The Ford focus on the Chinese market

Thèmes abordés

Chinese manufacturers - Chinese government - China Association of Automobile Manufacturers - international markets - Wagon -Coupe

Résumé du document

-Founded by Henry Ford in 1903
-The beginning with the Ford T
-Until 2006: A big portofolio of brands Ford's full-year sales totaled 1.935 million
-In 2010, global auto sales are estimated at 72 million

-Ford focus is expected to be sold worldwide in over 120 markets.
-According to the China Association of Automobile Manufacturers, the automotive market of the Middle Kingdom rose 32.4% in 2010, with 18 million vehicles sold during the year and with 13.8 million personal cars (33.2%).

-Analysts expect an increase in sales in China, growth should be between 10 and 15% and will consolidate the place of China as the world leader.

-About the competition: European and American manufacturers, and a large number of Chinese manufacturers.
-Volkswagen, American General Motors(GM), Koreans Kia and Hyundai, and the Japanese Toyota and Honda.

Extraits

[...] The Ford Focus on the Chinese market ALEMAN Erika BERNARD Thibault CHEVREUIL Christopher COLLOT Edouard Content Presentation of the brand World market Presentation of the product Sold worldwide The marketing mix: SWOT Analysis Product Place Price Promotion The Brand Founded by Henry Ford in 1903 The begining with the Ford T Until 2006: A big portofolio of brands Ford's full-year sales totaled 1.935 million In 2010, global auto sales are estimated at 72 million Competiton Ford became in 2004 the third largest global car A very strong competition In 2010, Ford will display a net profit of 6.56 billion dollars against 2.72 billion in 2009 A worldwide production Sold Worldwide Ford focus is expected to be sold worldwide in over 120 markets. According to the China Association of Automobile Manufacturers, the automotive market of the Middle Kingdom rose in 2010, with 18 million vehicles sold during the year and with 13.8 million personal cars ( 33.2 Analysts expect an increase in sales in China, growth should be between 10 and 15% and will consolidate the place of China as the world leader. [...]

[...] No manufacturer has full ownership of its Chinese activities. SWOT Analysis Strenghts Brand reputation Good social responsibility Strong engineering capabilities Strategic alliance and joint ventures with Sony and Volvo cars Weaknesses Product recalls Decline in market share Decline in profits Shareholders are not getting a return in their investment Opportunities Potential in international markets Chinese consumers preference for western brands Increase in disposable income in Chinese consumers Threats Strong competition Low productivity because of mass layoff due to recession Increase in raw material costs 4P: Place The best way to distribute the Ford Focus : Dealership Dynamic and competent workforce : arouse the desire to obtain the car Positioning visibly the car on a platform outside and inside the dealership E-commerce Give some visibility to the car People are not forced to directly go to a dealership to get some information about the car Engine, price according to the model of Focus the customer wants http://www.groupebehra.fr/_upload/markconcession/header/header_06.png < number > 4P : promotion Several medias will be used to promote the car TV : CCTV (Chinese Central Television) owns 19 TV channels and over one billion viewers. [...]

[...] More importantly, it provides fun driving Focus offers the customer quality and craftsmanship that meet the highest standards and exemplary sobriety. [...]

[...] About the competition: European and American manufacturers, and a large number of Chinese manufacturers. Volkswagen, American General Motors Koreans Kia and Hyundai, and the Japanese Toyota and Honda. Restrictions The Chinese government has authorized the establishment of foreign manufacturers in China in 1981 but with restrictions: foreign manufacturers should establish joint ventures with local companies do not hold more than 50% of the joint venture and could not be more than two joint ventures. [...]