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Ford's Advertisement Strategies In 3 Different Countries

5528 words - 22 pages

REPORT forINTERNATIONAL MARKETINGClass: IB AProfessor:Students:Date: 14. 11. 2007FORD's advertisement strategiesin 3 different countriesContents11 General Information about Ford 11.1 Short overview of the history 11.2 Overview of todays business and brands 42 Ford USA 42.1 Demography 52.2 Economy 62.3 Marketing strategy in USA 72.4 New marketing strategies 72.5 Ford bold moves 83 Ford Germany 83.1 Demography 93.2 Economy 104 Marketing strategy in Germany 104.1 Some Figures 104.2 Sport Marketing 104.3 High Quality 114.4 Behaviors expected from Ford Motor Company 115 The TV-Advertising in Germany of the Ford Mondeo 115.1 The Story 115.2 Why does this advertising fit to the German customers 115.2.1 The German automotive culture 125.2.2 High / Low context 125.2.3 The behaviors of German customers 126 Ford China 126.1 Demography 136.2 Economy 146.3 Ford in China 157 Ford's marketing strategy in China 157.1 Why did Ford invest in China's car market? 177.2 Ford marketing strategy in China 197.3 Symbolism used in Ford's commercial 197.3.1 Red colour 197.3.2 Tiger 208 The importance of different advertising for different countries and cultures General Information about FordShort overview of the historyThe automobil maker "Ford Motor Company" was founded by Henry Ford in Detroit (Michigan) and incorporated on the 16 th of June 1903. Ford was launched from a converted wagon factory, with $28,000 cash from 12 investors. During its early years, the company produced just a few cars a day at the Ford factory in Detroit.In 1908, the Ford Company released the Ford Model T. With the increasing demand of the car, they had to move production to the much larger plant. In 1913 Ford had developed all of the basic techniques of the assembly line and mass production. Ford introduced the world's first moving assembly line on the 1st of December 1913, which reduced chassis assembly time from 12½ hours to 2 hours, 40 minutes. Groups of two or three men worked on each car from components made to order by other companies. Whith this idea of Henry Ford, the possibility was born to put the cars together at much lower costs and with a much greater reliability and repeatability.At that time, Ford was the only automobil company who offered distinctively designed and affordable vehicles for the world's varying lifestyles. While value for money has always been a top priority in developing Ford vehicles, that concern has never compromised quality or the pursuit of quality solutions. Ford has always strived to meet consumers' real-life requirements-from smaller cars for Europeans to "smarter" cars for the ever-changing environment. Overview of todays business and brandsToday is the Ford Motor Company one of the world's largest producers of cars and trucks and one of the largest providers of automotive financial services. Ford manufactures and distributes automobiles in 200 markets globally. They are a publicly traded company listed on the New York Stock Exchange. In September...

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