1

GENERAL INFORMANTION

INDEX

SR NO.

PARTICULAR PAGE NO.

1. INTRODUCTION 3

2. HISTORY OF FORD 4

3. PROJECT AT A GLANCE 5

4. VISION, MISSION & VALUES 7

5. ACHIEVEMENTS 8

6. BOARD OF DIRECTORS 9

7. SISTER CONCERN 10

2

INTRODUCTION

Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan, manufactures and distributes automobiles in 200 markets across six continents. With about 300,000 employees and 108 plants worldwide, the company’s core and affiliated automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Motor Credit Company.

Ford Motor Company began with just Ford vehicles in a wagon shop in Michigan. To fully understand the essence of this founding member of the family brands, just look at the early history of Ford Motor Company, from Henry Ford's earliest automotive experiments to the Models A, T, and beyond.

While value for money has always been a top priority in developing Ford vehicles, that concern has never compromised quality or the pursuit of quality solutions.

3

HISTORYFord Motor Company entered the

business world on June 16, 1903, when Henry Ford and 11 business associates signed the company's articles of incorporation. With $28,000 in cash, the pioneering industrialists gave birth to what was to become one of the world's largest corporations.

Ford insisted that the company's future lay in the production of affordable cars for a mass market. In 1925, Ford Motor Company acquired the Lincoln Motor Company, thus branching out into luxury cars, and in the 1930's, the Mercury division was created to establish a division centred on mid-priced cars.

The establishment of Ford of Europe in 1967, and the company established its North American Automotive Operations in 1971, consolidating U.S., Canadian, and Mexican operations more than two decades ahead of the North American Free Trade Agreement.

Today, Ford Motor Company is a family of automotive brands consisting of: Ford, Lincoln, Mercury, Mazda, Jaguar, Land Rover, Aston Martin, and Volvo.

4

PROJECT AT A GLANCE

Name of the Firm : FORD MOTOR COMPANY

Year of Establishment : JUNE 16, 1903

Form of Organization : Large Scale Organization

Founder of the Company : Henry Ford

Accounting Year : 1st April to 31st March

Phone No. : 2370041 – 2 – 3 – 4.

Fax No. : 0281 – 2370045.

Mobile No. : 9925000036 –

9925000071

E-Mail : sales@eagleford.co.in

manish@eagleford.co.in

Website : www.india.ford.com

www.fordmotorcompany.com

Slogan : Go Fida

Logo :

Brand Name : FIESTA

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Bankers : ICICI Bank

No. of Employees : 300,000 Employees

Pre-production vehicles : 90 pre-production vehicles

Testing of KMs : 700,000 KMs of Testing

Individual Tests : 11,000 Individual Tests

Crash Tests : 25 Crash Tests

Collaboration : No Collaboration

Competitors : Honda City and Hundai Accent

6

Vision, mission & values

Vision

To become the world’s leading company for automotive products and services.

Mission

They are a global diverse family with a proud heritage passionately committed to providing outstanding products and services.

Values

They have the values to do the right thing for their people, their environment and their society but above all for their customers.

7

ACHIEVEMENTS Recycling Awards:-

Ford is the first corporation to receive the "Recycling Leadership" award from The National Recycling Coalition. Ford began intensive recycling efforts in 1991 with the formation of the Recycling Action Team (RAT) patrols in the U.S. and Europe.

Leadership Award:-The company received a prestigious Leadership Award at

Voluntary Challenge & Registry VCR Inc.'s annual Council of Champions meeting and Leadership Awards ceremony in Hull, Que.Ford was awarded for its commitment to environmental excellence and energy management through the certification of all its Canadian manufacturing facilities to the ISO 14001 Environmental Management Systems standard.

Energy Star Award:-The U.S. Environmental Protection Agency and

Department of Energy have awarded Ford Motor Company their coveted Energy Star 2006 Partner of the Year.

Ford Motor Company wins the Energy

Star 2006 Partner of the Year award

8

BOARD OF DIRECTORS

The members of our Board of Directors are dedicated to serving the interests of our shareholders.

NAME POST

Sir John R. H. Bond Chairman

Richard A. Manoogian Chairman of the board, & C.E.O.

Stephen G. Butler Chairman & C.E.O.

Ellen R. Marram M.D.

