Ford Case Study Analysis
Assignment 2.1
Ford Analysis
PSPR 6208 Strategic Marketing and Communications
Fall 1 2013

1. Where would you put Ford in terms of competitive position? Why?

By shifting their focus, developing a new marketing strategy and focusing on the Ford brand, Ford has dramatically enhanced their competitive position and turned things around for the company. In doing so, they strategically placed themselves back at the top in terms of competitive position. This was no small feat, especially considering the fact that they were in far worse shape than most car companies as recent as 2008 (Kotler & Armstrong pg 547). Ford with the assistance of new CEO Alan Mulally fought hard against bankruptcy and even harder to gain consumer trust in the company and the brand. This strategy has helped Ford to gain a competitive advantage, especially in terms of customer satisfaction.

2. Is Ford a market-centered company? How can it improve in this area?

Considering the fact that Ford currently pays attention to both customers and competitors in designing the company’s marketing strategies, I would say they are definitely a market-centered company. This may not have always been the case, as is evident from reading the case study. At some point, Ford took its eye off the market, loosing focus, especially in regards to customer needs. I think that they were driven to shift their focus by several factors, top of mind being the dire economy. Moving forward, they will need to play closer attention to their macroenvironment, that we read about in Chapter three of Principles of Marketing, and then respond by offering customer oriented products and generating reasonable