Case Analysis Ford Fiesta - 1295 Words

Case Analysis: Ford Fiesta Members: James Hall, Marina Goldshteyn, Qimin Wu Company Background The Ford Motor Company began in 1903 in Dearborn, Michigan, when Henry Ford commissioned the Model A automobile. Ford was the first automobile company to invent the assembly line process, which led to the concept of mass production as we know today. The assembly line now meant that Ford vehicles could be produced more quickly and efficiently, and at a lower price. Ford stands as the second largest automotive manufacturer in the U.S. and fifth worldwide. It initially introduced the Ford Fiesta to the U.S. market in the 1970 s, but the product didn t grab much of the car market. While the Fiesta was not accepted in the U.S., it found a place in the European market and has resided there for the last four decades. Introduction/Overview In early 2009, Ford Motor Company began its new marketing campaign to reposition itself within the auto industry and reintroduce its class B vehicle, the Ford Fiesta, to the U.S. market. This campaign, the â€Å"Ford Fiesta Movement,† was not the typical traditional marketing campaign. It was a social media campaign designed to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. Past car launches like this usually used more traditional communication channels such as television, radio, magazines, and newspapers, to raise awareness of the product. These types of campaigns were very expensive and may not have reached theShow MoreRelatedFord Develops a Strategy for Competitive Advantage795 Words   |  4 PagesWeek One Case Assignment Analysis MRKT 5000 Rietta D. Owens Ford Develops a Strategy for Competitive Advantage Case Summary: Ford is the second largest U.S.-based automaker and the fifth-largest in the world based on 2010 vehicle sales. 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