1

GENERAL INFORMANTION
INDEX
SR NO.

PARTICULAR

PAGE NO.

1.

INTRODUCTION

2.

HISTORY OF FORD

3.

PROJECT AT A GLANCE

4.

VISION, MISSION & VALUES

5.

ACHIEVEMENTS

6.

BOARD OF DIRECTORS

7.

SISTER CONCERN

10

INTRODUCTION
Ford Motor Company, a global automotive industry leader based
in Dearborn, Michigan, manufactures and distributes automobiles in
200 markets across six continents. With about 300,000 employees and
108 plants worldwide, the companys core and affiliated automotive
brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda,
Mercury and Volvo. Its automotive-related services include Ford Motor
Credit Company.

Ford Motor Company began with just Ford vehicles in a wagon

shop in Michigan. To fully understand the essence of this founding
member of the family brands, just look at the early history of Ford Motor
Company, from Henry Ford's earliest automotive experiments to the
Models A, T, and beyond.

While value for money has always been a top priority in

developing Ford vehicles, that concern has never compromised quality
or the pursuit of quality solutions.

HISTORY
Ford

Motor

Company

entered

the

business world on June 16, 1903, when Henry

Ford and 11 business associates signed the
company's articles of incorporation. With
$28,000 in cash, the pioneering industrialists
gave birth to what was to become one of the
world's largest corporations.

Ford insisted that the company's future lay in the production of

affordable cars for a mass market. In 1925, Ford Motor Company
acquired the Lincoln Motor Company, thus branching out into luxury
cars, and in the 1930's, the Mercury division was created to establish a
division centred on mid-priced cars.

The establishment of Ford of Europe in 1967, and the company

established its North American Automotive Operations in 1971,
consolidating U.S., Canadian, and Mexican operations more than two
decades ahead of the North American Free Trade Agreement.

Today, Ford Motor Company is a family of automotive brands

consisting of: Ford, Lincoln, Mercury, Mazda, Jaguar, Land Rover, Aston
Martin, and Volvo.
4

PROJECT AT A GLANCE
Name of the Firm

: FORD MOTOR COMPANY

Year of Establishment

: JUNE 16, 1903

Form of Organization

: Large Scale Organization

Founder of the Company

: Henry Ford

Accounting Year

: 1st April to 31st March

Phone No.

: 2370041 2 3 4.

Fax No.

: 0281 2370045.

Mobile No.

: 9925000036 9925000071

E-Mail

: sales@eagleford.co.in
manish@eagleford.co.in

Website

: www.india.ford.com
www.fordmotorcompany.com

Slogan

: Go Fida

Logo

Brand Name

FIESTA

Bankers

: ICICI Bank

No. of Employees

: 300,000 Employees

Pre-production vehicles

: 90 pre-production vehicles

Testing of KMs

: 700,000 KMs of Testing

Individual Tests

: 11,000 Individual Tests

Crash Tests

: 25 Crash Tests

Collaboration

: No Collaboration

Competitors

: Honda City and Hundai Accent

Vision, mission & values

Vision

To become the worlds leading company for automotive products and

services.

Mission

They are a global diverse family with a proud heritage passionately

committed to providing outstanding products and services.

Values

They have the values to do the right thing for their people, their
environment and their society but above all for their customers.

ACHIEVEMENTS

Recycling Awards:Ford is the first corporation to receive the "Recycling Leadership"

award from The National Recycling Coalition. Ford began intensive

recycling efforts in 1991 with the formation of the Recycling Action
Team (RAT) patrols in the U.S. and Europe.

Leadership Award:The company received a prestigious Leadership Award at

Voluntary Challenge & Registry VCR Inc.'s annual Council of

Champions meeting and Leadership Awards ceremony in Hull,
Que.Ford was awarded for its commitment to environmental excellence
and energy management through the certification of all its Canadian
manufacturing facilities to the ISO 14001 Environmental Management
Systems standard.

Energy Star Award:The U.S. Environmental Protection Agency and Department of

Energy have awarded Ford Motor Company their coveted Energy Star
2006 Partner of the Year.

Ford Motor Company wins the Energy

Star 2006 Partner of the Year award

BOARD OF DIRECTORS
The members of our Board of Directors are dedicated to serving
the interests of our shareholders.

