Ford Motor Company Henry Ford Essay

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The Taurus and Aerostar were star performers in their respective segments, as were the F-series trucks. The Explorer took advantage of the growing SUV market.

The company's modern-era market share peaked in the mid-90s, and has come down steadily over the past decade and change. By the mid-00s, Ford was in financial trouble and undertook the leveraging of its assets in order to get the company through a multi-year restructuring program. The company's struggles, however, have continued in recent years. The company has had a net operating loss every year since 2005 and lost $14.4 billion in 2008.

The company today continues to struggle. Although it had some successful product launches in the early part of the decade, its strategy to saturate the market and occupy all segments has failed to keep out competition.

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As a result, Ford is increasingly dependent on successful launches. They have not been able to keep up the pace of new development and have thus struggled of late. They are also dealing with legacy issues stemming from pension obligations for union workers' contracts. With heavily-automated factories, Ford has far fewer workers today to fund their pensioners' benefits. The company has struggled before. These periods -- the Pinto era, World War Two -- have been followed with flurries of innovation that have restored the company's fortunes. The acquisition strategy appears to be a difficult-to-manage failure that offers few benefits. The company, in essence, is still waiting for its next big innovation to carry the day.

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