Kimberly A. Casiano President & chief operating officer

Alan Mulally President & C.E.O.

Edsel B. Ford II Vice president

William Clay Ford, Jr. Executive Chairman

Jorma Ollila Chairman of the board, & C.E.O.

Irvine O. Hockaday, Jr. President & C.E.O.

9

SISTER CONCERN

10

11

BRAND POSITIONING

INDEX

SR NO.

PARTICULAR PAGE NO.

1. Introduction 13

2. The Market & The Fiesta Brand 14

3. Key Dements of The Fiesta Strategy

15

4. The Brand 16

5. Ford-Fiesta Six Position Walk About

17

12

INTRODUCTION

Brand Positioning is a relatively new concept in marketing. The concept owes its origin to the idea that each brand occupies a particular space in the consumer’s mind, signifying his perception of the brand in question in relation to other brands.

According to Green & Tall, “Brand Positioning and market segmentation appear to be the hallmarks of today’s marketing research. Brand corn services positioning deals with measuring the perceptions that buyers hold about alternative offerings”

Once, the core product concept is chooser, it defines the character of the product space in which the new product has to be positioned. And the reception is subjective, governed by the individual consumer’s values, beliefs, needs, experience and environment.

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THE MARKET AND THE FIESTA BRAND

Building the Brand and resultant customer confidence is a key consideration and success factor for any industry. The quality and acceptance of Brand strategy determines the level of success (or failure) that will be experienced. It is important that Brand strategy must define the Brand personality and that all actions taken or implemented there after are in line and consistent with this personality

Interaction with the customer it’s thereof based on these messages. Their aim is to provide a thread that holds all of this together. Training and product Knowledge is a vital part of this process. Imparting Knowledge heightens awareness that in turn reduces risk and complements a perception of Brand value. The higher the customers understanding of Fiesta attributes the greater level of acceptance, and the more likely id the attainment of desired results i.e. sales.

Fiesta embraces the current Ford new Edge Technology and it embraces many of the Ford Soft look styling was that are evident in the Ford Mondeo, Fiesta and the new fours. One can immediately see that these state of the art vehicles are all members of the same family.

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KEY ELEMNTS OF THE FIESTA STRATEGY:Following are the key elements of the Fiesta strategy

Unique, robust looking design with characteristic Ford design elements.

Class leading interior space with unique / practical features.

Class leading drive dynamics.

Superb ride comfort & control.

Performance feel and competitive full consumption returns.

Driver control, superior ergonomics and superior visibility.

Lowest levels of NVH (noise, vibration & harshness).

Glass areas have been carefully designed and crafted to insure fantastic all round visibility especially in city traffic and in parking the vehicle. A deep window design and large front and rear glass designs complement this feature requirement.

In the final design, shut lines and gars are minimal pearl fitment is reflected to insure a smooth flow line & the resultant NVH levels re wind and road noise are minimal. This definitely promotes a quality appearance and a superbly refined drive with low static levels.

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THE BRAND

FORD FIESTA SERIES LINE—UP:

The Fiesta is available in these trim levels. These trim levels are:-

Fiesta Exi

Fiesta Zxi

Fiesta Sxi

These are 3 engine choice i.e. 1.4 Duratec, 1.6 Duratec and the 1.4 TDCi Duratorq and all engines are matched to a 5—speed Manual transmission.

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FORD FIESTA SIX- POSITION WALK ABOUT

NO WALK ABOUT POSITION

BRAND PILLAR

1 FRONT-“Touch the badge” Raving to go/powerful styling

2 ENGINES-“Open the bonnet”

Raving to go/cost of ownership

3 SAFETY-“Front left wheel” Safety/ Security/Technology.

4 INTERIOR-“Left passenger door”

Powerful styling/Ergonomics

5 REAR-“Open the boot” Powerful styling

6 DRIVER’S POSITION-“Driver’s door”

“have a seat”

Raving to go/powerful styling.

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FORD FIESTA SIX-POSITIN WALK ABOUT

Fitting the walk about to the brand pillars (Attributes of the car)

1. Front of the car:- Appearance (Touch the blue oval & talk about

heritage) Front air dam & log lamps. ¾ view. Low angle of front windscreen.

