OVERVIEW / HISTORY / MARKET
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   • Vision: “ To become the world’s leading          M
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     consumer company for auto products and           N
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     services”                                        N
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   • Mission: “ Producing vehicles that meet the      O
     demands of our customers in terms of quality 
     and effectiveness”
   • Our slogan: “ FORD FEEL”
   • Brand: Ford, Mercury, Mazda, Jaguar, Volvo, 
     Lincoln, Land Rover, Aston Martin
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     • Founded in 1903 in Dearborn                               Y
     • 1908- Model T & first moving assembly line
     • 1938- lost market share to rivals
     • 1970- Oil crisis
     • 1987- Luxury cars & buying of Aston Martin
     • 1998- the era of W. Clay Ford Jr.
     • 1999-  Buying of Volvo brand; $ 6.45 billion
     • 2004- Introduction of  Ford Escape Hybrid
     • 2005- Redesigned Mustang
     • 2006- “Way Forwad” Plan: restructuring plan to align 
       production capacity and fixed costs
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     External Environment                        R
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   • Market Fragmentation and Segment Shifts     A
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     Brand Clarity                               I
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     Products                                    U
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     Quality                                     E
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     Market Share                                H
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     Cost Structure                              E
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  PRODUCT LINEUP / OVERALL MARKETING