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Teammembers:11903190819131999200020032009

TheHistory亨利·福特和T型車(chē)2StrategicleadershipAlanMulally艾倫·穆拉里WilliamClayFord小威廉·克萊·福特3Lincoln林肯4SomecompetitivethreatstoFordPowerfulcompetitorsintheU.S.AutoMarket5·SuppliersFinancetroublesforsuppliersprovidingrawmaterialsintheautoindustry6·CustomersHashcompetitionfromthecurrentsurplusofdealershipshasminimizedprofitmarginsConsumershaveaccesstomoreinformationfromtheInternettocompareproducts.Well-informedconsumersdirectlynegotiatethepricewithdealerships,whichdiminishesasalesperson’stacticaladvantage.7AdditionalcompetitivethreatsTheimprovementofpublictransportationviarailandbusForeignautomakersenteredandestablishedthemslvesintheUnitedStateandtargetinganichemarket8LandRover

路虎Truck9ResearchandDevelopmentSafetyFeatures

ConvenienceFeatures

101.SafetyFeatures

●Fordhasbeenworkingtoimprovethesafetyfeaturesofitsvehicles.Inanefforttoreducetheprobabilityofarollover,ForddevelopedRollStabilityControlfortheVolvoXC90,LincolnNavigator,LincolnAviator,FordExplorer,MercuryMountaineer,FordExpedition,andForaE-Seriesvans.Additionally,FordimplementedwhattheycallAdvanceTrac,whichisdesignedtoincreasevehiclestabilityinemergencymaneuversituations.●Ford-engineeredsafetyfeaturesreducethelikelihoodofseriousinjuryordeathincaseofacollision.Thesafetycanopyand“IntelligentSafetySystem”112.ConvenienceFeatures●Cellphoneforvoice-activateddialingandhands-freeoperation,voiceintegrationforGPSnavigation,entertainment,climatecontrol,retractableroofTerrainresponsesystem.12FinancialCondition

13ComparativeOperatingMargin,1996topresent14●Ford’sdecliningeconomicperformancecanbeattributedtotwomajorfactors,dwindlingdemandforitsproductandtherisingcostofproductionandoperationalexpenses.●AnotherfinancialconstraintresultsfromFord’sagreementswithlaborunionsanditsdefinedbenefitplan,whichspelloutitsobligationstoprovidepost-retirementbenefitsforformeremployees.15Jaguar美洲虎1617FordBrandsFordmarketsautomobilesintheUScontains:Ford(福特)：Cost-effective.Lincoln(林肯)：

Comfortandluxury

Mercury(水星)：betweenLincolnsandFordMazda(馬自達(dá))：Autolightweight

Volvo(沃爾沃)：themostsafetycarJaguar(美洲虎or捷豹)：BeautifulandFastCarsLandRover(路虎)：superioroff-roadcapability

AstonMartin(阿斯頓·馬丁)：racingcarandlimitedcar18MarketingStrategiesFordregardcustomerasthecore:IncreasingonlinetrafficondealershipWebSitesCreatingfreshproductdesignsOfferingattractivefinancinganddiscountParticipatinginautomotiveexhibitionsandaddingfilmsandtelevisionsads19CorporateStrategiesFord’sportfolioofautomotivebusinessesincludesautomanufacturersfromaroundtheworld,replacementautoparts,andfinancialservices.However,withsomanycarindustries,Fordrunlossincompetition.WiththenewCEOinplace,ForddeterminedtodecreasetheinfluenceofthefinancedepartmentandriddingFordofneedlesscomplexity.Additionally,Fordwillconcentratemoreontheworldwidemarketandcustomers,andworktobetterutilizeitsglobalassetsandcapabilities.Thelast,thenewCEOhasbeenworkingclos

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