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Marketing Research of Ford Motor Company

Marketing Research of Ford Motor Company

Discuss Marketing Research of Ford Motor Company within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Ford Motor Company (NYSE: F) is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker ...

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Marketing Research of Ford Motor Company
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Netra Shetty
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Marketing Research of Ford Motor Company - April 7th, 2011

Ford Motor Company (NYSE: F) is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford and Lincoln brands, Ford also owns a small stake in Mazda in Japan and Aston Martin in the UK. Ford's former UK subsidiaries Jaguar and Land Rover were sold to Tata Motors of India in March 2008. In 2010 Ford sold Volvo to Geely Automobile.[2] Ford discontinued the Mercury brand at the end of 2010.
Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly lines. Henry Ford's methods came to be known around the world as Fordism by 1914.
Ford is the second largest automaker in the U.S. and the fifth-largest in the world based on annual vehicle sales in 2010.[3] At the end of 2010, Ford was the fifth largest automaker in Europe.[4] Ford is the eighth-ranked overall American-based company in the 2010 Fortune 500 list, based on global revenues in 2009 of $118.3 billion.[5] In 2008, Ford produced 5.532 million automobiles[6] and employed about 213,000 employees at around 90 plants and facilities worldwide. During the automotive crisis, Ford's worldwide unit volume dropped to 4.817 million in 2009. In 2010, Ford earned a net profit of $6.6 billion and reduced its debt from $33.6 billion to $14.5 billion lowering interest payments by $1 billion following its 2009 net profit of $2.7 billion.[7][8] Starting in 2007, Ford received more initial quality survey awards from J. D. Power and Associates than any other automaker. Five of Ford's vehicles ranked at the top of their categories[9] and fourteen vehicles ranked in the top three.[

Making a purchase is not one of them

There are 73.3 million US smartphone users in 2011, eMarketer estimates, and many are turning to their phones to help them shop.
A study conducted in January by Chadwick Martin Bailey and iModerate Research Technologies revealed that more than half of 1,400 consumers polled reported using their smartphones to assist them with shopping.

The research found that more than 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones.

According to the study released in March, 66% of respondents used their smartphones to conduct price comparisons on a product or service and 58% used them to find the closest store locations.

While 41% of those polled said they had made purchases from their smartphones, just 17% said that making a purchase was their reason for using a smartphone.



This data is in line with comScore findings, also from January, which identified the top three mobile shopping activities for US smartphone users: finding nearby stores (49%), comparing prices prior to shopping (46%) and researching product details (44%).



Research from Accenture on retail shopping apps found that consumers considered those that offer money-off coupons (42%) and the ability to view current in-store specials (36%) most useful.

But somewhat in line with Chadwick Martin Bailey and comScore, driving directions to the store (33%) was the third most useful function according to those polled.

The scope of services offered by accounting firms is expanding rapidly. Advances in technology, coupled with changes in clients’ demands, are enabling and encouraging increasing numbers of accounting firms to offer a wide array of services in addition to traditional accounting, auditing, attest, bookkeeping, and tax services. In addition, the requirements to comply with the Sarbanes-Oxley financial reporting requirements has greatly increased the need for publicly-traded corporations to augment their accounting staffs. At the same time, recent financial scandals over back-dating of options at public firms and other problems has further cast scrutiny on proper accounting procedures. All of these have added impetus to the growth in accounting in the past few years.


Traditionally, the Big Five accounting firms were Andersen Worldwide, PricewaterhouseCoopers, Ernst & Young, Deloitte & Touche, and KPMG. dominated the global market in 1998 with combined global revenue exceeding $58 billion, well over half the industry’s total revenue. In terms of revenue growth, the late 1990's were strong for the Big Five, attributable primarily to the boom in consulting services. Andersen Worldwide led the pack with net revenues of $13.9 billion, a 23 percent increase over 1997. On average, fees from management consulting services accounted for nearly half of all the revenue earned by the top eight accounting firms in fiscal year (FY) 1998, surpassing the revenue generated by accounting, auditing, attest, and tax services combined. The July 1998 merger of Price Waterhouse and Coopers & Lybrand to form Pricewaterhouse- Coopers created the largest accounting network in the world, whose FY 1998 net global revenue exceeded $15.3 billion.


Today, the Big Five have been reduced to the Big Four with the collapse of Andersen resulting from the Enron scandal. They include Price WaterhouseCoopers, Deloitee Touche Tohmatsu, Ernst & Young and KPMG. Two other players have significant revenues. BDO International and Grant Thornton International, each have almost $3 billion in annual billings and have 30,000 and 25,000 employees respectively.
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