Marketing 2014 17th Edition by William Pride,Ferrell

Exercise 5

After reading the case of Ford Motor Company, it should be apparent that the firm has major strengths and weaknesses in its operations. Additionally, as the external environment for the automobile industry continues to change, Ford is facing a number of new challenges and opportunities that it must address. Create a SWOT analysis based upon the case. Identify three strengths, three weaknesses, three opportunities, and three threats of Ford Motor Company. You should realize that not all strengths, weaknesses, opportunities, and threats have equal relevance. Some strengths might be stronger than weaknesses, while certain threats might be of more concern to a firm than others. Rank each of the strengths, weaknesses, opportunities, and threats from 1-10 depending upon how significant you feel each one is to the company. Do you feel that Ford has a high competitive position relative to other automobile companies?