(

FORD STRATEGIC EVALUATION

In partial fulfillment of the requirements for the award of the Degree of

Submitted by: SAHIL GOYAL Roll No. :14131

UNIVERSITY INSTITUTE OF APPLIED MANAGEMENT SCIENCES

PANJAB UNIVERSITY,CHANDIGARH.

FORD STRATEGIC EVALUATION ACKNOWLEDGEMENT

I am thankful to my Project Guide, MR. NAVEEN MEHTA whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the topic. I express my thanks to Dr. Sanjeev Sharma; Director, University Institute Of Applied Management Sciences, Punjab University for allowing me to work on this project. I wish to express my deep sense of gratitude to the Sales Manager of FORD Industrial Phase 1, Chandigarh for their support and guidance. I would also thank my Institution and my faculty members without whose support this project would have been a distant reality. I also extend thanks to my family and well-wishers,

ii

FORD STRATEGIC EVALUATION ABSTRACT

The Indian Automobile Industry is on overdrive. The rapid urbanization, coupled with an Over whelming growth in the middle class population, has created an Indian market that is extremely conducive for the automobile industry to flourish.The following report is a ford automobile giant tries to establish their respective brands of cars in the minds of the Indian Consumer. The purpose of the study is to find the effect of the marketing campaigns of ford on the Indian consumer. Ford is the sixth largest car maker in India. Ford Motor company entered the Indian automobile market way back in 1926. However, they had to close down their manufacturing facility in 1954 owing to the socialist policy of the then government. Ford later re-entered Indian market in 1995 As company have already launched their specialized cars for the Indian consumer, it would be interesting to find that ford manufacturer is able to understand the Indian consumer better.

iii

FORD STRATEGIC EVALUATION

Contents

INTRODUCTION ................................................................................................ 1 OBJECTIVES ....................................................................................................... 4 INTRODUCTION TO AUTOMOBILE INDUSTRY ......................................... 5 COMPANY PROFILE ......................................................................................... 6 FORD MOTOR COMPANY ............................................................................... 6 HISTORY ............................................................................................................. 9 SOURCE OF DATA ........................................................................................... 11 MARKETING STRATEGIES OF FORD .......................................................... 12 ANALYSIS AND INTERPRETATION ............................................................ 18 SUGGESTIONS ................................................................................................. 36 QUESTIONNAIRE ............................................................................................ 37 BIBLIOGRAPHY ............................................................................................... 41

iv

FORD STRATEGIC EVALUATION INTRODUCTION

Todays society is warm with urbanization and demonstration effect. With a view towards it, there are drastic changes coming up in all sectors even in the automobile industries. The following information gives an insight about it. In the present context the companies operate on the principle of natural selection Survival Of The Fittest. Only those companies will succeed which at best match to the current environmental imperatives those who can deliver what people are ready to buy. But real marketing does not involve the art of selling what the manufacturers make. Organizations gain market leadership by understanding consumer needs and finding solutions that delight consumers. If customer value and satisfaction are absent, no amount of

promotion or selling can be compensate. Hence the aim of marketing is to build and manage profitable customer relationship. This is a part of the strategic marketing done by every company to achieve it objectives and goals. To maximize the profits and longterm plans every organization has to follow a strategic planning. Marketing is much more than just an isolated business function it is a philosophy that guides the entire organization towards sensing, serving and satisfying consumer needs. The marketing department cannot accomplish the companys customer relationship-building goals by itself. It must partner closely with other departments in the company and with other organization throughout its entire value delivery network to provide superior customer value and satisfaction. Thus marketing calls upon everyone in the organization to think customer and to do all they can to help build and manage profitable customer relationship. Marketing is all around us, and we need to know that it is not only used by manufacturing companies, wholesaler and retailers, but also by all kinds of individuals and organizations There are four major, powerful themes that go to the heart of modern marketing theory and practice, they are: 1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS. 2. BUILDING AND MANAGING STRONG BRANDS. 3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. 4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE.

FORD STRATEGIC EVALUATION

What marketing is what it does and what it offers? Marketing is a social and managerial process whereby individual and groups obtain what they need and want through creating and exchanging products and value with others. Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. Marketing offers some combination of products, services, information, or experiences offered to a market to satisfy a need or want Marketing is an orderly and insightful process for thinking about and planning for markets. The process starts with researching the market place to understand its dynamics. The marketer uses research methodologies to identify opportunities, that is, to find individuals all groups of people with unmeet needs or latent interest in some products or service. The marketing process consists of the following: 1. Analyzing marketing opportunities. 2. Developing marketing strategies. 3. Planning marketing programs 4. Managing the marketing efforts.

