Ford Motor Co.

Ford Motor Corporate Strategy

Analysis and Evaluation of External and Internal environment

Ford Motor Corporate Strategy

Company Overview

Ford Motor (Ford) is one of the largest automotive manufacturers in the world. It manufactures and distributes automobiles across six continents. The company's automotive vehicle brands include Ford, Lincoln, Mercury and Volvo. The company primarily operates in the US and Europe. It is headquartered in Dearborn, Michigan, and employed 213,000 people. The company recorded revenues of $146,277 million during the financial year ended December 2008 (FY2008), a decrease of 15.2% compared to 2007. The operating loss of the company was $4,130 million during FY2008 when compared to operating profit of $5,631 million in 2007. The net loss was $14,672 million in FY2008 when compared to net loss of $2,723 million in 2007.

Ford Motor (Ford) is one of the largest automotive manufacturers in the world. It manufactures and distributes automobiles across six continents. The company's key products and services include the following:

Analysis of competitive external enviroment

SWOT ANALYSIS

Ford Motor (Ford) is one of the largest automotive manufacturers in the world. The company has strong engineering capability. The company's strong engineering capabilities allow it to broaden its product portfolio and remain in the forefront of the automotive industry. However, further recession in North America and Europe would harm Ford's business by adversely affecting its revenues, results of operations, cash flows and financial condition.

Strengths

Strong engineering capability

The company engages in engineering, research and development primarily to improve the performance (including fuel efficiency), safety, customer satisfaction, and to develop new products. The company operates over 50 engineering, research and development centers worldwide. Ford maintains extensive engineering, research and design centers in Dearborn, Michigan; Dunton, Gaydon and Whitley, England; Gothenburg, Sweden; and Aachen and Merkenich, Germany. The company's strategy of product innovation is amply supported by its strong emphasis on research and development.

In FY2008, Ford launched the 'Blind Spot Mirror'. The Blind Spot Mirror is a traditional side view mirror designed with a secondary convex spotter in the top outer corner, which provides a view of the driver's blind spot. When traffic enters the driver's blind spot on either side of the vehicle, it is visible in the secondary convex mirror, alerting the driver of potential danger. In the same year, Ford introduced accident-assistance feature, 911 Assist in its SYNC.The company partnered with National Emergency Number Association (NENA) to improve the delivery of critically important emergency services. In the event of an accident involving the activation of an air bag or the emergency fuel cutoff, 911 Assist helps vehicle occupants in placing a call directly to a local 911 emergency operator.

Also in 2008, for the 2009 Escape and Mariner, Ford redesigned the front bumper spoiler and added rear tire spoilers for better airflow management. Aerodynamic refinements are the most cost-effective ways to reduce fuel consumption. The company's strong engineering capabilities allow it to broaden its product portfolio and remain in the forefront of the automotive industry (www.nydailynews.com).

High employee productivity

Ford has registered stronger revenue per employee, as compared ...