AMBA 650 Dream Team Marketing Plan Final Version

Topics: Ford Motor Company, Marketing, Automotive industry Pages: 45 (10258 words) Published: July 17, 2015

AMBA 650
2016 FORD ESCAPE
WITH SMARTDOOR FEATURES
MARKETING PLAN

THE DREAM TEAM

Jason Pratt
Megan Allen
Mike Sogunro
LaShaunda Person

Table of Contents

1.0 Executive Summary………………………………………………………………4

2.0 Situation Analysis………………………………………………………………...5

2.1 Mission……………………………………………………………………………5

2.2 Product or Service Description…………………………………………………...5

2.3 Value Proposition…………………………………………………………………6

2.4 SWOT…………………………………………………………………………….7

2.5 Critical Issues……………………………………………………………………..9

3.0 Market Analysis………………………………………………………………….10

3.1Macro Environment………………………………………………………………10

3.2Market Size and Growth………………………………………………………….11

3.3Market Trends…………………………………………………………………….12

3.4 Target Market Segments…………………………………………………………13

3.5 Customer Analysis……………………………………………………………….14

3.6 Need Analysis……………………………………………………………….…...15

3.7 Competitive Analysis……………………………………………………………16        

3.7.1 Direct Competition……………………………………………………………21            

3.7.2 Indirect Competition………………………………………………………….21

4.0 Strategy…………………………………………………………………………22    4.1 Marketing Objectives…………………………………………………….……..22 4.2 Financial Objectives……………………………………………………………24 4.3 Positioning Strategy……………………………………………………………25

4.4 Product Strategy………………………………………………………………..25

4.5 Price Strategy………………………………………………………………….26

4.6 Distribution Strategy (Direct and Indirect)……………………………………27

4.7 Integrated Marketing Communications Strategy……………………………...27

5.0 Financial Analysis……………………………………………………………..31    

5.1 Break-Even Analysis…………………………………………………………..31

5.2 Sales Forecast………………………………………………………………….33

5.3 Expense Forecast………………………………………………………………34

6.0 Implementation and Control…………………………………………………...35

6.1 Implementation.…………………………………………………………….….37

6.2 Controls………………………………………………………………………..39
6.3 Marketing Organization……………………………………………………….39

6.4 Contingency Planning…………………………………………………………42

1.0 Executive Summary

2.0 Situation Analysis
2.1 Mission Statement
At Ford, we have a rich history of using innovation to produce better vehicles for our customers. It is important to continually improve upon the features of our vehicles so that the perceived value of the customer continues to be as high as possible. We invented hands free vehicle entry with the recent introduction of the kick activated lift gate. By always trying to come up with something better, our next offering is the motion activated, automatic opening passenger door. We call it the SmartDoor and it is the easy way to gain access to the passenger compartment without the need of hands. 2.2 Product or Service Description

The product, the SmartDoor, is a self-opening car door that replaces the manually opened car doors on all four passenger doors of the vehicle. The design will initially be limited to the Ford Escape so that any bugs with this new technology can be worked and customer reception can be gauged before installing the SmartDoor on other vehicles.

The first part of the SmartDoor will be the motion sensor on the door. Similar to the devices that are used in home security systems, each door handle will have a built in motion sensor. The motion sensors will be powered from the same electric line that the power locks are. This will give the sensors the required power to operate without the ignition on.

The sensor will turn on once the FOB is within 1 yard of the vehicle. If the sensor detects continuous movement for 1 second within its 1ft range, the door will be triggered to open after a one second delay following the end of motion. The door will unlock if locked, unlatch, release the spring loaded contact rod, and pop open approximately 1 foot. The opening door will stop at approximately 1 foot because it will allow enough space for the customer to open the door to the necessary space with the object being carried or the arm or body of the person gaining...

References: America Jobs Exchange (2015). Retrieved from: http Retrieved from: http://www.americas jobexchange.com/job-descriptions/marketing-and-advertising-jobs
U.S. Census Bureau. (2012, January 12). State & county Quickfacts: North Carolina. Retrieved March from http://quickfacts.census.gov.
Wall Street Journal (2016). Market research center. Retrieved from: http://online.wsj.com
/mdc/public/page/2_3022-autosales.html#autosalesE
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