GM, Ford and Porter We Term Paper

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Indeed, the choices in terms of portfolio diversification through the introduction of newer car models on the market, in an attempt not only to retain existing customers, but to bring forth new ones, are obvious for both Ford and GM.

As such, in the automobile industry, the method of distribution (or rather the distribution network in this case) is quite important. Ford's CEO was willing to travel across the U.S. In order to meet the dealers, evaluate their performances and decide on future action in this area. Ford's approach was to encourage dealers in their activities through the direct presence of the company's CEO.

In terms of differences between the two companies on the road to recovery, probably the most important example is given by Tom Krisher. He points out towards the fact that "the essential difference between Ford and GM, according to some industry analysts, is that GM went into the tank first and is ahead in the restructuring game." This meant a different approach in facing the company's problems. The fact that the restructuring was begun earlier and more forceful at General Motors than at Ford meant that the company was also able to enjoy the changes brought about by corporate cultural change much quicker.

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Ford is still facing uncertainties in the new realities of the global market.

Looking from the perspective of Porter's approach, we can point out towards the fact that both General Motors and Ford use many of the point's mentioned in Porter's view. On the other hand, they do so by applying the particularities of the automobile industry, with its dependency on innovation and customer loyalty, on the variation of fuel prices etc. In this sense, we often find that there is more than one driving force behind the company strategy, that there are several strategic objectives and that the front leader may or may not play a defining role in the success of the implemented strategy.

Differences between the approaches of the two companies do not resume to different means. They also encompass different leading figures, different resources, different visions and, in the end, different strategies......

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