Advertising Final Project | Ford Motor Company | Compact Car

Please download to get full document.

View again

of 21
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Information Report



Views: 6 | Pages: 21

Extension: DOCX | Download: 0

Related documents
  Ford Escape Plans Book Elizabeth Gibson5/25/16 1  Product Situation Analysis The Company According to the corporate Ford website, the Ford otor !o pan# was $o%nded in 1&'() *he Ford +ighland Park plant had the worlds $irst asse bl# line and created the $a o%s odel * car) *he co pan#s ission is to contin%e to prod%ce great cars -Ford, histor#.) ot onl# is Ford an A erican co pan# b%t it also has di$$erent prod%cts all aro%nd the world) 0Ford is a global a%to otie ind%str# leader based in earborn, ichigan) Ford an%$act%res and distrib%tes a%to obiles across si3 continents) 4t has abo%t 1,''' e plo#ees and 62 plants worldwide -Ford, n)d).)7 *he co pan#s a%to otie brands incl%de Ford and 8incoln) *he co pan#  proides $inancial serices thro%gh the Ford otor !redit !o pan#) 4n 2'19 Fords net inco e was :()2 illion -Ford 2'19 ann%al report.) Ford has been working hard to i proe its eniron ental contrib%tions to appeal to cons% ers) According to the s%stainabilit# section o$ the corporate Ford website, 0Ford topped 4nterbrands list o$ the 5' Best Global Green Brands, clai ing the n% ber one ranking in part $or its approach to eniron entall# responsible and s%stainable an%$act%ring) Ford and +einz hae also been working since 2'12 with !oca;!ola,  ike and Proctor and Ga ble to deelop a 1'' percent plant;based plastic < part o$ the a%to akers co it ent to s%stainabilit#   -Ford, =%stainabilit#, 2'19.)7 *he Ford rep%tation oerall is $airl# good b%t is not per$ect) Ford had to recall tho%sands o$ the 2'1( Ford Escapes  beca%se o$ a possible $ire hazard, b%t there were no reports o$ an#one getting h%rt -Ford, 2'1(.) *he 2'15 Ford Escape receied a >)) Power Award $or a co pact =?@ ->)) Power, 2'15.) The ProductProduct description and positioning:  *he Ford Escape co es with $o%r;wheel drie, a rear back%p ca era and icroso$t =!) *he Escape can co e with an# di$$erent e3tra 2  $eat%res s%ch as a $oot;actiated li$tgate, blindspot detectors, parallel park assist and naigation) *he car gets 22 cit# pg and (1 highwa# pg) *he bene$its o$ the Escape are not being able to lock ke#s in the car, ore space than sedans and being able to traerse di$$erent terrain with the $o%r;wheel drie) According to Fords website, the prices o$ a 2'16 Escape = are :22,95, Escape =E is :29,&95 and an Escape *itani% is :2&15' -Ford, Escape pricing, 2'16.) *he price di$$erence between a Ford Escape, +onda !;@ and *o#ota A@9, the three best;selling cars in this categor#, is not signi$icant) All o$ these cars co e with di$$erent add on options) *he Ford Escape is the onl# car o$ its co petitors that has the $oot;actiated li$tgate $eat%re) *he 2'16 Ford Escape co es in ore than $ie colors) Product Sales:  According to Good !ar Bad !ar, the Ford escape ranked third o%t o$ the  best;selling crossoer/=?@ cars $or 2'15) *he +onda !;@ was ranked $irst with (95, 69 %nits and the *o#ota A@9 was second with (15,912 %nits) *he Ford Escape had ('6,9&2 %nits sold in2'15) *he Escape onl# i proed one percent $ro 2'19, whereas the A@9 i proed al ost 1 percent and the !;@ i proed b# ( percent) *he Ford Escape has oer 2' co petitors on the =?@/crossoer categor#) -!ain, top 25, 2'16.) The Market According to B%ss -2'19., the arketing strateg# is to target the Escape at illenials since the# are now beginning to ake eno%gh one# to b%# a ore e3pensie car) Ford has ore roo to i proe with the illennial de ographic $or the 2'1( Ford) illenials are a large arket o$ newcons% ers to the Ford brand and will be haing children, there$ore needing a car that has e3tra space capacities) Escape cons% ers can be $a ilies as well as #o%nger ad%lts that hae bikes, skis, canoes and large ite s that the# cant $it in a s aller car) -B%ss, 2'19.) !ons% ers can $it ore in the tr%nk and $old down the back seats, giing the ore space than in s aller cars) *he 3  show ew Girl %sed a Ford Escape in one o$ its episodes, directing toward a #o%nger cons% er that wo%ld watch this show) *he car does not appear to be targeted at a speci$ic certain gender) Product SWOT Analysis Strengths:  =ince Ford is an A erican co pan#, its cars, s%ch as the Escape, appeal to cons% ers who donCt want to p%rchase $oreign cars like *o#ota and +onda) *he Ford brand has  been aro%nd $or oer a h%ndred #ears, helping to establish a reliable c%sto er base with past generations) *he Ecoboost engine $eat%re o$ the car is good $or the eniron ent) *he car is also ore spacio%s than s aller cars and ore ersatile) Weaknesses: *he Escape can be ore e3pensie than a sedan) =o a higher price, een tho%gh it co es with ore $eat%res and options, a# deter cons% ers) Another area that the Escape is lacking is no options $or electric or h#brid odels) *he gas ileage is not as good as s aller carsand this wo%ld lessen the a o%nt o$ co %ter cons% ers b%#ing the Escape) =o e cons% ers a# be looking $or a larger car and this one a# be too s all $or his or her needs) Opportunities D *his car can be adertised as a $a il# car, e phasizing the $act that is not a stereot#pical inian $a il# car b%t can still proide $or a $a il#s needs) Ford can %se its well;known brand to create brand lo#alt# b# %sing ore adertise ents targeted at the new generationo$ car owners) *his #o%nger generation when b%#ing a car a# take into consideration what car their parents droe and base a car brand choice o$$ o$ that) one o$ the Escapes co peting =?@ cars hae an# $eat%res that stand o%t as being i ensel# better, reliable or technologicall# adanced, so Ford can %se its histor# and brand to get ore o$ the =?@ arket share) !ons% ersare able to get a larger car $or a s aller price and better gas ileage than cars like the Ford E3pedition) Ford can %tilize the co paratie co ercial aspect b# de onstrating the Escapes 4
We Need Your Support
Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

Thanks to everyone for your continued support.

No, Thanks