This report provides a strategic marketing analysis for Ford Motors' entry into the Chinese market with its electric bicycle. It begins with an executive summary and table of contents, followed by an introduction to strategic marketing and the context of Ford's expansion. The report then delves into the adaptation and standardization of the marketing mix, considering elements like price, product, promotion, and place. It applies the Customer-Based Brand Equity (CBBE) model to analyze how Ford can build a strong brand, focusing on brand salience, performance, imagery, customer reactions, and brand resonance. Furthermore, the report explores integrated marketing communication (IMC) methods, including advertising, direct marketing, and personal selling. It concludes by discussing methods for measuring the success of the marketing efforts, such as profitability, customer satisfaction, market share, and turnover. The report references academic sources to support its analysis and recommendations, offering a comprehensive overview of Ford's strategic marketing approach in the Chinese market.
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