2. Under The Bonnet Bonnet Engine Service Items.

3. Safety Features Safety call Front & rear crumple zones. Collapsible steering column Side impact bears in the door ABS optional (Anti lock braking system)

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4. INTERIOR Rear space Rear head rests. Rear seat flat folding. Seat belt hooks.

5. REAR Rear taillights Rear log lamps Boot lid Exhaust Rear bumper.

6. DRIVER’S POSITION Drivers seat comfort & accessibility. Visibility Command driving position Easy to operate controls Audio system Premium finishes

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20

MARKETING INFORMATION

INDEX

SR NO.

PARTICULAR PAGE NO.

1. INTRODUCTION 22

2. PRODUCT MIX 23

3. PRICE MIX 28

4. PLACE MIX 32

5. PROMOTION MIX 34

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INTORDUCTION

The marketing activities of product, planning, pricing and distribution are performed mainly within the organization and its marketing partners. However, with promotion activities the firm communicates directly with potential customers will continue to look for quality but their interpretation is changing. They will be more interested in values such as response, service etc. positioning in the right manner has, therefore, become a buzz word of marketing and advertising people not only an Indian but all over the world.

Marketing depends heavily or an effective communication flow between the company and the consumer. Manufacturing a product and making it available in the market is not enough. It is more important to make it known to the consumer that the product is available in the market. In a competitive market, where several firms are striving to win over consumer, it is not enough if the availability of a product only is made known to consumer.

It is essential to propagate the distinctive features of the product, moreover, producers at in one city and consumers who are spread throughout the country or even, world, can be contacted only through promotion, the firm should also get feedback an how the consumers accept its produces and interpret its messages. This multidimensional function can be carried out only through an effective continuous and two – way flow of information between the firm and the consumer.

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PRODUCT MIX

INTRODUCTION

Product mix refers to the collection of products produced and sold by a firm. Product mix included those product which satisfy the needs of different classes of buyers, are complementary to each other and not competitive. Product mix is referred to as product portfolio, “the composite of the products offered to sale by a firm or a unit.”

Product plays an important role in marketing mix. It plays a central role in all organization’s activities. It is not necessary that the product of a firm is always in the form of goods or commodity. Product might be in the form of service also.

Organization has to take many crucial decisions about its products. It has to decide that when to introduce any new product in the market, when to modify the existing product and when to withdraw the product.

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PRODUCT LINE

IN these days of expanding markets, increasing competition, multiplying human needs and enlarging diversification, no company is content with providing a single product only. Almost all companies are producing more than one product.

“A product line is a group of products, that are closely related either because they satisfy a class need, are used together, are sold to the same customer group, and are marketed through the same type of outlets or fall within given price range.”

LUXCURY CARS SPORTY CARS LOAD CARRYING VEHICLES SUV’s

24

LUXURY CARS

25

Fiesta

Ford Fiesta is put through the most stringent Ford safety standards that check’s for front & rear crashes and fuel system integrity.

Impact ProtectionAbout 400 virtual crash simulations were done during the Fiesta's development, with every simulation taking approximately 5 hours of a super computer. In fact, the

computers engaged in this exercise are similar to the ones used by NASA.

Distance to Empty (DTE)The DTE displays the estimated distance

the vehicle can travel before it runs out of fuel. This is displayed in the centrally

mounted instrument cluster LCD and is displayed when the ignition is switched on or when the engine is running.

ABS (Anti-Lock Brake System) with EBDElectronic Brake force Distribution

determines the load condition on the front and rear axles and makes differentiated adjustments to the braking pressures. ABS

also allows the driver to swerve around an obstacle without having to release the brakes.

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FIESTA ACCESSORIES

Cigar Lighter Reading lamp Rear Sunblind

CD/Radio PlayerFront Fog Lamps - Chrome Air deflector

Sports PedalsCrafted Leather Steering WheelGear Knob - Op Al Finish

Interior Ornamentation Kit Hand Brake - Op Alu. Finish 14" Alloy Wheels

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PRICE MIX

INTRODUCTION

Price is the only element in the marketing mix that creates sales revenue; the other elements are costs. Pricing is a very critical decision in marketing management. The main objective of the firm, i.e. to earn a profit very much depends upon the best price decision. The company should also keep competitor’s costs, price and offers in mind and then fix their product price.

