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首页 福特汽车营销策略【英文论文】

福特汽车营销策略【英文论文】.doc

福特汽车营销策略【英文论文】

放棄愛伱好难
2019-06-18 0人阅读 举报 0 0 暂无简介

简介:本文档为《福特汽车营销策略【英文论文】doc》,可适用于人文社科领域

Ford'sglobalmanagementfromthepointofview,Fordintheglobalmarketisdividedintothreemodules,namelyEurope,NorthAmerica,AsiaandAfrica,severalrelativelyindependentofthemarket,hasitsownproductlinesandproductionplatforms,aswellasindependentRDsystemTangJidongsaid,"giveaverysimpleexample,inEuropeandtheUnitedStatesFoxFoxnameonly,like,theotherisdifferent,whichresultedinthedesign,manufactureandprocurementofthewasteofresources,soFordbegantointegratealltheresourcestogether"Overthepasttwoyears,thebigFord'sglobalstrategicadjustmentoftheproductionplatformstandardization,unifiedRDandbrandunificationprocess,butalsotheprocessofregionalpowersAfterintegrationoftheproductionplatform,Fordretainedthetopfiveglobalproductionplatform,namelytheBplatform,Cplatform,CDplatform,commercialvehicleplatformandpickupplatformBmodelforthecarnivalonbehalfoftheplatform,thefuturewillextendtheMPVandSUVproductsCplatformrepresentsanotherimportantvehicleforFordpartnerJianglingMotors,TangJidongthatJMCisagoodpartner,FordwillincreaseforinvestmentinJMCOfficialsaid,SUVistheFordworld'smostcompetitiveproductsOutsideworldhasbeenthatFordSUVmodelsmadeintheJMCDevelopingnewmodelsfortheLincolnInsellingJaguar,LandRoverandVolvo,Fordin"ONEFORD"beganundertheglobalrecoverystrategiestoadjusttotheLincolnbrandTangJidongtothe"DailyEconomicNews"reporterrevealedthattheLincolnbrandisinfinaladjustment,intheUnitedStatestogivetheLincolnbrandrepositioning,thenextfewyearswilllaunchsevennewmodelsintheFordLincolnplatformdedicatedtodevelopthefollowingof"Inadditiontothepreviouscase,FordandLincolnintheengineandthechassisisnotessentiallydifferent,andnowFord'sbrandcontentwillbeusedtodevelopLincolnLincolnmodels,andpreviousdesignideascompletelydifferent,"TangJidongsaidSofar,Fordandsubbrandsglobalstrategicbasicadjustmentsinplace,FordLincolnwillonceagainbattletheglobalmarkettogetherInsidersspeculatethatthefutureofFordandLincolnmaybeused"VolkswagenAudi,"thepublicplushighendbrandstrategyTypeforFoxTheresultsoftheanalysisofmanyreasons,productintroductionandqualityproblemsaregenerallyreferredtopartButinaddition,theproductownershipislowandpoormarketingledtotheparentbrandisweak,andthuscannotprovideadequatesupporttotheproduct,isthepoorcirculationintheothersideMondeohasoftenbeenaccusedofdragontheperformanceofFord'soverallbrand,butasmentionedabove,thiseffectmaybemutualFordiscurrentlyrelativelyweakparentbrandstrength,thispanoramicsurveyfromthebrandKiyoshibeenconfirmedHighendmarket,"Ford"topthreeinthepost,muchofwhichcomponentisaffectedbytheimpactoftheproductisnotverygoodback,butwemightendmarketfromwhichtotestFoxasthekingpinFord'scurrentmodels,saidRidingAloneSaviorisnotexcessiveFromthebrandperspective,thesimpleassessmentofitssubbrands,or"Fox"influenceinthemidmarketinsecondplace,psychologyandmindshareofandforthesubbrandthatastheidealvalue,butasthemotherofthesetwoindicatorsoftheFordbrandisonlyand,andfavorability,premium,emotionalloyaltyarebelowaverageThisvalidatestheparentbrandsufficientsupportthisconclusionKiyoshifindingspresentedinthisissue,itnowappearsthatthisissuecontinuesInadditiontotheparentbrand,anothershouldbenotedthattheFordbrandintheprefecturelevelcityofthefollowinglevelsofmarketinfluenceistoosmall,needtoworktofurtherstrengthenthechannelsinkThecompanysaidallofitsmodelswillbeupgradingin,andwilldevelopmoreaffordableproductstoadapttothemarket,adeclineofupto$,AccordingtoFord'splan,by,thecompany'sglobalproductline,comparedwith,therewillbemorethanoftheproductsofnewmodelsormajorchangemodels,whichmeansFordinthreeyears,allvehiclestypewillbeupgradingInaddition,Fordalsoannouncedin,thepriceforthedevelopmentofglobalmodelsmoreaffordableversion,thepriceofeachcarwillbebasedonvehiclesizeandthedifferentsystems,adeclineofuptoUSdollars,inordertoseizeprofitablegrowthinemergingmarketopportunitiesFordCEOLunmulaliexpressed,FordsaidthecompanyalreadyhastheabilitytoincreaseprofitabilityThecompanywillmorethanrepaythesecondquarterof$billionsecuredtermloanunderthecreditagreement,willalsorepayitsrevolvinglineofcreditpaymentshasdrawntheremaining$millionNewsFordintendstoraiseitsglobalcarsalestomillionoutofMazdaintendstoestablishajointventurewithFordFordFord's"hourrule,""HourRule"states:"Youhavehourstosolveanemergingproblem,inthemeantime,youcantryforyourselftounderstandthisproblemandseeifhecouldsolveAfterthat,youhavetoputthisissuetous"FordMotorCompany(FordMotorCompany),weusethelastfewyearstocompleteawellknownchangesWeaccomplishthisgoalusingoneofthetoolsthatwecallthe"hourrule"(HourRule)thingsThisistheFordMotorCompanyCEOAlanMulally(AlanMulally)likeaproverbbasedonamanagementpracticeAllenisliketheproverb:"Youcannotmanageasecret"Unusuallycomplexprojectssuchasplanning,design,development,manufacture,marketingandsaleoftheentirehighqualityautomotiveproductslineinevitablycomesdowntostrategyandexecution,downtoensurethesmoothoperationofthesystemordecisivelytostopthedailymanagementdecisionsFordMotorCompany,carlistingprocessthatis,productdevelopmenthasbeencompleted,webegantomanufactureanewcar,andtheprocesstothedealerisaverycompact,allworkdoneforsometimesynchronizationEachlinkmustbesmoothandcoordinationThisisacrucialprocess,arigorouspace,continuingtheprocessofseveralmonths,youarecalledawayfromus,"thefirstnumberofwork"(jobone)isthefirstcarsoldtothepublicthemomentthemorerecenttime,timebecomesmoreimportantCompletethefinalassemblyofacar,,to,partsmustbefromlocationsaroundtheworldandbringstogetherplantSo,partofalotofmistakesWespendalotoftimetofindtheproblemDuringoperationinthecar,peoplewanttotestdrivethevehicle,totestthevehicle,theyaredoingislikelytofindnewchallenges,andtheseproblemsarelikelytopostponenewcarmarketForexample,IsuddenlyfoundaproblemengineersIfpossible,Iwouldliketosolvethisproblemontheirownthisishumannature,butnottherightideaIfIamalongtimeponderingthisissue,toovercomethisproblemalone,thenthewholeteamaswellastimetomarketfornewcarsmaysufferalotTherefore,wedevelopedaruleThisrulestates:"Youhavehourstosolveanewproblememergedduringthisperiod,youcantryforyourselftounderstandthisproblemandseeifhecouldsolve,afterwhichyoumustputthisissuetoeveryone"ThisreportisanupgradeprocessBecausemanyoftheseproblems,so,usingthecompany'swisdom,wecanquicklyresolvethemOthertimes,itisnottheproblemforthemselvesortheirteam,butsaid:"Well,outofsuchaproblem",Pleaseourpatientsinthecompany'sseniorleadershipattheissueonthetableWeareonlythemostcompletematerialsintothesemeetings,butinthiscase,theteammaynotbeavailabletoseniorleadershipenoughinformationtoputintoactionTherefore,wedidnotcompletelyunderstandtheproblemwillnotputthequestionbeforewashandedtheseniormanagement,buttoldtheteam:"Youhavehourstoexaminetheissue,wewilltakeittothemeetingforhelp"TheFordMotorCompany,hourtimeperiodisa"theme"Thisisaveryusefultool,isoflandmarksignificance,butalsoresultsorientedperformanceevaluationofperformanceindicatorsForexample,wehaveanotherrule:eachsecuredclaim,oraFordfactorydealerorconsumercomplaintsreceivedareguaranteedwithinhourstoresolveInabroaderscopeoftheprocess,althoughthehourruleisasimplemeasure,butthemeasureshavebeguntotakeeffectOverthepastfiveyears,Ford'sautomotiveproductqualityhasbeengreatlyimproved,thepublichavetobuyacarmadeapositiveresponseWejustannouncedtheresultsofsixconsecutiveprofitablequarterBloomberg(Bloomberg)reportedthattheresultsoftheFordMotorCompanyhasbecome"theworld'smostprofitablecarmanufacturers"AsofSeptember,ourUSsalesincreasedpercent,twicetheindustryaverage,atthesametime,ourmarketshareoffromayearago,thirdquarterincreasedtoEarlierthisyear,FordJDPoweandAssociatesofthe"newcarqualitysurvey"(InitialQualitySurvey)inthehistoryofthecompanyachievedthehighestscoreThemediaasa"Fordchanges"operationwassuccessfulformanyreasonsifyoutakeintoaccountthegoalofhelpingcompaniesachievethenumberofFordemployees,therearetenmillionreasonsforsuccessWehavestrongleadership,withfulldedicationofthestaff,withaunifiedstrategyandexecutivesfromtheworkshoptoexchangeinformationinaverysmoothprocessRomewasnotbuiltinaday,whileFord'sproductqualitychangeisnotoccurringovernightHowever,whenwedoitwellwithahourrule,itdoesplayamajorrole

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福特汽车营销策略【英文论文】

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