Trng i Hc Kinh T Tp

Qun Tr Kinh Doanh Quc T

Trng i Hc Nng Phn Hiu Ti Kon TumKhoa Qun Tr Kinh DoanhB Mn Qun Tr Kinh Doanh Quc T

Nghin Cu Chin Lc

Marketing Quc T ca Tp on FORD MOTOR

Gio Vin Hng Dn : Nguyn Th Hoa

Sinh Vin Thc Hin : Nguyn V t Thin

Nguyn Th Xun

H Th Kim Sinh

Phm Duy Cnh

Hunh Tm

Nhn xt ca Gio Vin

Mc Lc

3Mc Lc

5Li M u

6Gii thiu s lc

6I.Lch s hnh thnh Ford Motor.

6Cc th trng chnh trn th gii ca Ford l Chu u, Chu Thi Bnh Dng, Nam M , Chu Phi v vng Trung ng.

6II.Lnh vc hot ng

7III.Kt qu hot ng thi gian gn y

8IV. Trit l kinh doanh ca FORD :

11Chin Lc Kinh Doanh Ca FORD :

11I. Phn tch s lc mt s cc yu t mi trng th gii chnh:

111.Tnh hnh kinh t, ti chnh.

112.Chnh tr v lut php.

123. Vn ho, x hi.

134.Khoa hc v cng ngh

15II. Xc nh li th cnh tranh trong ngnh cng nghip t :

151.p lc cnh tranh t khch hng

162. p lc cnh tranh ni b ngnh :

183. p lc cnh tranh t i th tim n

194. p lc cnh tranh ca nh cung cp

20III. Chin lc kinh doanh chung ca FORD :

201. Chin lc kinh doanh ton cu chung

22Price Comparison (MSRP) : Ford Taurus vs. Toyota Camry

262. Lin minh chin lc.

31Chin lc Marketing quc t ca FORD

31I. Nhn nh chung v th trng t th gii :

311. Th trng Bc M :

332.Th trng Nam M :

343.Th trng Chu u :

374.Th trng chu & Thi Bnh Dng :

415.Th trng chu Phi v Trung ng :

43II. Chin lc Marketing ton cu tng qut ca FORD :

44III. Cc chin lc Marketing Mix 4P :

451.Chin lc sn phm :

502.Chin lc gi :

573.Chin lc phn phi :

604.Chin lc xc tin :

69QUN TR CC HOT NG KINH DOANH QUC T

69I.C CU T CHC

691.M hnh n v ph trch khu vc a l

692.M hnh cu trc b phn sn xut

703.M hnh c cu t chc cu trc th bc theo chc nng

71II. QUN TR NGUN NHN LC

711.Chnh sch tr lng

712.Chnh sch s dng nhn s

75Nhn xt v thnh cng, tht bi v rt ra bi hc kinh nghim ca FORD :

75I. Nhng thnh cng ca Ford :

751.Thnh cng trong vic dm ngh, dm lm, ca s kin tr phn u v tinh thn hc hi.

762.Thnh cng trong vic hc hi tm ti, nghin cu, tn dng khoa hc k thut lm a dng ho sn phm ca mnh.

773.Thnh cng trong vic a dng ho lnh vc kinh doanh gim thiu ri ro hot ng, chim c lng tin khch hng, to c uy tn thng hiu.

784.Thnh cng trong vic dng ngi v thu ht nhn ti to sc bt vt qua khng hong.

79II.Nhng tht bi ca Ford

791.Tht bi trong vic mua bn thng hiu mt cch vi v

802.S tht bi in hnh ca thng hiu.

813.Lin tc thua l trong nhng nm gn y v cn nh mt c v tr vo tay Toyota.

82III. Bi hc kinh nghim

821.Phi bit thn trng trong nhng chin lc, tm hiu nhu cu khch hng p ng ti a, a ra nhng sn phm ph hp vi nhu cu cng nh thm m.

822.Phi dm ngh dm lm, hng cc hot ng ca cng ty vo li ch chung, ch trng n quyn li ca nhn vin, cng nhn di quyn.

84Li Kt

85Danh Mc Ti Liu Tham Kho

Li M uMt trong bn hng sn xut xe ng u th gii, Ford Motor Company, trong hai nm tr li y thng xuyn xut hin trn cc phng tin thng tin i chng vi nhng tin tc v s bt n trong tnh hnh hot ng. Tuy vy, t nhng ngy u mi thnh lp n nay, vi s lnh o ca gia nh nh Ford, khng ai c th ph nhn ng cp ca Ford v cht lng sn phm v cht lng dch v phc v khch hng.

Khng ch c cng nhn ti th trng M, Ford cn mang ng cp ca mnh n vi nhiu khu vc v nhiu quc gia trn ton th gii, trong c Vit Nam. S thnh cng bt ngun t s tn tm ca lc lng lao ng, cc b phn, phng ban ca mi chi nhnh, bn cnh khng th khng k n c lnh o ti tnh vi cc chin lc, chin thut kinh doanh v marketing ca nhng nh lnh o ti ba, l u tu cho s i ln ca Ford.

Nm bt c iu , nhm nghin cu thc hin ti Chin lc marketing quc t ca Ford motor company. Bi nghin cu gm ba chng:

( Phn 1: Gii thiu s lc

( Phn 2: Chin lc kinh doanh

( Phn 3: Chin lc marketing quc t

( Phn 4: Qun tr cc hot ng kinh doanh quc t

( Phn 5: Nhn xt s thnh cng, tht bi v rt ra bi hc kinh nghim t Ford

Vi nhng ni dung nu trn, nhm nghin cu tin rng bi tiu lun s l nhng kin thc b ch cho chnh bn thn cng nh gip cho cc bn sinh vin trong vic trang b thm kin thc v vic p dng cc chin lc marketing quc t trong thc t ca cc cng ty, tp on, t rt ra c nhiu bi hc kinh nghim v to mt nn tng chc chn gip ch cho vic hc tp cng nh cho cng vic trong tng lai.

Gii thiu s lcI. Lch s hnh thnh Ford Motor.L tp on a quc gia ca M v l mt trong nhng nh sn xut t hng u th gii, Ford c thnh lp vo ngy 16 thng 6 nm 1903 bi Henry Ford (30.7.1863 7.4.1947) cng vi mi mt nh u t khc v $28.000 tin vn. Trong nhng nm u khi mi thnh lp, cng ty ch sn xut c vi chic t mi ngy ti nh my nm trn i l Mack Detroit. Henry Ford thnh lp ra hng Ford nm ng 40 tui. V t n nay Ford tr thnh mt trong nhng cng ty ln nht v mang li nhiu li nhun nht trn th gii.