Before taking any decision and achieving the goals, it has to make analysis of what to do, how to do, when to do, where to do and who is to do it. This is nothing but strategic planning. Goals indicate what a business units wants to achieve whereas

strategy is how to get there. Marketing strategies in simple terms are the complete and unbeatable plans designed specifically for attaining the marketing objectives of the firm. Marketing can be called as a game plan for achieving its goals. Strategy choice will depend on whether the firm or the marketer plays the following roles: Market leader A challenger A follower A nicher The identification of objectives, both in quantitative and qualitative terms, is an essential backdrop to strategy formulation. Goals have a quality and time frame attached to

FORD STRATEGIC EVALUATION

them. These are typically spelt out in terms of financial return, market share, market presence, etc. Thus, the concept of market oriented strategic planning arises with the link between the products the link between the products the manufacturer is dealing in and the market conditions. In this direction, our study deals only with the marketing strategies i.e.

promotional strategies of the Ford automotives.

FORD STRATEGIC EVALUATION OBJECTIVES Primary Objective:

To know the influence of various Marketing Strategies towards the customers of four wheelers(cars).

Secondary objective:
To Study and analyze the Promotional Strategies of Ford To know whether the customers are satisfied with the offers given by the dealer. To find the area to be improved TO study and analyze the customer's perception regarding the usefulness/utility of Ford cars. TO study and analyze the distributors perception regarding the promotional and distributional strategies of Ford.

FORD STRATEGIC EVALUATION INTRODUCTION TO AUTOMOBILE INDUSTRY

One of the fastest growing industries in the world is automobile industry. This automobile industry even has its influence on the Indian market. Probably automobile industries occupy a large market share in the worlds market as well as in the Indian market. Nearly 18% of the total national income is being incurred from the automobile industry. From this we can estimate how important the automobile industry in the improvement of GDP of a country is. In India automobile industry has a growth rate is at the average of 10-12%.

The automobile industries which play a crucial role in the Indian automobile industry are:
General Motors India Maruti TATA M&M Mercedes-Benz Hyundai Motors Honda SIEL Toyota Skoda Ind

FORD STRATEGIC EVALUATION COMPANY PROFILE

Ford Motor Company

Type Public (NYSE: F) Founded June 17, 1903 Founder Henry Ford Headquarters Dearborn, Michigan, USA

Area served Worldwide William Clay Ford, Jr - Executive Key people Chairman Alan Mulally - President, CEO Industry Automotive Products Automotive goods and services Revenue Operating income US$134.26 billion (2012) [1]

US$9.406 billion (2012)

Net income US$5.665 billion (2012) 224,000 (2012) around 90 plants worldwide Ford Credit Divisions Ford division Lincoln

Employees

FORD STRATEGIC EVALUATION

Mercury Premier Automotive Group Automotive Components Holdings Subsidiaries Jaguar Land Rover Volvo (cars only) Bold Moves Have you driven a Ford lately? Built Ford Tough Slogan Built for Life in Canada Feel the difference Make Everyday Exciting Website www.ford.com

Ford Motor Company is an American multinational corporation and the world's third largest automaker based on worldwide vehicle sales. In 2012, Ford was the second-ranked automaker in the US with a 15.9% market share, behind General Motors(17.9%) but ahead of Toyota (14.4%) and DaimlerChrysler (14.4%). Ford was also the ninth-ranked American-based company in the 2012 Fortune 500 list, based on global revenues of $134.1 billion. In 2012, Ford produced about 6.6 million automobiles, and employed about 224,000 employees at about 90 plants and facilities worldwide. In 2007, Ford had more quality awards from J.D Power than any other automaker. Based in Dearborn, Michigan, a suburb of Detroit, the automaker was founded by Henry Fordand incorporated in June 16, 1903. Ford now encompasses many global brands, including Lincoln and Mercuryof the US, Jaguar and Land Rover of the UK, and Volvo of Sweden. Ford also owns a one-third controlling interest in Mazda. Ford has been one of the world's ten largest corporations by revenue and in 1999 ranked as one of the world's most profitable corporations, and the number two automaker worldwide.

FORD STRATEGIC EVALUATION

Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce, especially elaborately engineered manufacturing sequences typified by moving assembly lines. Henry Ford's combination of highly efficient factories, highly paid workers, and low prices revolutionized manufacturing and came to be known around the world as Fordism by 1914.

