STRATEGIC MANAGEMENT

CASE ANALYSIS

Submitted to:
Asst. Prof. IMTIAZ A. MOHAR

Submitted by:
MUHAMMAD ARSLAN ALI 01122081-063 WADOOD-UR-REHMAN 01-122081113 MBA-4(B)

BAHRIA UNIVERSITY, ISLAMABAD

COMPANY PROFILE
Company Name: Europe Span: Ford family: Ford Motors 35 factories in 9 countries Jaguar, Land Rover, Volvo, Aston Martin Brands, Focus & Fiesta Models Ford employees in UK: Fords Market: Marketing Strategies: 14200 ATL & BTL Private car & commercial vehicle market Operating Manufacturers: 6

SUMMARY
Ford Company is a global company and it serves the customers through a wide range of products mentioned in company profile. Its one of the basic strategies is to put themselves into the sponsorship of UEFA champions league in order to promote themselves in growth strategies as well as in the eyes of potential customers.

Q#1
Does the sponsoring of UEFA champions league help the company to satisfy its direct customers?

ANS
Company as the case mentioning in only taking major part in sponsoring the champions league whose audiences must have interest in the type of vehicle the ford company is producing. But if the interest of people due to certain campaigns of other companies diverted then the Ford world loose a major part of its potential customers which basically is one of the major objectives of the company.

Q#2
Why sponsoring the champions league is considered as a non-price competition and world the stagnant prices be satisfying the customers choices or not?

ANS
Sponsoring is some other activity which is only to promote the complete family of Ford but not any single member of Ford family. Thats why the sponsorship cost may not be having that huge contribution towards the raise of cost of production and is known as non-price competition. Apart from it, this may happen that the customs due to same prices for a long time world associate the product to be obsolete from the market which may have some effect over the sale of company. So the company should change its prices bit with the passage of time.

Q#3
Does the advertising campaign by Ford have some effect over the availability of vehicles at right places? Yes/No. If No then suggest a strategy for its placement.

ANS
Due to sponsorship of champion league Ford is indirectly being communicated to the focus market as well as new people. This awareness will let the people having interest in cars to try them for own selves. Sometimes the people get complication for their trial. So for that purpose Ford is supposed to raise their placements into all those places where TV has its coverage. Their strategy will make the Fords decision easy for it for its placement.

Q#4
Ford is promoting itself through ATL or BTL which amongst these is more suitable to Ford?

ANS
Ford has chosen BTL for its promotion i.e. through sales promotional incentives and public relation and sponsorship. But within sponsorship its in being backed by ATL coverage through the tournaments. People who have interest in football is majorly making a target audience of potential customers for Ford. So if the are viewing football on TV are also getting exposure to he Fords brands. So the company by investing in one way is getting benefits in both ways.

SWOT
STRENGTHS
1. Ford is operating in 6 continents in which Europe has 35 factories in 9 countries. 2. Ford family includes a large variety of vans. 3. Ford operates in both private and commercial vehicles. 4. It has too many potential customers. 5. It doesnt require ATL promotion as it is well known brand. 6. Due to sponsorship it has got the benefit of non-price competition.

WEAKNESSES
1. Due to the non-price competition some other brands of same industry may get a benefit of promoting their brands. 2. ATL promotion was creating awareness amongst far region viewers where the vehicles even for testing were not available. That awareness was making audience as potential customers but the company

OPPORTUNITIES
1. Through BTL promotion the company may satisfy the potential customers to become the real customers. 2. Through sponsorships, Ford may get exposure to the customers with a feedback for introducing change into its product line.

3. Because of non-price competition the company may reduce its inner profits from its production cost in order to induce brand into the consumer market.

THREATS
1. Because of non-price competition, other brands by other companies get into the war of price competition. 2. BTL promotion some times has the limitation of time with itself so for long time it will not work.