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The Ford Motor Company is one of the three large automakers in the United States. Ford operates as a dominant business firm. The primary revenue is derived from the automotive sector, which includes the sale of vehicles, parts, and accessories. The secondary source of revenue for Ford is from their financial services sector. The revenue in this sector is generated primarily from the interest on account receivables. In 2011, Ford had a pre-tax profit of almost $8.8 billion dollars. The automotive sector accounted for about $6.3 billion, or 71.6% of their revenue ("Annual Report", 2012b). Over the past decade, Ford has made many changes to their corporate and business level strategies to adjust to changing economic conditions. Today, Ford's strategy is all about sustainability. The plan has been titled ONE Ford and it is found throughout the company to serve as a guide to both their business-level and corporate-level strategy.
Michael Porter's Competitive Strategy implies that there are two key questions related to corporate and business-level strategy. The first question is; what is the attractiveness of the industries for long-term profitability and what factors determine this? The second question is what determines the relative competitive position within an industry (Porter, 1980)? The answer to first of these questions helps to develop a firm's corporate-level strategy. The answer to the second will help develop the business-level strategy.
Ford Business-Level Strategy
Business level refers to the strategies a firm develops to compete in its chosen area. At Ford, these strategies are used to create differences between Ford's position and the position of...