FORD STRATEGIC EVALUATION History

Ford was launched in a converted factory in 1903 with $28,000 in cash from twelve investors, most notably John Francis Dodge and Horace Elgin Dodge who would later found the Dodge Brothers Motor Vehicle Company. During its early years, the company produced just a few Model T's a day at its factory on Mack Avenue in Detroit, Michigan. Groups of two or three men worked on each car from components made to order by other companies. Henry Ford was 40 years old when he founded the Ford Motor Company, which would go on to become one of the largest and most profitable companies in the world, as well as being one of the few to survive the Great Depression. The largest family-controlled company in the world, the Ford Motor Company has been in continuous family control for over 100 years. Corporate governance: Members of the board as of early 2007 are: Chief Sir John Bond, Richard Manoogian, Stephen Butler, Ellen Marram, Kimberly Casiano, Alan Mulally (President and CEO), Edsel Ford II, Homer Neal, William Clay Ford, Jr., JormaOllila, Irvine Hockaday, Jr., John L. Thornton and William Clay Ford (Director Emeritus).[8] The main corporate officers are: Lewis Booth (Executive Vice President, Chairman (PAG) and Ford of Europe), Mark Fields (Executive Vice President, President [The Americas]), DonatLeclair (Executive Vice President and CFO), Mark A. Schulz (Executive Vice President, President [International Operations]) and Michael E. Bannister (Group Vice President; Chairman & CEO Ford Motor Credit).[9]. Paul Mascarenas (Vice President of Engineering, The Americas Product Development) FORD IN INDIA: Ford started its innings with the Mahindra-Ford joint venture formed in 1994, which produced the Escort out of M&M Nashik plant. After meeting initial success, sales of the Escort was finally replaced by the Ikon in 1999. The Ikon marked a new beginning for Ford in India. It rolled out of the

Marajmalaingar plant near Chennai and by now, the company had parted ways with M&M and was renamed Ford India Ltd in 1998. The Ikon was the first model by a multinational to be developed specifically for India. Though it was based on the Fiesta, it was a unique body style and was offered and was offered with an option of three engines, including a diesel. The car was a big hit. The Ikon underwent several face-lifts and price cuts to keep demand

FORD STRATEGIC EVALUATION

high. However, fresher competition and a reputation for high-maintenance saw sales gradually decline. After the arrival of the modern and highly-capable Fiesta, another madefor-India car, with state-of-the-art engines, the Ikon has been marginalized. The Fiesta has picked up where the Ikon left and is selling well. Though the Ikon and Fiesta have been the mainstays of Fords production in India, the company has had limited success with other models. The Mondeo, launched in 2001, was a very talented car by was simply not suited to Indian conditions and earned a reputation for being exorbitant to maintain. The Endeavour SUV was launched in early 2004 and has sold well for its niche. The Endeavour has recently been upgraded in 2007 and this has boosted the appeal of the big SUV. In 2004, Ford launched the Fusion, which has received a lukewarm response though the recent diesel variant has perked up sales. .

10

FORD STRATEGIC EVALUATION SOURCE OF DATA

Marketing strategy and analysis: A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Any organization that wants to exchange its products or services in the market place successfully should have a Strategic Marketing plan to guide the allocation of its resources. A strategic marketing plan usually evolves from an organizations overall corporate strategy and serves as a guide for specific marketing programs and policies. Marketing strategy is based on a situation analysis- a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands. From this situation analysis, a firm develops an understanding of the market and the various opportunities it offers, the competition and the market segments or target markets the company wishes to pursue.

Marketing strategy is the complete and unbeatable plan, designed specifically for attaining the marketing objectives of the firm/business unit. The marketing objectives

indicate what the firm wants to achieve; the marketing strategy provides the design for achieving them.

For example, if the marketing objectives of a business unit stipulate that next year, it should achieve a sales revenue of Rs. 1,000 crore and a net profit of 15 percent of sales revenue, it is the job of marketing strategy to indicate how and wherefrom this sale and profit will come, which product lines/products/brands will accomplish this task and how.

