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Ford Company

In: Business and Management

Submitted By stef934
Words 1626
Pages 7
FORD MOTOR COMPANY: STRENGTHENING THE DEAL NETWORK

Stefanie DiBella
Professor Zeno
MBAD 640
1/21/13

Introduction:
In March 2011 David Kelleher and his team at Ford Motor Company came together to face the challenges that the Ford brand and their brand counterparts were facing: low marketability, competition of imports, high gas prices and of course an ever changing consumer market. “The Way Forward” and “One Ford Mission” was adopted to turn their focus to rethink how to target consumers, consolidate dealers and reposition the Lincoln brand.
Analysis:
1)Chapter 7 discusses differences between the business market and the consumer market. Identify two differences that have a significant impact to the automobile industry and supply chain structure. Explain your answer using information from the chapter and the case.
Because Ford Motor Company has developed a vast array of vehicles that can target a wide audience, Ford Motor Company faces the issue of understanding these two very different target markets: the business market and the consumer market. The two differences that can have a significant impact on the automobile industry and its supply chain structure; is the number of buyers in both markets, and fluctuating demand.
Business markets make up a fewer percentage of the total number of sales for Ford vehicles however, the business market purchases vehicles with higher dollar amounts then consumer markets. I myself having witnessed this concept of the business market, my family business for example might only buy one or two vehicles a year. However, these vehicles have sticker prices of $100,000 per vehicle. Therefore, we are a business market that interacts with a company such as Paccar, Inc., once maybe twice a year. For Ford, this effects their supply chain structure with their business market consumers in a way that they need to produce…...

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