Etude de cas Ford

Résumé du document

Il s'agit d'une étude de cas sur FORD en anglais répondant aux questions suivantes :

- In which industry do you think Ford's Smart Mobility business segment competes? Why?
- How strong are the competitive forces confronting Ford in the global market for smart mobility? Do a five- forces analysis and identify the key driving forces and key success factors to support your answer.
- How have Ford's business strategy choices strengthened or weakened its prospective competitive position in the mobility industry? Discuss how the company's senior management has chosen to increase the horizontal or vertical scope of the firm.
- Perform a competitive strength assesment of Ford's prospective partners in the mobility industry.
- What specific business strategy recommendations would you make to Ford's management regarding its Dynamic Shuttle program? Consider carefully its strategy to enter emerging markets such as India. Should the company consider a greenfield development, a strategic partnership or alliance, or acquire an existing mobility provider? Are there other potential strategic options that should be under consideration?

Le document comprend différentes analyses (PESTEL, SWOT...) et des recommandations finales.

Extraits

[...] On the other hand, the car is also a mean of substitution. Cycling in the city can also be a solution. Finally, actors such as Uber, BlaBlaCar or Lyft and Ola but also taxis are other means of substitution. However, the cost for this kind of service is relatively high. oo The threat of potential entrants to the market is very low. Indeed, the financial and technological resources to launch this kind of project must be extremely important. So here we have big barriers for potential new entrants to this market. [...]

[...] They should use this pilot project to assess possible competitors on the market. oo With the current trends about climate changing, Ford should communicate about the positive impact that their new project will have on the environment and the improvement of quality life. oo Ford can commercialize cars in new countries to sell on new markets and increase its market shares. They may create new alliances or partnerships with new brands to penetrate those new markets. Conclusion Ford is convinced there's a market for Dynamic Shuttle. [...]

[...] Environmental trends were changing really fast at this period. Ford had to cut production cost and was a pioneer in the industry due to its innovation production facilities and because of its assembly line process. They adopted a new strategy in the 21St century with the One Ford plan, most of the strategic changes made was to adapt to the rapid evolving external environment for automotive companies. As the Ford Motor Company said, this strategy consisted in: oo "Aggressively restructure Ford to operate profitably at the current demand and changing model mix" oo "Accelerate development of new products Ford's customers want and value" oo "Finance out the plan and improve Ford's balance sheet" oo "Work together effectively as one team" The idea behind the One Ford Plan was to reduce the number of regional platforms to concentrate on fewer to obtain a global production platform. [...]

[...] ) oo The bargaining power of supplier should be higher. In fact, the development of such a specific project requires the use of suppliers with real knowledge, but also important infrastructures and technologies. As a result, it will be more difficult to find suppliers that perfectly meet Ford's needs. Suppliers should therefore have a possible margin of negotiation. oo There are many ways to substitute Ford's shuttle. Indeed, public transport is a very interesting alternative to move cheaply, even if the comfort is not optimal. [...]

[...] Discuss how the company's senior management has chosen to increase the horizontal or vertical scope of the firm. To study the Ford's business strategy choices we will first make a SWOT analysis: Strengths: oo Strong brand recognition oo Strong position in the US market oo Financial situation of the company: stable balance sheet oo High presence in the US and International oo Many partnerships oo Patents: Ford currently has approx active patents and pending patent applications globally. oo Global Strong Supply chain Weaknesses: oo Barriers to entry Chinese market oo They were leader but not anymore: many brands were sold and now Toyota and Volkswagen became more powerful than Ford oo They will try a test in India, but we don't know if it will work oo Limited global scope of production network oo Higher costs compared to competitors oo Slow innovation processes oo Equity in net income are decreasing Opportunities: oo Possibility to enter new markets oo Eco friendly cars: respect of the environment: The development of Hybrid, electric and and alternative industries oo New range of cars: premium cars: new customers oo Niche market oo No competitors on this new market oo Digitizing Threats: oo Many competitors on the market: mature market oo Majority of Ford business rests on fuel or gaz, if we found a new energy they should adapt and redesign all the cars oo Fluctuation of Oil prices We will now discuss Ford's business strategy to know the choices that strengthened its prospective competitive position in the mobility industry. [...]