Ford c tr s chnh t ti Dearborn, bang Michigan, ngoi ca Metro Detroit. n nay, hng s hu rt nhiu nhn mc xe hi ni ting th gii bao gm Lincoln v Mercury ti M; Volvo ti Thy in. Ford cng nm mt phn ba s c phiu ti Mazda ca Nht. ng th ba trong s nhng hng t bn chy nht th gii vo nm 2005, tp on ny cn l mt trong mi tp on c doanh thu cao nht trn th gii. y cng l mt trong s t cc cng ty tr vng c sau cuc i suy thoi kinh t. T hn 100 nm nay, hng lun nm di s lnh o ca cc thnh vin trong gia nh Ford.

Cc th trng chnh trn th gii ca Ford l Chu u, Chu Thi Bnh Dng, Nam M , Chu Phi v vng Trung ng. Ford ti Vit Nam

Cng ty Ford Vit Nam thuc tp on t Ford c thnh lp nm 1995 v khai trng nh my lp rp tnh Hi Dng (cch H Ni 55 km) hai nm sau vo thng 11/1997.

Vi hn 100 nm kinh nghim hot ng trn th trng quc t ca cng ty Ford Motor, v 10 nm hot ng ti th trng Vit Nam, Ford Vit Nam (FVL) t c nhiu thnh cng ti th trng ang pht trin ny. T v tr th 7 trn th trng khi bt u hot ng ti Vit Nam nm 1997, Ford Vit Nam nhanh chng pht trin v n ht nm 2004, Ford Vit Nam vn ln v tr th 2 trn th trng vi 14% th phn.

II. Lnh vc hot ng

Ra i t mt nh my chuyn nng cp xe Wagon, lnh vc hot ng ch yu ca Ford l sn xut v kinh doanh xe hi v cc b phn xe hi. Bn cnh l cc dch v ti chnh lin quan n xe hi, dch v cho thu xe hi v cc dch v lin quan trc tip n xe hi. Vi phng php sn xut theo dy chuyn lp rp v sn xut hng lot, v l hng u tin s dng dy chuyn lp rp t ng trn th gii, t nhng ngy mi thnh lp Ford nhanh chng chim lnh th trng, cui nm 1913, Ford l nh cung cp 50% s xe ti th trng M v n nm 1918 mt na s xe trn nc M l Model T ca Ford. Nm 1999, Ford c nh gi l mt trong nhng nh sn xut t c mc sinh li ln nht th gii. n nay, Ford l mt trong bn nh sn xut t hng u th gii cng vi Toyota, General Motors v Volkswagen.

III. Kt qu hot ng thi gian gn y

Nhng ngy u mi thnh lp, Ford ch sn xut mt vi chic xe mt ngy vi nhm hai hoc ba cng nhn lm vic vi mt chic xe. n 2008, s cng nhn ca Ford M ln n 87.700 ngi v 245.000 ngi trn ton th gii.

Sut nhng nm cui 1990, Ford bn ra mt s lng ln xe hi trong nn kinh t bng n ca M vi s pht trin ca th trng chng khon v gi c nhin liu thp.

Thng 12.2006, Ford quyt nh th chp ton b ti sn ca cng ty vay 24 t USD t ngn hng. thi im , tuy Ford gp mt s kh khn nht nh, nhng nn kinh t M vn ang tng trng vng vng. Cui cng, khi khng hong n ra, Ford vn duy tr c s c lp ca mnh v tng bc vt qua cuc khng hong ln nht ca ngnh cng nghip t trong hng chc nm qua.

Nm 2006, hng gp phi s thua l ln nht trong lch s cng ty vi con s 12,7 t USD, v d on s cha t c li nhun n nm 2009. Tuy nhin, trong qu II nm 2007, Ford gy ngc nhin khi doanh thu trn ton th gii t 172,5 t USD, t mc li nhun 750 triu USD. D vy, cng ty cng kt thc mt nm vi 2,7 t USD thua l.

Nm 2007, ln u tin trong vng 56 nm, vi doanh s bn ra ti M, Ford t hng hai ri xung hng th ba, xp sau General Motors v Toyota. Vi doanh s trn ton th gii, Ford xp hng t sau c Volkswagen. n nm 2009, Ford tr thnh hng sn xut t ln th hai chu u (ch sau Volkswagen), vi hai th trng ln l Anh v c.

Qu II nm 2008, hng cng b bo co ti chnh v mc thua l 8,76 t USD, y c coi l qu lm n thm hi nht trong lch s 105 nm ca hng. Doanh s bn ra ca cc loi xe do Ford Motor ch to ring ti th trng ni a M trong 6 thng u nm 2008 gim tng cng 14% so vi mc gim chung 10% ca tt c cc loi xe do cc hng ch to.

Thng 1 nm 2009, Ford thng bo khon l 14,6 t USD trong nm trc, khin nm 2008 l nm lm n thm bi nht trong lch s cng ty. Ba thng u nm 2009, doanh s ca Ford ti M gim 43% so vi cng k nm ngoi, so vi mc gim chung 38% ca ton th trng. Hin Ford ang k vng nhng sn phm mi nht ca hng, trong c mu xe sedan tm trung Taurus mi, c th ngn s st gim xa hn ca doanh s. Cc chuyn gia cng cho rng, Ford hin ang cn tin mt v tin ch dng cho mt nm na.

IV. Trit l kinh doanh ca FORD :

Nu anh coi trng ng tin hn sn phm ca mnh th n s tiu dit sn phm ca anh v ph hy nn tng cc dch v, Henry Ford ngi sng lp Tp on t Ford chia s. Li pht biu ca ng l minh chng tiu biu cho trit l Coi sn xut l dch v, coi trng dch v khch hng trong hot ng kinh doanh ca tp on Ford.

ng c bit nhn mnh tm quan trng ca cht lng sn phm: "Th trng khng bao gi b bo ha vi mt sn phm tt, nhng n s b bo ha rt nhanh vi mt sn phm ti. Trong cu ni ny, nh thit k kiu mu xe t mang tnh cch mng T Ford ca nm 1908 cho chng ta thy rng cc sn phm cht lng s lun to c sc mnh lu bn trc nhng sn phm m n lin. Trong bt k lnh vc sn xut no, s lun c t nhng sn phm tt v s pht trin ca nhng mt hng nhi c sn xut hng lot. ng Ford thc gic chng ta cn chc chn rng nhng g chng ta a ti ngi tiu dng phi c cht lng cao c th nh bt mi s cnh tranh.