NAME

POST

Sir John R. H. Bond

Chairman

Richard A. Manoogian

Chairman of the board, & C.E.O.

Stephen G. Butler

Chairman & C.E.O.

Ellen R. Marram

M.D.

Kimberly A. Casiano

President & chief operating officer

Alan Mulally

President & C.E.O.

Edsel B. Ford II

Vice president

William Clay Ford, Jr.

Executive Chairman

Jorma Ollila

Chairman of the board, & C.E.O.

Irvine O. Hockaday, Jr.

President & C.E.O.

SISTER CONCERN

10

11

BRAND POSITIONING
INDEX
SR NO.

PARTICULAR

PAGE NO.

1.

Introduction

13

2.

The Market & The Fiesta Brand

14

3.

Key Dements of The Fiesta Strategy

15

4.

The Brand

16

5.

Ford-Fiesta Six Position Walk About

17

12

INTRODUCTION

Brand Positioning is a relatively new concept in marketing. The

concept owes its origin to the idea that each brand occupies a particular
space in the consumers mind, signifying his perception of the brand in
question in relation to other brands.

According to Green & Tall, Brand Positioning and market

segmentation appear to be the hallmarks of todays marketing research.
Brand corn services positioning deals with measuring the perceptions
that buyers hold about alternative offerings

Once, the core product concept is chooser, it defines the character

of the product space in which the new product has to be positioned.
And the reception is subjective, governed by the individual consumers
values, beliefs, needs, experience and environment.

13

THE MARKET AND THE

FIESTA BRAND
Building the Brand and resultant customer confidence is a key
consideration and success factor for any industry. The quality and
acceptance of Brand strategy determines the level of success (or failure)
that will be experienced. It is important that Brand strategy must define
the Brand personality and that all actions taken or implemented there
after are in line and consistent with this personality

Interaction with the customer its thereof based on these messages.

Their aim is to provide a thread that holds all of this together. Training
and product Knowledge is a vital part of this process. Imparting
Knowledge heightens awareness that in turn reduces risk and
complements a perception of Brand value. The higher the customers
understanding of Fiesta attributes the greater
level of acceptance, and the more likely id the attainment of desired
results i.e. sales.

Fiesta embraces the current Ford new Edge Technology and it

embraces many of the Ford Soft look styling was that are evident in the
Ford Mondeo, Fiesta and the new fours. One can immediately see that
these state of the art vehicles are all members of the same family.
14

KEY ELEMNTS OF THE FIESTA STRATEGY:

Following are the key elements of the Fiesta strategy
Unique, robust looking design with characteristic Ford design
elements.
Class leading interior space with unique / practical features.
Class leading drive dynamics.
Superb ride comfort & control.
Performance feel and competitive full consumption returns.
Driver control, superior ergonomics and superior visibility.
Lowest levels of NVH (noise, vibration & harshness).
Glass areas have been carefully designed and crafted to insure
fantastic all round visibility especially in city traffic and in parking the
vehicle. A deep window design and large front and rear glass designs
complement this feature requirement.

In the final design, shut lines and gars are minimal pearl fitment is
reflected to insure a smooth flow line & the resultant NVH levels re
wind and road noise are minimal. This definitely promotes a quality
appearance and a superbly refined drive with low static levels.

15

THE BRAND

FORD FIESTA SERIES LINEUP:

The Fiesta is available in these trim levels. These trim levels are: Fiesta Exi
Fiesta Zxi
Fiesta Sxi

These are 3 engine choice i.e. 1.4 Duratec, 1.6 Duratec and the 1.4
TDCi Duratorq and all engines are matched to a 5speed Manual
transmission.

16

FORD FIESTA SIX- POSITION WALK ABOUT

NO WALK ABOUT POSITION

BRAND PILLAR

FRONT-Touch the badge

Raving to go/powerful styling

ENGINES-Open the bonnet

Raving to go/cost of ownership

SAFETY-Front left wheel

Safety/ Security/Technology.

INTERIOR-Left passenger

Powerful styling/Ergonomics

door
5

REAR-Open the boot

Powerful styling

DRIVERS POSITION-Drivers

Raving to go/powerful styling.

door have a seat

17

FORD FIESTA SIX-POSITIN WALK ABOUT

Fitting the walk about to the brand pillars

(Attributes of the car)

1.