Marketing strategy forms an integral part of marketing planning. A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. It is partially derived from broader corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

11

FORD STRATEGIC EVALUATION Marketing strategies of FORD

Product differentiation based on operational efficiency: FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the plank of service. It has gone in for a new norm in customer service: fix it right-the first time-on time. Ford is also supplying videotapes showing how repairs have to be done. Adopting Offer to Suit Target Segment: Ford modifies its models for India: Ford modified its models for the Indian target segments as shown below: Higher ground clearance to make the car more compatible to the rougher road surface in India. Stiffer rear springs to enable negotiating the ubiquitous patholes on Indian roads. Changes in cooling requirement, with greater airflow to the rear. Higher resistance to dust. Compatibility of engine with the quality of fuel available in India. Location of horn buttons on the steering vehicles. (As the India motorist uses the horn more frequently, for cars sold in India, the horn buttons are kept on the steering wheel and not on a lever on the side as in the models sold in Europe.)

Strategic segmentation of cars:

The Ford in India has launched the car only for few segment of people. The segmentation of car buyers based on price preferences are

Family car segment: These cars forms a reasonably sizeable segment of the market (around 15 percent). Preferred price range is from 5 lakh to 6 lakh. FORD IKON AND FORD FUSION come under this type of segment.

Premium car segment: This segment represents buyers who need a real world-class car and are willing to pay the due price. Preferred price range starts from 8 lakh to 12 lakh.

12

FORD STRATEGIC EVALUATION

FORD FIESTA, FORD MONDEOcome under this segment of cars.

SUV segment: The buyers of this segment like to have a big vehicles. And these cars are also useful for sport riding and even on hill areas. There body is designed similar to offroad vehicles, which can withstand to Indian roads. FORD ENDEAVOUR occupies this segment.

Strategic Promotions by FORD:

Ford follows the promotions at two levels, they a 1) Promotions of product directly by the manufacturer. 2) Promotions at dealer level.

In the first step the products of vehicles manufactured by the Ford Automotives are directly promoted by the manufacturer by himself. He follows many promotional strategies like 1. Advertising through television and newspaper. 2. Internet or interactive marketing. 3. Direct marketing.

In the second step the dealer of the vehicles promotes the vehicles. The various promotional strategies followed by the Fortune Ford at dealer are 1. Advertising though news papers, radios, palm plates. In this all the features of the product and its prices are given in detail to the customer. 2. In televisions the scrolling are given about the product and its features.

Hoardings: A heavy picture of the product which comprises of its attributes and special features are displayed on the roadsides in the form of hoardings. It is a bit expensive strategy but attracts many people who pass by that roadside. This type of advertisement is prepared for those segments of people who cannot afford their time in reading newspapers and watching televisions. While travelling from their home to office, moving on their business activities they may watch these hoardings. These hoarding are especially setup at the road signal stops.

13

FORD STRATEGIC EVALUATION

Maintaining Data Bank: In this the dealer collects personal/bio-data(address and contact number) of many people from various organizations and different sector who are ready to buy the vehicles and who change the vehicles regularly. These people are met-in person or contacted through their contact number. The various new features and new offers regarding the vehicles are advocated to them and are given discounts on group purchase of vehicles, i.e. if 5 or more friends in the group purchase the cars at a time then they are given special discounts on the vehicles.

Free Insurance: The Fortune Ford gives a special offer of free insurance on the purchase of each vehicle to its new customers.

Relationship Marketing: Fortune Ford pays a special attention towards its old customers. To retain the old and existing customers it conducts a corporate meet at a luxurious hotel. The event aims at knowing the problems of the customers regarding the vehicles and also service feedback. In this way it maintains an effective relationship with the customers and gains the reputation and goodwill in the minds of the customers.

Sales Promotion: The sales promotion is done in the fortune ford at three levels: 1. Showroom sales: In this the customers walk in to the showrooms to know about the details of the product. Specially trained sales executives who are present in the

showrooms give a detailed explanation about the product to the customers. Sales executives give a detailed note on the products features, various offers given by the manufacturer and also by the dealer to the customer and enhances the sales of the vehicles. 2. Corporate sales: A special team of sales executives are sent to some big corporate sectors and there they personally meet the heads of the organizations like C.E.Os, Managers etc., and explain about the vehicles and the offers and special schemes provided by the dealer to them on bulk purchase of the vehicles and try to promote the sales of the vehicles.

14

FORD STRATEGIC EVALUATION

3. Field sales: The sales executives conduct some events with the corporate working people and try to demonstrate the product features and its benefits and try to promote the product and increase its sales.