Theo nhng quan im ny, v sau Ford to ra s cnh tranh khc lit khi kinh doanh t Ford. Gi c v cht lng ca loi xe ny to ra mt th trng, thm ch l mt th trng ln. V khch hng mua t ca Ford cng v ang tip tc c phc v chu o.

Tiu s v lnh o ca Ford cho chng ta thy ng l con ngi ca sng kin, do mt iu tt yu i mi, Sng to cng l chm ngn hot ng ca ng ni ring v ca tp on Ford ni chung. ng pht biu: Cc nh kinh doanh thng sa st trong lm n v h lun p dng phng thc c m khng chu i mi. Bi h l nhng ngi khng hiu rng ngy hm qua l qu kh v sng hm sau, h thc dy vn mang t tng t nm ngoi. Nh th, chng ta gn nh c mt cng thc l: cui cng khi mt ngi tm ra phng php cho mnh th anh ta nn t xem li bn thn bit tr c ca mnh c lm vic tch cc khng. S l mi nguy him khn lng nu anh ta l ngi lun rp khun my mc bi v sm mun anh ta s b vng ra khi vng xoy cuc sng. Trong sut qu trnh pht trin ca Ford, nhng thit k mi vi cc tnh nng ph hp tin dng hn cho ngi s dng ng thi gip tit kim nhin liu v bo v mi trng c lin tc sn xut ra th trng.

i ng lao ng l mt b phn khng th thiu gp phn cho s i ln ca Ford. Henry Ford cng vi tp on ca ng ngay t nhng ngy u rt quan tm n nhng hot ng h tr cho cng nhn vin. Coi trng i ng lao ng l mt trit l hot ng tin b mang li nhiu nh hng tt p cho cng ty. Ford l cng ty u tin M p dng chnh sch lng ti thiu v tun lm vic 40 ting trc khi chnh ph cho thi hnho lut ny. Thng 1 nm 1914, hng nng cao tnh hiu qu ca cng ty bng cch tng lng gp i cho nhn vin v p dng gi lm vic 8 ting/ngy thay v 9 ting nh trc y. Hng tin hnh thu nhng cng nhn lnh ngh v t nng sut lao ng tng vt cn s lng nhn cng t b cng vic gim i r rt do chi ph sn xut gim. S kt hp cc nh my hiu qu cao, ngun nhn cng c tr lng hu hnh v nhng quy trnh sn xut chi ph thp ca Henry Ford c khp th gii bit n nh l Trit l kinh t vo nm 1914.Hin nay trong xu th ton th gii ang lm vo khng hong kinh t, FORD ang ra mt trit l kinh doanh mi :

ONE FORD

ONE TEAM . ONE PLAN . ONE GOAL

Ford , v vn ang khng nh ng cp ca mnh.

Theo www.ford.com, ta c th hiu One Ford One Team. One Plan. One Goal nh sau:

( One Team (mt i)

Mi ngi cng lm vic vi nhau nh mt t chc lnh o t ton cu, t chc l tp hp ca: Khch hng, i ng lao ng, Thng nhn, Nh u t, Nh cung cp, Cng on/Hi ng, v S tha mn Cng ng.

Ford lun hng n v lng nghe khch hng, thng nhn, lc lng lao ng, UAW (cng on lin hip cng nhn t), nh cung cp, nh u t, cng ng, chnh quyn cc a phng, lin bang, coi tt c cc thnh phn k trn l nhn t ch yu cho s thnh cng ca vic kinh doanh trong tng lai.

( One Plan (mt K hoch)

iu chnh mt cch ph hp hot ng c hiu qu ti nhu cu hin thi v thay i m hnh hn hp.

Thc y s pht trin cc dng sn phm mi m khch hng mong mun v a chung.

Cp vn cho cc k hoch v ci tin bng cn i k ton.

Lm vic cng nhau nh mt t chc thng nht mt cch hiu qu.

( One Goal (mt ch n)

Tt c v mt s tng trng li nhun ca FORD.

Chin Lc Kinh Doanh Ca FORD :

I. Phn tch s lc mt s cc yu t mi trng th gii chnh:

1.Tnh hnh kinh t, ti chnh.

Nm 2006 n khong u nm 2007 l nm ca hnh phc, nm vinh quang rc r ca nn kinh t th gii.

(Ngun: http://trade.ec.europa.eu/doclib/html/129964.htm)

Nhng cng khng ng trong bi cnh vinh quang y tim tng nhng nguy c yu t dn n cuc i suy thoi gy hu qu nng n cho nhng nm 2008, 2009 v v sau. Nhng chnh sch kinh t lng on, thiu sng sut, s thiu trch nhim v uy tn trong khu dch v cho vay cm c trn th trng ti chnh M lm cho nn kinh t M lung lay mc bo ng , ri hng lot cc ngn hng tuyn b ph sn, hng ngn cng ty sp , hng ngn ngi mt vic . Bng mt ci ht hi ca mnh ng trm kinh t M khin ton th gii phi lao ao lm vo tnh trng i khng hong.

Theo i thng tn x BBC cho hay, t chc qu tin t th gii thng bo rng nn kinh t th gii s tng trng rt chm vo nm 2008 v 2009 bi cuc khng hong vo khong 3.7% thp hn nm 2007 l 1.25%. Dn u cuc suy thoi s l nn kinh t M vi s tng trng thp 1.6%. n ngy hm nay ca nm 2009, nh kinh t hc va ot gii Nobel th gii, Paul Krugman Wins, d on rng cuc khng hong v nn kinh t th gii chm y, mi th dn n nh nhng c th phc hi li nh c th y vn cn l mt cu hi hc ba, kh khn.

2.Chnh tr v lut php.

Thi i ngy nay l thi i ca Ton Cu Ho v Hi Nhp. Tt c cc nc dn xch li gn nhau hn. Cc khi lin minh khu vc c thnh lp v m rng ra vi mc ch lm th i trng vi cc nn kinh t ln nh M. i vi cc lin minh khu vc, tng thng, th tng t cc nc lun hp bn, ra cc bin php nng cao sc mnh ca cc nc trong lin minh v c khi lin minh ni chung. Ngoi ra cn lun c gng xy dng mt s thng nht trong lin minh nh l ng tin chung, b lut chung.

Nn kinh t mu dch t do l ci ch m cc nh kinh t ln mong mun. Quan im ny c cc nh kinh t hc ln tc ng, truyn n cc quc gia trn th gii. Ngy nay cc quc gia trn th gii ang c gng xy dng mt nn kinh t th trng, t can thip t chnh ph, nh nc v mt nn kinh t th gii t do c th.

