Case study on Ford Motors

FORD MOTORS

Ford Motors have the history of providing excellent products ranging from small cars to

luxurious brands to its customers. Ford had secured 25% US automobile market in 1998. It is

ranked as a 2nd largest automobile manufacturer in the United States and the fifth-largest in the

world rankings as of 2010. Ford is ranked at number eight in the 2010 Fortune 500 list based on

its global revenues in 2009. As of 2010, the company earned the profit of $ 6.6 Billion which

was utilized to manage its debt requirement of $33.6 Billion. In the year 2007, the company

earned more quality survey awards than any other automaker. The company domain ford.com

had more than 11 million annual visitors by the year 2008 according to the US national survey.

All this was not possible if we take a look at the company’s performance in the year 1999

and onwards. Its market share dropped from 25% to 14%, the market value of its products fell.

The company was at the verge of collapse. High debt, failed market image, retracting customers

and sky rocketing operational costs were the some of the issues Ford Motors was facing. Ford

related its market failure with the increased prices of gasoline and weak US economy.

The expert reviews about the market failure of Ford motors give another dimension to its

failure. According to them, Ford took eyes off the market trends and consumer preferences. They

emphasized only on the product lines (SUVs and trucks), they had increased operational costs

and they lacked communication with the customers and appropriate market research. The

products offered at Ford were free from innovation.

Porter (1980) relayed that a company can gain competitive edge via cost efficiency,

product diversification and focus on the goals. The company can succeed only because of its

strategies it uses against the competition and how well it handle its strategies. Two types of

advantages a company can master, cost efficiency and differentiation (Porter, 1985).

Today firms are keen on developing plans based on their strategies that can give them

edge over their competitors. In this case study, Ford motors re-engineered its processes, devised

new goals and differentiated its branding and product strategies in order to sustain in the market.

Alan Mulally, the CEO of Ford Motors, took an initiative to improve the company’s

image and its operations. He devised couple of strategies to come out of the black hole which

was sooner or later going to eat the company out which includes One Ford, divesting other

brands in the market, insulating communications strategy within the organization, changing the

culture of Ford, introducing coding system for the reports and many other functional strategies.

With the redefined image, and revolutionized products, the company was able to pay off some of

its debts.

COMPETITION ANALYSIS

GENERAL MOTORS

The 2008 automotive industry crisis has severely affected the car makers and the credit

markets as well in the form of recession, volatile oil prices and decreased rate of employment in

United States and Western Europe. These factors had negative impact on the car makers and the

factors that shape customers’ buying decisions. This resulted in the delayed consumer purchasing

or leasing decline in the vehicles sales around the globe. The estimated worldwide market share

of General Motors was 12.4%, 13.3% and 13.5% in 2008, 2007 and 2006.

These negative factors have had a drastic effect on the General Motor’s largest market.

United States. Despite these economic conditions affecting the United States in 2008, General

Motors have maintained the largest market share in the United States.

The company took few strategy wise changes to cope with issues relating to the declining

sales and market shares. GM decentralized the decision making process to get the quick

decisions in times of need. The managers running the branches across the globe are empowered

to make critical decisions on company’s behalf. The company revised its marketing goals and

devised new marketing plans. It is involved in providing innovative products to the consumers

with environment friendly cars. The competitive advantage of General Motors lies in the

innovative cars it produces.

TOYOTA MOTORS

Toyota took over the US market with low cost automobiles to compete with the then

market leaders; General Motors and Ford. It competes to serve the different market segments.

Toyota products are considered to be efficient as compared to other models in terms of fuel

consumption and have captured huge market segment. Toyota is also engaged in other business

lines to support its business.

Toyota has secured large market share in US and Japanese. Its various vehicles are well

liked in the developing markets for their efficiency and reliability. Toyota has quite a few car

companies in the developing markets like Russia, China or India which gives competition to it.

Toyota cars are sometimes out of the range of the people in these developing markets so these

small scale regional companies are better available options to them. Toyota’s competitive edge

lies in its efficient and reliable products.

