand their requirements which results in enhancing their
experience.
Time bound: Particular time limit should be set by organisation which have to be follow
by employees so that they can maintain uniformity in their operations. Ford formulate their short
term and long term goals according to the requirements. It assist them in achievement of
opportunities which are essential for achievement of objectives. Providing customized products
to customers in predefined time limit helps in increasing their market share which is their
objective.
Setting strategy
Acquiring large market area by improving experience of customer is main objective of
Ford which needs to be fulfilled in appropriate manner. They have formulated SMART
objectives so that they can effectively achieve this goals for capturing large market area through
digital assistance in particular time limit. There are various strategies related to digital marketing
plan which is used by Ford are as follows:
Customer segmentation: This refers to the process of dividing customers in different
segments according to different traits and behaviours (Patil and Kumar, 2021). It includes
potential and existing customers of an organisation which plays important role in revenue
generation. Ford identify the most profitable segment of the society so that they can expand their
business. They can use various digital marketing techniques such as marketing which can
influence their customers. Ford targets customers who prefer commercial and luxury vehicles of
age group above 18 years of upper class society. Search engine optimization can be used by them
to increase their brand awareness.
Online value proposition: It suggest the unique selling proposition of the targeted
audience. It is important to communicate with the customers so that they can enhance their
experience. They hire experienced and talented employees for digital media marketing so that
they can get quality content for their social media websites. The competitive features involved by
Ford assist them in differentiating their products. Ford share their most demanded features and

values of their products and services so that customers can understand the value of brand. It help
them in acquiring large market area which is essential for further growth and expansion. Online
value proposition assist Ford in increasing their brand image which will help in competing with
their competitors.
Integration of tools such as webs and emails: It is important to involve these types of
platforms in operations so that they can attract large number of audience in cost effective
manner. Ford use emails and social media website in order to build healthy relationship with
their customers so that they can improve their experience (Digdowiseiso, Lestari and An’nisa,
2021). These platforms easily promote and advertise features and updates related to existing and
new vehicles of Ford. In this manner they can effectively accomplish their objectives and plans
by improving their services and products. Various campaigns can be carried out through digital
platforms which assist in capturing new customer segment of market.
Address the actions required to implement the plan
Ford should focus and track their regular activities so that they can implement strategies
in desired manner. They can use digital marketing plans in their operations which is very cost
effective method. It is very creative manner to attract customers while including innovative ideas
which assist organisation in acquiring new segments of market. Ford use digital marketing plans
which involves social media platforms like Instagram, Twitter and YouTube which do not
involve large investments and capitals (Bly, 2018). These tools are also mentioned in SMART
objectives which help them in following their plan. These platforms help Ford promoting various
campaigns in market so that they can share benefits and features of their products and services.
This method influence the behaviour of existing and potential customers which results in higher
profitability. Ford use to give offers and discounts to their regular customers on special events
and occasions which increase their sale.
Control and evaluation
Organisations should formulate plans to control and evaluate their operations on regular
basis so that they can understand the results of implementation of plans. Ford uses various
methods for evaluation of their practices which are discussed as follows:
Key performance indicators: This performance measurement framework involves
quantifiable measures which are used by organisations. Success of an organisation can be easily
evaluated with the help of this tool (Carvalho and Carvalho, 2020). Ford used KPI measures so

that they can understand their growth, customer satisfaction level, revenue per client, profit
margin, etc. Ford can increase their number of customers as they can formulate strategies which
are essential for them.
It is evaluated that digital marketing plan is very successful for Ford but they face
challenges in protecting their intellectual property rights. Ford use patents and trademarks so that
they can secure their rights in desired manner (Saputra and et.al., 2020). They maintain
confidentiality in their plans so that their competitors do not copy them. Ford have developed
proper rules and regulations which help them in controlling various threats and challenges. They
have registered their trademarks so that their brand image can be maintained in all over the
world. This assist in acquiring market in effective manner which results in higher growth of an
organisation.
CONCLUSION
From the above report it can be concluded that digital marketing is used by organisation
which help them in achieving their objectives. It is very cost effective method which can engage
customers by promoting products and services in creative manner. This report include about the
external environment of an organisation which assist in obtaining competitive advantages.
SMART objectives are formulated so that business can fulfil all the requirements in effective
manner. It is essential to follow all the rules and regulations so that business can capture large
market share. Specific actions are taken by organisation in this report which assist them in
following their SMART objectives. This report includes how organisations control and evaluate
their procedures and actions which assist in smooth operations.

REFERENCES:
Books and Journals
Bly, R.W., 2018. The digital marketing handbook: A step-by-step guide to creating websites that
sell. Entrepreneur Press.
Carvalho, S. and Carvalho, J.V., 2020. The implications of digital marketing and e-commerce in
the tourism sector growth. In Advances in Tourism, Technology and Smart
Systems (pp. 161-170). Springer, Singapore.
Dahiya, R and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: An empirical study in the Indian passenger car
market. Journal of Global Marketing, 31(2), pp.73-95.
Digdowiseiso, K., Lestari, R. and An’nisa, B., 2021. The Effects of Brand Ambassador, Digital
Marketing, and Instagram Use on Brand Trust: A Case Study of Scarlett Whitening
Product. Budapest International Research and Critics Institute (BIRCI-Journal):
Humanities and Social Sciences, 4(4), pp.12027-12033.
Finotto, V. and Mauracher, C., 2020. Digital marketing strategies in the Italian wine
sector. International Journal of Globalisation and Small Business, 11(4), pp.373-390.
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Patil, D. and Kumar, M., 2021. A Viewpoint on Digital Marketing and Usage of Social Media
Tools during COVID-19 Pandemic. Academy of Marketing Studies Journal.
Saputra and et.al., 2020. Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah. Yayasan
Kita Menulis.
Varadarajan and et.al., 2022. Digital product innovations for the greater good and digital
marketing innovations in communications and channels: Evolution, emerging issues,
and future research directions. International Journal of Research in Marketing, 39(2),
pp.482-501.