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MMK101 Marketing Fundamental Assignment 1 – Ford Australia Analysis
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Table of Contents
1.Introduction...................................................... ................................................................. ..........................
2.1 Ford Company............................................................................................................................................
2.1.1 Ford Company Background ............................... ................................................................. ...............
2.1.2 Size of Ford company ............................................................... ..........................................................
2.1.3 Growth of Ford company......................................................... .......................................................... 2.1.4 Industry Trends ............................................................. .................................................................
2.1.5 Ford’s Customers ( target market )............................................................... .....................................
2.2 Ford’s Competition ....................................................................................................................................
2.2.1 Ford’s Major Competitors...................................................................................................................
2.2.2 Ford’s Market Shares ............................................................... ..........................................................
2.2.3 Ford’s Strategic Model............................................................. ..........................................................
2.3 Macro-Environment...................................................................................................................................
2.3.1 Political ...............................................................................................................................................
2.3.2 Economic ............................................................................................................................................
2.3.3 Social ....................................................... ................................................................. ..........................
2.3.4 Technological ..................................................... ................................................................. ............... You're Reading a Preview
2.3.5 Demographic ...................................................................................................................................... Unlock full access with a free trial.
2.3.6 Natural ............................................................... ................................................................. ...............
Download With Free Trial 2.4 Ford’s SWOT Analysis ................................................................................................................................
2.5 Referencing ............................................................... ................................................................. ...............
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1.Introduction
The purpose of this report is to analyse the ford company’s industry background which includes growth , size , industrial trend, strategies that Ford has used to compete in a competitive advantag and will be continue discussing the competitors and macro-environment of the company. (44 wo
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2.1 Ford Company
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Ford Motor company, is a global automotive and mobility company. Henry Ford founded the Fo motor company on the 16th June 1903. The company has become one the largest and profitable automobile company. The company has inherited for 100 years as the form of family control companies in the world . (51 words)
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2.1.2 Size of Ford company
Ford company, the 2rd largest automobile company in the world is known as one of the best automobile manufacturer in the world with $164B business empire (referenceforbusiness.com, 2017).Besides , Ford also owns a small stake in Mazda and operate more than 62 plants in the wo Ford company generates 62% of total sales from the US. In 2015, Ford has more than 12,000 dealerships in the world. Ford also has 201,000 number if employees working with them in 2016 2016 Annual Report,2016). (82 words)
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2.1.3 Growth of Ford company
The share price of Ford has been a downwards trend in t he last two years (picture1). Ford revenue has been growing at the rate of 4.3% , there are slightly little contracting in 2012 2014 (picture2). Shvetsov (21Dec2016) said that there is a potential to grow in this comp Ford. Over the next 5 years , analysts are expecting Ford company to grow earning at the average annual rate of 12.27%, (Zack 2016) in picture 3. (77 Words)
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Picture 3
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2.1.4 Industry Trends
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During the past 5 years , the motor vehicle industry is struggling to perform due to huge increase the import competition and high demand for fuel-efficient car . Toyota , Ford and GM Holden ha announced their intention to exit the industry by 2017 due to low import tariff rate and high lobo costs . Besides it is also expected for a drop in industry revenue of 6.8% annualised to 7.7 billion Picture 4 shows the motor vehicle industry revenue trends from year 2009 – 2023 . Picture 5 show the new vehicle sale from 2013 – 2014 . ( 98 words) Read Free Foron 30this Days Sign up to vote title
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2.1.5 Ford’s Customers ( target market )
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2.2 Ford’s Competition 2.2.1 Ford’s Major Competitors
Ford is a top company in the world. In Australia , there are a lot of competitor that compete with such as Volvo , GM Holden , Toyota , Honda and etc . Those competitors are fighting for latest technology and innovation to improve their product and to stay in a competitive advantage . Ford currently ranked top 4 in Australia in motor vehicle industry . (68 words)
2.2.2 Ford’s Market Shares
Picture 6 shows the market shares in percentage of Ford and other company in Australia . It show that Ford has the least market share compare to other major players in the industry (5.6%) . The reason why there market share is low is because of a high AUS in the past 5 years which makes F hard to export their products . Not only that , a higher demand on fuel-efficient car has hurt Ford’ large motor vehicles. ( 79 words)
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2.2.3 Ford’s Strategic Model
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2.3 Macro-Environment 2.3.1 Political
Australian government are increasingly supporting innovation technology to sharpen the Australia’s econom Therefore , it provides an opportunity for Ford to use government incentives for innovation , sustainable an environmental friendly products .
