c
c  c


 

 

 
 
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h 4th largest auto maker founded by Henry Ford in 1903

h Ford Motors- strong market position

h 1990s- Lowest costs & high quality in the US Automobile industry

 Y
 
 

 

   

h mustomers dissatisfied with the process of buying a vehicle; sellers

didn͛t pay heed to the customer͛s needs.

h Sales people had tactics to lure customers into paying more.

h Limited usage of Ford dealerships for non warranty repairs.

h Sales strategy of Saturn(division of GM) was different from it͛s

competitors.

h mustomers were unhappy with Ford͛s dealerships and Ford͛s ability to

change dealer͛s behaviour was limited.
   

 


h monsolidating Ford dealers in a market in a single liability company(FIEmo).
h Î

h most reduction
h Service enhancement

h !


hFord
hLincoln
hMercury
hMazda and Jaguar (occasionally)
h Also on agenda: Satellite light-service-only locations(garages)
 Î

    á


 Y
 :
a) Development of an intranet.
b) monstruction of customer loyalty database.
c) Prediction system for vehicle sales.

 Î

 


 :
a) Each location had a head sales manager and head service manager.
b) Sales and service managers reported to central collection management.
 

 





 
  
   
       Î

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Î
Î

c) Role of mollection Management was to:

i. Oversee Operations
ii. mreate Strategy
iii. Facilitate sharing of information across the locations

:
a) Selecting appropriate individuals and putting them in the right positions.
b) Training programme.
c) HR managers tried to influence change among the employees.
 

:
a) Initial focus of marketing was introducing the Auto mollection
concept and explain its benefits; murrent plans included base of
written materials and media communication and more targeted
campaigns.
b) Website for each Auto mollection.
c) Development of customer relationship centres.

! Î

 :
" #
: One price selling. No negotiations.
" #
  : Low pressure sales; Everything was to be customer
friendly.
"  

: Based on number of vehicles sold, not profit made
on price of each vehicle.
"   : Savings from economies of scale; increase in cost due to
increase in employee benefits.
 

    


h Dramatic change- sales & h 3- step process
profits declined
h Slow & steady; less risk; time-
h Quick; but high risk consuming

h If benefits highlighted h Reduced market resistance

effectively-- will create a
bigger pool of prospective
buyers.
Y


   

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 !




 
mustomers were dissatisfied with the process
of buying a vehicle.
mustomers usually didn͛t find what they were
looking for .
People rarely used Ford Dealerships for
servicing their vehicles .
mustomers were usually confused by quoting
a low price in advertisements.
 
Efforts to increase customer satisfaction by
charging fair prices, providing better
services etc.
Greater selection; customers had various
brands and options to choose from
Services were promised to be customer
needs driven low pressure.
͚One price policy͛ was now adopted.

 

Ê