This paper presents an executive summary of Ford Motor Company, examining five key dimensions of the organization: its board of directors and governance structure, its historical development from the 1903 founding through the early 2000s, its marketing strategy and target markets, its financial performance and challenges, and its corporate citizenship commitments. The paper highlights Ford's storied legacy of automotive innovation alongside ongoing struggles with profitability, global competition from rivals such as Toyota, and questions about the sincerity of its environmental commitments. Together, these sections offer a concise strategic snapshot of one of America's most iconic automakers.
Ford Motor Company's Board of Directors is comprised of 14 seasoned executives from diverse backgrounds. Key board members include:
William Ford Jr. — Executive Chairman, COO, Chairman of the Finance Committee, Member of the Long-Term Incentive Compensation Award Committee, and Member of the Sustainability Committee.
Alan Mulally — CEO, President, Executive Director, Member of the Long-Term Incentive Compensation Award Committee, and Member of the Finance Committee.
John Fleming — Executive Vice President and Chairman and CEO, Ford of Europe.
Michael Bannister — CEO and Chairman, Ford Motor Credit Co.
Robert Graziano — Head of Quality, Head of Research & Development, Head of Sales & Marketing, Vice President, Chairman of Ford Motor China, CEO and President of Southern Africa Operations, Chief Executive of Ford Motor China, President of Ford Motor China, Group Managing Director of Southern Africa, and Director of Mazda Motor Corp.
Lewis Booth — CFO, Executive Vice President, Director of Land Volvo Brand, Director of Ford of Europe, and Non-Executive Director of Volvo Cars Division.
Edsel Ford II — Consultant, Director, Member of the Finance Committee, and Member of the Sustainability Committee.
Ford, founded in 1903, launched its landmark Model T five years later. To meet soaring consumer demand, the company pioneered the moving assembly line. In the 1920s, Ford expanded its factories overseas after building its own vertically integrated industrial complex in Dearborn, Michigan. However, the company would soon face challenges from a decline in Model T sales and the rise of unionization in 1941.
The 1949 Ford, available in a variety of body styles — convertibles, coupes, sedans, and station wagons — revitalized the company in the post-war era. The success of the Thunderbird, widely regarded as the first American sports car, followed in 1954, along with the enduring F-Series pickup truck, propelling the company to an IPO in 1956. The next landmark model was the Mustang, introduced in 1964.
In the 1980s, acquisitions of Aston Martin and Jaguar allowed Ford to enter the luxury and sports car markets, while a deal with Kia gave it access to the subcompact segment. Ford's Taurus, Aerostar, F-Series trucks, and the Explorer became star performers in their respective segments. However, the company's market share peaked in the mid-1990s, and Ford has since continued to struggle amid formidable global competition.
Ford's goal is to be the industry's innovator and leader across all segments: cars, hybrids, crossovers, SUVs, and trucks. As such, it focuses on progression, quality, technology, safety, and going green. Although its primary target market is the United States, Ford also actively pursues a global market.
Ford depends heavily on its strong brand name, promotions, and advertising to drive sales. Its marketing messages emphasize customer satisfaction and dependability — an approach designed to appeal to consumers during the economic downturn.
"Profitability struggles and competitive comparison"
"Human rights and environmental responsibility efforts"
You’re 73% through this paper. Sign up to read the remaining 2 sections.
Sign Up Now — Instant Access Already a member? Log inAlways verify citation format against your institution’s current style guide requirements.