Ford Marketing Analysis: Case Study on Strategies and Performance

This report presents a marketing analysis of Ford, examining the company's approach to different car segments. The analysis focuses on three key models: the Ford Fiesta, the Ford EcoSport, and the Ford Mustang. The Fiesta is positioned as a low-priced, utility-focused vehicle, catering to budget-conscious consumers with its hatchback design and fuel efficiency. The EcoSport, an SUV, is presented as a mid-priced option that appeals to consumers seeking a balance of style and practicality. Finally, the Mustang is highlighted as a high-priced, premium sports car, emphasizing its attractive design and performance. The report also references key marketing concepts and authors, such as Philip Kotler and Seth Godin, to support the analysis of Ford's strategies. The report concludes by emphasizing Ford's strategy of targeting different income levels to capture a broad market share.

MARKETING
FORD CASE ANALYSIS
4/19/2019
FORD
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Ford Fiesta falls under the low priced car of Ford, which falls under the performance vehicle.
With a relatively low price, Fiesta offers an extended hatchback design and gives a good mileage
and average. It is for relatively low income people who prefer utility over anything else. It has
basic features which most of the cars should have. Ford has now started making Ford Fiesta like
a sedan, which has also given boost to his sale.
Under the average priced vehicle, EcoSport by Ford is a great example. An SUV and a sports
vehicle look along with a fairly average price is an incentive offered by Ford for people who
look after their personality and utility before making a purchase (Kotler, Kotler, & Kotler, 2016).
EcoSport a great engine and mileage in the SUV segment; a carrot given to the customers.
Among the high priced cars, Ford Mustang is the most obvious car in the category. With a price
of about 75 Lakhs, Ford Mustang is a like prestige which people want to have but only few can
afford it. With an extremely attractive and appealing, a design standing out from the rest of the
car models, Ford Mustang comes with a great muscle power and a look of a premium sports car
(Godin, 2018). In the luxury car segment, Mustang has a great mileage, is spacious, fitted with
ultra-premium fittings, and a seven seated car.
So, we can see that Ford has offerings in all segments, i.e. it tries to capture the market on basis
of income levels and caters the need of every segment with its cars.

References
Godin, S. (2018). This is Marketing: You Can’t Be Seen Until You Learn To See. New Delhi: Wiley
Publications.
Kotler, P., Kotler, W., & Kotler, N. (2016). Museum Marketing and Strategy: Designing Missions. New
Delhi: Cengage Publications.