In FORD MOTORS, price of the product is decided considering different factors like,

Raw material purchase Transportation Processing expenses Taxes Marketing expenses Based on Geography Commissions to middlemen

FORD has adopted easy and convenience pricing policy. At the end of every month, directors of each zone and marketing officers meet together at the marketing office. They looked after such as degree of competition, changes in demand, and then they fixed up their product prices.

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PRICING POLICY

Pricing policy provide the general framework within which the price decision can be made. Pricing policies are the guidelines to carry out pricing strategy. Price policy changes with the changing objectives and environment

Selecting final price

Selecting pricing method

Analyzing competitors costs, prices and offers

Estimating costs

Determining the demand

Selecting the pricing objectives

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PRICING METHOD

Companies select a pricing method that includes one or more of these three considerations. There are mainly seven price setting methods which are as under:

MARKUP PRICING SCHEMING PRICING TRAGET-RETURN PRICING PERCEIVED-VALUE PRICING VALUE PRICING GOING-RATE PRICING AUCTION-TYPE PRICING GROUP PRICING

Ford adopts the mixture of going - rate pricing as well as scheming pricing company determines the pricing on market fluctuation

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GOVERNMENT POLICY

The government’s fiscal policy also contributes towards the pricing decision. Here the company has to consider taxes, customs and excise duties on the product of the firm. If the government increases the taxes and excise duties, the price of the product also increases. Even if the firm wants to reduce the end price to the customer to generate demand, it may not be able to do so mainly because of the government policy.

Thus, price mix receives more attention of the manager because it is much more important in marketing mix. Therefore, the decision relating to prices usually appears at the center stage. Price is such a tool, which can attract more customers. It is reasonable with best quality. Price mix plays a critical role in the operation and the management of the business unit.

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Place mix

INTRODUCTION

Place mix is also known as distribution channel. This channel is useful for easy availability of the product from producers to customers. In today’s economy, the distances between producers and customers are so vast that the product could not available easy. So, distribution channel is nothing but marketing activities which moves or flow the goods or services from primary producer to ultimate consumer. There are mainly two types of channel:

Distribution channel Physical distribution channel

In today’s economy, there are different kinds of middlemen like wholesaler, retailer dealer, agents, brokers, sales force etc. Thus, the members of channel are interrelated form the producer to customer and it becomes a total distribution channel. It should be managed efficiently and effectively.

Physical distribution looks after handling the goods by assuring maximum customer’s service. The main objective of physical distribution channel is delivering the right goods, at the right time, to the right consumer. Old middlemen perform these functions and they assure putting the product within an arms length of customer’s desire and demand.

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DISTRIBUTION CHANNEL

When production process is being completed and product is ready to consume, the important task to think about the sell of the product as per the prescribed targeted consumer. There is always distance between the producers and consumers. The way through which the goods or services flow from producers to customer is known as distribution channel. There will be different distribution channel of different organization. It involves the process of making product or service available for use of consumption.

To decide the proper and effective channel is a very critical decision. Once, a firm choose the distribution channel, it is useful remain for a period of time. Most of the producers sell their goods through wholesalers, retailers, agents, etc. which forms a part of a channel of distribution. Firm must choose the chi pest channel of distribution because it is a very risky task.

DISTRIBUTION CHANNEL OF FORD

COMPANY

DEALER

AGENT

CONSUMER

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Promotion mix

INTRODUCTION

“Promotion compasses all the tools in the marketing mix whose major role is persuasive communication.”

-Philip KotlerBroadly speaking promotion means to push forward or to

advance an idea in such a way as gain as its acceptance and approve. Promotion is any communicative, activity whose main objective is to move forward a product, service, or idea in any channel of distribution.

There are five elements of promotion mix:-

ADVERTISEMENT SLAES PROMOTION PUBLIC RELATION DIRECT MARKETING SLAES FORCE

All these tools have one dimension in common i.e. they are all communication a message to customer “Buy Me”. Promotion is the process of marketing communication to inform, persuade, remind and influence consumers or users in favor of the product or service. It is said that in a competitive market, without promotion nothing can be sold.

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PUBLIC RELATION

Public relation means indirect marketing tool. It means smooth public relation can create a good image in the market. Here public relation means not only relation with customers, suppliers, shareholders, dealers but relation with employee legislation, community leaders, should be maintained. The public relation department perform the function like press relations, product publicity, counseling etc.

