This report analyzes Ford Motors' strategic marketing plan for introducing its electric bicycle in the Chinese market. It begins with an executive summary and introduction, then delves into the adaptation and standardization of the marketing mix (product, price, place, and promotion) to suit the Chinese market. The report then applies the Customer-Based Brand Equity (CBBE) model to illustrate how Ford can build a strong brand identity, focusing on brand salience, performance, imagery, customer reactions, and resonance. The report then evaluates integrated marketing communication (IMC) methods, including advertising, direct marketing, and personal selling, to effectively reach and engage the target audience. Finally, it discusses key metrics for measuring the success of the market entry, such as profitability, customer satisfaction, market share, and employee turnover. The report concludes by emphasizing the importance of strategic marketing in achieving Ford's goals in China.
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