Summary Of Lashaunda Person

AMBA 650
2016 FORD ESCAPE
WITH SMARTDOOR FEATURES
MARKETING PLAN

THE DREAM TEAM

Jason Pratt
Megan Allen
Mike Sogunro
LaShaunda Person

Table of Contents

1.0 Executive Summary………………………………………………………………4

2.0 Situation Analysis………………………………………………………………...5

2.1 Mission……………………………………………………………………………5

2.2 Product or Service Description…………………………………………………...5

2.3 Value Proposition…………………………………………………………………6

2.4 SWOT…………………………………………………………………………….7

2.5 Critical Issues……………………………………………………………………..9

3.0 Market Analysis………………………………………………………………….10

3.1Macro Environment………………………………………………………………10

3.2Market Size and Growth………………………………………………………….11

3.3Market Trends…………………………………………………………………….12

3.4 Target Market Segments…………………………………………………………13

3.5 Customer Analysis……………………………………………………………….14

3.6 Need Analysis……………………………………………………………….…...15

3.7
It is one of the first American automotive companies and remains successful manufacturing and selling cars, trucks, SUVs, crossovers, vans and automotive parts. The company reported revenue of $139,369 million. Major competitors of Ford Motor Company are Honda Motor Company, Volkswagen Automotive Group, Nissan Motors, Toyota Motor Corporation, Daimler Automotive Group, Chrysler Group LLC, and General Motors Company. More information on Ford Motor Company can be found on its official website.
Opportunities:
Based on sales figures from the 2014 sales of the Ford Escape with the all-new hands-free lift gate technology, the technology can be migrated to other Ford products and then to other parts of the vehicle. Ford reported, as of October 2014, sales of 255,081 Ford Escapes. That’s an almost 2% increase over 2013 figures. The opportunity arises to innovate and release vehicles with option activated vehicle door opener. Using near field communications (NFC) technology in a vehicle key FOB, the vehicle owner can open the door with an activation