Tuy vy, thc t vn tn ti cc o lut bo v mu dch khu vc, bo h cc nh sn xut trong nc, cc hng ro thu quan, hn ngch khng thng nht, khc nhau tng quc gia. mt s quc gia, nh nc cn can thip qu su vo th trng. Vn cn tn ti s phn bit i x nh sn xut ny vi nh sn xut khc, trong v ngoi nc, khu vc ny vi khu vc khc.

Vn nng lng ngy cng tr nn nng bng trn ton cu. Cc quc gia lun c gng bo v cc ngun ti nguyn ca nhau v mt s quc gia cn dng chnh tr bng phng php ho bnh n v lc cnh tranh vi quc gia khc nhm mc ch chim cc ngun ti nguyn thin nhin qu gi cho chnh quc gia mnh. y cng l mt trong cc nguyn nhn chnh yu dn n cc cuc chin tranh lnh hay cc cuc chin tranh thm khc trn ton th gii.

Mt trong cc vn cn cp quan tm ti l mi trng. Hin ti mi trng con ngi ang mc bo ng, hng lot cc hnh dng bin php c ra nhm bo v mi trng nh hn ch s dng ti nilng v thi gian phn hu ca ti nilng l qu lu, hn ch kh thi, khuyn khch s dng nng lng t nhin nh gi, mt tri cc cuc hp lin hip thng nh lun cnh bo v vn nhim mi trng ton cu. Hu ht cc quc gia , ang ri s phi ra cc b lut cc chng trnh hnh ng bo v mi trng mt cch cht ch. Tt c nhng chng trinh ny hin nhin s nh hng trc tip v gin tip ln mi ngi, mi doanh nghip

3. Vn ho, x hi.

Ton cu ho khng ch mang cc quc gia gn li vi nhau v kinh t v chnh tr m cn c v vn ho, nhn thc, v mt s iu khc.

Xu hng quan nim ngy nay ti cc quc gia dn thay i mt phn khc vi truyn thng ngy xa, hi nhp v b nh hng dn bi cc phn cn li trn th gii. Ngy nay khi khoa hc cng ngh gi mt v tr quan trng trong i sng th cc vt dng hin i nh gn, tit kim ang ngy cng tr nn c a chung hn nht l khi m kinh t ton cu ang trong tnh trng khng hong nh hin nay. Xu hng thch nhng vt dng to, s, v tn nhiu xng hay nhiu chi ph dn b thu hp li v ch xut hin mt s quc gia nh M. Hu ht ngi tiu dng a chung sn phm tit kim v chi ph, nh nhn xinh xn, tin dng. Cuc suy thoi va qua M l bng chng cho iu ny. Cc loi xe ca ngnh sn xut xe ca M trc kia a chung l my th trong thi k khng hong phi nm ph tuyt trng xo trong kho v khng th tiu th c. Ngi dn M vn d ho phng v khng ngi vay mn nay khi chu tc ng nng t cc suy thoi kinh t hn ch chi tiu, tit kim mc ti a. H chuyn dch t nhng chic xe to ln, chi ph cao sang nhng chic xe nh gn, tit kim chi ph ca Nht sn xut.

Vi nhn thc trnh ngy cng cao, con ngi cng t nng vn yu t mi trng, sc kho ln hng u. Nhng sn phm xanh, thn thin vi mi trng ang l nhng sn phm c a chung hn. Yu t xanh sch, c li cho sc kho c cc nh sn xut, kinh doanh chn l khi cnh mnh qung co, nng cao danh ting ca mnh. Boeing, nh sn xut my bay ni ting ca M, cng ang c gng ht sc qung b hnh nh ca mnh nh l mt nh sn xut nhng chic my bay thn thin vi mi trng chy bng cc nguyn vt liu t nhin nh du m.

4.Khoa hc v cng ngh

Th k 21 v cc th k v sau, d thi gian no i na th khoa hc cng ngh lun ng mt vai tr quan trng i vi tri thc nhn loi con ngi.

Mi cuc cch mng khoa hc, mi pht minh sng ch mi l mi chi kho m ra mt cch ca mi, cc thch thc mi cho con ngi ni chung v cho cc ngnh kinh doanh ni ring.

Nhiu cng ngh sn xut mi dn c ra i thay th ln nhau. Nu trc kia xe hi chy bng hi nc, ri n h thng diesel th nay cng ngh hybrid ln ngi nhng v sau ri s lai c thay th bng cc cng ngh khc tin tin hn ph hp hn vi la chn, nhu cu, xu hng tiu dng, xu hng c mun ca khch hng.

Xu hng pht trin khoa hc cng ngh ngy nay phc v, h tr gip xu hng suy ngh con ngi ngy nay thnh hin thc. l phi thn thin vi mi trng, thn thin vi ngi dng, nh gn, tin dng v gy s thch th. Ngun nguyn liu t nhin nh nng lng mt tri, nng lng gi, sc nc c cc nh khoa hc, con ngi trn th gii khuyn khch v a chung. Th k 21 l thi gian m cc con chip, s t ng ho ln ngi. Mng li website, internet l mt iu khng th thiu trong cuc sng, chi phi gn nh mi hot ng con ngi. Cc pht minh khoa hc to nn cc sn phm c th gn gi, chia s tm t tnh cm vi con ngi rt c a chung, hp dn, ng quan tm.

Tm li, trong mi trng kinh doanh pht trin a dng v sc cnh tranh cao nh th ny th khoa hc cng ngh l mt cng c c lc, yu t sng cn gip cho cc nh sn xut to nn li th cnh tranh cho mnh trong th k mi ny.

II. Xc nh li th cnh tranh trong ngnh cng nghip t :

1. p lc cnh tranh t khch hng

Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh.

Hin nay, th trng ca Ford tri rng khp ni, khng ch th trng M m cn Canada, Mexico, Anh, c, Brazil, Argentina, Australia, Trung Quc, v nhiu nc khc trong c c Vit Nam. Ford thu ht hng triu khch hng trung thnh nh dng sn phm a dng v sng to xng ng vi gi tr ca n.

