Preview

Repositioning of Ford in Thailand

Good Essays
Open Document
Open Document
1287 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Repositioning of Ford in Thailand
Understanding of the presentation by group 2 – Repositioning of FORD
Group 2 presented on the repositioning of the FORD motors in Thailand, the difficulty it faced during the 90’s and the secrecy of success it enjoys in the Thai vehicle market currently. Ford Company started in Thailand in 1960 but then it closed down 1976. The reasons that lead to the cease of operations were felt that it was a mere Thai product which is very inferior quality to the American products though both bear the same name FORD. Even the old advertisement focuses on the local ford company and local populations in Thailand. It was basically like a new Thai automobile company trying to look for market which has no international standards. As a result sales didn’t pick up and ultimate had to cease its operations. The ford company with more determination re-entered the Thai market in 1995 by repositioning itself with a newer advertisement and conceptualizing strategy that Ford Thailand is the same as Ford Company in the UK. The new ad looks at the global campaign than the local Thai market and will not only have increased the sales in Thailand but also in other parts of the world. It repositions itself as the same Ford that is plying on the roads of America. Examples of ford venture and ford focus that is launched in US is also launched in Thailand with the same specification and quality. The perceptual mapping of the Ford Thailand presented as below: Performance Not Thai American Expensive
Fig: 1.1 Perceptual Mapping of Ford Thailand
The Ford Thailand could re-position itself as not only as a Thai company with American standards of manufactures that is the same product the Ford UK produces relative less expensive and more performing now. The sales have shot up tremendously in the past few years which are felt for the reason of strong comeback to the Thai automobile market.
Another real case example (Toyota Motors Thailand Co. Ltd)
Toyota Motors


References: Ford Thailand, http://www.ford.co.th/en/about/corporate/ford-thailand March 12, 2013 Thai Auto Book, http://www.slideshare.net/ulikaiser/automotive-thailand-january-november-2012 March 13, 2013 Toyota, http://www.toyota.co.th/en/about.php?page=detail2 March 12, 2013
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    F150
    • 2530 Words
    • 11 Pages

    F150

    In this section we discuss the actors close to the Ford Company that affect its ability to serve its customers. We have already discussed the company in the previous paragraph, but let’s look key player of the management group; William Clay Ford, Jr who is the Executive Chairman and Chairman of the Board has the overall responsibility to defining and setting the company objective and goal which is express in the Fords mission state “ONE Ford” which place the important of working together as one team. Next there is Joseph Bakaj is the Vice President of Ford Product Program and Product Development in which research and development (R & D) falls under. Research and development is responsible for accelerating the development of new vehicles (trucks for this paper) that customers will purchase. The second item is the suppliers, in many cases these are Fords partners, Cisco and Microsoft does not provide automotive parts but they supply software which runs the hand free and telecommunication…

    • 2530 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Globalization: A Closer Look at the Ford Company
    • 572 Words
    • 2 Pages

    Globalization: A Closer Look at the Ford Company

    Ford Motor Company multinational cooperation that uses outsourcing to lower costs and boost productivity. Until the 1980’s Ford had a supply chain that allowed them to control every aspect of the making and distributing of their automobiles. From the steel and rubber plants that make the parts, to building the vehicles, storage and shipping. Though this was a good way for the companies to promote local made in America vehicles it was not however time or cost effective. As a result of competition from other automotive companies Ford made the drastic changes of outsourcing the making of parts and manufacturing to other countries to speed productivity and lower costs.…

    • 572 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    mkt Case study
    • 1714 Words
    • 5 Pages

    mkt Case study

    Some benefits Ford has achieved through reorganizing its product line come from standardizing components globally and making a stable of products that is more clearly defined for each market segment (Senna, 2013). Before the change in demand, vehicles in Europe verses the U.S. were made with different components which built variations for their respected continents. These different unique components complicate production and with that complication came more cost. Ford then, under Mullaly’s direction, began to address this problem by building different models with the same or similar high quality…