Front of the car: Appearance (Touch the blue oval & talk about heritage)
Front air dam & log lamps.
view.
Low angle of front windscreen.

2.

Under The Bonnet

Bonnet
Engine
Service Items.

3.

Safety Features
Safety call
Front & rear crumple zones.
Collapsible steering column
Side impact bears in the door
ABS optional (Anti lock braking system)

18

4.

INTERIOR
Rear space
Rear head rests.
Rear seat flat folding.
Seat belt hooks.

5.

REAR
Rear taillights
Rear log lamps
Boot lid
Exhaust
Rear bumper.

6.

DRIVERS POSITION
Drivers seat comfort & accessibility.
Visibility
Command driving position
Easy to operate controls
Audio system
Premium finishes

19

20

MARKETING INFORMATION
INDEX
SR NO.

PARTICULAR

PAGE NO.

1.

INTRODUCTION

22

2.

PRODUCT MIX

23

3.

PRICE MIX

28

4.

PLACE MIX

32

5.

PROMOTION MIX

34

21

INTORDUCTION
The marketing activities of product, planning, pricing and
distribution are performed mainly within the organization and its
marketing partners. However, with promotion activities the firm
communicates directly with potential customers will continue to look
for quality but their interpretation is changing. They will be more
interested in values such as response, service etc. positioning in the
right manner has, therefore, become a buzz word of marketing and
advertising people not only an Indian but all over the world.
Marketing depends heavily or an effective communication
flow between the company and the consumer. Manufacturing a product
and making it available in the market is not enough. It is more
important to make it known to the consumer that the product is
available in the market. In a competitive market, where several firms are
striving to win over consumer, it is not enough if the availability of a
product only is made known to consumer.
It is essential to propagate the distinctive features of the product,
moreover, producers at in one city and consumers who are spread
throughout the country or even, world, can be contacted only through
promotion, the firm should also get feedback an how the consumers
accept its produces and interpret its messages. This multidimensional
function can be carried out only through an effective continuous and
two way flow of information between the firm and the consumer.
22

PRODUCT MIX
INTRODUCTION
Product mix refers to the collection of products produced and sold
by a firm. Product mix included those product which satisfy the needs
of different classes of buyers, are complementary to each other and not
competitive. Product mix is referred to as product portfolio, the
composite of the products offered to sale by a firm or a unit.

Product plays an important role in marketing mix. It plays a

central role in all organizations activities. It is not necessary that the
product of a firm is always in the form of goods or commodity. Product
might be in the form of service also.

Organization has to take many crucial decisions about its

products. It has to decide that when to introduce any new product in
the market, when to modify the existing product and when to withdraw
the product.

23

PRODUCT LINE
IN these days of expanding markets, increasing competition,
multiplying human needs and enlarging diversification, no company is
content with providing a single product only. Almost all companies are
producing more than one product.

A product line is a group of products, that are closely related

either because they satisfy a class need, are used together, are sold to the
same customer group, and are marketed through the same type of
outlets or fall within given price range.

LUXCURY CARS
SPORTY CARS
LOAD CARRYING VEHICLES
SUVs

24

LUXURY CARS

25

Fiesta
Ford Fiesta is put through the most
stringent Ford safety standards that
checks for front & rear crashes and
fuel system integrity.
Impact Protection
About 400 virtual crash simulations were done
during

the

Fiesta's

development,

with

every

simulation taking approximately 5 hours of a super

computer. In fact, the computers engaged in this exercise are similar to
the ones used by NASA.
Distance to Empty (DTE)
The DTE displays the estimated distance the
vehicle can travel before it runs out of fuel. This is
displayed in the centrally mounted instrument
cluster LCD and is displayed when the ignition is switched on or when
the engine is running.
ABS (Anti-Lock Brake System) with EBD
Electronic Brake force Distribution determines
the load condition on the front and rear axles and
makes differentiated adjustments to the braking

26

pressures. ABS also

allows the driver to

swerve around an obstacle without having to release the brakes.

