Marketing 16th Edition by William Pride,Ferrell

تمرين 22

Europe, and by selling its Volvo cars subsidiary, Ford is implementing its new strategy to focus on the largest markets in the global economy. Ford has gained status in the United States as the only major auto manufacturer not to have gone into bankruptcy or receive a financial bailout during the last recession. As Ford was gaining on competitors in 2010, it also benefited from a series of recalls from the Toyota Motor Corporation. Toyota was fined $16.4 million for allegedly hiding safety defects from consumers. A number of recalls followed over the next few months, resulting in Ford becoming number one in auto sales in the United States during this period. In this case, environmental developments and a loss in consumer confidence in Toyota resulted in even more success for "The Way Forward" strategy. Ford had positioned itself to be able to take advantage of opportunities by building a solid strategic foundation."
1. How did Ford's "The Way Forward" strategy help to save the company during the 2008 recession?
2. How has Ford linked its domestic strategy with its global strategy to create success?
3. Evaluate Ford's strategy to focus on global markets with stronger brands and scale back or exit the luxury car market.