SCHOOL OF POLYTECHNIC ENGINEERING OF THE COAST

SUBJECT:
FUNDAMENTALS OF MARKETING

PARALLEL:
1

COMPANY:
FORD MOTOR COMPANY

MEMBERS:
CAMPOVERDE BECERRA KATHERINE ANABEL
CHAMBA ZAMBRANO DAGMAR VICTORIA
Mora Thome Sunday Camila
SOLORZANO GONZALEZ JOSELINE ARACELLY
HURTADO ISABEL DEL CISNE VACATION

THE TERM 2020

2
Index

Content
Introduction and Background of the marketing plan.....................................................5
Introduction...........................................................................................................................5
Background................................................................................................................5
6
The marketing problem: field of study............................................................................7
Initial and specific objectives................................................................................................9
Project Objectives...........................................................................................................9
General Objectives...............................................................................................................9
Specific Objectives.............................................................................................................9
Market research:..........................................................................................................9
Problem Statement...................................................................................................9
Hypothesis (Formulation and Testing).........................................................................................10
Research Objectives...................................................................................................10
General objective...................................................................................................................10
Specific objective...............................................................................................................10
Development of the Chosen Research Methodology.....................................................11
Data tabulation..................................................................................................................11
Quantitative Results:.....................................................................................................11
Conclusions of the Market Research
Technical sheet (Data and Formulas used for sample calculation).............................18
Analysis of the current situation..................................................................................................18
18
........................................................................................................................18
• Suppliers:..................................................................................................................19
Marketing intermediaries:...........................................................................................20
20
Audiences............................................................................................................................20
Clients and Market..........................................................................................................21
Macroenvironment.................................................................21
Demographics:..................................................................................................................21
Economic
Naturals.................................................................22
Technologicals....................................................................................................................22
3
 • Political and Legal.........................................................................................................23
Cultural
Diagnosis of the current situation: SWOT...........................................................................24
Link between conclusions and objectives.................................................................25
Knot.....................................................................................................................................25
Redefinition of the initial objectives.................................................................................25
Strategic Marketing:.............................................................................................................26
Segmentation.......................................................................................................................26
Automotive segment..........................................................................................26
Mobility segment.............................................................................................................26
Ford Credit Segment........................................................................................................27
Geographic segmentation
Target Market and Audience...........................................................................................27
Quantification of demand..............................................................................................27
Positioning........................................................................................................................28
Differentiation
Analysis of the UEN...................................................................................................................29
UEN..................................................................................................................................29
BCG MATRIX................................................................................................................29
ANSOFF MATRIX
Operational Marketing (Marketing mix):..............................................29
Product (Product portfolio and life cycles (current and proposed):......................29
Brand, characteristics, design, quality level, packaging, delivery, credit, service
after-sales, warranty, and support for the product.....................................................................29
Price (current and proposed):
Square (current and proposed):...................................................................................................29
Control:................................................................................................................................29
Financial economic analysis of the marketing plan (with costs of the plan):..........................29
Conclusions of the Marketing Plan
• Marketing Plan Recommendations..............................................................................30
• Various attachments Surveys, readings, papers, etc......................................................................30
30

Illustration 1 Age range percentages.................................................................12

4
Illustration 2 Percentages by gender........................................................................................12
Illustration 3 Percentage by place of residence.........................................................................13
Illustration 4 Percentage of monthly income.......................................................................13
Illustration 5 Percentage of social media usage...............................................................14
Illustration 6 Percentage of people who consider the authenticity of Ford.........................14
Illustration 7 Percentage of characteristics observed mainly....................................15
Illustration 8 Percentage of Value in their products.................................................................16
Illustration 9 Percentage of people who have heard about new technology at Ford
..................................................................................................................................................16
Illustration 10 Percentages of people willing to pay more for innovation......................17

Table 1 SWOT of the company.................................................................................................24

Table 2 BCG Matrix.................................................................................................................29
Table 3 ANSOF Matrix............................................................................................................29

5
 Introduction and Background of the marketing plan

Introduction
The project carried out in the Fundamentals of Marketing course aims to apply all the

knowledge acquired within the subject for which the study will be conducted

investigation of Ford Motor Company assessing its development in the industry

Automotive industry according to its annual report presented in 2019, that is to say that it will be carried out a

thorough analysis of the marketing environment surrounding and affecting this Company, estimating

how the microenvironment and macroenvironment could alter the development of this Company in the

market analyzing the repercussions that Ford Motor Company would have with the

change in its marketing environment and at the same time be able to propose marketing strategies for the

negative repercussions that may arise in the future to maintain positioning

from Ford Motor Company and even improve it if positive repercussions are represented

for the company taking advantage of the circumstances that may arise obtaining

greater profits and positioning itself as a market leader.