FORD’S COMPETITIVE ADVANTAGE

After many decades, the company launched a new strategic plan in 2000 to focus on the

21st century. The new strategy was aimed at increasing the market share, increase the revenues

earned and production of smart cars with fuel efficiency. Ford implemented the centralized

decision making system. This allowed the company to concentrate on the available market

opportunities both locally and internationally. With the implementation of centralized decision

making system, the top management becomes more engaged in the development of products to

satisfy the customer expectations in various markets (Porter, 1986). This strategy allowed the

company to improve the communication system from top to bottom.

Ford Motors adopted the strategy that allowed it low production cost by cutting all the

excessive cost involved in its operations. The huge expenditure on raw materials was cut down

and the online manufacturing process was introduced that focuses on the development of cars on

one process rather than having different segments of engineering and production. This strategy

establishes cost advantage and gives the company advantage over its competitors in terms of

lower cost (Porter, 1983). In the mean while company focused on producing smart cars that were

not price sensitive and offered the functionality of traditional ford cars.

The market position of Ford has been enhanced due to multiple factors. Firstly, since it

fought hard against bankruptcy and refused governmental funding as its competitors did, the

consumer trust has increased in the company and its brands. Secondly, its products are widely

accepted by the consumers and integrating with the first factor, the company has increased

market share. Lastly, the company has adopted the strategy to provide smart cars to the

consumers it will further benefit the company in terms of market share and increased volumes

(GLG Expert, 2009). Ford can benefit from the industrial recovery by offering and focusing on

the consumer- oriented products and give value to them while generating reasonable profits.

The demand for better fuel economic cars has increased due to high energy prices with

the increasing wealth of developing world; the Ford motors currently believe in providing few

automobile models to sell around the globe with some modifications; to be called world cars.

Ford Fiesta is the first world car which was designed by Ford Europe and was produced in US

and China. The future strategy of Ford Company is to develop more world cars with the idea of

providing standardized products to its worldwide markets.

The company developed its competitive edge that carried it to the future. They introduced

a technology which was already in use by its competitors but with the new perspective and

modification. The tech gadget called Ford SYNC. It is a science sync-equipped in the vehicles

that can connect the driver with so many options.

Ford SYNC is a company fitted, fully integrated communication and entertainment

system that connects the users with internet through his smart phone and allows them to make

telephone calls and control music and other functions using voice commands. This system is the

integrated interface developed by Ford and Microsoft that operates on Microsoft Windows

Embedded Automotive operating system.

Ford is currently not performing very well in the US markets but the losses are

considered to be acceptable as the company has shifted its focus to profitability, small scale

operations and more flexible in terms of operations. In April 2009, the company’s strategy to

meet its debts removed $ 9.9B in liabilities which makes 28% of its total. This resulted in the

$2.7 billion profit for the year 2009 to the company.

Source: Wikinvest

In the light of this case study and the various Google sources, it is clear that the resizing

of the company, improved brand image and more importantly the company’s strategy to meet its

debt, even in the presence of Government’s funding option, has given Ford motors a new face. It

has a new style in the market. The people trust the company for its promise to provide

standardized cars at somewhat affordable prices.

The introduction of Ford SYNC has given it an edge to sustain its failing image. The

continuous improvements in the SYNC and the right marketing plans for its products has

changed the view points of people which resulted full fledged profit of $2.7 billion after the

duration of four years. Instead of bragging about the technological advancements in its products

the company is engaged in the activities to tell the people how good the product is.

MULALLY AND SMALL WORLD CARS

Ford prioritizes the production of small cars in North America. It has shifted its focus (of

70%) from SUVs and trucks production to the production of small cars which makes 60% of its

production portfolio and it further tries to launch more vehicles in the country by the year 2012.

If the company found a way to earn decent revenue on the sale of these smart cars then they have

very positive probability to come up again and earn profitability.

Mulally's strategies has so far kept Ford ahead of General Motors and Chrysler in the war

of survival. The company insisted that it has enough saving to get out of economic downfall and

is not in anyway need of government borrowing unlike its competitors who accepted the

government funding.

The performance and financial autonomy of Ford depends on its new operational strategy

installed by Mr. Mulally. It enjoys its status of financial freedom and the only Detroit survivor

when compared to GM who has gone through various governmental obligations and the

bankruptcy of Chrysler.