Th nht, Ford c nhng thng hiu xe hi hng sang nh dnh cho nhng khch hng cao cp, nhng ngi a thch s ni bt v ring bit sn sng b mt s tin ln, so vi mt bng thu nhp chung, s hu nhng thng hiu hng sang qua h th hin phong cch, gu thm m ca mnh. V d nh dng xe Ford GT nguyn bn c gi dao ng t 140.000 USD n 157.000 USD, cc mc gi c th tng thm khc nhau ph thuc vo nhng la chn thm ca khch hng. Ngoi ra vi chic Ford GT c hng xe Hennessey nng cp, vi rt nhiu im khc bit, chic xe ny c a ln trang mua bn ln nht th gii u gi vi mc gi khi im l 229.500 USD. Ngoi ra, Ford mua li hai hng ch to t ca Anh Jaguar vo nm 1989 vi gi 2,5 t la M v Land Rover vo nm 2000 vi gi 2,7 t la M, sau sp nhp hai hng ny vi Aston Martin v Volvo, thnh tp on Premier Automotive Group chuyn cung cp nhng dng xe thi thng, tuy vy hin nay Ford bn li hai thng hiu cao cp Jaguar v Land Rover cho tp on Tata ca n vi gi 2,3 t USD. (truongton.net/forum/showthread.php?t=636096&page=5 - 160k)Bn cnh , Ford cng sn xut xe hi vi mc gi trung bnh dnh cho phn ln i tng ngi tiu dng, c bit cc th trng ng dn v y tim nng nh Trung Quc, n . c bit, trong thi k suy thoi hin nay, nhng chic xe hng trung c th l mt hng i thnh cng. l cc dng xe nh Ford Escape, Ford Edge, Ford Focus, Ford Fusion. Vi mc gi dao ng t 14000 n khong 25000..

Th hai, trc xu hng s dng xe c nh ca ngi tiu dng, Ford cng bt nhp vi s thay i ny bng vic chuyn trng tm t nhng mu xe cng knh v n xng sang nhng mu xe t tiu hao nhin liu hn. Mt trong nhng bc i quan trng u tin ca Ford l b ra 75 triu USD chi nhnh Michigan Truck sn xut nhng mu xe c nh.2. p lc cnh tranh ni b ngnh :C th ni i th cnh tranh ln nht hin nay ca Ford Motor Co. khng ai khc chnh l Toyota Motor Co - hng t hng u ca Nht Bn v cng l nhn vt san ngi GM tr thnh nh sn xut xe hi ln nht th gii. y cng l cng ty va nh vo th trng cao cp, va nh vo phn khc bnh dn. Tht vy, Toyota Motor Co qua mt hng Ford Motor Co. tr thnh cng ty th hai v doanh s bn xe t ti th trng M nm 2007, nh vic lin tc a ra nhng sn phm mi v kin tr theo ui chin lc h b Ford vn chim gi v tr trn trong vng 75 nm qua. Theo s liu cng b ngy 03/01, trong nm 2007 Toyota bn c 2,62 triu xe t cc loi v xe ti, tng 3%. Trong khi , Ford ch bn c 2,57 triu chic, gim 12% so vi nm 2006. ng thi, ti mt th trng m Ford tng rt thnh cng l th trng Nga hin nay cng ph bin l cc dng xe Toyota (21,3%), trong khi th phn ca Ford ch l 6,5%. Cn ti Vit Nam, cho n ht thng 7 nm 2007, doanh s bn ca Toyota Motor Co t mc 9.936 xe chim 28.4% th phn t, nng tng s bn cng dn ca Toyota Motor Co ln con s k lc gn 83,000 chic k t khi thnh lp.Cng vi s tng trng v doanh s bn, s lng khch hng trung thnh ca Toyota cng tng ln ng k. Tnh n thng 7/2007, Cu lc b Toyota c hn 900 hi vin vng trong hn 200 hi vin thuc khu vc pha Bc v hn 700 hi vin thuc khu vc pha Nam.

(www.vntrades.com/tintuc/name-News-file-article-sid-11170.htm - 45k -)S d Toyota chim lnh c th trng nh vy khng ch da vo thng hiu Nht Bn ni ting v cng ngh, cht lng, bn , k thut m cn nh vo s nhanh nhy trong vic p ng nhu cu th trng. Nhu cu tng mnh to iu kin cho cng vic kinh doanh tin trin. Tuy vy th trng cng ngy cng cnh tranh v lun i hi cc nh sn xut phi a dng ha sn phm cng nh nng cao s sng to. Toyota c chun b rt chu o cho s thay i trong nhu cu ca khch hng. Tht s khng c g ngc nhin khi m chic xe u tin m Toyota bn th trng M l Land Cruiser - l loi xe th thao chuyn dng. Cng ty by gi pht trin thm 5 loi tng t khc m nhng hng sn xut xe hi khc ang phi theo gt.

Khng ch nhanh nhy p ng nhu cu th trng, Toyota cng pht trin mnh m nh nhng gi tr ct li, chnh l sn xut ra nhng chic xe c cht lng cao nht vi gi cnh tranh. Tht vy, hu ht nhng ngi dn Vit Nam s hu v s dng xe Toyota u nh gi chic x hp ca mnh rt tin dng, ph tng xe Toyota cng d kim, my bn li rt kinh t v n t xng ( trong khi nhiu dng xe Ford b nh gi l hao xng, kh kim c ph tng thay th), iu ny c bit c ngha trong thi bui nhin liu tng gi lin tc nh hin nay, cht lng tt vi mc gi va ti tin nhiu ngi cng khin n tr nn hp dn hn. ng Nobuhiko Murakami, Tng gim c Toyota Vit Nam bt m b quyt ca hng khin chic Innova li c gi thnh cnh tranh v c a chung n th, chnh l yu t ni a ha. Trong nhng nm gn y, nh hot ng ca xng dp v trung tm xut khu ph tng t cng nh y mnh hot ng ca mng li cc nh cung cp, TMV l thnh vin dn u VAMA v t l ni a ha t t 15 n 33% (ty theo tng sn phm).

TMV cng l gii mt nguyn nhn quan trng khc dn n thnh cng vt bc ca hng l cc hot ng chm sc khch hng. Trong 10 thng u 2007, cc trm dch v ca Toyota n hn 290.000 lt xe vo lm dch v, tng 18% so vi cng k 2006.

(ngun : ww.toyotabienhoa.net/news/detail_news.asp?idtt=60&show=vn - 13k -)Bn cnh vic m rng dch v bo dng nhanh v khng ngng nng cao cht lng dch v. Vo thng 9/2007, TMV cng ln u tin gii thiu cho ngi tiu dng dch v sa cha nhanh thn v v sn, gip khch hng tit kim thi gian m vn m bo cht lng dch v cao.