The purpose of this project is its development to put into practice and

to perfect the knowledge previously acquired in this subject, developing a plan

of marketing in which the forces affecting the Ford Motor market are analyzed

Company.

Background
Ford Motor Company was founded on June 16, 1903, by Henry Ford in Detroit.

United States, the founder's vision consisted of creating affordable cars for the greater

number of people. The production of automobiles was innovative at that time as

were elaborated through mobile assembly lines and mass production techniques,

Thus, the key to success is chain production, reducing the production time of

the cars.

6
 In 1917, Ford decided to produce trucks, tractors, boats, and airplanes, without stopping

to produce their flagship product which was cars, however, due to the changing market

From that time, they decide to start producing bombers, aircraft engines, tanks, and everything.

type of military machinery needed for World War II stopping production of its

ancient products.

When World War II ended, Henry Ford's grandson took control of the

company to re-establish itself in the market with the old product range that

produced before World War II.

In 1961, they created the 'Mustang' model, a legendary car for Ford, the first day of

upon its market launch, twenty thousand units were sold. Currently, the new ones

versions of 'Mustang' remain part of the global automotive culture and it is a

differentiated vehicle in the world.

In the following years, they expanded the market by introducing new models of

cars and investing in technology for their development.

Currently, the new models of Ford Motor Company have a deployment in

technology that sets them apart from other brands, seeks to prevent accidents through a

emergency assistant that follows a procedure for the driver to react, if the

the driver does not manifest in the car despite the signals given by the car itself, the car brakes,

it also has the world's first car that can enter and exit its garage or

car parking without the need for a driver through the key with

display of the car or a smart watch.[ CITATION For \l 3082 ]

Justification of the marketing plan

Ford Motor Company seeks to position its new product range in the market, in

which the products have electrification; mobility solutions; services of

7
self-driving and vehicle services, however, despite the fact that their products are

Differentiate by their high prices and quality; these products may present inconveniences.

for cyber incidents due to the development of cars with greater connectivity. Ford Motor

The company has designed preventive safety measures for its products, although this does not

provides an absolute guarantee that its products are not vulnerable to attacks

cybernetic.[ CITATION Mig18 3082 ]

Currently, many countries have sales restrictions, an example is

the trade and currency restrictions that affect Ford's expansion in South America,

Moreover, many countries in South America are suffering from a severe economic crisis, an example.

This is Venezuela, Colombia among other countries and the currency restrictions in some.

Latin American countries like what happened in Argentina and Venezuela. These aspects have caused

that the loss in South America amounts to 1.16 billion dollars.

AFP20
3082 ]
Ford Motor Company is currently facing tough times in certain areas.

countries, due to losses in profits and decrease in market share due to

trade and currency restrictions, economic crisis in different countries and the possible

cyberattacks they have suffered and possibly will suffer over time.

The marketing problem: area of study

Ford Motor Company founded 117 years ago, has had a long history in the

market in which it has been adapting to the situations it faced such as was the

World War II that decided to adapt to this historical moment and begin to create

war machinery, when the war ended, it resumed producing its original products,

achieving to regain a strong market presence and expand within it.

8
 Currently, Ford Motor Company is in a tough situation due to

as technology continues to advance and change constantly, people want their

cars also contain better technology as it evolves, although

It may seem advantageous for the customer to achieve these products with great advancements.

technological products reach the market and achieve their proper functioning is a long

process that does not end after the preparation of this.

Around the world, many countries are facing the economic crisis, which has

directly affected Ford Motor Company because its products are not considered

a necessary good, furthermore, they are trying to impose new trade restrictions and

currencies, which complicates the marketing of Ford Motor Company, in addition to the fact that they have

with plants in certain countries that are suffering from the economic crisis.

