Managing capability - Essay Example

It is also utilised in order to evaluate the corporate image of Ford within the minds of its customers. In addition, strategic capability of Ford has also been evaluated with the help of varied strategic tools namely benchmarking and balance scorecard. 1.2 Introduction In the significantly competitive automobile market of South Africa, the main objective of every organisation is to enhance their brand equity and uniqueness in order to retain competitive advantage in the market. This can be done with the help of the core competencies and resources of the organisations in order to sustain their brand image and customer relationships in the long run.

Ford is a multinational conglomerate and a leading name in the automobile sector, for past number of years. It is an American based organisation possessing a history of offering exceptional automobile products ranging from small personal vehicles to lavish brands to its target customers. The head office of Ford is situated in Dearborn region of Michigan in the United States (Ford Motor Company, 2012). Ford was established in the year 1903 by Henry Ford. It has positioned itself as the second leading producer of automobiles in the market of the United States and in the fifth place all across the globe.

In terms of recent financial competencies of Ford, it can be observed that it has earned revenue of US$136.26 billion and a net income of US$20.21 billion in the year 2011 (Ford Motor Company, 2011). 1.3 Capabilities, Strategy, Competitive Advantage of Ford Ford is recognised as a Fortune 500 listed organisation with a market share of 13.4 percent in the global perspective. Is depicted in the below diagram. Market Share of Ford in Global Market Source: (Online Marketing Trends, 2012) In order to retain its brand loyalty in the global automobile markets, the management of Ford has developed a well planned set of competencies, with the view to augment the capabilities of their individual assets.

The organisation has desired to enhance the capabilities of four segments namely human resources, production department, marketing and sales and engineering (Scribd, n.d.). Integrity is the prime competency or capability of Ford. This signifies that the employees of Ford are entirely devoted to their assigned tasks, resulting in accomplishment of organisational objectives. Moreover, team-spirit and courage are the other underlying capabilities which can be observed within the workers that help in enhancement of uniformity and consistency within the organisational hierarchy.

It is essential for the employees of Ford as it facilitates in development in the level of performances, resulting in achievement of varied rewards and recognitions. In order to do so, mutual communication is also extremely essential, bringing about augmentation of knowledge and skills of the employees which are vital for development of new products. Ford also attempts to utilise inventive methods and tools while producing innovative products to satisfy altering customer needs and demands in the global market.

These dynamic mechanisms employed