Ford Motor Company Business Strategy for International...

1. The four Ps of the marketing mix product, price, place and promotion - help to explain a companys approach to international markets (NetMBA, 2010). Ford Motor Company strikes a balance between standardization and customization in global markets, and treats the domestic market as a unique entity from world markets. The companys strategy in general is a cost leadership strategy, where Ford seeks to product the best quality cars at mainstream price points. Fords product lines in general consist of a range of vehicles in different categories, offering inexpensive vehicles in each category. Ford divides the world into regions and determines its product offerings for each region. This allows the company some degree of customization for which products will be offered where. The North American market, for example, has trucks and muscle cars that are not usually part of its portfolio elsewhere in the world. Within other regions, Ford will offer different vehicles depending on perceived mar ket need. For example, in 2011 Ford took the Kuga that it was selling in Europe, and introduced it to the South African market (IOL, 2011). While specific brands may or may not be offered in a given market, Fords vehicles are generally based around a small number of platforms. The company has five main platforms that it uses for almost all of its vehicles (other than large trucks and muscle cars, which are mainly sold in North America). These platforms are standardized globally. WithinShow MoreRelatedFord Motor Company1472 Words   |  6 PagesFord Motor Company: A Business Analysis Mary J. Richardson MGT 521 January 30, 2012 Erick Espinosa Developing sound strategic plans to address the changing business climate is crucial to organizations operating in today’s global environment. 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