Despite being a company that has been established in the market for a long time

It has difficulties in expanding in certain countries to increase its market share.

of the market.

The company has been affected by the shortage of certain parts, causing a

problem of supply shortages due to the reduction of production of certain

companies, to solve this problem, negotiations must be made between the

suppliers.

The possible cyberattacks on cars and operating systems of the

company, a new restructuring must be carried out in the storage process

for data and improve the security of programs to prevent cyber attacks.

[ CITATION Leg 3082 ]

Trade restrictions in certain countries, to solve this problem.

the negotiation process with these countries should begin to reduce the

tariffs and reach a mutual agreement.

9
 Initial and specific objectives

Project Objectives

General Objectives

Create a marketing plan for Ford Motor Company, for its new

car models find acceptance in the market and regain their share in the

market.

Specific Objectives

Increase sales by 10% for the year 2025.

Increase market share by 5%.

Recover the capital invested in 5 years.

Improve notoriety.

Improve positioning.

Market research:

Problem Statement

Ford is one of the highest ranges available in the market in terms of vehicles.

refers. This company is targeted at a certain group of people with financial resources.

high and very high means as their vehicles are very expensive.

They are basing themselves on what the consumer really needs since those who

they will buy that brand because they like the authenticity it provides them so they

they will always be faithful to the brand, which is why the company always wants to propose new things

for their vehicles and undoubtedly has chosen the best, which is innovation.

So their main problem would be the reception they have in the market since their

products always add value to make it more appealing to the consumer, they now

10
they want to implement communication between vehicles of the same brand and this will be a

difficult work for the automotive industry due to risks of disruption, cutoff, and compromise

of commercial systems, production, and mobile operating systems.

Hypothesis (Formulation and Testing)

We can infer that in the long term, the mobility base is the network of vehicles that is

they will communicate with each other, therefore, it will reduce traffic in the city which could decrease the

environmental pollution since if the vehicles are connected synchronously

they will avoid any discomfort for the consumer.

What they propose is for emergency situations when accidents occur or

the vehicles break down, but they not only thought about that but also in the

logistics and delivery. This will allow vehicles to have extensive technology in all

their models and that the client feels comfortable since they will send emergency messages and

also software updates

But as we mentioned earlier, the biggest risk they have is the issue of the

internet users since it is a bit complicated to control the operating system of the devices

electronic devices since they do not provide 100% security.

Research Objectives

General objective

Anticipating consumers' desires and needs regarding technology such as

it is mobility, connectivity, and its range of autonomous vehicles. Since

They would need this to be accessible to the public.

11
 Specific objective

To have advanced technology focused on assistance

driver, the well-being of the pedestrian and above all the comfort and authenticity of their

vehicles.

Understand the market in which they operate and which segment

They want to expand their range of vehicles.

Understand the various factors that the client may have to

acquire one of their vehicles.

Form alliances between the consumer and the company to satisfy the

desires and needs with the value given to each product.

Development of the chosen Research Methodology.

For the product that we have in this case, a brand that is commercial.

But as I indicated, it is a brand aimed at middle to high-income individuals.

and high, in which a thorough investigation is what we must carry out, therefore

we will choose a quantitative and qualitative research in order to discern the

methodological process that this company understands.

Quantitative: Survey

Qualitative: observation and satisfaction

Data tabulation

Quantitative Results:

The surveys were conducted with a number of people who are middle class.

high and high since this problem is directed at them.

12
 Illustration 1 Percentage of age ranges

So we can see that there is a greater demand among people who

they are over 45 years old as they capture 55% of the market for these cars, which

followed by the people who are between 26 and 35 years old with 18%, followed by the people

that are between 36 and 45 years old with 18% and lastly those who are between 19 and 25

years.

Illustration 2 Percentages by gender

From what we can observe, it is that the people who consume the most or are loyal to

The product is women at 55% and men at 45%.

13
 Illustration 3 Percentage by place of residence

Our survey showed that most of the customers of this brand would be the

people who live in Samborondón and Vía la Costa since our sample showed 76%

while in the remaining part of the sample, the next is 13%, which are those who live in

the north followed by 6% and 5% who live in the center and south of the city.