Conducting Customer Delight Program: This is a unique program conducted by the Fortune Ford. This is a program conducted to retain the old customers of the Ford. The old customers of the Fortune Ford are meet personally and they are requested to give their feedback by filling in the questionnaire which is specially prepared for them. In this questionnaire their problems regarding the vehicle and also their post sale service experience are taken. If there exists any problem, then the Fortune Ford service men try to resolve the problems of their customers as soon as possible and makes the customer satisfied. This is a technique to attract the new customers by satisfying the old customers and gaining goodwill in the market.

STRATEGIC SALES STANDARDS:.

The Sales faculty is clean, tidy and inviting, making customers comfortable while purchasing products and availing services. Customers are courteously acknowledged within two minutes of their arrival and are advised that a Sales Consultant will be available upon request. The Sales Consultants appearance and dress will be of the highest standards. An advisory relationship is established between the customer and the Sales Consultant who listens to the customer, identifies their needs and ensures that they are met. A pleasant, non-pressured purchase experience will be provided during which a thorough demonstration of the vehicle features and benefits will be made. A test drive will be offered to all customers. Using a check list, the Sales Consultant delivers the vehicle in perfect condition when promised. Customers will be contacted within one week after delivery to ensure total satisfaction.

MAINTAINING SERVICE STANDARDS:

15

FORD STRATEGIC EVALUATION

An efficient service facility allows a customer to avail all the service provided by Fortune Ford, in a clean and welcoming environment. An appointment is available within 5 working days of the customers request. Customers are courteously acknowledged within two minutes of their arrival and the write-up will begin with five minutes. Service needs are courteously identified, accurately recorded on the repair order and verified with the customer. The vehicle is serviced right on the first visit. The vehicle is ready on the agreed upon time. A through explanation of work done, warranty coverage and charges is given to the customer. All service repair work will be followed up within five working days. Each vehicle will be washed before being returned to the customer.

16

FORD STRATEGIC EVALUATION

RESEARCH METHODOLOGY

RESEARCH METHODOLOGIES AND LIMITATIONS:

RESEARCH METHOD: It must be classified on the basis of the major purpose of the investigation. In this problem description studies have been undertaken, as the objective of the project is to conduct the market shares study to determine the share of market received by the company to the competitor.

DATA COLLECTION: The information needed to further proceed had been collected through primary and secondary data.

PRIMARY DATA: It consists of information collected for the specific purpose, survey research was used and he all the details of Ford and their competitors were contacted. Survey research is the approached gathering description and information.

SECONDARY DATA COLLECTION: The secondary data consists of information that already existing somewhere having been collected for another purpose. Any researcher begins the research work by first going through secondary data. Secondary data includes the information available with company. It may be the findings of research previously done in the field. Secondary data can also be collected from the magazines, news papers, internet other service conducted by researchers.

17

FORD STRATEGIC EVALUATION ANALYSIS AND INTERPRETATION Analysed Survey Report

1. Which of the following Ford car you own? a) Figo b) Fiesta Classic c) Endeavour d) New Fiesta Data analysis: Name of the car Figo Fiesta Classic Endeavour New Fiesta Total % of customers 37 24 30 9 100%

40 35 30 25 20 15 10 5 0 % of customers
Figo Fiesta Classic Endeavour New Fiesta

Interpretation:

This question is meant for taking the information regarding the most

preferred car in the Ford cars. From the above graph it is found that most preferred vehicle of Ford cars is Fiesta.

18

FORD STRATEGIC EVALUATION

2. What do you like most about your Ford car? a) Style/design b) Comfort c) Ford brand d) Service Data analysis: Customers preference Style/design Comfort Ford brand Service No of customers 9 23 13 5

customer preference
25 no of customers 20 15 10 5 9 5 13 23

0
Style/design Comfort Ford brand Service

Interpretation: This question is meant to know the customers preferences and likes towards the cars. From the data we can position our product to the comfort seeking group of people.

3. What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency

19

FORD STRATEGIC EVALUATION

b) Durability c) Low maintenance d) Sound quality e) Brand name

Data analysis: Customers perspective Fuel efficiency Durability Low maintenance Sound quality Brand name No of customers 2 7 9 12 20

20 No of customers 15
Fuel efficiency

10 5 0 customer prespective

Durability Low maintenance

Sound quality
Brand name

Interpretation:From this question we can position the cars according to the customers perspectives. Many of the Ford customers are buying the cars by seeing its Brand Name only. The no. of customers satisfied with the fuel efficiency are very low.

