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Essay / Research Paper Abstract
A 6 page paper discussing product mix, innovation and marketing at Ford. The company has several problems to overcome, and its current activities are not likely to suffice. The truck market is declining as predicted, and more buyers are returning to passenger cars though Ford still does not have sufficient acceptance in current models. The youth market shows promise, but Ford will need to improve in its ability to attract older buyers too. Bibliography lists 6 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSMktgFord.rtf
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Unformatted sample text from the term paper:
current sales and rates of corporate growth. Jacques Nassers predecessor was aware of this, and also believed that a downturn in the market loomed on the horizon. Ford
has been building immense cash reserves for years in anticipation of the market downturn, but another reason for the stockpiling of $25 billion in cash likely has been motivated by
Fords apparent inability to capture the lasting attention of its intended markets (Greenberg, 2000). Fords truck lines have been highly successful over the
past few years, but its passenger cars have not. The Taurus lost its top-selling spot to the Honda Civic, and other cars have not been well received. Aside
from the jazzed-up Mustang, sales of passenger cars still continues to suffer in the US. Ford has had to concentrate more on its international markets to compensate.
Product Mix It would appear that Fords product mix strategy has been to build and sell trucks
and more trucks, leaving sales of passenger cars to all its several competitors. That has not been the intent of Fords senior management, however. Even though flat car
sales has been problematic, Fords former management believed that truck sales could carry the company until it could hit on a design that attracted other consumers as well. The
growth of the sports utility vehicle (SUV) market has been the salvation of Ford in the past several years. Even the recent problems with Firestone blowouts and resulting rollovers
has not yet overly affected sales of the Ford Explorer (Holstein, 2000). There are reports that sales of the Explorer have declined, but rising gasoline prices have affected sales
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