MKT600 Module 6.1: Ford's Social Responsibility and Marketing Ethics

This presentation analyzes the ethical issues in marketing practices, using Ford Motor Company as a case study. It emphasizes the importance of social responsibility in marketing, highlighting how it influences brand image and builds customer trust. The presentation covers Ford's CSR initiatives, its mission and vision, and the benefits of adhering to ethical standards. It also includes a company analysis, detailing Ford's global operations, corporate culture, and commitment to innovation and community participation. The presentation also discusses specific programs like 'Go Further,' educational initiatives, and driving safety programs. It concludes by acknowledging the impact of ethical lapses, like the Ford Pinto case, and how the brand successfully recovered. References are provided to support the analysis.

ETHICAL ISSUES IN
MARKETING PRACTICES
Company chosen: Ford Motor Company

IMPORTANCE OF SOCIAL RESPONSIBILITY
IN MARKETING:
 Marketing is a holistic approach
 It operates in a definite structured society
 It takes resource from the society be it in form of man, machinery or natural
resources
 Marketing activities must ensure the over all wellbeing of the society as it holds
immense power to influence minds
 Builds Brand Image
 Today marketing is more about putting across a positive message rather than just
selling a product

Strategic Approach to the Concept:
Concept of Social Responsibility includes:
ETHICAL CONSIDERATION
SOCIAL CONSIDERATION
ENVIRONMENTAL CONSIDEERATION

Company Analysis:
Chosen Company: Ford Motor Company
 Founded by Henry Ford in the year 1903
 Today Ford is considered as the second-largest automaker brand in U.S and fifth
largest in the world ("Ford – New Cars, Trucks, SUVs, Crossovers & Hybrids | Vehicles
Built Just for You | Ford.com", 2019)
 Ford has a world wide manufacturing operation including the United States, Mexico,
China, South Africa and many more
 Currently it has around 99000 employees across their global business platform

 Very strong corporate culture
 The company ensures proper compliance with a standard code of conduct for
business performance.
 The company believes in innovation and quality with affordability.
 Significantly encourages community participation and welfare.
Ford’s Mission and Vision

Commitment towards building a better Tomorrow
Ford Motor Company ensures its social responsibility through these activities:
 Driving Community Development in developing countries like India through its CSR
initiative like ‘Go Further’ journey
 Promoting Educational initiative through programs like Happy School
 Supporting women empowerment programs in villages and remote areas of
developing and underdeveloped regions

Commitment towards building a better Tomorrow
 Establishing primary healthcare centers like Sanjeevi in Chennai, India
 Establishing very strong driving safety programs through measures like The
Ford Driving Skills for Life (Ford DSFL) program
 Extensive focus on preserving biodiversity and ensuring sustainable
developmental goals.

How it benefits the Brand?
 Today Ford’s brand value stands almost $19.771 billion
 It ranks 4th and is a major player in the Global Automobile Sector
 Ford currently has approx. 38,500 active patents and pending patent applications
globally. The average age of patients stands at 5 and a half years.
 Abiding by the social responsibility has helps the brand to successfully overcome
its corporate wounds

Conclusion
Ford Motor Company is operating in more than 100 countries today , which actually
proves how important it is for the companies to adhere to ethical standards to
maintain their image.
Even after been so significantly involved in social responsibility measures its
reputation was put on stake, with the Ford Pinto case and the Fires Stone Tire
Scandal.
However the brand had created quite a strong position in the market to fight back
the crisis situation and was successful enough to heal these corporate wounds and
gain back its market position.

References:
Ford – New Cars, Trucks, SUVs, Crossovers & Hybrids | Vehicles Built Just for You | Ford.com. (2019).
Retrieved 19 August 2019, from https://www.ford.com/
Meyers, G. C., & Holusha, J. (2018). Managing crisis: A positive approach. Routledge.
Reyes, L. C. (2013). Ford and General Motors corporate sustainability reports: a critical discourse analysis.
Found in nature. berkeley. edu/classes/es196/projects/2013final/ReyesL_2013. pdf on September, 24, 2014.
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