Khng ch Toyota m hin nay Honda cng l mt trong nhng i th ng gm ca Ford. Trong mt cuc thm d kt qu cho thy cc hng xe hi ni ting ca Nht nh Honda vn l nhn hiu tin tng nht ca ngi tiu dng chu . Khng ch Chu , ngay trn t M, cc i gia sn xut xe hi hng u Nht Bn l Toyota Motor v Honda Motor tip tc tung honh v ln t c cc i gia M ngay trn sn nh ca h. Trong nm 2008, cc hang xe M b tt gim th phn ngay chnh ti th trng ca mnh so vi nm 2007 (Ford t 16.5% xung 15.4%) th cc hang xe Nht nh Toyota v Honda th c th phn tng ln ng k (th phn Toyota tng t 17.2% ti 18.4%) v Honda th th phn tng t (9.3% ln 12%). Thm ch ti chu u, ni nhng nh sn xut xe hi ca Nht Bn b coi l nhng k n sau th Honda cng c mt kt qu rt kh quan. Bo co cho thy, doanh s ca hng tng ti 23% trong nm nay, tng ng vi khong 380.000 xe c bn. Honda cng d on s tip tc tng 11% doanh s bn vo nm sau, t ngng 420.000 chic. (ngun : http://www.usnews.com/blogs/flowchart/2008/06/09/how-toyota-could-become-the-us-sales-champ.html; vietnambranding.com/...su.../Honda-dang-tren-da-tang-truong-manh - 23k)Vi nhng s m rng sn xut ca mnh ti Brazil v Argentina, doanh s bn hng ca Honda ang tng trng rt mnh ti th trng Nam Phi, nhy vt ln ti hn 30% vi 118.000 chic xe c bn trong nm nay. Ti Trung Quc, mt th trng ng dn nht trn th gii, Honda cng ln k hoch t c con s tng trng 29% mt nm, tng ng vi lng xe tiu th hng nm l 420.000 chic.

Mi y nht, trong nm 2009, cng vi nhng dng xe ca hng Toyota, nhng chic xe hi ca Honda nh Honda Civic - gi ch dn ca nh sn xut: 22.150 - 23.650USD, Honda Accord - gi ch dn ca nh sn xut: 21.175 - 29.400USD, Acura TL, cng l mt sn phm ca Honda - gi ch dn ca nh sn xut: 33.325 - 33.525USD, Honda Odyssey - gi ch dn ca nh sn xut: 25.510 - 38.810USD nm trong top mi chic xe kinh t v hu dng nht v y lun c coi l mt trong nhng ch dn ng gi vi ngi mua sm do t tp ch chuyn v hng tiu dng Consumer Reports bnh chn.

(ngun : www.hiendaihoa.com/automoto_detail.php?id=252 - 57k -)3. p lc cnh tranh t i th tim n

Nhng g khng l M, trong c Ford Motor. Co. ang mt dn quyn lc trong ngnh cng nghip t ton cu. Hin ti, chng ta c th nghe thy ting e da t nhng tn tui Trung Quc vn lun nui tham vng s hu nhng thnh tr nt m ngi M va nh . Tht vy, khng th ph nhn s pht trin mnh m ca cc nh sn xut t mi n t Trung Quc, n ang thc s l mi e da nhng tn tui lu nm ca cc thng hiu xe hi ni tin hin nay. Theo tnh ton, cui nm nay, Trung Quc s thay th Nht tr thnh nc sn xut t nhiu nht th gii v c c hi thn tnh nhiu ti sn ca cc tp on M, vn ang gp khng hong. Trong cc th lc mi ni, Trung Quc chim th thng phong. u nm nay, Geely, hng xe t nhn ln nht nc ny mua nh cung cp hp s ca Australia. Weichai Power, mt trong cc nh sn xut ng c diesel thuc hng top, ng thi hng ny cng mua hng ng c du ca Php. BYD th trnh lng mu xe in dn dng u tin, trc c khi GM cho ra i Chevrolet Volt.

Phil Lienert, mt chuyn gia v thng tin th trng xe hi trn Internet, cho rng: Vn nn ln nht ca ngnh sn xut t Hoa K l khi TQ bt u bn xe hi vo y. TQ s qua mt c vi t cch l nh sn xut t ln th ba th gii (sau Nht v M - LTS), v nu h lm c nhng loi xe , bn s thy chng c mt khp nc M trong 10 nm ti..Khng ch Trung Quc, ti mt ni khc cng ang ni ln l mt trung tm xe hi mi ca th gii chnh l t nc vng Nam - n . Th trng tng c xem l nh b ang bt u thu ht s u t mi mt cch nghim tc c th bin n thnh mt th trng ln thc s. Khattar cng nhn mnh rng cc hng Maruti, Tata Motors v Hyundai s c c quy m sn xut ln khi mi hng hin nay c th sn xut hn 200.000 chic mi nm. Hin ti, ton b ngnh cng nghip n , nhng nh sn xut ni a v lin doanh ni chung th sn xut c khong 1,4 triu chic mi nm. Chnh ph cng hi vng doanh thu bn hng ca n s t 34 t USD nm 2006 tng ln 145 t USD trong nm 2016. Nu c nh vy th nn cng nghip xe hi trong nc s chim khong 10% GDP. n cng c th t ho vi lc lng lao ng r, cht lng cao v nng sut ng k. t nc ny cng ang bt u xy dng khu vc thit k v sn xut ph tng v b phn ca nhng chic t ln hn, khu vc ny ang thu ht cc nh u t nc ngoi. Ngnh kinh doanh ph tng xe hi n c d kin s c doanh thu hng nm tng gp 3 ln hin nay, t 12 t USD ln 40 t USD trong nm 2014.

Qua nhng phn tch trn y c th thy rng, thi i ca ca ngnh cng nghip t n t Trung Quc, n ang ti rt gn, thc s l mi e da to ln cho nhng i gia hin nay.

(ngun : www.vietbao.vn/O-to-xe-may/Thi-truong-xe-hoi-An-Do.../350/ - 56k4. p lc cnh tranh ca nh cung cp

Ford thnh lp mi quan h vi Penske Logistics, mt trong nhng nh cung cp dch v hu cn tt nht. Penske Logistics s qun l v iu chnh lung di chuyn ca ngun lc ca sn xut ca 19 nh my lp rp khu vc Bc M qua y nhanh tc v gim c chi ph cho chui cung ng.

Ty tng nh my sn xut cc nc, cc khu vc khc nhau trn th gii m Ford s dng cc ngun cung ng thp khc nhau nh Ford Uc c nh cung cp thp l cng ty thp Tokyo Boeki (c).Tt c nhng cng ty a s l nhng nh cung cp rt c uy tn trn th trng. Do Ford phi gi mi quan h vi cc nh cung cp ny duy tr ngun cung n nh.2.2.5 p lc cnh tranh t sn phm thay thTrong thi i khng hong kinh t v nhin lin nh hin nay, s hu mt chic xe t qu tht khng phi l chuyn d dng. Thm vo , vn nn kt xe, tr gi lm, tm ch u xe, chi ph sa cha, hng hc ang thc s l mi lo cho ngi li xe.Bn cnh , cng vi nhng khuyn khch ku gi t pha chnh ph, th xe byt, tu in ngm mang tnh an ton , tin dng , chi ph thp ang l nhng phng tin i li c ngi dn la chn ngy cng ph bin. Thm ch, mt s nc hin nay cn ku gi ngi dn i xe p v hy ri xa nhng chic xe hi i ph vi cuc khng hong ti chnh ton cu v gii quyt tnh trng tc ng cc thnh ph ln. Vic p xe mang li nhiu li ch v sc khe v tit kim tin, gim thiu nhng tc ng ca kh thi m xe c to ra.