Though it is still not performing so well in terms of money but the signs of recovery are

very visible. Its market share for retails has gone up. It employed new agreements with the labor

workers and brought its labor cost per hour to $55. GM and Chrysler are badly in need of cash

where Ford has paid of 22% of its long term debt. The market share price increased nearly five

fold since November 2009.

Mr. Mulally’s method has given a new direction to the company. He took loan against the

company’s assets after sensing the recession in year 2006. Borrowing cash meant that the

company can say no to the government funding. Likewise, the company sold some of its brand

names in order to get rid of the excessive expenses. Moreover, the company is selling small cars

developed in Europe to the US market segments. The challenge before them was to make all-

purpose, cross-cultural car that meets demand all around the world.

Ford’s first global called is called “The Focus” which is designed and engineered for the

customers from all over the world. Focus is simple, fuel efficient and equipped with technology

and safety features to appeal the consumers in all the markets. Focus is one of its other products

on the way; it is the first one after the company’s change of perspective from truck manufacturer

to small, light and environment friendly cars. Ford has significant impact on the global

operations of the company.

The company is operating at three engineering units for the engineering of the cars. These

platforms serve as C-car segment and gain annual sales of about 2 million vehicles through

various models in different markets. Focus aims to serve all the markets ranging from Shanghai

to Seattle. Ford expects to sell around two million vehicles a year within coming years through

new C-car platform and to save costs by avoiding multiple platforms. Market analysts have

termed the project Focus as an important step for the company.

With the development of Focus and other passenger cars to come, the company believes

it can compete with Toyota, Honda and other market leaders. The competition will be head-to-

head and the analysts are afraid that won’t be easy. The Japanese car makers are dominant car

makers of small-car segments in the United States and other markets. Likewise, their customers

have proved to be very loyal with their brands. Moreover, General Motors is, now improving and

is out of bankruptcy with well financing from the government, working on the base work for the

production strategies of its own products. Finally, Ford has yet to re-formulate its pricing

strategy for its smart cars and to prove it can earn healthy profits on the sale of these cars.

RECOMMENDATIONS

Ford motor is the only one in the US auto motor industry who tried to sustain its

leadership and its market position with effective strategies to match the market requirements

and needs. It updated its products with latest technology gadgets and equipped its products with

the latest ones.

After conducting the in depth analysis of the company’s success factors, revamped

processes and other operational strategies as well as the study of case study, I came to the

following recommendations for the Ford Motors that can help the company to leverage its

market position and sustain profitability:

1. RESEARCH

Before designing a new model, the Ford motors should conduct a market research and

survey to understand the customer preferences. Since the company is still under huge

debts and has to come up again it has to keep an eye on the market trends and needs

because one wrong step can lead it to the deepest pit which the company is scared of.

Instead of changing the models each year, they should bring out the quality and

performance in the existing projects by improving the production operations of the

company. The company should focus more on the designs of its products and come

up with more diverse and efficient models.

2. INNOVATION

Japanese car makers are already providing small cars and catering to the needs of the

people in the segment. Fords main competitors in this market are Toyota, Honda and

others. Who are offering products that are priced low, carrying nice features and their

performance is not under rated in anyway.

The C-car platforms at Ford require engineering the products that are innovative

to gain the attraction of large number of potential buyers.

3. GREEN VEHICLES

Due to the increased emphasis by the government of US and other countries on the

production of eco-friendly cars and other vehicles, it has become extremely very

important for every car maker to introduce the cars which are more fuel efficient and

emit less smoke without causing harm to the environment.

The Japanese Car maker, Honda, has introduced a new car called Honda Civic GX as

a green car. The car has won the title of greenest car of 2011 from the American

Council for an Energy-Efficient Economy. Though Ford has also taken initiative of

producing environmental friendly cars with the production of Ford Fiesta SFE

(ranked at # 7 in the ACEE list), it is desirable that the company should introduce

more eco-friendly cars in order to gain competitive advantage in this front as well.

4. MARKETING

Today it is an era of marketing. Only those who market them-self well are likely to

succeed in this competitive market. Ford has won the marketer of the year award by

highlighting the features of the product instead of the tech gadgets installed in it.