    • 1714 Words
    • 5 Pages
    Better Essays
    Read More
  • Better Essays

    Mr. Sun
    • 2889 Words
    • 12 Pages

    Mr. Sun

    The number of automobiles had risen to over 1 billion vehicles all the world in 2010, which is 20 times more than this number in 1986(Sousanis, John,2011). Car plays a indispensable role in today's society, according to a survey from World Bank(2011), the number of ownership of motor vehicles per 1,000 people is more than 500 in most of developing countries, especially for Monaco, the number was 908(World Bank Data,2009). Although cars have become more and more commonplace, but the cars are still expensive commodity, also there is no doubt that the final decisions are usually made after careful consideration when people purchasing a car(Kathuria, Singla,2012). At the same time, as the vehicle types supplied to be chosen by consumers have become more and more various. When consumer facing with abundant of choices, they become more and more confused and irresolute. With the segmentation of automobile market, the factors that affect the public' car choices are more and more diversified.…

    • 2889 Words
    • 12 Pages
    Better Essays
    Read More
  • Good Essays

    Which Positioning Should Mazda Adopt for Launching ‘Miata’?
    • 540 Words
    • 3 Pages

    Which Positioning Should Mazda Adopt for Launching ‘Miata’?

    Mazda considered it vitally important to strengthen its emotional bonds with consumers in order that they choose a Mazda car from among all the similar competitors. In the face of incentive wars, Mazda needed to build brand equity and decided to move its product lines up-scale. “Niche Marketing” required more uniqueness that pleased a few people intensely, rather than a lot of people, somewhat. Mazda emphasized on Kansei Engineering which stressed on emotional and psychological rather than rational benefits.…

    • 540 Words
    • 3 Pages
    Good Essays
    Read More
  • Best Essays

    Saturn Car Case Review
    • 2445 Words
    • 10 Pages

    Saturn Car Case Review

    America did not alone invent automobile, but America had been the leader in the automobile technology and manufacturing for several decades. During that time, American automobiles shared their technology and know-how with Japanese and German manufacturers. And, American companies did not pay a great attention to what Japanese and German manufacturers have learned from their American counterparts. During 1940s, American has produced 80% of the world 's automobiles, by 1960s, this has dropped to 50% and currently, American manufacturers only produce about 25% of the cars manufactured in the world. Since 1980s, there has been increased competition from Japanese and German manufacturers. Along with other American companies, General Motors has recognized this problem and took the challenge and owed to compete with Japanese small car manufacturers. General Motors spun off a separate car manufacturing unit, fully independent entity and named Saturn. This case review focuses on the Saturn Cars, its marketing strategy, pros & cons, competition, and future for the Saturn will be discussed in this case review.…

    • 2445 Words
    • 10 Pages
    Best Essays
    Read More
  • Powerful Essays

    Business Analysis Part I - Ford Motor Company
    • 3074 Words
    • 13 Pages

    Business Analysis Part I - Ford Motor Company

    Despite of the recent downturn in the economy, Ford remains a competitive force in automobile manufacturing market. Certain factors exist that strengthen the company’s brand and product. For example, Ford Motor Company is the top 4th largest car manufacturing entity in the world (Ford, 2011). The company has 90 manufacturing plants worldwide, 7,000 supplier facilities that distribute vehicles in six continents, and all 50 U.S. states (Ford, 2011). Ford has a strong presence in the market and is easily recognized worldwide with the slogan “Built Ford Tough” as the company motto (Ford, 2011). The company keeps a competitive advantage by following innovative trends that attract the attention of more consumers. One of these trends focuses on fuel efficiency, brought on by the current deteriorating economic state. Ford’s fuel-efficient lineup increased sales by 19% since the launch in 2009 (Ford, 2011). Even the less economic models are still in demand because of their design, durability, and versatility. The Ford-F150, Ford’s most popular vehicle, is the current top seller on the market for this year…

    • 3074 Words
    • 13 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Ford Swot
    • 3697 Words
    • 15 Pages

    Ford Swot

    Ford Motor Company is a traditional American company that has started a revolution that introduced the Model T motor car, which not only changed how people got around but also had an impact on production standards and procedures. Ford has been able to withstand economic turmoil that has occurred in recent years that had forced key competitors to fail or receive government assistance. The Ford Motor Company, a Fortune 500 company, has brands that have become household names. They have looked at cashing in on trends that other American automobile manufacturers have failed to catch on. Ford is a company that operates on a global scale with key operations in emerging economies.…