FIESTA ACCESSORIES

Rear
Reading
Cigar
Sunblind
Lighter
lamp

Sports Pedals
Crafted
Leather Steering Wheel Gear Knob - Op Al Finish

Front Fog CD/Radio

Lamps
Air -deflector
Chrome
Player
Interior Ornamentation Kit

Hand Brake - Op Alu. Finish

27

14" Alloy Wheels

PRICE MIX
INTRODUCTION
Price is the only element in the marketing mix that creates sales
revenue; the other elements are costs. Pricing is a very critical decision
in marketing management. The main objective of the firm, i.e. to earn a
profit very much depends upon the best price decision. The company
should also keep competitors costs, price and offers in mind and then
fix their product price.

In FORD MOTORS, price of the product is decided considering

different factors like,

Raw material purchase

Transportation
Processing expenses
Taxes
Marketing expenses
Based on Geography
Commissions to middlemen

FORD has adopted easy and convenience pricing policy. At the

end of every month, directors of each zone and marketing officers meet
together at the marketing office. They looked after such as degree of

28

competition,

changes

in

demand, and then they fixed up their product prices.

PRICING POLICY
Pricing policy provide the general framework within which the
price decision can be made. Pricing policies are the guidelines to carry
out pricing strategy. Price policy changes with the changing objectives
and environment

Selecting the pricing objectives

Determining the demand
Estimating costs
Analyzing competitors costs, prices and offers
Selecting pricing method
Selecting final price

29

PRICING METHOD
Companies select a pricing method that includes one or more of
these three considerations. There are mainly seven price setting
methods which are as under:

MARKUP PRICING

SCHEMING PRICING

TRAGET-RETURN PRICING

PERCEIVED-VALUE PRICING

VALUE PRICING

GOING-RATE PRICING

AUCTION-TYPE PRICING

GROUP PRICING

Ford adopts the mixture of going - rate pricing as well as

scheming pricing company determines the pricing on market
fluctuation

30

GOVERNMENT POLICY
The governments fiscal policy also contributes towards the
pricing decision. Here the company has to consider taxes, customs and
excise duties on the product of the firm. If the government increases the
taxes and excise duties, the price of the product also increases. Even if
the firm wants to reduce the end price to the customer to generate
demand, it may not be able to do so mainly because of the government
policy.

Thus, price mix receives more attention of the manager because it

is much more important in marketing mix. Therefore, the decision
relating to prices usually appears at the center stage. Price is such a tool,
which can attract more customers. It is reasonable with best quality.
Price mix plays a critical role in the operation and the management of
the business unit.

31

Place mix
INTRODUCTION
Place mix is also known as distribution channel. This channel is
useful for easy availability of the product from producers to customers.
In todays economy, the distances between producers and customers are
so vast that the product could not available easy. So, distribution
channel is nothing but marketing activities which moves or flow the
goods or services from primary producer to ultimate consumer. There
are mainly two types of channel:

Distribution channel
Physical distribution channel
In todays economy, there are different kinds of middlemen like

wholesaler, retailer dealer, agents, brokers, sales force etc. Thus, the
members of channel are interrelated form the producer to customer and
it becomes a total distribution channel. It should be managed efficiently
and effectively.
Physical distribution looks after handling the goods by assuring
maximum

customers

service.

The

main

objective

of

physical

distribution channel is delivering the right goods, at the right time, to

the right consumer. Old middlemen perform these functions and they

32

assure putting the

product within an

arms length of customers desire and demand.

DISTRIBUTION CHANNEL
When production process is being completed and product is
ready to consume, the important task to think about the sell of the
product as per the prescribed targeted consumer. There is always
distance between the producers and consumers. The way through
which the goods or services flow from producers to customer is known
as distribution channel. There will be different distribution channel of
different organization. It involves the process of making product or
service available for use of consumption.
To decide the proper and effective channel is a very critical
decision. Once, a firm choose the distribution channel, it is useful
remain for a period of time. Most of the producers sell their goods
through wholesalers, retailers, agents, etc. which forms a part of a
channel of distribution. Firm must choose the chi pest channel of
distribution because it is a very risky task.

DISTRIBUTION CHANNEL OF FORD

COMPANY
DEALER

33

AGENT
CONSUMER

34

Promotion mix
INTRODUCTION
Promotion compasses all the tools in the marketing mix whose
major role is persuasive communication.
-Philip Kotler
Broadly speaking promotion means to push forward or to advance
an idea in such a way as gain as its acceptance and approve. Promotion
is any communicative, activity whose main objective is to move forward
a product, service, or idea in any channel of distribution.