The Ford’s products are better than before with the newly devised strategies and

promoted and marketed well by Mr. Farley, VP global marketing and sales. The sales

are up 17% double the industry wide gain of 8.4%. I suggest that the company should

continue with the current marketing strategies and the other promotional channels it is

already into. They should also engage into aggressive marketing and promotional

activities to attract the customers about the newly introduced products. Savvy

marketing and re-defined focus can be a good sign for this iconic company. The

company should link up with the TV sponsorships and engage in the public relations

activities to attract the general public about how concerned the company is towards

the social issues.

5. PRICE

The Ford’s small world cars are intended to sell in the developing markets and the

other markets around the globe. These markets are highly price sensitive. The

customers want excellent features, quality performance in the affordable prices which

is why there are various regional competitors in these markets to compete with the

Ford with their products priced low.

I suggest Ford motors to produce the cars which are better not only in the domains of

features, performance, and fuel efficiency but also in the pricing of the car. The small

cars concept can achieve its goals only if the cars are priced low with all the existing

features of their products.

ALAN MULALLY AND CULTURE AT FORD

It’s been four years of Alan’s tenure at Ford as a CEO; he has so far proved to be the

right choice, by Bill Ford, needed by the company from years. At the time of his appointment,

the company had a bureaucratic culture. The reaction of executives at Ford is quite imaginable at

Mr. Mulally’s arrival. But his confidence, disciple and uncontrollable desire to win took over the

reactions of the executives.

He reduced Fords dependence on trucks due to the increased gas prices and he let this slip

to entire organization to know this. His strategy to reduce power distance in the organization by

inculcating the openness within the organization has won the support of all the executives and

other team throughout the organization. He likes to communicate and understand the issues of

his people rather than being understood.

His leadership style is drawn from his experience at Boeing. His prime emphasis upon his

arrival was to focus on the Ford brand, compete in all market segments with product

modification, create your niche of carefully designed products and become the outclass car

manufacturer in terms of quality, fuel efficiency, value and safety. His performance is exactly the

same as he did at Boeing; communications, planning, direct reports and presentations from the

business units.

He introduced the culture where every body seems to listen and understand each other.

The respect is an important factor in Mr. Mulally’s cultural change. Everyone has the right to

speak up but only when they are required to speak. He introduced color coding for the reports;

green, yellow and red for good, cautions, problems. This helped the company executives to

identify and resolve off-track operations and functions. The executive level meetings every

Thursday are regarded as the official norm at Ford where all the people have to tell and explain

what they are up to and which process requires the attention (communications). This helps him to

understand what is happening in the entire organization.

The company is recovering not because of Mr. Mulally’s cost cut or other operational

strategies but also because of the culture he introduced in the company. Year 2008 and 2009

were the worst for Ford and every other manufacturing company or enterprise but the Ford’s

profitability in the last quarter of 2009 and the first months of 2010 shows the wisdom, character

and courage of its CEO and his team.

The research based on Alan Mulally’s success, I have identified five important factors

that I believe every leader must apply in their leadership to bring about the change.

1. PREPARATION

Before starting his new job, Mulally did all the necessary homework required to

learn about the culture and the market position of Ford. This allowed him to come up

with clear understanding of what is required to be done.

2. PLAN

He focused on the company’s core brand, Ford and divested the other brands in

the market. He came up with clear long term plan to invest in the company’s core brand

and borrowed money from banks after sensing the recession. This ultimately enabled the

company to invest in its new production system while avoiding the government aid.

3. CLEAR PERSPECTIVE

He communicates his plans pretty well. He speaks his perspective in a very clear tone to

the members of his organization and outer world. His clear perspective about the fuel

efficiency, safety measures and quality to be factors of consumer preferences serve as

clear, understandable and concise guidelines for the company.

4. TRANSFORM THE CHANGE

He, after devising his plans in the organization, transformed the culture of Ford and

brought transparency and collaboration forward in its culture. Continuous

communications with all the executives and his strategy to listen to their needs and

opinions has revolutionized the entire culture at Ford.

5. CONSISTENCY

After setting up the goals and strategies within the Ford and transforming the culture, he

remained focused on what his laid to his people and is still following what he devised

them. He started the colour coding system for the problems and cautions so that these can

be identified, discussed and rectified.