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SALES FORCE

Most companies are moving to the concept of a sales force. A sales force should focus on selling the company’s more complex and customized products to large accounts. The sales-force strategy has implications for the sales-force structure.

Sales force includes salesmen, sales executive, sales officers or sale supervisors. Sale force is helpful in the promotion of sales and to link the customers and producers in favor of company’s product, which gives it enough remuneration.

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Why I have selected ford fiesta as a Brand for my project report

Ford Fiesta embraces the current Ford NEW Edge Technology and it embraces many of the Ford soft look styling was that ate evident in the Ford Mondeo, Fiesta and the New Fours. One can immediately see that these state of the art vehicles are all members of the same family. The Ford Fiesta comes a car with a brain. It’s ride worthy a royalty

Ford Fiesta was the 1st car manufactures to obtain Iso 14001 certification, a stringent environment al standard for all of their facilities world wide.

You won’t fall in love with the Ford Fiesta you’d Go Fade over it. The cat that makes you go fade over performance, over

styling, over technology, over safely and over luxury. Today customers will appreciate and be quick to embrace Fiesta particularly because of the new technology and third. Generally, they lead dynamic and active lines.

It is with the design engineering & technology inputs from around the world & over 7, 00,000kms of testing in 9 countries, these us a car built to make you Go Fida !!!

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38

MARKETING RESEARCH

INDEX

SR NO.

PARTICULAR PAGE NO.

1. INTRODUCTION 40

2. SCOPE OF THE STUDY 40

3. RESEARCH METHODOLOGY 41

INTRODUCTION39

The job of collecting, recording & analyzing relevant data for marketing decision is known as Marketing research.

According to American Marketing Association, Marketing Research is “ The systematic gathering, recording & analyzing of data about problems relating to the marketing of goods and services.”

Therefore, marketing research is an objective & systematic collection, recording & analysis of the data relevant to marketing problems of business in order to develop an appropriate information base for decision making in the marketing area.

In short, marketing research is the planning, collection &analysis of the data relevant to marketing. Marketing decision-making & the communication of the result of this analysis to management.

Scope of the studyThis study has been conducted to study the consumer

behaviour where primary information is collected with the help of questionnaire. This study helps to find out the strength & weakness of FORD FIESTA as well as opportunities.

Research MethodologyRESEARCH DESIGN

40

This is basically an exploratory research. The research would be conducted in following manner.

1. The primary data will contain the survey through questionnaire.

2. Secondary data is the data collected earlier by someone. It is a data, which is not directly related to the study but it is related to study but in this no secondary data is used.

DATA COLLECTION

Questionnaire has been used for collecting the data of research. Primary datais collected from the residents of the Rajkot City & it was a direct approach.

SAMPLING DESIGN

The sample design for the primary research can be learned as stratified random sampling. From the over all population of Rajkot City a random sample of size 100 were selected. Research method was undertaken for soliciting information from the respondents by personal interview & telephone survey method is also used in order to know the attitude of the respondents regarding FORD FIESTA.

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Details of survey

(1) Qualification:-

Particulars

No. of Respondents

Percentage

Student 36 36%

Service 14 14%

Profession

30 30%

Other 20 20%

Total 100 100%

36%

14%30%

20%

Student Service Profession Other

INTERPRETATIONThe study clearly shows that the students which accounted to 36% of the total sample is the clear indication that they prefer FORD FIESTA then any

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other groups with least difference.

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80%

20%

Yes No

(2) Are you aware of the brand Ford Fiesta :

Particulars

No. of Respondents

Percentage

Yes 80 80%

No 20 20%

Total 100 100%

INTERPETATION Thus above chart shows that about 80% of the people are aware of the brand ford as this is well known brand as well as reputation and goodwill of this brand is good.

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(3) How you come to know about Ford Fiesta:

Particulars No. of Responde

nts

Percentage

Adds in TV 50 50%

Adds in News paper/ Magazines

29 29%

Show room display 10 10%

Friend / Relatives 11 11%

Total 100 100%

50%

29%

10%

11%

Adds in TVAdds in News paper/ MagazinesShow room displayFriend / Relatives

INTERPRETATIONThus above chart shows that people generally come to know about the ford from the adds in TV.so they must concentrate on TV news and increase their sales.