There are five elements of promotion mix:-

ADVERTISEMENT
SLAES PROMOTION
PUBLIC RELATION
DIRECT MARKETING
SLAES FORCE
All these tools have one dimension in common i.e. they are all

communication a message to customer Buy Me. Promotion is the

process of marketing communication to inform, persuade, remind and
influence consumers or users in favor of the product or service. It is said
that in a competitive market, without promotion nothing can be sold.

35

PUBLIC RELATION
Public relation means indirect marketing tool. It means smooth
public relation can create a good image in the market. Here public
relation

means

not

only

relation

with

customers,

suppliers,

shareholders, dealers but relation with employee legislation, community

leaders, should be maintained. The public relation department perform
the function like press relations, product publicity, counseling etc.

36

SALES FORCE
Most companies are moving to the concept of a sales force. A sales
force should focus on selling the companys more complex and
customized products to large accounts. The sales-force strategy has
implications for the sales-force structure.

Sales force includes salesmen, sales executive, sales officers or sale

supervisors. Sale force is helpful in the promotion of sales and to link
the customers and producers in favor of companys product, which
gives it enough remuneration.

37

Why I have selected ford fiesta as a Brand

for my project report
Ford Fiesta embraces the current Ford NEW Edge Technology and
it embraces many of the Ford soft look styling was that ate evident in
the Ford Mondeo, Fiesta and the New Fours. One can immediately see
that these state of the art vehicles are all members of the same family.
The Ford Fiesta comes a car with a brain. Its ride worthy a royalty
Ford Fiesta was the 1st car manufactures to obtain Iso 14001
certification, a stringent environment al standard for all of their facilities
world wide.
You wont fall in love with the Ford Fiesta youd Go Fade over it.
The cat that makes you go fade over performance, over

styling, over technology, over safely and over luxury. Today customers
will appreciate and be quick to embrace Fiesta particularly because of
the new technology and third. Generally, they lead dynamic and active
lines.
It is with the design engineering & technology inputs from around
the world & over 7, 00,000kms of testing in 9 countries, these us a car
built to make you Go Fida !!!

38

39

MARKETING RESEARCH
INDEX
SR NO.

PARTICULAR

PAGE NO.

1.

INTRODUCTION

40

2.

SCOPE OF THE STUDY

40

3.

RESEARCH METHODOLOGY

41

40

INTRODUCTION
The job of collecting, recording & analyzing relevant data for
marketing decision is known as Marketing research.

According

to

American

Marketing

Association,

Marketing

Research is The systematic gathering, recording & analyzing of data

about problems relating to the marketing of goods and services.

Therefore, marketing research is an objective & systematic

collection, recording & analysis of the data relevant to marketing
problems of business in order to develop an appropriate information
base for decision making in the marketing area.

In short, marketing research is the planning, collection &analysis

of the data relevant to marketing. Marketing decision-making & the
communication of the result of this analysis to management.

Scope of the study

This study has been conducted to study the consumer behaviour
where primary information is collected with the help of questionnaire.
This study helps to find out the strength & weakness of FORD FIESTA
as well as opportunities.

41

Research

Methodology
RESEARCH DESIGN

This is basically an exploratory research. The research would be

conducted in following manner.
1. The primary data will contain the survey through questionnaire.
2. Secondary data is the data collected earlier by someone. It is a
data, which is not directly related to the study but it is related to
study but in this no secondary data is used.

DATA COLLECTION
Questionnaire has been used for collecting the data of research.
Primary datais collected from the residents of the Rajkot City & it was a
direct approach.

SAMPLING DESIGN
The sample design for the primary research can be learned as
stratified random sampling. From the over all population of Rajkot City
a random sample of size 100 were selected. Research method was
undertaken for soliciting information from the respondents by personal
interview & telephone survey method is also used in order to know the
attitude of the respondents regarding FORD FIESTA.
42

43

44

Details of survey
(1) Qualification:Particulars No. of Respondents

Percentage

Student

36

36%

Service

14

14%

Profession

30

30%

Other

20

20%

Total

100

100%

INTERPRETATION
The study clearly shows that the students which accounted to
36% of the total sample is the clear indication that they prefer
FORD FIESTA then any other groups with least difference.

