Le maintien de l'enseigne Ford durant la crise économique - étude en anglais

Introduction

The end of the Second World II is the launching pad for the domination of the United States on the world economy. Companies are flourishing and the purchasing power of Americans is increasing as is their standard of living. Automotive companies such as Ford Motor Company and General Motors saw sales of automobiles increase significantly and could continue to record very positive financial results. However, the significant increase in the number of competitors, as well as the 2008 economic crisis has lead these companies to adopt more to the new economic environment. The topic that we will address together is this: build a strategic analysis of Ford Motor Company. To effectively treat our subject, we must reformulate a problem that could be the following: What are the possible strategic decisions that Ford Motor Company to survive in a difficult economic context?

To answer the problem as accurate and concise as possible, we will analyze in the following way. As a first step we will make a summary of the liability of the company to better position themselves in the subject. To work out what direction the company must take, we need to know where it came from. In a second step we address a strategic analysis as complete as possible. This will include an analysis of the environment in which the company operates, its strengths and weaknesses and an analysis of its competitors, but also working on possible scenarios to consider. Finally, we give some recommendations that could be considered for Ford Motor Company. These recommendations stem from our complete analysis using the tools taught in class.

Overview

The Ford Motor Company was founded by Henry Ford in 1903 and has remained under the control of the family since. This company is well known for the development and implementation of a production line for its model "Ford T" in 1909, it also produced cars and planes for the Allies during the Second World War. The Ford Motor Company began its international expansion in 1904 by opening a branch in Canada for market access Commonwealth. During the first part of the 20th century, Ford became the leading automobile manufacturers in a market that they had themselves had created. In 1956, Toyota exported its first car to the United States and began to gain some market share. Unknowingly, it was the turn of the U.S. auto market. The company has begun to know some of the difficulties and struggled to remain competitive in the global market. Ford has been particularly affected by the decline in demand for vehicle production lines that previously were their most profitable.

In 1996, Ford Motor Company offered a new organization, "Ford 2000", which was intended to streamline the supply lines and reorganize business operations to make them more consistent. Unfortunately for the company, production costs remain higher than most competitors. There are still positives with the success of the Ford Focus and streamlining the organizational structure that has proven effective. In 2006, Ford posted the largest loss in its history: $ 12.6 billion. This can be explained by several factors, for example with a decrease in market share of the business to competitors such as Toyota or major General Motors. Between 1997 and 2007, the share of the U.S. market that Ford had dropped from 25% to 15%.; .

In 2006, Mr Alan Mulally

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