Ford Motor is a multinational company with its headquarter in Dearborn, Michigan. The company was formed in June 1903 by Henry Ford. It employs 2,13000 persons around their 90 facilities and plants worldwide. It has a joint venture with different countries such as Taiwan, Russia, Thailand, Turkey and China. Ford is controlled by the Ford Family and is listed on the New York Stock Exchange. It sells commercial vehicles, luxury cars and various types of Automobiles to the customers. The number of products that are produced by the company is 5.532 million. Ford forms the UK subsidiaries named Land Rover and Jaguar that was acquired in 2000 were sold to Tata Motors in the year 2008. The company discontinued the Mercury brand in 2011. In 2015, the company was considered the second largest automaker in
the United States of America (USA), the fifth largest automaker in Europe and the fifth largest automaker in the whole world. In 2018, Ford has the eleventh rank in America with a revenue of $ 156.7 billion.
Vision - Ford Motors’ vision is to working together in a global enterprise to make the lives of peoples better through leadership in mobility and automotive.
Segmentation, Targeting and Positioning in the Marketing strategy of Ford
Segmentation - Ford company uses a combination of demographic, psychographic and geographic segmentation variable in order to satisfy the changing needs of the customers, just like any other automobile company.
Targeting - The differentiated targeting strategy is used by Ford, in order to offer particular products to the specified segments of customers.
Positioning - Positioning is where the services or products stand in the mind of the consumers, what image comes in their mind when they hear the brand name. Along with this, the value-based positioning strategy is used by Ford motors in order to create an inspirational and emotional touch with the customers.
Taylorism is known as Scientific Management that analyzes and synthesizes the workflows of management. This concept was founded by Frederick Winslow Taylor in the United States. The main aim of this concept is to improve the labour productivity and economic efficiency of the company.
Principles of Taylorism
Different principles of Taylorism are discussed as –
- Science, not the rule of thumb – This principle increases the efficiency of the organizational activities. This principle states that the person should not get stuck in their routine with the old techniques of doing work. Thus the principle develops the techniques that make the work of the persons easier, interesting, simple and quick. The principle ‘Rule of Thumb’ is taken by the manager according to their personal judgements. The principles save the time and human energy of every individual.
- Harmony, not discord – The principle states that there should be complete harmony between the employer and workers so that If there is any conflict, it will not be beneficial either for the employer and workers. In every organization, both the employer and the staff should realize the importance of each other. There should be a perfect understanding between the superior and subordinates and they should feel that they are considered as a part of the family.
- Mental revolution – Mental Revolution refers to change in the attitude of employer and employees towards each other. In the organizations, both the employer and employees should work with cooperation and should understand the significance of each other. The management in every organization should aim to increase the profits. To achieve the profits, workers should put in their best efforts. Therefore, Mental revolution needs a change in the outlook of the bot the employees and the management.
- Cooperation, not Individualism – According to this principle, the manager and their staff should work jointly with cooperation. This principle is the extension of the principle ‘Harmony, not discord’. Cooperation is based on mutual confidence, goodwill among the members og=f the organization. To create cooperation, both superior and subordinates should understand the importance of each other. The management should consider the workers as part of the management. Management should provide different rights to their workers such as –
- to take the decisions making the process of the management
- suggestion of the workers must always be welcomed and management should provide a reward to their workers if their suggestions become beneficial for the organization.
- Staff members should be considered as an integral part of the organization and their decisions should be taken after the consultation of workers
- There should be proper division of responsibility and work among the management and workers
- Management should guide, help and encourage their workers to do the work.