45

(2) Are you aware of the brand Ford Fiesta :

Particulars No. of Respondents

Percentage

Yes

80

80%

No

20

20%

Total

100

100%

INTERPETATION
Thus above chart shows that about 80% of the people are
aware of the brand ford as this is well known brand as well as
reputation and goodwill of this brand is good.

46

(3) How you come to know about Ford Fiesta:

Particulars

No. of

Percentage

Respondents
Adds in TV

50

50%

Adds in News paper/

29

29%

Show room display

10

10%

Friend / Relatives

11

11%

Total

100

100%

Magazines

INTERPRETATION
Thus above chart shows that people generally come to know
about the ford from the adds in TV.so they must concentrate on
TV news and increase their sales.

47

(4) Which of the

you keep in mind while

making the purchasing:

following factor

Particulars

No. of Respondents

Percentage

Brand image

11

11%

Style / Design

14

14%

Advertisements

3%

Technology

3%

After Sales Service

4%

Price

19

19%

Re-Sale Service

18

18%

Engineering

8%

Mileage

18

18%

Total

100

100%

INTERPRETATION

48

Thus
above
charts
shows that people give more importance to price while
purchasing the car rather then any other factor. So company
should keep the reasonable price.

(5) Do you believe that taking celebrities a Brand

Ambassadors makes the advertisement more effective or
helps increasing brand awareness:
Particulars No. of Respondents

Percentage

Yes

50

50%

No

30

30%

Cant Say

20

20%

Total

100

100 %

INTERPRETATION

49

Amongst

the

respondents

it

conveys that about 50% of respondents believe that celebrities

should be taken as a Brand Ambassador which make the
advertisement more effective.

50

(6) The frequency of advertisement of Ford Fiesta is:

Particulars

No. of Respondents

Percentage

Adequate

50

50%

Less than Adequate

40

40 %

More than Adequate

10

10%

Total

100

100%

INTERPRETATION
About 50% of the respondents conveys that advertisement of
FORD FIESTA is adequate in the TV as well as newspaper. And
about 40% conveys that it is less adequate.

51

(7) Ford Fiesta is a Diesel Car:

Particulars No. of Respondents

Percentage

Yes

50

50%

No

50

50%

Total

100

100%

INTERPRETATION
The survey proves that people prefer FORD FIESTA
as a petrol as well as diesel car i.e.50% as there is smooth
running in both the facilities.

52

(8) Like the model design of Ford Fiesta:

Particulars No. of Respondents

Percentage

Yes

78

78%

No

22

22%

Total

100

100 %

INTERPRETATION
We can clearly see from the above chat that about 78% of
the people like the model of the ford fiesta as it is most modern
& new model

53

(9) Ford Fiesta will succeed in this highly competitive era:

Particulars No. of Respondents

Percentage

Yes

65

65%

No

35

35%

Total

100

100 %

INTERPRETATION
This chart shows that about 65% of the people are
satisfied with ford as result there is a better future for success
for FORD FIESTA.

54

(10) On which factors it will give cut-throat competition :

Particulars

No. of Respondents

Percentage

Over performance

26

17%

Over Luxury

30

20%

Over Safety

25

17%

Over Styling

33

22%

Over technology

36

24%

Total

150

100%

INTERPRETATION
There are the respondents who are willing to buy Ford Fiesta.
As it is new launch in the market it has less share but it is
growing in upward trend day by day. It has got cut-throat
competition with the Hyundai Accent and with the Honda
City.
(11) Which car is more preferred :
55

Particulars

No. of Respondents

Percentage

Accent

13

13%

Honda City

16

16%

Skoda

4%

Ford Fiesta

13

13%

Innova

7%

Scorpio

4%

Wagon R

6%

Santro

3%

Civic

13

13%

Esteem

3%

Zen

4%

Mercedes Benz

3%

Corolla

4%

Elantra

3%

Indigo

4%

Total

100

100%

INTERPRETATION
Thus this above chart shows that generally people prefer
mostly the Honda city i.e. 16% as they look for small and more
comfortable as well as family car.
56

(12) Suggest the Ford Fiesta to any of the friends and

relatives who are planning to buy a car:

Particulars No. of Respondents

Percentage

Yes

60

60%

No

40

40%

Total

100

100 %

INTERPRETATION
Thus from the various details of survey it can be
interpreted that for Ford Fiesta the market is new. Its market
share seems to be growing and about 60% of the respondents
suggest their friends & relatives for purchasing FORD FIESTA.

