本案例分析了福特汽车公司成功的关键因素，全球汽车企业应该具备为了保持竞争力，在简短的讨论，也提出了对福特的性能，最后对该案例的分析有一些营销策略，福特可以在未来几年采用，并可能会帮助他们在全球范围内获得竞争优势。
由于汽车是高端产品，它们大量的支出和其固有的性质是高度相关的，为什么决定购买汽车的过程是复杂的，买方涉及到很多方面的考虑和这就是为什么这个决定取决于别人的看法。这是一个良好的品牌形象是需要由企业留在市场，并赢得用户的信赖和选择的汽车，除非你不想赢得消费者的信任就你可以留在市场；这是非常关键的，要有一个好的、积极的品牌形象至关重要的。
Keywords: ford factors for success, ford marketing strategy
Introduction 简介
This case analysis is made on Ford Motor Company, presented below are key success factors that a global automotive player should possess in order to remain competitive, more over a brief discussion is also presented on Ford's performance for the period of 1994 to 2004, at the end of this case analysis there are few marketing strategies presented that Ford can adopt for upcoming years and that are likely to help them get competitive advantage globally.
The automotive industry is big in its nature, huge numbers of people are associated with this, throughout the industrial revolution this industry has been very competitive and global big players have been striving for their share all over the world. As globalization is there and there are also rising prices for oil, now it has been difficult for major player to stay competitive and earn profits because of the high costs associated with their industry(Bordenave and Lung,2000). Now along with traditional elements of marketing mix and competitive advantage, there is a need to have more drivers that major players should have in order to remain successful for coming years, below I have presented few of global drivers that can add value in their overall performance and keep them competitive.
Factors for Success
A Good Brand Image
Since cars are high end products, they are associated with good amount of spending and their inherent nature and use is highly related to once own safety that why the decision making process of buying car is complex, involves lots of considerations by buyer and that is why this decision is dependent upon opinions of others as well. This is where a good brand image is required by companies to stay in the market, to win the trust of users and be the car of choice, unless you don't win the trust of consumers, you can stay in the market; it's critical and vital to have a good and positive brand image in this industry(Bartlett, and Ghoshal1989).
Efficient Channel of Distribution
Cars are sold via third party, there is not direct consumer contact of company, that is why companies rely on a good channel of distribution to help them gain confidence and help consumer to have confidence in their product, while buying a car, consumers are also dependent upon opinions of dealers, if they are not knowledgeable and unable to transfer a good image of companies product to user then they are not going to buy. Other side of distribution network is related to supply chain and assembly line, a successful automotive company requires an efficiently managed channel of their vendor who can provide them with timely and quality parts and services(Freyssenet, Shimizu & Volpato ,2002).
Management of Cash Flow
A healthy cash flow management is also vital and one of the key success factors to stay in this industry, since these companies have to give discounts, financing options and also need to manage their plan and other operational cost, a good, effectively managed and timely available cash flow is very necessary to sustain their position in the market (Bordenave and Lung,2000).
Compliance with Local and International Standards
This is also an equally important factor that their product should comply with local and international standards of safety and fuel consumption, this may initially seems to increase costs, but in the longer run this factor comes to pay back in shape of increased confidence by the consumer, a positive word of mouth that is hard to achieve in these days, and it also reduces the cost of maintenance and governmental handling. It is wise to spend on standards then to spend on additional cost incurred by any maintenance recall, which h
