Marketing on Ford Fiesta

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

The product overview is designed to give an overview of the proposed design with the innovation and solution to meet the given scenario requirements. The section will highlight the demographics for the proposed product while explaining the appeal of the product and why it would attract customers. The section will include an estimated size of the market along with the marketability of the

The world of technology is ever changing and advancing. With the automotive industry in play technology is constantly surpassing what is available today with what can be done for tomorrow. Technology and the automotive industry go hand in hand with constant improvement to components of cars. Due to technology advancement there is competition within the car industry, especially between American car companies and European car companies. European car companies provide their buyers with innovative variety and revolutionary luxuries. European car technology is superior to American car technology due to their safety, entertainment, and luxury features.

Customer loyalty, marketing communication, and branding are all essential elements of any marketing strategy undertaken by a company in a bid to promote its brand image with an ultimate goal of increasing their sales through continuous customer loyalty (Kottler & Keller, 2003). A brand strategy is a development plan a company puts in place for its products and services. Marketing communication, on the other hand, entails informing customers and potential customers of product and service offerings of a company with an aim of attracting and retaining them in the long run (Kottler & Keller, 2003). Lastly, customer loyalty is an outcome of always giving customers a great experience while using the company’s products and services. It basically involves a preference by customers to use the products of a company as compared to the other brands available in the market regardless of their price. This is the major goal of most businesses (Kottler & Keller, 2003). Ford is no exception. When it comes to its F-series, careful situational analysis has to be conducted if the product life cycle of this truck series is to be extended despite the fact that it has been on the market for over 35 years.

When considering the factors which suggest the proper market segment, first the product itself needs to be examined.

The focus on the company’s homogenous products in trucks and larger vehicles switched attention in the North American portfolio to a new line of midsize cars. The global shift in market demands for smaller, more fuel-efficient vehicles became even more apparent. Thus, began the production of the new Ford brands in Europe, Africa and Asia markets, of smaller vehicles to meet changing consumer preferences. These strategies proved to be very successful with the new fuel-efficient cars, such as, the Ford Focus and Fiesta. Ford is emerging as a market leader in the production of electric powered vehicles, which is a new segment in a growing environmentally friendly market.

After introducing the product the next stage for any product is looking for growth. The growth is stage is very critical in the operation management. The key of success is lying in this stage. How we take this product to people or how people will have the feel of necessity of the product depends on the efficient marketing strategies of the management. Sometimes the time taking to reach to growth stage will be faster because of the uniqueness of its usage when compared with its competitor's products. Major efforts are required at this stage to push with all possible strategies in an ethical manner.

In order to meet the future consumers’ trend forecasted by the automotive industry, Ford wants to reposition itself and its business model regarding as how to better satisfy consumer needs, which is to produce smaller economic cars that the US middle-class customers value. Therefore, it seeks to take a new direction and to bring a revolution to the automobile industry, and to revive its glory years. A number of vehicle programs have been changed, delayed or even dropped throughout 2007. Ford officials believe that the shifts are aimed to get the right products to the market faster, with the emphasis on reducing costs and accelerating product development.

Describe the target customer segments, try and quantify their numbers and characteristics. How will they benefit? Why should they buy and when? Why do they want it as opposed to you thinking they need it?

The merger between Daimler and Chrysler was expected to be a success in the economy especially with the current trend and demand in the automotive sector. Daimler is considered one of the most successful and profitable automotive companies across the globe. Founded in 1893 as the Daimler Motor Syndicate Ltd, its growth and expansion in the automotive sector has been facilitated by the need to meet the interests and needs of its key stakeholders (Barnard, 1998). The vehicles that are manufactured by the company are of high standard and the quality is top-notch. Most of its customers are concerned with the satisfaction level that they achieve when they purchase the motor vehicles. The implementation of the luxurious car segment meant that the trend in the economy has considerably changed and there was need for improving the brand image and the superiority of the products offered.

In the market analysis, intend to assess the future and current market (s), positioning, competitive conditions and any regulatory concerns that may exist in United States as well as other markets. Our entire market consists of United States, Britain and the Middle East Countries. The segment market will constitute the military, airlines and VIPs. Targeting may occur in two main phases. The first one concerns the single segment which consists of a single product. This is whereby a single product is targeted by a marketer and this takes place in a market and consists of many segments.

Analysis has been carried out in order to outline the target markets. Several segments have been examined. These are:

BMW had an evolutionary approach on marketing and advertising. Its sales increases from 2000 that is by introducing ‘Efficient Dynamics Concept’ which means that all BMW’s Group have lower emission. One of the main success of BMW was the introduction of the concept “KOVP, or “Customer- oriented sales and production process,” which was introduced in 2000. There had always a different in the sales between America and Europe, that is out the total sales in U.S only 15% were customized and where as in Europe half of BMW car built was according to customer’s specification. Slowly SUV’s sales decreased in America. So they introduced the new marketing strategy “Dream it, Built it, Drive it.” To their new model X3 in 2010.As American’s are different from others they need

Product is introduced in the market with intention to build a clear identity and heavy promotion is done for maximum awareness. Before actual offering of the product to customers, product passes through

There are five behavioral segmentation knowledge base. They are product application, buying process, decision makers, decision criteria, and decision maker attitudes. Product application is when the marketer tries to understand the customers need. There are times when marketers fall onto a trap of trying to sell their products to customers who uses the competitor’s product. They would assume that their product is a replacement for the competitor’s product. Though this may be true, but sometimes it is better to best the competitions to replace them. Once the markets know the correct application, buying behavior and people to target, they would design their marketing strategy and offering around this segment. Buying process has four stages. First is awareness, which identifies the need of the product. Second is presale, this process is where the customers use to narrow a product to select potential