Ti mt s th trng Chu nh Vit Nam chng hn, thi quen s dng xe gn my vn tn ti ph bin trong ngi dn, khng ch v ng ph nh hp, c s h tng cn km m v thu sut t b nh rt cao v cn v mt hng t Nh nc khng qun l gi nh mt s mt hng khc nn khng th pht nu doanh nghip tng gi qu cao.

III. Chin lc kinh doanh chung ca FORD :

1. Chin lc kinh doanh ton cu chungKhong nhng nm 80 tr v trc ca th k 20 xe hi l mt trong cc phng tin hin i v pht minh tin tin nht trong lch s loi ngi. vi nn kinh t ton cu ang dn pht trin, nhu cu ngy cng c khi m, vi tim lc xy dng, pht trin ti M, Ford Motor dn xy dng cho mnh v tr mt ng hong thng tr mnh m trong lnh vc sn xut xe hi lc by gi vi chin lc kinh doanh quc t.

Nu nh khi y, p lc chi ph sn xut khng cao, nhu cu con ngi ch mc tng i l kht khao c mt chic xe hi trong m d dng thun tin i qua cc vng, xu hng thch xe s to ln, quan nim tit kim v nhin liu hay tin bc vn cha c mt tc ng mnh m, khoa hc cng ngh tuy pht trin rt mnh nhng vn cn mt s hn ch th lc mt chic xe hi do Ford Motor sn xut dng nh l mt gic m ch c th tho mn vi nhng tng lp cao, d d tin bc. Chin lc kinh doanh quc t mang li cho Ford nhng khon li khng l v tim lc cnh tranh mnh.

Nhng ngy nay, nhng nm u ca th k 21, vn bi xoay vng lt mt. th gii nhng nm 2007-2009 va qua phi hng chu cuc i khng hong kinh t nng n, quan nim nhn thc con ngi v s tit kim, v nng lng, kch c pht trin thay i v khc xa so vi nhng nm trc kia nht l sau cuc i khng hong va qua. Khoa hc k thut theo thi gian ngy cng pht trin tin bc ln mt tm cao mi xa hn vt bc hn. Th k 21 gi y l th trng cho cc cng c nh gn, cc con chip tinh vi v a nng. Ngy nay vn mi trng ang v ri s ngy cng l vn nng bng trn khp nm chu th gii

Trc nhng s thay i ln ny v cng vi mt s thay i nh v nhng thay i tim tng, chin lc kinh doanh ton cu ca Ford cng phi thay i thch nghi v pht trin theo ui mt s mng t ra ngay t u khi m Ford hnh thnh. Vy trong th k 21 ny Ford Motor chn cho mnh chin lc g?

Nhm nghin cu s nhn nh chin lc kinh doanh ton cu ca Ford Motor vi hai yu t nn tng l sc p gim chi ph v sc p thch nghi vi mi trng.

a. Sc p gim chi ph:

Ngy nay khi khoa hc cng ngh pht trin vt bc, nc M khng cn gi v tr b ch v khoa hc hay kinh t, th ng ngha cc ngnh ch o nht ngnh t ca M phi chu mt sc p cnh tranh rt ln t cc quc gia mi pht trin sau nh Nht, Hn Quc, Trung Quc. Nhn nh rng cc i th cnh tranh ng gm nht i vi cc hng xe ca M l Nht. Cc hng xe Toyota, Honda dn cng pht huy sc cnh tranh ca mnh nh vo kha cnh gi thnh sn phm, gi bn thp nhng y cc chc nng tin nghi khng thua km g v nhiu khi cn vt tri hn so vi Ford Motor ca M. chnh l sc p rt ln buc ng trm Ford phi cn nhc. c mt khong thi gian v c mi bm tr theo chin lc c, ng qun trn chin thng Ford cc ch th n em tn dng li th ngi i sau cng vi kh nng mnh m ca mnh vt qua mt, khin Ford lin tip gp tht bi v chu nhiu khon l nng.

Trong mt cu hi a ra trn din n yahoo rng loi xe no tt hn Who is Better? Ford vs. Toyota? th mt s cu tr li v cc bng chng c a ra chng t v th hin quan nim cho rng xe ca hng Toyota hot ng tt v bn hn rt nhiu xe c sn xut t Ford l rt nhu. Gi bn li mt chic Ford v mt chic Toyota qua s dng c s chnh lch nhau rt ln. Toyota all the way. That is why their resale value is so much higher. I've had both and the Fords always had more problems. They end up being more expensive because of the maintenance sometimes. kin ca mt khch hng di b danh Felicia B.(Ngun: http://answers.yahoo.com/question/index?qid=20090521074121AAM7lEv)

Ngy nay cc n em, i th ca Ford lin tc a dng ho cc loi sn phm ca mnh, gim ng k chi ph sn xut ti a t cho ra mc gi cnh tranh gt gao vi hng lot cc sn phm a dng. iu ny v ang gy sc p cnh tranh rt ln ln ng trm xe motor Ford.

Di y l bng so snh gi ca xe Ford Taurus c cho l cnh tranh vi Toyota Camry

Price Comparison (MSRP) : Ford Taurus vs. Toyota Camry

Model Year20092009

ModelTaurusCamry

TrimLimitedXLE V6

Body4dr Sedan4dr Sedan

Base Price$30,670$28,695

Floormats$199

Heated front seats$440

Navigation system$1,995$1,200

Remote start$395$529

Satellite radio$449

Stability control$650

Sunroof$895

Sunshade, rear$225

Total options$3,510$3,467

Destination$825$720

Gas Tax / Credit$0

Net Price$35,005$32,882

Lowest Net PriceCamry XLE V6 4dr Sedan

Difference$2,123

(ngun: http://www.truedelta.com/comparisons1/Taurus-vs-Camry-price-comparison.php?session_code=&aff= )

Bng gi khi im ca tng loi sn phm ca Ford v Toyota c thng k ly t website ch ca cc hng.

