Essay About Today Ford Motor Company And Research Paper

Marketing Research
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MARKETING RESEARCH PAPER
Today Ford Motor Company is one the worlds largest automakers. The company brand
includes Ford and Lincoln. At one point it had Mercury but it ceased production in 2010. The
importance of marketing research in developing marketing strategy and tactics for Ford Motor
Company is very important and competitive. Ford has a lot of competitors in the automotive
industry. Ford conducts market research online and in person. Ford refines and creates new data
so they can influence their product and service development and marketing campaign. Through
moderate clinics and one-on-one interviews, Ford consumes their tactics and strategy based on
the feedback from customers.
Ford marketing is heavenly influenced by market research. Employees actually create
events and spend time with their customers. This is done in the home of the customer and so that
they will have a better understanding of the use of their vehicle. Ford is in a great position to
better meet their customer needs with this market strategy.
Ford vehicle segments became smaller and more diverse. Therefore, Ford uses market
research to push design concepts and features for their vehicles. Ford accomplish this by
extracting information from their customer questionnaires and also by inviting customers to
express themselves openly with researchers within their target group. Ford had a market
research plan. They went in with an open mind so that they may have an understanding of what
exactly the customers are looking for.
Ford conducted a Global Market Research. This is how they were able to learn a lot from
what a customer want or expects with a Ford vehicle. The Global Market Research test every
new Ford ad online before it was advertised on national television. By doing it this way, Ford
actually saved tons of money and time.
Another importance of market research is that it helps to determine the appropriate
message. Ford is now Global; therefore the company is dealing with different cultures and must
MARKETING RESEARCH PAPER
take on different approach to gain loyal customers and to meet all of their needs. Ford is gaining
an understanding of their customer expectations by taking on a disciplined approach.
Ford operates in two sectors; financial services and automotive. Ford automotive sector
includes, North and South America, Europe, Asia and Africa. Areas where additional market
research is needed would be in South America because more than half of Ford sales comes from
North America. Although, Ford has manufacturing operations worldwide, they have been faced
with a protectionist government that resulted in building different models in different countries.
This meant that Ford had to merge their operations with different companies.
About four years ago, Ford Motor executives introduced a new small car in India. The
company increased its focus on the fast-growing car markets of the Asia-Pacific region which is
one of the market research areas that was needed. This new vehicle, which included a four-door
hatchback with expansive side windows and cats-eye headlights, was designed with the help of
Indian engineers so that this car may be built in India. Sold in India