RESTORING FORD TO ITS ICONIC IDENTITY

In 2006, William Clay Ford Jr., the then president of Ford, took a risk by hiring an

aeronautical engineer to lead his company. All the other things are history now. Ford has been an

exception to all the news related to the downsizing, arbitration in the automobile industry. Ford

have gained respect and positive instances from the market with the credit going to the man at

the top; Mr. Alan Mulally.

He made the right decisions at right time by devising new plans and strategies in the

company; he took the criticism of industry analysts and acted upon it. He foreseen the recession

and took necessary steps to face the bad time and made promise to himself and the American

people that if his action backfired he’ll reduce his salary to $1 in order to pay off some of the

penalty. He remained fearless in the bad times and sold some of the assets of the company and

received some of the money against them which was good for the company, instead of loosing

more money on operating those assets and brand names, they decided to get rid of them. He had

only one thing in mind, only Ford to focus on and he remained committed to his goals.

Ford built its competitive advantage in the Ford SYNC gadget and brought innovation in

the car industry. His perspective had long term goals. The automobile industry is about to

rebound. GM is well financed from the government and is ready to penetrate the market.

Ford has increased sales and its market share rose from 14% to 17% in 2010

(Wikinvest).Ford Focus won the number three top selling award with Ford Escape at number 10

in the Clunkers event last year. As of 2009, GM and Chrysler had borne the losses in terms of

declining sales to 20% and 15% respectively.

Yes, Ford is earning profits. After the industrial crisis that left the industry giants, GM

and Chrysler, and other top suppliers under huge debt and bankruptcy, Ford is flying high. It

earned the profit of $2.6 billion on the sales. The market share of Ford increased by 1.4 points

from 14% to 17.5%. Mulally expects to succeed further.

The Focus was the company’s first global car based on Mr. Mulally’s strategies, called

One Ford. One Ford sells the same model which is built in the same way to all the markets

around the globe. More than 75% of its parts will be easily availed in all the regions. The concept

of One Ford insulates the consumers’ preferences about the value quality, safety, fuel efficiency

and design and integrates them into one single standardized car. This strategy will help Ford to

meet the needs and wants of the people around the globe with fewer costs.

If this idea of One Ford worked out, this will further lead to the sales of higher volume of

Ford cars with 20% less cost of production than the earlier versions. Ford will continue to build

its American models like Mustang and highly profitable F-150 series, the One Ford idea will

change the company’s image globally about what Ford is in terms of its steering handling, door

slamming sound etc.

If the idea of One Ford works as it was planned, it will lead to the series of enormous

benefits to the company and its connected suppliers. One of the biggest is the improvements in

quality will be inevitable to the company. The Ford’s focus on single C-car manufacturing plant

will reduce the probability of errors more than 50%. In a survey conducted about the quality of

Ford products it was revealed that the Ford’s 2010 models were ranked at No.1 among other

brands excluding luxury items. The concept of high quality means the lower costs to warranty

and increased resale value to the customers. This will allow the consumers to accept low

discount rates on the Ford products than they already had receiving from decades.

The improvement in quality and increased customer value are key factors that can help

Ford to earn a lot more money. Ford can also increase its operating profit margins from 7% to

13% this will give it more leverage of 7% to its profits in the year 2011. This extra profit can be

used to pay further debt or pay out its dividends.

Ford and GM enjoyed good financial repays in the year 2010 and many industry analysts

are sure that they will further earn big profits in the year 2011. Ford has managed to enter into

the contract with the American worker union for their support and strike free working conditions.

The industry gurus estimated that Ford will pay profit sharing Checks of at least $5000 to its

42,000 union workers, depending on the performance of the company in the market. Since 2000,

this would be the biggest payout by Ford to its union workers. Whereas, the workers at GM are

likely to get less than the workers at Ford because the company didn’t do quite as well.

Let the time decide who will survive and who will falter the survival war. But one thing

is understood, that those who look ahead of time and their competitors in terms of innovation,

and new techniques as did by Alan Mulally will have greater chance to survive and come up

again regardless of the economic conditions, world and the industry.

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