CEO of Our Company With Research Proposal

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The next big brand was the Mustang in 1964. In the 80s, the Aston Martin and Jaguar purchases allowed entry into the luxury and sports car markets; the deal with Kia got it into subcompacts. Ford's Taurus, Aerostar, F-series trucks, and the Explorer were star performers in their segments. However, the company's market share peaked in the mid-90s, and the company continues to struggle amidst formidable global competition.

Marketing Strategy: Ford's goal is to be the industry's innovator and leader in all segments: Cars, Hybrids, Crossovers, SUVs and Trucks. As such, it focuses on progression, quality, technology, safety and going "green." Even though its primary target market is the United States, Ford also pursues a global market. Ford depends heavily on its strong brand name as well as promotions and advertising to drive sales. Its current marketing messages emphasize customer satisfaction and dependability to appeal to consumers during the economic downturn.

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Key Financials: Financial weakness is Ford's main Achilles Heel. Net income has been negative for the past three years. This, along with a negative cash flow and a weak balance sheet short on assets and riddled with long-term debt, means that significant changes are in order to turn the company around. The only shining spot is that Ford is doing better than its domestic competitor, GM. But, international rivals, most notably Toyota, are performing much better.

Corporate Citizenship: Human rights and climate change are the prime focus of Ford's corporate citizenship commitment. Human rights efforts include developing a code for basic working conditions, creating HIV / AIDS policies to protect employees and diversity from both a workforce and customer perspective. To become more environmentally friendly, the company has launched several hybrid models, but still ranks last in fuel efficiency among car makers, leading many to question its….....

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