[Increasing Sales Profitability at Hallmark Ford in the Short Term]

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Ford Motor Company enjoys the status of being one of the major manufacturers of cars and trucks. During 2002, the company made 6.7 million vehicles and employed 328 thousandpeople around the globe. Furthermore the number of their Business partners include 25 thousanddealers and more than 10thousandsuppliers. In the United States, General Motors and Chrysler both filed for bankruptcy and shed billions in debt and costs with the help of billions from the U.S., Ontario and Canadian governments. The company is now aiming to expand further and build better alliance with all the stakeholders.thet are transiting into a consumer-centric team. They are aligning themselves along with the culture, tasta and demands of the consumers. The company aims to understand things from the consumers' perspective and want to improve their profitability in the short-term, and at the same time enter into newer businesses and conquer more avenues.. The paper with cover technology and how this has changed the business and will continue to change the business for years to come, what packing cost is and why it is so important, and also the presentation and how that has an effect on customers and staff. A mixed methodology is employed and suggestions are made as to how the company can increase its profitability in short-term. The present study concludes that the marketing management of technological emergence has major implications both at the firm and public policy level.

TABLE OF CONTENTS

ABSTRACTIV

Background of study1

The case of Hallmark Ford3

Fords' existing Marketing Strategy4

Outline of Study5

Background of research6

Problem Statement6

Rationale7

Aims and Objectives7

Significance7

Research Questions8

Theoretical Frame work8

Limitation of Study8

Reliability9

Validity9

Ethical Concerns10

Feasibility11

CHAPTER 2: LITERATURE REVIEW13

Front End Profit15

Sales Manager's Psychology17

Customer psychology19

Profit19

Back End Profit20

Service Department21

Increasing sales21

Increase Repeat and Referral Business23

Cutting Expenses23

Advertising25

Bidding for Lower Cost25

New Technology27

Credit Card Terminal Expense29

CHAPTER 3: METHODOLOGY31

Mixed Method Research31

CHAPTER 4: DISCUSSION AND DATA ANALYSIS36

Technology as Means Extension38

Marketing and Technology39

CHAPTER 5: CONCLUSION50

REFERENCES58

APPENDICES67

CHAPTER 1: INTRODUCTION

Background of study

Named as “major industry" by Peter Drucker, founding father of management study in 1946, automobile industry has seen continuious change since days of handicraft production in 1890 through mass production to lean production in 1910, production technology in 1970. The important role played by United States until late 1990's was cornered in the recent Japanese automakers(Datta et al. 2009:435). World production of motor vehicles hit 64600000 in 2005, continuing to be leaders in industrial sector, providing employment for one in seven people, either directly or indirectly. Thus, the global automobile industry is led by Europe, USA, Japan, and more recently by China and India as they continue to exert considerable influence on economic ...