Illustration 4 Percentage of monthly income

In this question, we can realize that the people who acquire this

product are because they have an income greater than $901 as they have the possibility of earning

many more have options to buy this type of vehicle. On the other hand, the one that
14
they have a lower income perhaps they cannot acquire a vehicle and it may not be of that

person if not someone from a family member or partner.

Illustration 5 Percentage of social media usage

As we know, these days people move a lot through social networks and more than

everything is due to the eye-catching advertising they have when showcasing the product, that's why the customer...

let it go and acquire the product and that is why we can see it in the diagram that the

people use social media a lot, which corresponds to 87% of our small sample

as a last resort they use radio with a 2% uptake for promotions.

Illustration 6 Percentage of people who consider Ford's authenticity

15
 Without a doubt, we can observe that our sample is almost 99% faithful to the brand.

since they feel that they are made to appear authentic by driving these vehicles, which makes them feel

Well, it is not just because it is expensive, but because of what it gives them satisfaction.

Illustration 7 Percentage of features mainly observed

Without thinking about it, what motivates clients to choose the ideal vehicle for them is the

comfort that this company provides with a 45% acceptance followed by loyalty that

they have the brand at 32% as they have bought some vehicles without hesitation from the

same brand and they are satisfied since the company provides what they need.

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 Illustration 8 Percentage of Value in your products

Consumers love that the brand they are loyal to always places value on

each of their vehicles since a version may come out, but the value they assign to it

the other versions are different and that is why the consumer is led to follow in this way

acquire them with a 94% acceptance rate.

Illustration 9 Percentage of people who have heard about new technology at Ford

17
 58% of consumers have heard about the innovations that Ford is going to

implement in their new vehicles while 30% might have managed to hear or see in

some means of this information.

Illustration 10 Percentages of people willing to pay more for innovation

And finally, without a doubt, the value that the brand will increase due to its new vehicles.

It is indifferent to the consumer since 95% would be willing to pay an additional amount.

for these vehicles, while 3% might be willing to purchase it.

Conclusions of the Market Research

What we can conclude is that Ford is a brand that offers authenticity to

consumer that's why they choose it again and again, the majority of the sample that

we choose is based on people over 45 years old and their main clients are women. On the other hand

part, the biggest means of communication for customers is social media as this

the world is the strongest globally and besides, advertising captures a lot of attention from the

clients.

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 Finally, we can say that despite the issues we have taken the

consumer if they would be willing to choose those vehicles again for the innovation that

they will always have in each of them assuming the risk of high values in everything

sense.

Technical sheet (Data and formulas used for sample calculation)

The formulas that we had to use to obtain the desired data from our sample

they were:

Arithmetic mean

Percentage in order to have accurate data.

Analysis of the current situation

Microenvironment:

Company:

Ford Motor Company was founded in 1903 in Michigan by Henry Ford, hence the

name of the company, which was the designer and engineer of the cars. In 1919, it

The company is incorporated in Delaware with its headquarters in Dearborn, Michigan. Currently the

the company has branches in more than 125 countries, where the first was Canada,

counting with around 190,000 employees worldwide creating different types of cars,

from trucks to electric cars.

The company's mission is 'To improve people's lives by making them '

mobility should be accessible and affordable

The company's vision is 'To become the most trusted company in the world,'

designing intelligent vehicles for a smart world

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 The company's mission and vision reveal that it aims to be a market leader and

to provide the best benefits to customers in order to become one.

Within its goals as a company is to hire the best in the industry and thus

to be able to stand out with good employees who are up to date with new technologies and not

let the company be affected by the constant changes globally.

Regarding the financial statements, Ford still shows enough liquidity to

stay afloat and continue operations for the next few years and remain relevant in the

automotive industry.

• Suppliers:

Ford has created a strategic alliance with its most potential suppliers called

Aligned Business Framework which aims to help these companies for a better

sustainability and at the same time help oneself to continue providing the best

products to their customers acquiring the best raw materials in the market

international and national can offer, such as basic metals, energy, and other materials that

are necessary for the creation of good automobiles.