2.3.2 Economic
If Australia Dollar is doing too well , it will decrease the export of Ford in Australia . This is bec the price of the vehicle is now higher than before due to exchange rate . On the other hand, it wil increase more vehicle from exports due to cheaper price . Which will hurt Ford Australia’s revenu
2.3.3 Social
In recent years , social and culture of people nowadays demands more for hybrid and electric automobile
Ford has to take advantage of it by innovating towards current customers’ demand onto vehicle so that th can make a lot of profit .
2.3.4 Technological
The rising of mobile computing creates opportunity for Ford Australia to grow by enhancing onl fulfilment service . Besides , with a greater technology , human workers nowadays has been repla You're Reading a Preview by machines to decrease their labour cost . Unlock full access with a free trial.
2.3.5 Demographic
With Free Trial With the help of search engine online Download , it’s easy to know which customer you are targeting . Not o that , it is important too to know your target customer’s area . Ford must not focus in places whic does not gives any interest on their brand .
2.3.6 Natural
Shortage of raw material and resources will limit Ford’s business expansion as well . Besides , na disaster will have high impact on Ford as well as the whole industry .
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2.4 Ford’s SWOT Analysis
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2.5 Referencing
1. Ford social ,2017 , Predicting the future: The 2017 Ford Trend Report , retrieved 18 July 2017 , available at < https://social.ford.com/en_US/story/fordcommunity/community/predicting-the-future-the-2017-ford-trend-report.html> 2. Ball , J 2017 , Millennials are abandoning cars for bike will it stick? , New Republic , retrieved 23 July 2017 ,Available at < https://newrepublic.com/article/116993/millennial abandoning-cars-bikes-carshare-will-it-stick > . 3. Pestle analysis , 4 Nov 2017 , Swot analysis of Ford Motor Company , Pestle analysis , retrieved 23 July 2017 available at < http://pestleanalysis.com/swot-analysis-of-ford/>. 4. Ford Australia , 2017 , Ford cars, SUVs , Utes and Commercial Vehicles , Ford Australia retrieved 24 July 2017 available at < https://www.ford.com.au/ >. 5. Value Based Management , 2017 , Summary of the BCG matrix , abstract , retrieved 24 J 2017 , available at < http://www.valuebasedmanagement.net/methods_bcgmatrix.html 6. Panmore institute , 2017 , Ford Motor Company PESTEL/PESTLE Analysis – panmore institute , retrieved 24 July 2017 , available at < http://panmore.com/ford-motor-compan pestel-pestle-analysis >. You're ReadingtoaGrow Preview 7. Shvetsov , D 21 Dec 2016 , Ford : Potential , seeking Alpha , retrieved 22 July available at < https://seekingalpha.com/article/4031938-ford-potential-grow> . Unlock full access with a free trial. 8. Meyer , P 5 Feb 2017 , Ford Motor Company : Genetic & incentive growth strategies , panmore institute , retrieved 23 July 2017With available at . 9. Vault , 2016 , Ford Motor Company profile , vault , retrieved 20 July 2017 , available at http://www.vault.com/company-profiles/auto/ford-motor-company/companyoverview.aspx >. 10. Global Megatrend – sustainability report 2014/15 – Ford Motor Company , 2017 , Globa Megatrend sustainability report , Ford Motor Company , retrieved 24 July 2017 available https://corporate.ford.com/microsites/sustainability-report-2014-15/strategy megatrends.html > . Read Free Foron 30this Days Sign up to vote title 11. Etherington , D 6 April 2017 , Ford to bring plug-in hybrid 2018 targeting m Usefulto China Notinuseful Cancel anytime. lineup by 2025 , TC , retrieved 24 July 2017 ,available at < Special offer for students:electrified Only $4.99/month. https://techcrunch.com/2017/04/06/ford-to-bring-plug-in-hybrid-to-china-in-2018-target
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