Ford Motor of South Africa

TABLE OF CONTENT Page

QUESTION 1……………………………………………….…………………..……….3 - 8

1.1 What differentiation strategies does Ford Motor Company of South Africa use for its brands Ford, Mazda, Volvo, Jaguar and Land Rover?

1.2 Discuss the bradnding strategy of Ford Motor Company of South Africa.

QUESTION 2 …………………………………………………….……………………..9 -14

2.1 Critically evaluate the “we are back!” marketing strategy of Ford Motor Company of South Africa.

2.2 Explain how Ford used online marketing to develop its virtual presence.

QUESTION 3 ………………………………………………….……………………...15 - 18

3.1 Why is it important for Ford to engage in societal marketing?

3.2 Discuss the various projects that Ford is involved that shows it culture of caring for society.

QUESTION 4 ……………………………………………….………………………19 - 21

What steps can Ford take in order to ensure customer satisfaction?

Bibliography …………………………………………….……….………………….……...22

Question 1.1

What differentiation strategies does Ford Motor Company of South Africa use for its brands Ford, Mazda, Volvo, Jaguar and Land Rover?

Introduction.

Michael Porter the guru of marketing alluded that firms can outperform their rivals only if they can establish a clear difference in their products that it can preserve. They should aim at delivering greater value to customers or create comparable value at a lower cost or both (Mullin, Walker and Boyd 2008:192).

Hough and Braxton (2008:152) explained that differentiation strategies are attractive when buyers’ needs are diversified to be satisfied by a standardized product or by sellers with identical capabilities. The company should therefore incorporate buyer desired attributes into its products or services to distinguish them from their competitors’. This is seen in the brands offered by Ford which serve a diversified market and have got unique attributes.

Ford Differentiations Strategy.

Firms pursue differentiation differently - unique taste, wide selections, superior...