4. How did you come to know about this car before purchasing? a) From friends, relatives (buzz) b) Advertisements c) Car experts

20

FORD STRATEGIC EVALUATION

d) Sales persons visit e) Auto magazines

Data analysis: Source of awareness Friends, relatives Advertisements Car experts Sales persons visit Auto magazines No. of customers 9 25 3 8 5

25
No. of customers

25

20 15 10 5 0
Source of awareness
Friends, relatives Advertisements

9 8 3 5

Car experts Sales persons visit Auto magazines

Interpretation: Most of the Ford customers came to know about their vehicle through advertisements only. The major media that attracted the customers is television.

5. Can you share your experience with after sale service support a) Very much satisfied b) Satisfied c) Ok d) Not satisfied Data analysis:

21

FORD STRATEGIC EVALUATION

Post service experience Very much satisfied Satisfied Ok Not satisfied No. of customers 6 15 25 4

30 No. of customers

25
20 15 10 5 0 After sale service experience
Very much satisfied Satisfied Ok Not satisfied

Interpretation: This question is prepared to know the service levels of the authorized dealer. Most of the customers are just telling ok about the service. Only a very few customers are very much satisfied with the service. Even some of the customers are not satisfied with the service given by the authorized service men.

6. Where do you get your car serviced regularly? a) At authorized service centre b) At a local workshop near my home Data analysis: Place of service At authorized service centre At a local workshop near home No. of customers 41 9

22

FORD STRATEGIC EVALUATION

customers preference for service centres

82%

at authorised service centre

18%

At a local workshop near home

Interpretation:Most of the Fortune Ford customers are interested to service their vehicles only at the authorized dealers. From this we come to know what the importance of

authorized service centers for car is.

7. Which bank do you prefer in getting financial help while purchasing a car? a) ICICI b) HDFC c) SBI d) others

Name of the bank ICICI HDFC SBI Others

No. of customers 21 6 20 3

23

FORD STRATEGIC EVALUATION

25 21 No. of customers 20 15 10 5 0 BANKS ICICI HDFC SBI Others 20

6
3

Interpretation:Most of the customers prefer ICICI and SBI banks for taking financial help while purchasing a car. Customers are asking for 0% interest on financial help provided by the banks.

8. Which type of finance do you prefer? a) In house finance b) Out house finance c) No difference between the two

Data analysis: Type of finance In house finance Out house finance No difference between the two No. of customers 30 12 8

24

FORD STRATEGIC EVALUATION

Customer opinion of finance 30
30 No. of customers

25
20 15 10 5 0 Types of finance
No difference between the two

12 8

In house finance Out house finance

Interpretation: To know the customers opinion about the finance and their interests in preferring the finance from various sources, this question is prepared. customers prefer only In house finance compared to outhouse finance. Most of the

9. To which media do you get expose regularly? a) Televisions b) Magazines c) News papers d) F.M/Radio Data analysis: media Televisions Magazines News papers Internet No. of customers 26 7 8 9

25

FORD STRATEGIC EVALUATION Media that attract customers

30 20 10 0
Type of Media
Televisions Magazines News papers Internet

No. of customers

26

Interpretation:From this analysis we come to know that most of the customers are interested in watching televisions, which is a good media for communicating with people and delivering our intentions about product.

10. Which kind of T.V. channels do you watch regularly? a) National news channels b) Regional news channels c) Sports channels d) Entertainment channels Data analysis: T.V. Channels National news channels Regional news channel Sports channels Entertainment channels No. of customers 10 16 4 20

26

FORD STRATEGIC EVALUATION Role of T.V channels in attracting customers

20 16 20
National news channels Regional news channel

No. of customers

15
10 5 0 T.V.Channels 10 4

Sports channels Entertainment channels

Interpretation: This question is meant to know the interests and preferences of customers towards T.V. channels. More than quarter of the sample size showed interest only on the entertainment channels and next preference goes to the regional news channels. 11. Whats your opinion on the price list of Ford cars? a) Affordable by common man b) Affordable only by rich man c) Cant say Data analysis: Customer opinion on pricelist of ford car Affordable by common man Affordable only by rich man Cant say 6 42 2 No. of customers

27

FORD STRATEGIC EVALUATION Customer opinion on price list of Ford cars

42; 84%

6; 12%

2; 4%

Affordable by common man

Affordable only by rich man

Cant say

Interpretation: More than 80% of customers think that Ford cars are affordable only by rich men. These cars are too expensive for an economic/comman man of the society.