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11%

14%

3%

19%4%19%

4%

8%

18%

Brand image Style / Design Advertisements Technology After Sales Service Price

Re-Sale Service Engineering Mileage

(4) Which of the following factor you keep in mind while

making the purchasing:

Particulars No. of Respondents

Percentage

Brand image 11 11%Style / Design 14 14%

Advertisements 8 3%Technology 3 3%

After Sales Service 4 4%Price 19 19%

Re-Sale Service 18 18%Engineering 8 8%

Mileage 18 18%Total 100 100%

INTERPRETATIONThus above charts shows that people give more

importance to price while purchasing the car rather

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then any other factor. So company should keep the reasonable price.

(5) Do you believe that taking celebrities a Brand Ambassadors makes the advertisement more effective or helps increasing brand awareness:

Particulars

No. of Respondents

Percentage

Yes 50 50%

No 30 30%

Can’t Say 20 20%

Total 100 100 %

50%

30%

20%

Yes No Can’t Say

INTERPRETATIONAmongst the respondents it conveys that about 50% of respondents believe that celebrities should be taken as

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a Brand Ambassador which make the advertisement more effective.

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(6) The frequency of advertisement of Ford Fiesta is:

Particulars No. of Respondents

Percentage

Adequate 50 50%

Less than Adequate

40 40 %

More than Adequate

10 10%

Total 100 100%

50%

40%

10%

Adequate Less than Adequate More than Adequate

INTERPRETATIONAbout 50% of the respondents conveys that advertisement of FORD FIESTA is adequate in the TV

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as well as newspaper. And about 40% conveys that it is less adequate.

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(7) Ford Fiesta is a Diesel Car:

Particulars

No. of Respondents

Percentage

Yes 50 50%

No 50 50%

Total 100 100%

50%50%

Yes No

INTERPRETATIONThe survey proves that people prefer FORD

FIESTA as a petrol as well as diesel car i.e.50% as there is smooth running in both the facilities.

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(8) Like the model design of Ford Fiesta:

Particulars

No. of Respondents

Percentage

Yes 78 78%

No 22 22%

Total 100 100 %

78%

22%

Yes No

INTERPRETATIONWe can clearly see from the above chat that about

78% of the people like the model of the ford fiesta as it is most modern & new model

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(9) Ford Fiesta will succeed in this highly competitive era:

Particulars

No. of Respondents

Percentage

Yes 65 65%

No 35 35%

Total 100 100 %

65%

35%

Yes No

INTERPRETATIONThis chart shows that about 65% of the

people are satisfied with ford as result there is a better future for success for FORD FIESTA.

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(10) On which factors it will give cut-throat competition :

Particulars No. of Respondents

Percentage

Over performance

26 17%

Over Luxury 30 20%

Over Safety 25 17%

Over Styling 33 22%

Over technology 36 24%

Total 150 100%

17%, 17%

20%, 20%

17%, 17%22%, 22%

24%, 24%

Over performance Over Luxury Over Safety Over Styling Over technology

INTERPRETATIONThere are the respondents who are willing to buy Ford Fiesta. As it is new launch in the market it has less share but it is growing in upward trend day by day. It

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has got cut- throat competition with the Hyundai Accent and with the Honda City.

(11) Which car is more preferred :

Particulars No. of Respondents

Percentage

Accent 13 13%Honda City 16 16%

Skoda 4 4%Ford Fiesta 13 13%

Innova 7 7%Scorpio 4 4%

Wagon R 6 6%Santro 3 3%Civic 13 13%

Esteem 3 3%Zen 4 4%

Mercedes Benz 3 3%Corolla 4 4%Elantra 3 3%Indigo 4 4%Total 100 100%

13%

4%

13%7%4%6%

3%

13%

3%4%

3% 4% 3% 4%

16%

Accent Honda City Skoda Ford Fiesta Innova Scorpio Wagon R Santro Civic Esteem Zen Mercedes Benz Corolla Elantra Indigo

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INTERPRETATIONThus this above chart shows that generally people prefer mostly the Honda city i.e. 16% as they look for small and more comfortable as well as family car.