57

58

LIMITATIONS
The survey done on FORD FIESTA has been conducted
with maximum accuracy and effectiveness. But still it suffers
from certain limitation, which are as follows:
TIME BOUND
This study is time bound & the result of the study may
not be applicable with the passage of the time.
Many times it is possible that the people do not give the
100% correct answer, which may be done intentionally or due
to ignorance of the fact.
SAMPLE SIZE
The total sample size of 100 Rajkot citizens.

59

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SWOT ANALYSIS
The SWOT analysis calls for Strength, Weakness,
Opportunities, and Threats in relation to a business.
Strengths

Brand & Image in the Indian Market

Strong product line with a variety of products.

Good customer relation

Weakness

As compare to other competitive automobile

industry due to less advertisement Kinetic has less market
share. But today it is being changing.
Opportunities

To cover more market share with the help of the

present product line by increasing advertising.
Threats

Surrounding environment like competitors,

government laws etc.

Technological advances in the field.

Threats of substitutes, like the introduction of

motorcycles running on batteries.
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Suggestions
After going through all activities of FORD MOTOR COMPANY,
we can know that all activities of FORD MOTOR COMPANY is gainful
and very proper for the company as well as society too.

I would like to suggest that they should give more importance to

advertisement. And as we know that FORD is best in manufacturing of
luxuries cars, but they should focus to make a car at low price. So, that
all class of people especially middle class people can buy it and fulfil
their dreams. Ultimate it results into increase the profitability.

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CONCLUSION
To, conclude, the activities undertaken by the company to produce
many cars made up luxury cars, load carrying vehicles, suvs etc. having
different features and utilities is worth appreciating. Their aim is to
make people live a life with better comfortably and give best utilization
for which they pay so there is almost satisfaction from the part of
consumers.

Today, in this world the population is increasing and competition

is also increasing. So, every company take care about their quality,
employees satisfaction, best price, after sales services etc. Even though
cut-through, FORD has made a vital place in the whole world market.

So, even today, people give more preference to have luxury car of
FORD like, fiesta, fusion, ikon, and so on.
After visit, I can say that this unit situated for long time. Only
thing needed is awareness among people about its utilities and
durability.

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Future prospects
Ford has invested heavily in India with a Rs. 1700 crore
integrated manufacturing plant at Maraimalai Nagar, equipped
with state of the art Ford technology and employing an
employing 1000 people. They are committed to making a
difference for their selves and for future generations.

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Questionnaire
1) Name: -

____________________________________________

2) Address: -

____________________________________________________

________ ______________ Ph.___________________

3) Gender: -

Male

Female

4) What is your occupation?

Student
5)

Profession

Are you aware of the brand Ford Fiesta?

Yes

6)

No

How you come to know about Ford Fiesta?

Adds in News paper/ Magazines

Adds in TV

Show room display

7)

Other

Service

Friends, Relative

Which of the following factor you keep in mind while

making the purchasing?
Brand image

Style / Design

Advertisements

Technology

After Sales Service

Price

Re-Sale Service

Engineering

Mileage

8) Do you believe that taking celebrities a Brand Ambassadors

makes the advertisement more effective or helps increasing brand
awareness?
Yes

No

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Cant Say

9)

The frequency of advertisement of Ford Fiesta is?

Adequate

Less than Adequate

More than Adequate

10) Ford Fiesta as a Diesel Car?

Yes

No

11) Do you Like the model design of Ford Fiesta?

Yes

No

12) Ford Fiesta will succeed in this highly competitive era?

Yes

No

13) On which factors it will give cut-throat competition?

Over performance

Over Luxury

Over Styling

Over technology

Over Safety

14) Which car you prefer more?

Accent

HondaCity

Skoda

Ford Fiesta

Innova

Scorpio

Wagon R

Santro

Civic

Esteem

Zen

Mercedes Benz

Corolla

Elantra

Indigo

15) Suggest the Ford Fiesta to any of the friends and relatives who are
planning to buy a car?
Yes

No

16) Suggestions:
___________________________________________________________
___________________________________________________________
___________________________________________________________
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BIBLIOGRAPHY

Marketing Management

- PHILIP KOTLER

Website

- www.india.ford.com
www.fordmotorcompany.com

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