Marketing Research

MARKETING RESEARCH PAPER 2

Today Ford Motor Company is one the world's largest automakers. The company brand

includes Ford and Lincoln. At one point it had Mercury but it ceased production in 2010. The

importance of marketing research in developing marketing strategy and tactics for Ford Motor

Company is very important and competitive. Ford has a lot of competitors in the automotive

industry. Ford conducts market research online and in person. Ford refines and creates new data

so they can influence their product and service development and marketing campaign. Through

moderate clinics and one-on-one interviews, Ford consumes their tactics and strategy based on

the feedback from customers.

Ford marketing is heavenly influenced by market research. Employees actually create

events and spend time with their customers. This is done in the home of the customer and so that

they will have a better understanding of the use of their vehicle. Ford is in a great position to

better meet their customer needs with this market strategy.

Ford vehicle segments became smaller and more diverse. Therefore, Ford uses market

research to push design concepts and features for their vehicles. Ford accomplish this by

extracting information from their customer questionnaires and also by inviting customers to

express themselves openly with researchers within their target group. Ford had a market

research plan. They went in with an open mind so that they may have an understanding of what

exactly the customers are looking for.

Ford conducted a Global Market Research. This is how they were able to learn a lot from

what a customer want or expects with a Ford vehicle. The Global Market Research test every

new Ford ad online before it was advertised on national television. By doing it this way, Ford

actually saved tons of money and time.

Another importance of market research is that it helps to determine the appropriate

message. Ford is now Global; therefore the company is dealing with different cultures and must

MARKETING RESEARCH PAPER 3

take on different approach to gain loyal customers and to meet all of their needs. Ford is gaining

an understanding of their customer expectations by taking on a disciplined approach.

Ford operates in two sectors; financial services and automotive. Ford automotive sector

includes, North and South America, Europe, Asia and Africa. Areas where additional market

research is needed would be in South America because more than half of Ford sales comes from

North America. Although, Ford has manufacturing operations worldwide, they have been faced

with a protectionist government that resulted in building different models in different countries.

This meant that Ford had to merge their operations with different companies.

About four years ago, Ford Motor executives introduced a new small car in India. The

company increased its focus on the fast-growing car markets of the Asia-Pacific region which is

one of the market research areas that was needed. This new vehicle, which included a four-door

hatchback with expansive side windows and cat's-eye headlights, was designed with the help of

Indian engineers so that this car may be built in India. Sold in India