福特汽车公司的英文案例.ppt

,Teammembers:,1903190819131999200020032009,TheHistory,亨利福特和T型车,Strategicleadership,AlanMulally艾伦穆拉里,WilliamClayFord小威廉克莱福特,Lincoln林肯,SomecompetitivethreatstoFord,PowerfulcompetitorsintheU.S.AutoMarket,SuppliersFinancetroublesforsuppliersprovidingrawmaterialsintheautoindustry,CustomersHashcompetitionfromthecurrentsurplusofdealershipshasminimizedprofitmarginsConsumershaveaccesstomoreinformationfromtheInternettocompareproducts.Well-informedconsumersdirectlynegotiatethepricewithdealerships,whichdiminishesasalespersonstacticaladvantage.,AdditionalcompetitivethreatsTheimprovementofpublictransportationviarailandbusForeignautomakersenteredandestablishedthemslvesintheUnitedStateandtargetinganichemarket,LandRover路虎,Truck,ResearchandDevelopmentSafetyFeaturesConvenienceFeatures,1.SafetyFeaturesFordhasbeenworkingtoimprovethesafetyfeaturesofitsvehicles.Inanefforttoreducetheprobabilityofarollover,ForddevelopedRollStabilityControlfortheVolvoXC90,LincolnNavigator,LincolnAviator,FordExplorer,MercuryMountaineer,FordExpedition,andForaE-Seriesvans.Additionally,FordimplementedwhattheycallAdvanceTrac,whichisdesignedtoincreasevehiclestabilityinemergencymaneuversituations.Ford-engineeredsafetyfeaturesreducethelikelihoodofseriousinjuryordeathincaseofacollision.Thesafetycanopyand“IntelligentSafetySystem”,2.ConvenienceFeaturesCellphoneforvoice-activateddialingandhands-freeoperation,voiceintegrationforGPSnavigation,entertainment,climatecontrol,retractableroofTerrainresponsesystem.,FinancialCondition,ComparativeOperatingMargin,1996topresent,Fordsdecliningeconomicperformancecanbeattributedtotwomajorfactors,dwindlingdemandforitsproductandtherisingcostofproductionandoperationalexpenses.AnotherfinancialconstraintresultsfromFordsagreementswithlaborunionsanditsdefinedbenefitplan,whichspelloutitsobligationstoprovidepost-retirementbenefitsforformeremployees.,Jaguar美洲虎,FordBrands,FordmarketsautomobilesintheUScontains:Ford(福特)：Cost-effective.Lincoln(林肯)：ComfortandluxuryMercury(水星)：betweenLincolnsandFordMazda(马自达)：AutolightweightVolvo(沃尔沃)：themostsafetycarJaguar(美洲虎or捷豹)：BeautifulandFastCarsLandRover(路虎)：superioroff-roadcapabilityAstonMartin(阿斯顿马丁)：racingcarandlimitedcar,MarketingStrategies,Fordregardcustomerasthecore:IncreasingonlinetrafficondealershipWebSitesCreatingfreshproductdesignsOfferingattractivefinancinganddiscountParticipatinginautomotiveexhibitionsandaddingfilmsandtelevisionsads,CorporateStrategies,Fordsportfolioofautomotivebusinessesincludesautomanufacturersfromaroundtheworld,replacementautoparts,andfinancialservices.However,withsomanycarindustries,Fordrunlossincompetition.WiththenewCEOinplace,ForddeterminedtodecreasetheinfluenceofthefinancedepartmentandriddingFordofneedlesscomplexity.Additionally,Fordwillconcentratemoreontheworldwidemarketandcustomers,andworktobetterutilizeitsglobalassetsandcapabilities.Thelast,thenewCEOhasbeenworkingcl