An example of good work with your suppliers is that together with them and companies

technologies are trying to develop autonomous vehicles, which is something that is in full swing.

Ford does not intend to fall behind with this.

Although many times work is not always so magical because things can happen

things that prevent the good development of the company, such as certain parts not being in

the optimal conditions and cannot be used for safety reasons; they can be presented

certain problems in the cities of these companies that provide them as disasters

environmental issues or even strikes by the workers themselves; or even worse the case that

a single supplier and if they fail with the deliveries it can be very detrimental. All these cases

20
they cause Ford to face certain inconveniences regarding its deliveries and leaving the road

free to compete.

Marketing intermediaries:

Ford works with many companies around the world to continue

promoting itself and delivering more and more products of the brand to its consumers

to remain at the same level or even larger than the competition while always respecting the

laws and policies that each country has to avoid problems.

Kol17 \l 3082 ]

• Competidores:

The automotive industry has a wide variety of producers and is very

competitive as the company has a lot of competition like Ferrari, who have reached

having the most famous race in the late 60s, Volkswagen, BMW and others that are

very famous and make Ford work harder every time to give the best to its customers.

The competition stands out most in terms of price and promotions that

they offer to customers because companies within this industry often

They produce more than the current market demand. This could present an advantage for Ford.

and a disadvantage.

The disadvantage is that with so many companies offering promotions, Ford does not know

It can compete with all of them because many times the economic aspect is seen.

affected by political and legal problems in different countries. But the advantage is that, by

knowing its weak point, he has taken advantage of it and decided to team up with certain companies and create

alliances to provide better products, better services, and even better offers and to their

You can somewhat reduce external threats.

21
 Publics

The different audiences have a significant influence on the business decisions of any

company and Ford are not exempt from this. A great example is the public of citizen action and

the government audience, since Ford is an automotive company its contribution to the

pollution is very significant so it has to follow certain rules to be responsible

socially and thus not only comply with the laws, but also shows clients that they truly

he cares about them not only in the United States but around the world and

complying with the different regulations that each country presents.

Clients and Market

Although the company always tries to give its best and stay up to date

News in the automotive market is sometimes difficult because in the technological era the

people are constantly changing their tastes and there is always something new being created

In some part of the world that can revolutionize everything and many times Ford cannot be present.

Alongside those events, it takes years to design and develop a new vehicle, so

The competition can take advantage of this. This in turn affects the sales that it had.

the company is projected because, although a market research has been done and seen that

As much as the new product or service can excite people, this is very behind.

causing significant losses.

But despite everything, Ford always tries to provide the best benefits for its customers.

like different promotions, guarantees on their products, parts that are the best and to

same safe time. Even with the help of market research, you know what

clients promote certain products. For example, most Americans are

they are moving away a bit from large vehicles and although that is their strength, they know that

You have to do what is necessary to satisfy that market and not lose those customers.

22
 Macro environment

Demographics:

Depending on the demographic sector in which it is located, Ford varies the type of

product and warranty it offers to its consumers. Sometimes Ford has been affected

for state and federal consumer protection laws and the breach of the

guarantee obligations, policies, and the social statuses that prevail in the different

regions of the world where there is a stronger job market depending on the area of the world

in which it tried to promote itself or 'make a stronger impact' than other brands.

Economic

One of the economic measures that affect development in the market are the

different requirements proposed by nations to Ford, one of them is the Requirements

Europeans which details that Ford will have to pay premiums in shorter installments

vehicles. The economic growth of countries is also one of the

factors affecting Ford, the variations in currency exchange rates, inflation,

monetary policies, different types of taxes, marketing barriers and

tariff impositions.

Natural

It is very difficult to control what cannot be managed, so many times there are matters

natural issues that escape the company's control and harm it, such as: climate problems

which can harm suppliers and their employees and even the company itself.

company; problems in the different cities that provide such as strikes or the health of their

employees. And this can be more detrimental if there is only one company that

it provides certain material and causes delays and losses.

23
 Technological

The company tries to always keep up with the new trends in the market and continue

being relevant. They work very closely with companies and suppliers related to the sector

technological and thus be able to gain a significant competitive advantage in the vehicle market.

