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Strategic ManagementStrategic ManagementCase AnalysisCase Analysis
Lecturer: Dr. YeapLecturer: Dr. Yeap
Mohammad Tehrani NasrMohammad Tehrani Nasr 10712005301071200530
Competitive Environment Analysis
• Market Structure:Market Structure: Oligopoly Oligopoly
• Largest auto market:Largest auto market: U.S. U.S.
• 1616 million vehicle in year, 22 firms million vehicle in year, 22 firms
• Big Five:Big Five: GM, Ford, Toyota, Chrysler and Honda GM, Ford, Toyota, Chrysler and Honda
Automobile IndustryAutomobile Industry
• Founded:Founded: 19081908
• Headquarters:Headquarters: Detroit, Michigan, USADetroit, Michigan, USA
• Employees :Employees : 252,000 (2008)252,000 (2008)
• Founded:Founded: 1937 1937
• Headquarters:Headquarters: Tokyo, Japan Tokyo, Japan
• Employees:Employees: 316,121 (2008) 316,121 (2008)
• Founded:Founded: 19251925
• Headquarters:Headquarters: Michigan, USAMichigan, USA
• Employees:Employees: 58,000 (2008)58,000 (2008)
• Founded:Founded: 19481948
• Headquarters:Headquarters: Tokyo, JapanTokyo, Japan
• Employees:Employees: 167,231 (2008)167,231 (2008)
What is The Ford’s Competitors Objective?What is The Ford’s Competitors Objective?
• Maximum ProfitMaximum Profit
• Market share growthMarket share growth
• Technological leadershipTechnological leadership
• Service leadershipService leadership
U.S. Market Share - 2008U.S. Market Share - 2008
15%
22%11%
11%16%
25%Other Other 17 Co.17 Co.
Source: http://www.usnews.com
U.S. Light Vehicle Sale - April 2009U.S. Light Vehicle Sale - April 2009
0
50,000
100,000
150,000
200,000
250,000
300,000
April 2009 171,258 129,476 126,540 76,682 101,029
April 2008 256,058 188,527 217,700 147,751 135,180
GM Ford Toyota Chrysler LLC Honda
↓33% ↓42%
Source: http://online.wsj.co
↓48% ↓25%↓31%Number
Total RevenueTotal Revenue
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
GM 207,349,000 181,122,000 148,979,000
TM 179,083,000 202,864,000 262,394,000
Ford 160,123,000 172,455,000 146,277,000
HM 84,217,966 94,240,690 121,228,623
2006 2007 2008
Source: http://finance.yahoo.com
Net IncomeNet Income
(50,000,000)
(40,000,000)
(30,000,000)
(20,000,000)
(10,000,000)
-
10,000,000
20,000,000
GM (1,978,000) (38,732,000) (30,860,000)
TM 11,681,000 13,927,000 17,146,000
Ford (12,613,000) (2,273,000) (14,672,000)
HM 5,074,781 5,034,737 6,060,394
2006 2007 2008
Source: http://finance.yahoo.com
SubsidiariesSubsidiaries
8 Brands 8 Brands (Ford, Lincoln, Mercury, Mazda, Volvo, Jaguar, (Ford, Lincoln, Mercury, Mazda, Volvo, Jaguar, Land Rover, Aston Martin)Land Rover, Aston Martin)
13 Brands 13 Brands (Buick, Cadillac, Chevrolet, GM Daewoo, GMC, (Buick, Cadillac, Chevrolet, GM Daewoo, GMC, Holden, Hummer, Pontiac, Opel, Saab, Saturn, Vauxhall, Holden, Hummer, Pontiac, Opel, Saab, Saturn, Vauxhall, and Wuling)and Wuling)
5 Brands5 Brands (Toyota, Lexus, scion, Daihatsu, Hino)(Toyota, Lexus, scion, Daihatsu, Hino)
4 Brands4 Brands (Chrysler, Dodge, Jeep, Mopar)(Chrysler, Dodge, Jeep, Mopar)
2 Brand2 Brand (Honda, Acura) (Honda, Acura)
Patterns of Target MarketPatterns of Target Market
• Differentiated marketing
Innovation in service and technologyInnovation in service and technology
TQM (Total Quality Management)TQM (Total Quality Management)
Innovation in technology, safety, design Innovation in technology, safety, design
Core CompetenceCore Competence
Active Park Assist Active Park Assist
• Helps drivers parallel park with the touch of a button• Available in mid-2009 on Lincoln
Environmental Trend Environmental Trend
• Oil Price Shock
• Global warming
• Ford’s Plan:Ford’s Plan:““Our plan also includes building on our competence inOur plan also includes building on our competence in
hybridhybrid vehicles. And vehicles. And $14$14 billion investment on advance billion investment on advance
technologies to improve fuel efficiency by over technologies to improve fuel efficiency by over 25%”25%”..
Environmental Trend Environmental Trend
2010 Ford Fusion with better highway2010 Ford Fusion with better highway
fuel economy than Toyota Camry fuel economy than Toyota Camry
Attractiveness of External EnvironmentAttractiveness of External Environment
Industry Analysis
Attractive
ExternalEnvironment
Competitor Analysis