12. What kinds of offers do you like or expect from the dealer? a) Free insurance b) Special discount on sale of cars c) Extending the service period d) Finance availability with 0% interest Data analysis: offers Free insurance Special discount on sale of cars Extending the service period Finance availability with 0% interest No. of customers 9 3 27 11

28

FORD STRATEGIC EVALUATION Offers liked by customers

30
No. of customers
Free insurance

27

25 20
Special discount on sale of cars

15
10 5 0

9 3

11
Extending the service period Finance availability with 0% interest

Various offers

Interpretation:

By the result of this question we come to know about the various

promotional techniques/offers which attract the customers. From the above analysis many customers are expecting the extension in the service period from the various offers given to them.

13. What more do you expect from your dealer? a) Information about new cars b) Information about service and mileage c) Assistance regarding loans and insurance d) Understanding customer needs Data analysis: Expectations of customer Information about new cars Information about service and mileage Assistance regarding loans and insurance Understanding customer needs 10 No. of customers 2 34 4

29

FORD STRATEGIC EVALUATION

Customers expectations from dealer

40 No. of customers 30 20 10 0
Expectations

34

Information about new cars Information about service and mileage

10

Assistance regarding loans and insurance Understanding customer needs

Interpretation: Most of the customers are expecting the information about service and mileage regarding the cars from the dealer. From the above analysis we come to know about the customers expectations and their post purchase service demands from the dealer.

14. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product? a) I will not respond b) Lost my privacy c) Interested in knowing (if I feel a need of it) Data analysis: Customer opinion I will not respond Lost my privacy Interested in knowing (if I feel a need of it) No. of customers 11 5 34

30

FORD STRATEGIC EVALUATION

35 No. of customers 30 25 20 15 10 5 11 5
Interested in knowing (if I feel a need of it) Lost my privacy

34
I will not respond

0
Customer opinion

Interpretation:

This question is prepared indirectly to know about the customers

opinion about the Data Bank maintenance by the Fortune Ford. In reply majority of the customers gave a positive reply by showing interest inknowing about the cars when a sales person gives a detailed description about the cars. 15. Whats your opinion on a Brand Ambassador for the cars? a) Very necessary b) Not needed c) Waste of money for manufacturer Data analysis: Customer opinion on ambassador Very necessary Not needed Waste of money for manufacturer No. of customers 43 7 0

31

FORD STRATEGIC EVALUATION Opinion on Brand Ambassador

50
No. of customers

43
Very necessary

40 30 20 10 0
7 0 customer opinion
Not needed Waste of money for manufacturer

Interpretation :This question is meant to know about the importance of Brand Ambassador for a car in the customers point of view. Most of the Ford customers think that a Brand Ambassador is very necessary for promoting a car. 16. Whats your opinion about the previous Ambassador AbhishekBachan for the car Ford Fiesta? a) Full filled the purpose b) Unable to attract customers c) He was not apt for it. Data analysis: Customer opinion Full filled the purpose Unable to attract customers He was not apt for it No. of customers 38 10 2

32

FORD STRATEGIC EVALUATION Customer opinion about Abhishek Bachan

Full filled the purpose

76%
Unable to attract the customers He was not apt for it

4%

20%

Interpretation: Most of the Ford customers think that the previous Brand Ambassador Abhishek Bachan for the car Ford Fiesta full filled the purpose and he was able to increase the sales of the cars Fiesta.

17. Whom do you suggest as a right person for promoting a car? a) Sports person b) Film stars c) Car expert d) Any celebrity Data analysis: Customer suggestion Sports person Film star Car expert Any celebrity No. of customers 18 21 7 4

33

FORD STRATEGIC EVALUATION

Customer suggestion about Brand Ambassador 25
No. of customers

21 18
Sports person
Film star

20 15 10 5 0

7 4

Car expert Any celebrity

Brand Ambassadors

Interpretation: Most of the customers of Ford suggest a film star as the best ambassador. Because many of them get attracted only to their favorite film stars other than other brand ambassadors.

18. What other brand(s) did you seriously consider before making this car purchase? a) Hyundai b) Chevrolet c) Maruti d) TATA e) Toyota Data analysis: Brand name Hyundai Skoda Maruti Honda Toyota No. of customers 19 12 5 9 5

34

FORD STRATEGIC EVALUATION

Brand preference other than Ford
19 12 9 5 5 0 Brand name 5

No. of customers

20 15 10

Hyundai

Skoda

Maruthi

Honda

Toyota

Interpretation: Most of the Ford customers are opting for Hyundai when they are asked to consider a brand other than Ford. Skoda occupies the second place in their preference.