But this can be a bit complicated because we are currently living in the 'Technological Era' and

daily there are new trends and Ford tries to innovate as fast as it can, although this

many times it gets complicated.

Although technology encourages the company to challenge itself and be better.

each time, this can also be harmful as there have been many technological attacks,

leaving it vulnerable and exposing its biggest secrets to the market, causing that

this may delay operational activities.

Policies and Legal

Interconnectivity can bring advantages and disadvantages to companies and a great

An example of the disadvantage is the political/legal problems that can occur not only in

United States, home country of Ford, but in any country where the company operates.

An economic crisis, a recession, or even a war can harm everything

work that Ford has been doing for years. For example, China has much more policies

rigid for the automotive industry and this harms the company and makes it strive

much more. Another example is the case of the United Kingdom that left the European Union and the

The company will have to face the new political/legal norms that this country imposes.

for international companies.

Although it is known that external legal issues can affect the company, the

legal problems in the same country can sometimes be much tougher. If the United States decides

increase taxes on certain materials that are going to be used, Ford will not only see

24
affected economically, but also the launches may arrive with less

impact on the market and affect the demand that was projected and in turn see less

competitive.

Cultural

Culture changes from country to country and beyond merely knowing how to promote certain

product or benefits in a certain region of the world also needs to know how to maintain

the employees of the different branches are happy not to harm the company.

In many of the places where Ford operates, there is a culture of unions and when

These employees do not feel satisfied, they can even close factories and this limits them.

produce a certain amount of products.

Diagnosis of the current situation: SWOT

Fortresses Weaknesses
Warranty coverage of your Uncertainty regarding the

products. supply of raw materials.

Advanced research and engineering. Financial exposure as

Licenses to use numerous business professionals are expanding.

patents, trademarks, copyrights to Operational risks.

world level. Financial risks due to the

Vehicle profitability. credits they provide.

Opportunities Threats
Exchange rate volatility. Slowdown del growth

Bank's inflation targets economic.

central. Economic requirements of others

Avoidance of premiums and levies countries.

regulatory. Volatility of the exchange rate.

Changes in product prices

25
 basics and energy.

Table 1 SWOT of the company

Link between conclusions and objectives

Ford, over time, has been perfectly associated with the

technological advances using them to improve their vehicles every day, providing them with

technological improvements and cybersecurity.

Despite Ford having a wide global expansion of its products,

it has been affected by many economic policies or export policies and

importation, the cultural factor, the demographics of different countries among other factors.

Ford's interaction with customers has been affected by the different types of

tastes of people, this is due to the fact that currently people are more

contact with technology making their preferences known, complicating the company

choose vehicle models that benefit and please the market that Ford is targeting

normally.

Knot

The models and technology of the vehicles that Ford has for marketing do not

They satisfy the desires and needs of current customers, therefore, Ford must increase

variety of models and improve the technology they work with to avoid attacks

cybernetic that do not affect the quality of the vehicles.

The different social and economic policies, the economic barriers they impose

The countries where Ford has its markets affect its economic development.

Redefinition of the initial objectives

Improve communication with users to have models that are

adapt to the tastes and needs of the clients.

26
 Improve technological security to prevent hacker interventions

in the operating system that cars have.

To have vehicles that not only the upper class can use but also

also the middle class to have a greater market coverage

automotive on a global level.

Carry out a broader market segmentation in order to become

among the world leaders in the automotive sector.

Know the market in which they develop and to what segment

they want to expand their range of vehicles

Improve trade alliances with the different countries in which

to operate so that political and social laws do not affect the development by 100%

company.

Strategic Marketing:

Segmentation

Ford's market segmentation is a benefits-based segmentation.

it is basically divided into 3 segments which are:

Automotive segment

Sale of Ford and Lincoln vehicles to wholesalers and retailers.

Mobility segment

Developments related to autonomous vehicles, with systems of

self-driving and vehicle integration and research in advanced technology through

Ford Smart Mobility.

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 Ford Credit Segment

Aimed at wholesalers who want financing to acquire the automobiles of

Ford around the world and thus support its distributors. They also offer financing to

its retailers with vehicle sales contracts on credit.

In addition, they also have geographical segmentation.