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(12) Suggest the Ford Fiesta to any of the friends and relatives who are planning to buy a car:

Particulars

No. of Respondents

Percentage

Yes 60 60%

No 40 40%

Total 100 100 %

60%

40%

Yes No

INTERPRETATIONThus from the various details of survey it can be

interpreted that for Ford Fiesta the market is new. Its market share seems to be growing and about 60% of the respondents suggest their friends & relatives for purchasing FORD FIESTA.

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LIMITATIONS

The survey done on FORD FIESTA has been conducted with maximum accuracy and effectiveness. But still it suffers from certain limitation, which are as follows:

TIME BOUND

This study is time bound & the result of the study may not be applicable with the passage of the time.

Many times it is possible that the people do not give the 100% correct answer, which may be done intentionally or due to ignorance of the fact.

SAMPLE SIZE

The total sample size of 100 Rajkot citizens.

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SWOT ANALYSISThe SWOT analysis calls for Strength, Weakness,

Opportunities, and Threats in relation to a business.Strengths

Brand & Image in the Indian Market Strong product line with a variety of

products. Good customer relation

Weakness As compare to other competitive

automobile industry due to less advertisement Kinetic has less market share. But today it is being changing.

Opportunities To cover more market share with the

help of the present product line by increasing advertising.

Threats Surrounding environment like

competitors, government laws etc. Technological advances in the field. Threats of substitutes, like the

introduction of motorcycles running on batteries.

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Suggestions

After going through all activities of FORD MOTOR COMPANY, we can know that all activities of FORD MOTOR COMPANY is gainful and very proper for the company as well as society too.

I would like to suggest that they should give more importance to advertisement. And as we know that FORD is best in manufacturing of luxuries cars, but they should focus to make a car at low price. So, that all class of people especially middle class people can buy it and fulfil their dreams. Ultimate it results into increase the profitability.

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CONCLUSION

To, conclude, the activities undertaken by the company to produce many cars made up luxury cars, load carrying vehicles, suv’s etc. having different features and utilities is worth appreciating. Their aim is to make people live a life with better comfortably and give best utilization for which they pay so there is almost satisfaction from the part of consumers.

Today, in this world the population is increasing and competition is also increasing. So, every company take care about their quality, employee’s satisfaction, best price, after sales services etc. Even though cut-through, FORD has made a vital place in the whole world market.

So, even today, people give more preference to have luxury car of FORD like, fiesta, fusion, ikon, and so on.

After visit, I can say that this unit situated for long time. Only thing needed is awareness among people about its utilities and durability.

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Future prospects

Ford has invested heavily in India with a Rs. 1700 crore integrated manufacturing plant at Maraimalai Nagar, equipped with state of the art Ford technology and employing an employing 1000 people. They are committed to making a difference for their selves and for future generations.

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Questionnaire

1) Name: - ____________________________________________

2) Address: - ____________________________________________________

________ ______________ Ph.___________________

3) Gender: - Male Female

4) What is your occupation?

Student Profession Service Other5) Are you aware of the brand Ford Fiesta? Yes No

6) How you come to know about Ford Fiesta?

Adds in News paper/ Magazines Adds in TV Show room display Friends, Relative

7) Which of the following factor you keep in mind while making the purchasing? Brand image Style / Design Advertisements Technology After Sales Service Price Re-Sale Service Engineering Mileage8) Do you believe that taking celebrities a Brand Ambassadors makes the advertisement more effective or helps increasing brand awareness?

Yes No Can’t Say

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9) The frequency of advertisement of Ford Fiesta is? Adequate Less than Adequate More than Adequate10)Ford Fiesta as a Diesel Car? Yes No

11)Do you Like the model design of Ford Fiesta?

Yes No

12)Ford Fiesta will succeed in this highly competitive era?

Yes No

13)On which factors it will give cut-throat competition?

Over performance Over Luxury Over Safety Over Styling Over technology14)Which car you prefer more? Accent HondaCity Skoda Ford Fiesta Innova Scorpio Wagon R Santro Civic Esteem Zen Mercedes Benz Corolla Elantra Indigo15)Suggest the Ford Fiesta to any of the friends and relatives who are planning to buy a car?

Yes No

16) Suggestions:

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BIBLIOGRAPHY

Marketing Management - PHILIP KOTLER

Website - www.india.ford.com www.fordmotorcompany.com

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