Ford Paper

4517 words - 19 pages

Introduction

This marketing research paper is about the Ford Motor Company and its newest vehicle, the Ford Fiesta, a very small and fuel-efficient car. This paper will be covering the history of the Ford Motor Company. The paper later informs about the changes, which had to be made in the last ten years. Changes not just to save the company, but also to make a step into a more successful future. A key for that is producing smaller cars as the Ford Fiesta.

People have always loved cars, ever since the first automobile was produced. It was Carl Benz from Mannheim (Germany) who received on January 29, 1886 the patent for the first automobile. The first automobile in the United ...view middle of the document...

In the United States people always liked the idea of being mobile and to get around with rather bigger than smaller cars. Sport cars, trucks and suv’s are the American dream. “Low fuel taxes and prices sprung out of a national love for mobility going back generations”, said Robert Lang, director of the urban planning think tank Metropolitan Institute at Virginia Tech.[3] “In fact, the United States could not have had the western expansion it did without the cheap

mobility railroads and horse carriages afforded long before it became an auto-obsessed culture”, said Lang.[4]

Ford was always very successful with bigger cars in the past. If Suv’s or especially trucks, here to mention the F-150 (Ford F-150 has been the best-selling vehicle in America for 28 straight years[5]), consumers liked those vehicles. But due to a lot of political changes and environmental influences (e.g. hurricanes) within the last ten years the car industry had to modify their model lines and the consumers had to rethink their behavior. Kuwait, two Iraq wars and of course the world economic crisis between 2008 and 2010 are just few reasons, why gasoline prices raised and car sales dropped. The Iraqi war affected Ford adversely as their US sales declined by 7%.[6] According to BP's Statistical Review of World Energy, published in June 2007, it shows that the world still has enough "proven" reserves to provide 40 years of consumption at current rates.[7]

The Japanese car manufacturers have produced small cars for many years and imported them to the United States. The market was there and since
smaller cars get more and more popular, also American car manufacturers have a different portfolio with cars. Ford comes out with the new Ford Fiesta 2011 this summer.[8]

History of Ford
First use for Ford mark was on February 15, 1895. The trademark was filed in the category of non-metallic building material products and described to the USPTO as automobiles and their parts.[9]
Ford was launched in a factory in 1902 with $28,000 in cash from twelve investors, most notably John and Horace Dodge, who would later found the Dodge Brothers Motor Vehicle Company. Henry Ford was 40 years old when he founded the Ford Motor Company, which became one of the largest and most profitable companies in the world, as well one of the few that survived the Great Depression.[10]
During its early years, the company produced a range of vehicles designated, chronologically, from the Ford Model A (1903) to the Model K and Model S (Ford's last right-hand steering model) of 1907.[11]
Henry Ford introduced the Model T in 1908. It was for those days a powerful car with a top speed of 45 mph. In October 1913, mass production of the Model T began at Ford's Highland Park, Michigan, Assembly Plant. The moving assembly line was perhaps Ford Motor Company's single greatest contribution to the automotive manufacturing process. The new technique allowed individual workers to stay in one...

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