Geographic segmentation.

North America, South America, Europe, China, operations in the Pacific

Asian, Middle East, and Africa.

Target Market and Target Audience

The global automotive industry is significantly affected by

economic and political conditions that are beyond the control of the company, which is why Ford

they do not depend on a single client or just a few, as the loss of these would have an effect

materially adverse to the business.

Ford's target market includes both wholesalers and retailers, the retailers that

they are responsible for the sale of vehicles to their own dealerships for sale to the customer of

fleets, to commercial fleet clients, car rental companies, and governments.

And to the wholesalers, which are the sales of medium and heavy trucks, the units of Ford

which are sold to other distributors for their subsequent sale.

Demand quantification

Your demand consists of retail sales, industry sales, and the quota of

market these are in the years 2017/2018/2019 respectively in millions of units

Retail sales 6.6, 6.0, 5.5

Volumen de la industria 95, 94.2, 91.9

28
 Cuota del mercado 7% 6.3% 6%

Positioning

The strongest positioning variables of Ford include factors such as price,

quality, style reliability, safety, fuel efficiency, functionality and reputation

from the brand. On the other hand, we have:

Competitive position. - there are many producers, without a single

dominant producer.

Delayed orders. - products are produced and shipped in a

an average of about 20 days, this prevents the accumulation of orders

Raw materials. - they buy a wide variety of raw materials from

numerous suppliers

Intellectual property. - hold licenses to use numerous

patents, trade secrets, copyright and trademarks at the level

worldwide.

Coverage of the warranty, field service actions and actions of

customer satisfaction. - they provide warranties on vehicles based on mileage and

according to the product and geographical location.

Differentiation

Its ability to meet the preferences of consumers and businesses with

regarding the type or size of the vehicle, as well as the design and performance characteristics.

Ford's differentiation is based on its leadership position in electrification; solutions

of mobility, including self-driving services; and connected vehicle services.

29
 Analysis of the UEN

UEN

As strategic business units, we have North America, South America,

Europe, China, operations in the Asia-Pacific, and the Middle East and Africa.

BCG MATRIX

Rate High Sales of service parts and accessories autonomous vehicles of

growth self-driving
from the market Ford and Lincoln Vehicle Discounts Programs of
financing
High Low
Relative Market Share
Table 2 BCG Matrix

ANSOFF MATRIX

EXISTING MARKETS NEW MARKETS

EXISTING PRODUCTS Programs of
financing
Sale of parts
service and accessories
Ford vehicles
Lincoln
NEW PRODUCTS autonomous vehicles
of self-driving
Table 3 ANSOF Matrix

Operational Marketing (Marketing mix or Marketing Blend):

Product (Product portfolio and life cycles (current and proposed):
Brand, characteristics, design, quality level, packaging, delivery, credit, service
after-sales, warranty, and support for the product. (Depth and/or breadth of the line)
Price (current and proposed): Pricing, Pricing Strategy
Plaza (current and proposed): Location of Point of Sale (retail) and distribution channels.
Promotion (current and proposed): Communication (BTL, ATL and Media Plan) (Tools
of Integrated Marketing Communication
Control: Assignment of responsibilities, annual operational calendar and its respective
investment.
Economic financial analysis of the marketing plan (with costs of the plan): analysis of the
main ratios, budgets, Break-even point, Cash flow
projected, Marginal contribution account and The contingency plan.

30
Conclusions of the Marketing Plan

Recommendations of the Marketing Plan

Various annexes surveys, readings, papers, etc.

Bibliography
AFP. (2 of April of 2020). The Economist. Obtained of
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Ford(n.d.). Retrieved from [Link]
Ford. (n.f.) Obtained of
Ford and the Future
[Link]
Kolter. (2017). Intermediaries delete Marketing. Pearson. Obtained of
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Legiscomex. (n.d.). LegiscomexObtained from [Link]
31-12-17 not
Leaders, R. (February 1, 2015). Leaders Magazine. Retrieved from
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[Link]
Miguel Saints, C. (July of 2018). Obtained of
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1
Thompson, A.
Unable to access external links.
Valverde, H. (August 1, 2017). Motor journalism. Obtained from
Unable to access external content.

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