Ford Mustang
The strength of the Mustang brand is that it is immediately recognizable, and iconic. Anybody anywhere near the target audience will immediately recognize the brand and know what traits the vehicle will have. While this might also stand as a weakness because the brand has distinct connotations, those connotations are not negative for those who are in the target audience. The power of the car, combined with its value, is a common feature of modern Mustang advertisements (YouTube, 2010).
One of the weaknesses of Mustang marketing, or publicity, is that the brand often must live up to its history. As noted in this clip from the British TV show Top Gear, Mustangs today are often measured against Mustangs of the past (Top Gear, 2009). This clip also reveals a couple of other weaknesses in the marketing of the Mustang. The price component is noted by the reviewers as a downfall, because it compels Ford to cut corners in the design of the vehicle. Performance is compromised in relation to power, something that could have been avoided (and indeed is on the highest-end models) had the company been willing to price the brand higher. Also noted was that the customization of the Mustang was one of its main selling points during its heyday -- protecting the price is not necessary because the best Mustang is not available at the lowest price point, and consumers often prefer to have a better car rather than a cheaper one. This creates a dilemma with the positioning of the vehicle, because while the Mustang is currently positioned as something of a low end power car, the Mustang many consumers want is perhaps a little higher end.
There are only limited opportunities for the marketing of the Mustang brand. The brand has a fairly narrow appeal, but there is an opportunity to extend that appeal somewhat, especially to consumers who enjoyed the original Mustangs and want...
Ford Mustang Financials As a company, Ford has improved its sales in the past two years, after struggling during the recession. Ford's revenues in the last fiscal year (2011) were $136 billion, compared with $116 billion in FY2009 and $168 billion in FY2007. The company's profits have also fluctuated over that time period. FY2011 saw a profit of $20.2 billion, compared with $2.7 billion in FY2009 and a loss of $2.8 billion
Ford Mustang Marketing Research I spoke to five male car owners in their 20s. Three of them had purchased a vehicle in the past two years, the other two had their cars for longer. None of them had purchased a Mustang, but one had a Camaro. The four that owned other types of cars indicated that they did not want a pony car for a number of different reasons, from gas prices
Manufacturing Vehicle's Assembly Process (Ford Mustang) Introduction to the plant On one of the most modern and advanced production systems in the world at the Ford Group plant, the Ford Mustang has been manufactured at the factory with an investment of a 230 million investment program. The fully installed factory capacity has produced around 100,000 Mustangs yearly with a transformation in two stages into a state of the art manufacturing facility. The plant employs
(Ford Motor Company: eRoom enables Ford to drive into new technology) II. Marketing Strategies: Target Market: Target Market 1 This market consists of institutional sales with large manufacturers or independent manufacturing divisions of corporations having a huge network of broker, dealer or distributor network. For these categories the ideal vehicle suited will be the sports wagon and minivans. Only last January, the managers publicized the Ford Fairline concept at the Detroit Auto
Ford Motor Company Case Study of Ford Motor Company History, Development and Growth Ford Motor Company has been a vital American automaker since its incorporation in 1902. The car maker was started at that time by Henry Ford and has continued with some member of the family on the board of directors since that time. The company began selling individually manufactured vehicles, but moved to an innovation devised by the founder soon after.
The economic environment is difficult. The United States may finally be showing signs of emerging from recession, but the recent economic difficulty has taken its toll of Ford. Following the short-lived spike provided by the 'cash for clunkers' program, auto sales have slumped again. Many competitors saw sales fall dramatically in the wake of that program. Ford, however, did not suffer as much. While two of its most popular models,
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