FORD MOTORS

STRATEGIC PLANNING CASE STUDY

OVERVIEW

 Henry Ford founded Ford in 1903.

 Its headquartered in Dearborn,
Michigan, USA
 luxury vehicles under the Lincoln
brand
MISSION, VISION AND VALUES
 Mission Statement
Our belief: Freedom of movement drives human
progress.
Our aspiration: To become the world’s most
trusted company, designing smart vehicles for a smart
world.
 Vision Statement
People working together as a lean, global
enterprise for automotive leadership.”
 MISSION STATEMENT
“One Team. One Plan. One Goal.”
CORPORATE SOCIAL RESPONSIBILITY (CSR)
 Focusing on Girl Education, Ford’s Light House
Program looks to nurture their talent with
knowledge, skills and scholarships.
 The program supports their families, and encourages
schools, to provide a more nurturing environment
for girls. Parents and single mothers are also
provided livelihood support encouraging them to
enhance their family income and support their
daughter’s education.
 Ford-Rotary Digital Literacy program has helped 5
lakh people secure digital literacy since its inception
in 2007. Over 10,000 desktops and laptops are now
being used to deliver basic computer knowledge and
advanced training at government schools, colleges,
NGOs and hospitals.
MEDICINE BY MOBILITY

 By using mobile voice-to-text technology, the partners were able to demonstrate real-time data-entry to better
serve the rural mothers. And instead of walking 2 kms downhill before giving birth, the all-terrain capabilities of
the Ford Endeavor helped expectant mothers safely travel to healthcare facilities.
 When the program was complete, it had helped enable successful childbirth for 45 women with high-risk
pregnancies. Additionally, it set up 27 pediatric and gynecology camps in Tamil Nadu’s villages. And as the program
traveled to 54 other villages to facilitate maternal and pediatric health awareness, it helped another 3,100 people.
FORD CSR - VOLUNTARY BLOOD DONOR

 Ford has been named as the largest Voluntary Blood Donor

successively for 19 consecutive years across its
manufacturing and IT operations. Ford’s employees team up
with NGOs like the Red Cross for conducting blood
donation camps and safety campaigns.
 Ford has been supporting a primary health care centre –
“Sanjeevi” in Chennai for 19 years, which has provided
medical care to more than 510,000 people in surrounding
villages.
FORD INVOLVED IN WILDLIFE CONSERVATION

 Ford is supporting the protection and

restoration of Pallikarni marshland that
homes hundreds of migratory birds. The
company aims to create a birding deck
there for the enthusiastic bird watchers
and nature lovers.
INNOVATION STRATEGY

 In 1914, Ford instituted the “$5 workday,” a significant

wage at the time, to enable his employees to buy the
vehicles they built. The move created loyalty among
Ford workers and is credited with giving rise to a new
middle class of consumers unencumbered by
geography, free to travel the open roads, to live where
they please and chase the American dream.
 Henry Ford raised the base pay of plant workers from
$2.34 for a nine hour day to $5 for an eight hour day.
3D PRINTED PARTS

 Ford is expanding its capabilities in 3D printing,

which creates production-representative 3D
parts layer by layer for testable prototypes. With
3D printing, Ford can create multiple versions of
one part at a time and deliver prototype parts
to engineers for testing in days rather than
months.
FORD’S DIRT DETECTION TECH.

 company’s new dirt detection system

uses robotic vision to create a digital
model of each vehicle in final assembly
to analyze paint and surface
imperfections in comparison with a
perfect model.
 Robotics, in this case, allow Ford to
work smarter in improving products for
customers and allowing workers to
focus on more critical thinking tasks.
INNOVATIVE STRATEGIES SUMMARIZED

Centralized strategic leadership Decentralized policy implementation

company's aim is to take advantage of
adopted to give the company the ability to
centralized decisions being flexibly and
consider broad range of market opportunities
rapidly implemented by their smaller
locally and internationally. It would also allow
companies. This strategy enables the
the top management to engage more on
company to eliminate layers of management
product development in order to satisfy their
in order to improve communication systems
customer's expectations in multiple markets.
from top to bottom.
INNOVATIVE STRATEGIES SUMMARIZED

 teamed-up with Caterpillar

Logistics and SAP to improve
warehousing and its Daily
Parts Advantage network for
getting spare parts to their
dealers.
SWOT ANALYSIS
FORD MOTOR COMPANY
STRENGTHS

 Global Recognition
 Research and Development
 Diverse Offerings
 Adaptability
 Huge Network

$12.74 billion
BRAND VALUE
WEAKNESSES

 Product Recalls
 Weak Foothold
 Poor Reputation
 Dependence on U.S Markets
OPPORTUNITIES

 Eco- Friendly Vehicles

 Increase Customer Base
 Digital Marketing
 Self-driving car
THREATS

Ford’s main competitors

 High Competition
 Increased Prices of Raw
Materials
 Regulations and compliance
 BCG MATRIX
 Relative Market Share

 CARS – SUVS, TRUCKS  ELECTRIC CARS

 Market Growth Rate

 CARS
QUESTION MARKS

 • The Question mark quadrant deals with part of the

company that have low market share but have good
relative growth.
 Ford motor company have the low market share and
high mix growth rate.
 There are more competitions for this types at market or
product.
 The product is sale in less number for the selective
people or area.
 For example Ferrari which is high price car for high class
people. So that the product should be product with
carefully . The loss mistake in decision making creating
more problem.
CASH COWS

 Cash cows are the most desirable market segment.

 These divisions have a high relative market share and
low market growth.
 Ford motor company brand are profitable and
reliable.
 The product development costs are relatively low.
 Ford motor company product are focused for
economic class people so it has high market share get
low growth rate.
DOGS

 The dog quadrant describes parts of the company that are

not doing well in terms of market share and relative
growth.
 The product in this characters market is existing for doing
competition to the competitors products.
 Ford motor company brand Jaguar and land Rover had
faced the problem and connate generated profit at 2016, to
early at 2018 but finally the Ford motor company sale the
brand to Tata company on 2008 march.
 Ford motor company sales its brand or liquidate too solve
the financial difficulties.