Mrketing Strtegy of Ford Compny Case Study Example | Topics and Well Written Essays - 3000 words

Mrketing Strtegy of Ford Compny - Case Study Example "Tht's some good news in the mix of our business," Ford's sles nlyst George Pips sid yesterdy. Ford Motor is the second lrgest utomotive compny in the world nd the most trnsntionl of ll uto mkers. It hs opertions in more thn 200 countries nd territories, employing bout 350,000 workers (Schnpp, Cssettri, 2004) Historiclly, Ford sought to compete ginst the industry's leder, Generl Motors, by incresing its presence in foreign mrkets. Ford's Interntionl utomotive Opertions co-ordintes ctivities in twenty-six countries grouped in three principl regions (Europe, Ltin meric, nd si Pcific). In the lte 1970s, Ford produced outside the United Sttes hlf of its worldwide vehicle production - compred with GM's one-fourth. The Ford Motor Co. hs lso been leder in introducing or rpidly dopting technologicl innovtions in the industry. Henry Ford, the founder nd president of the compny, is considered the fther of mss production. In the difficult decde of the 1980s, Ford showed its cpbility to rpidly dopt the Jpnese system of production nd to move fster thn ny other uto mker in seeking the integrtion of its opertions on globl bsis. The compny ws lso pioneer in the interntionliztion of production, s it ws the first to open n ssembly plnt in Cnd (1904), in Mexico (1925), nd in mny other countries. Historicll y, the compny hs hd leding role in developing n utomotive cpbility in those countries, nd its strtegies hve been chrcterized by its responsiveness to locl government demnds nd its reltively high levels of export ctivity. 2. Politicl fctors to consider in building Mrketing strtegy of Ford Motor Politicl fctors such s US government policies of intermittent intervention in the industry help to undermine the extent of competition in the US utomobile industry. The dversril reltionship between government nd business in the United Sttes tht emerged in the mid-1960s ws founded on the underlying tension which existed between the neo-clssicl model or ideology tht shped US government policies towrd the utomobile industry nd the system of mngeril cpitlism bsed on lrge, oligopolistic corportions. In the 1960s, nd responding to growing public wreness on sfety nd fuel emissions, the US government incresed nd modified its forms of intervention in the utomobile industry. Before the 1960s, US government intervention in the utomobile industry ws "intermittent nd inconstnt, " s "periods of mild support nd benign neglect hve lternted with periods of fierce scrutiny nd shrp intervention" (Dyer et l. 2001:45). Most government policies ffecting the industry re not shped by the underlying ideology of lissez-fire, which justified government intervention only when there were strong demnds by powerful economic or socil ctors to do so, or when it ws justified to correct mrket filure (Gilpin