Ford Motor Analysis - Case Study Example

Some of these internal adjustments that Alan Mullaly, the CEO, implemented included; employee reduction and another cost of production reduction techniques, shrinking its production through asset divestitures, as well as noticeable strategic maneuvers all deemed at avoiding government bails and loans. Most importantly, Mullaly focused on building a higher customer base by converging nameplates. Ford's management saw product diversification as a barrier to success as it dilutes core brand names. Therefore, Mullaly enlarged on some brands whose c valuation by customers outdid the rest, such as the Taurus model. Noteworthy, the success of ford is more leaned on customer base expansion, through brand improvement than in any other strategy. For instance, having captured that demand for small cars was increasing, ford responded by majoring on small cars despite their low average returns.

Veritably, Ford's prosperity would have been more if they had focused on marketing and promoting their nameplates but altering the branding a little bit to capture the whole market, placing the small car market in their forefront. The marketing plan below is an alternative solution.

Lamb et al (2014) assert that a marketing plan should include a mission statement that is not only effectively stating the company’s objectives n but also exclude marketing myopia.  Therefore, the mission statement needs are based on customer satisfaction based on a SWOT analysis of the firm and industry at large. A high market share would be obtained by having several luxurious small cars but insisting on lowering fuel consumption. In addition to brand reduction, Ford should have realized that the recession was worse in the US than in other economies. Therefore, emphasize more development the global market. A good target should be developing economies where the vehicle market is characterized by the middle class. With the invention of small cars, the middle class can easily be captured by reduced fuel consumption. Technological advancement of fuel consumption is of minimal effect in these as what matters most is how customers perceive the product.  Hence, a slight modification of the current brands accompanied by highly influential adverts based on the reduced fuel consumption aspect of the models forms the backup of the plan.

To sum up, the implied plan involves, increasing the demand for already available car models, by highly influencing customers and slight modification of the brand. The main objective would be to expand the customer base, by acquiring new territories in the developing countries, while still maintaining the current US market. The brands can also be differentiated to include luxurious and normal cars based on customer requirements, which enhances price discrimination. The marketing mix will thus include strategic price-setting and differentiation, slight branding, and effective distribution of the products.