RESEARCH PROPOSAL

Research Proposal: Ford Motor Company

[Name of the Institute]

Research Proposal: Ford Motor Company

Introduction

For this research, I have selected Ford Motor Company, as there are numerous reasons for my selection, the main being the enormous development and exceptional performance history of the company. The research will be based on the success story of the brand along with current proficiencies in the industry. In order to access the productivity and success of the company, it is important to understand the current scenario of the automobile industry and discuss the advantages that the company has in the market. Also, a number of studies have been conducted on the company which can be used for secondary data analysis.

Automobile Industry

The global world is trapped in the stage of recession. The financial crisis, which has been witnessed at its worst in the couple of months, has aggravated the recession and weakens economic growth coming in the succeeding months. Because of such heavy investment on the production of new vehicles, the auto industry is one of the first to suffer from bad economic conditions. As the financial crisis continues, both credit accessibility and consumers' shaken assurance have contributed to a devastating turn down in motor vehicle sales. In UK, expenditure by consumers has fallen at a yearly rate of nearly 4%. According to the economists, recession and fiscal crisis has resulted in the automotive industry sales volumes at the lowest yearly level in 25 years. Automobile's suppliers and dealers, who are already in serious depression, are expected to be effected the most. Furthermore, continuing turmoil in the U.K. and global economies and tensed credit markets are more likely to weaken customer confidence and affect the automobile business.

Ford Motor Company

After General Motors, Ford is the second largest maker of cars and trucks. Famous brands like Aston Martin, Volvo, Lincoln, jaguar and mercury, come under the umbrella of Ford Motors. Ford Motor Company not only operates in the production of motor vehicles, but also it is the top auto finance company in US. Ford also owns the top car rental company of the world by the name of Hertz also has a 33% stake in Mazda. The prime operations of the company are located in the US and Europe. The headquarters of the company is located in Dearborn Michigan and the company employees around 165,000 people. At the end of fiscal year 2010, the company recorded sales of USD 128,955 million, which is an increase of 11% over the preceding years.

Key Dominating Factors

High Market Share and Strong Brand Image

The company has strong brands. Lincoln and Ford are considered strongest brands in the auto industry. According to BrandZ Top 100 survey, Ford brand was ranked eighth strongest brand in the world. This strong brand image provides company a competitive advantage in the industry (Levinson, 2002, pp. 177-193).

Widespread Operational Network

Ford motors have a diverse and strong operational network. The company operates a large network of assembly and manufacturing facilities, engineering centers, administrative offices, warehouses and distribution ...