Marketing Mix of Ford Motor Company (4Ps of Ford)
This is a detailed analysis of the marketing mix of Ford Motor Company (4Ps of Ford). It aims to focus on the automaker’s marketing mix decisions. The Ford Motor Company is an American multinational company and one of the oldest automakers in the world.
Product strategies of Ford Motor Company
Ford has a wide range of vehicles in its portfolio. All vehicles come under different categories i.e. SUV and Crossover, Hybrid & Electric, People Movers, Performance, Vans & Pickups, and Future vehicles (Ford Motor Company, 2021). Some of the famous vehicles are Fiesta, Eco Sport, Puma, Focus, Mustang, Mondeo, Kuga, S-Max, Galaxy, Transit Custom Kombi, Range Super Cab etc.
Ford also provides finance plans for personal and business customers which gives it competitive advantages over some of its competitors. However, it should be noted that it recalled some of its products in the past over safety and quality concerns. For instance, it announced recalling of about 775,000 Ford Explorer SUVs worldwide for a steering issue linked to reports of six injuries in North America (Shepardson, 2021). It also recalled over 60,000 vehicles in Canada in 2020 after a range of braking and coil spring issues that had affected several of its most popular models.
Pricing strategies of Ford Motor Company
Ford follows a market-oriented pricing strategy. Due to high competition in the market, it sets the price of its products after taking into consideration the demand for a particular product, competitor’s price, and cost & profit margins. It sells more luxury vehicles at a premium price as these types of vehicles are targeted at high end customers who are willing to pay a premium price in order to own a prestigious and stylish vehicle.
Place/Distribution Channels of Ford Motor Company
Focus on distribution channels is a key part in the marketing mix of Ford Motor Company (4Ps of Ford). Ford has manufacturing plants in different parts of the world. It has set up manufacturing plants in countries such as India where costs can be kept at a low level. Its products are sold through authorized dealerships which shows that the distribution strategy chosen is selective which fits in with the industry in which it operates. Customers can physically view the vehicles and do a test drive before purchasing a vehicle.
Promotion strategies of Ford Motor Company
Ford carries out promotions for individual and business customers. It offers a variety of flexible financing options and tailored support to convince customers to make positive purchase decisions. It also offers trade-ins and special discounts for loyal customers.
Ford promotes its products via television advertisements, newspapers, and online platforms. Its social media presence is very good as well. It provides sponsorship for events in order to promote its vehicles and gain more sales. The UEFA Champions League is one such event that the company has sponsored. However, some of its adverts failed in the past in different countries; drew criticism; and indeed, branded as vulgar and sexist.
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Last update: 03 September 2021
Ford Motor Company (2021) About us, available at: https://www.ford.co.uk/experience-ford/about-ford (accessed 03 September 2021)
Shepardson, D. (2021) Ford recalling 775,000 SUVs for steering issue linked to six injuries, available at: https://www.reuters.com/business/autos-transportation/ford-recalling-775000-suvs-steering-issue-linked-six-injuries-2021-07-16/ (accessed 03 September 2021)
Author: Fahim Shah
Fahim Shah has been working in the UK as a visiting lecturer in Business and Tourism for the last 10 years. After completing a Bachelor’s degree in Business and Marketing, he went on to gain an MBA from the University of Bradford, the UK. He is a Fellow of Advance HE (FHEA) and a full member of the Association of Business Executives (ABE).