35

FORD STRATEGIC EVALUATION SUGGESTIONS

VALUABLE SUGGESTIONS GIVEN BY FORD CUSTOMERS: Please try to increase the number of Service centers. Keep Service Stations at main locations of the city, like Banjara Hills, Jubilee Hills, Begumpet etc., where many customers feel it easy to go to service centers. There is no proper response from the service men at service station. Please recruit efficient service men in the service centers. The service men in the service centers are unable to understand the problems told by us, and they are not resolving the cars problems. Provide information on service and mileage regularly. Please provide information about new cars along with their price lists at least once in 6 months. Advertisements through televisions can influence many categories of people. So try to concentrate on this segment. We dont see or find much of the Ford car advertisements in T.V except Fiesta. Try to provide financial facility at 0% interest. Customer should be educated about the maintenance of the vehicle. i.e. maintenance tips should be provided. Mileage of the cars is not up to the expectations. Mileage of Fiesta is very worst its giving only 9 to 11 Kms per liter. Please try to rectify it. The quality of the sun proof coating used is of very low quality, vehicle colour is getting shaded very quickly. Please send the specially appointed feed back taking staff on Sunday evenings only. The sales people present in the showroom respond to us properly when we come to purchase a new car, but they do not respond when we come to tell our problems regarding the cars.

36

FORD STRATEGIC EVALUATION Questionnaire

Name :____________________________________________________________ Contact no.:_______________________________________________________ Address:__________________________________________________________ E-Mail address:____________________________________________________

1. Which of the following Ford car you own? a) Fiesta b) Ikon c) Endeavour d) Fusion

2. What do you like most about your Ford car? a) Style/design b) Comfort c) Ford brand d) Service

3. What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency b) Durability c) Low maintenance d) Sound quality e) Brand name

4. How did you come to know about this car before purchasing? a) From friends, relatives (buzz) b) Advertisements c) Car experts d) Sales persons visit e) Auto magazines

37

FORD STRATEGIC EVALUATION

5. Can you share your experience with after sale service support a) Very much satisfied b) Satisfied c) Ok d) Not satisfied

6. Where do you get your car serviced regularly? a) At authorized service centre b) At a local workshop near my home

7. Which bank do you prefer in getting financial help while purchasing a car? a) ICICI b) HDFC c) SBI d) others

8. Which type of finance do you prefer? a) In house finance b) Out house finance c) No difference between the two

9. To which media do you get expose regularly? a) Televisions b) Magazines c) News papers d) F.M/Radio

10. Which kind of T.V. channels do you watch regularly? a) National news channels b) Regional news channels c) Sports channels d) Entertainment channels 11. Whats your opinion on the price list of Ford cars?

38

FORD STRATEGIC EVALUATION

a) Affordable by common man b) Affordable only for rich man c) Cant say

12. What kinds of offers do you like or expect from the dealer? a) Free insurance b) Special discount on sale of cars c) Extending the service period d) Finance availability with 0% interest

13. What more do you expect from your dealer? a) Information about new cars b) Information about service and mileage c) Assistance regarding loans and insurance d) Understanding customer needs

14. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product? a) I will not respond b) Lost my privacy c) Interested in knowing (if I feel a need of it) 15. Whats your opinion on a Brand Ambassador for the cars? a) Very necessary b) Not needed c) Waste of money for manufacturer 16. Whats your opinion about the previous Ambassador AbhishekBachan for the car Ford Fiesta ? a) Full filled the purpose b) Unable to attract customers c) He was not apt for it.

17. Whom do you suggest as a right person for promoting a car?

39

FORD STRATEGIC EVALUATION

a) Sports person b) Film stars c) Car expert d) Any celebrity

18. What other brand(s) did you seriously consider before making this car purchase? a) Hyundai b) Skoda c) Maruti d) Honda e) Toyota

Thanks for taking the time to fill out this questionnaire and for providing valuable information which will be used for my project work, market research studies and reports. We do not share or sell your name, address or any other data with any outside company for any purpose.

40

FORD STRATEGIC EVALUATION BIBLIOGRAPHY

REFERANCE BOOKS:

MARKETING MANAGEMENT

V.S.RAMASWAMY AND S.NAMAKUMARI

ADVERTISING AND PROMOTIONS

GEORGE E.BELCH &MICHAEL A. BELCH

WEBLIOGRAPHY:: http://www.india.ford.com/ http://www.wikipedia.com/ http://www.google.com/

AUTO MAGAZINES: AUTOCAR OVERDRIVE

41