    • 3697 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Good Essays

    Why Is Henry Ford Important
    • 958 Words
    • 4 Pages

    Why Is Henry Ford Important

    However, Ford was not discouraged and gained fundamental insight which was that the best advertising for the car could be car racing, which was born in those years and amazed the audience. It was an exciting time up to 1901 when Ford personally drove his car in the race, taking victory, and eventually with other partners founded a second company, the Henry Ford Company which didn’t last long and Ford left due to a problem with his financial backing. Ford has suffered from many failures with his first few companies, but Ford learned a fundamental lesson from this, that it is important to have the best product, but it is equally important to have the best means to produce it and sell it. This is the secret that lies at the heart of the incredible success of his next company founded in 1903, the Ford motor company, which still is one of the leading companies in the global automotive…

    • 958 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Creating Sustainable Competitive Advantage: the Toyota Philosophy and Its Effects
    • 1190 Words
    • 5 Pages

    Creating Sustainable Competitive Advantage: the Toyota Philosophy and Its Effects

    Although many other Asian automobile manufactures have earned a reputation for building high-quality cars, they have been unable to overcome Toyota's advantages in human resource management, supplier networks and distribution systems in the highly competitive US market.…

    • 1190 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    KA Ford
    • 615 Words
    • 2 Pages

    KA Ford

    Ford KaThe launching team of Ford Ka is facing a changing marketplace for innovative and fresh approaches to segmenting the small car market with attributes that could resonate with the evolving markets. It is recommended that the team should segment their market based on life style and behaviors (i.e. psychographic) to target Freedom Lovers and Attention Seekers then later stage Sensible Classics as below:…

    • 615 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Ford's Global Strategy
    • 440 Words
    • 2 Pages

    Ford's Global Strategy

    The US based automobile manufacturer Ford Motor Company’s North American business was facing problems since the early 2000s due to external business environment factors like severe competition from the Japanese automobile manufacturers, rise in gasoline prices and decline in the sales of SUVs. Other factors like old vehicle models, rising pension and healthcare costs and changing customer preferences also had an adverse affect on the company. As a result, Ford has been losing market share in North America and in 2005, the division posted huge losses. To revive its business in North America, Ford introduced a restructuring plan called 'The Way Forward.' This paper will discuss about Ford’s strategic plan and explains how it aims to turnaround Ford's North American business.…

    • 440 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Scorpio from Mahindra: a Brand Positioning Decision
    • 1277 Words
    • 6 Pages

    Scorpio from Mahindra: a Brand Positioning Decision

    The Indian Automobile Industry was in the process of a change. Consumer tastes and preferences were changing as well as the competitive scenario. Mahindra and Mahindra had decided to redesign its brand portfolio to suit these changing needs and circumstances in order to halt the loss in market share and regain its leading position in the utility car segment.…

    • 1277 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Shrm
    • 3652 Words
    • 15 Pages

    Shrm

    This report analyses human resources issues and strategic plans regarding the relationship between Reboult, a fictitious French company, and Nissan, a Japanese company. Additionally, Reboult’s planned target market is Thailand. The report highlights the background of Reboult and challenges which they encounter in the automotive industry. Furthermore, it elaborates on the expanding strategic plans of the company to overcome these challenges. The plans include a merger strategy with Nissan and another strategy to enter Thailand’s market. A merger strategy with Nissan, especially in the technology sector, has some human resource issues, which need to be resolved, as well as some strategic planning issues. In order to enter Thailand’s market, Reboult needs to focus on company structure in the destination market and systems, in order to achieve a sustainable position in the target market. The report concludes that the operation with Nissan has advantages in the technology sector, can minimize cost and enhance the performance in the car industry. In addition, affiliation in Thailand depends on the company strategy to create the company structure, and completes systems to improve the performance.…

    • 3652 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing
    • 5306 Words
    • 22 Pages

    Marketing

    Purpose – The purpose of this paper is to illustrate the tasks involved in the planning and…

    • 5306 Words
    • 22 Pages
    Powerful Essays
    Read More

Related Topics