(n v: $)

FordToyota

Cars

Focus sedan15.520Yaris12.205

Focus coupe16.400Corolla15.350

Fusion19.270Matrix16.290

Mustang20.995Camry19.395

Taurus25.170Camry solara20.180

Prius22.000

Venza25.975

Avalon27.845

Hybrids

Fusion hybrid27.270Pirus22.000

Escape hybrid29.645Camry hybrid26.150

Highlander hybrid34.700

Crossovers

Edge26.635

Taurus X28.270

Flex28.550

SUVS

Escape20.435RAV421.500

Sport trac27.460FJ cruiser23.320

Explorer28.470Highlander25.705

Expedition34.1504runner28.640

Sequoia38.530

Land cruiser64.755

Sienna24.540

Trucks

Ranger16.395Tacoma15.170

F-15020.815Tundra23.155

F-250 super duty25.285

F-350 super duty26.005

E-series28.165

F-450 super duty42.010

b. Sc p thch nghi a phng.

Mt yu t th hai bt k cng ty a quc gia no mt khi bc chn ra th trng u phi suy ngh k v iu ny. Philip Kotler cho rng quan nim sai lm khi ngh rng nhu cu, c mun khch hng th gii cng nh l khch hng ni a l yu t git ch s thnh cng ca cng ty. Do vi Ford cng vy. qua ri thi gian ngi tiu dng chu nh hng ca quan nim c to c s mi l p l uy lc. Ngy nay, ngay c chnh khu vc phng ty, ni ngun gc xut pht ca quan nim to mi p, cng vi th gii chuyn sang quan nim nh nhn xinh xn, gn nh, tin dng, thanh lch mi l p. Quan nim ny cng mnh hn v gy p lc hn i vi bt k nh sn xut ti cc quc gia Phng ng nht l Nht Bn, Hn Quc . Nhng nh sn xut no mun t chn, pht trin duy tr ti nhng th trng ny h buc phi thay i v thch nghi vi th trng . Mt v d khc n gin hn v s thch nghi theo tng v tr a l, thch, xu hng con ngi tng i phng l v tr tay li thun. Nu nh ti M khch hng thun li tay tri th ngay ti Anh thuc khi EU th ngc li thun li bn tay phi. Nu nh ti M kh hu tng i lnh, my si l yu t quan trng trong xe th ti nhng x nng in hnh nh l Vit Nam hay cc quc gia Chu Phi th xem ra yu t my si trong xe ho ra li tha. Do , Ford vi lnh vc sn xut xe chu p lc v thch nghi khu vc mc tng i cao.

Da vo cc phn trn m nhm nghin cu trnh by v mi trng, li th cnh tranh, phn ny da vo hai yu t l p lc v chi ph v s thch nghi a phng, nhm nghin cu nhn nh chin lc kinh doanh ton cu hin nay ca Ford l Chin lc xuyn quc gia.

Bng chin lc xuyn quc gia s gip Ford Motor pht trin trn th trng th gii trong hon cnh ny. Ford Motor vn tip tc theo con ng cnh tranh chung chnh l chin lc khc bit ho tp trung to nn s khc bit, thch th, mt nt cm hng ch c Ford trong khch hng.

Ford Motor vi bn nhn hiu chnh l Ford, Volvo, Lincoln, Mercury v cc loi sn phm chnh nh xe hi, xe hybrid, xe ti nhm phc v khch hng ca mnh. Hin ti cc loi xe mang nhn hiu Ford c tp trung sn xut theo chin lc chi ph thp nhm cnh tranh vi cc mt hng tng xng ca cc i th khc nh Toyota, General Motor, Honda. Mt khc Ford vn c nhng s khc bit ring ln bao trm. l s tin cy trong khch hng trong loi hng xe ti chuyn ch, dng F v E-series mt hng c cho l th mnh ca Ford kh c th cnh tranh qua cc nm. l dng nhn hiu hng sang cao cp nh Volvo nh vo khu vc Chu u; Lincoln, Mercury Chu M v khu vc Trung ng. l ng cp th v, phong cch c o m Ford em li cho khch hng ca mnh.

Trn y chnh l nn tng c s Ford theo ui con ng cnh tranh chung l khc bit tp trung v chin lc xuyn quc gia xy dng li th cnh tranh vi cc i th n em khc trong ngnh ngay ti M v cc nc trn ton th gii. Phn gi nhnh hn gia cc sn phm ca Ford vi i th cnh tranh chnh l phn b cho im vn c m Ford mun mang li.

2. Lin minh chin lc.

Thi i ngay nay, trc sc p cnh tranh mnh m t cc i th trong ngoi ngnh, thuc hay khc quc gia nh s tin b ca khoa hc k thut, li th ca tng nc v mt s sc p t chnh tr nh hng ro thu , sc p t x hi nh vn mi trng th vn lin minh chin lc khng cn l mt chuyn mi m. mt quy lut tn ti ca cuc sng l phi quan h, tip xc vi nhau. Trong cnh tranh cng vy. Tuy hot ng trong cng mt ngnh nhng khng phi lc no cng lun l i th, cng phi cnh tranh nhau vi nguyn l mt mt mt cn. Nhiu khi hp tc bt tay cng l mt trong cc chin lc rt tt m bt k cng ty no nht l cc cng ty quc gia nn v phi cn nhc thc hin.

Lin minh y c hiu ra trn hai kha cnh l trong ngnh v khc ngnh. y cng l mt chin lc m tp on Ford Motor s dng.

a. Lin minh hp tc khc ngnh

Ford Motor to mi quan h, lin minh vi mt s cc tp ton, cng ty ln khc ngnh nh:

Bng cch bt tay hp tc vi cc tp on ln khc, Ford nng cao cht lng sn phm, h thp gi thnh, p ng trit , ti u cc nhu cu c mun ca khch hng. Hai bn lin minh u c li khi sn phm ca mnh c gii thiu rng ri da vo danh ting ca nhau, tn dng li th ca nhau b p, xy dng, pht trin li th cho chnh mnh nhm tng cng sc cnh tranh trn trng quc t v tng quc gia.

Sau nhng lc thua l hng t USD gn 2.7 t USD trong nhng nm 2007 - 2008, bng quyt nh sng sut bt tay vi ng trm lnh vc phn mm Microsolf, Ford Motor dn ly li v th ca mnh. H thng SYNC trong phin bn xe Ford Focus l kt qu ca s lin minh ny em v cho c Ford v Microsolf nhng khon doanh thu ln, lm tho mn c mun s quan tm cu khch hng qua hng lot cc chc nng nh nghe nhc, tm kim a ch qua v tinh, gi thng tin ng b, nhn v nhn tin SMS v nht l h thng ny cn c th bo trc cho ngi li bit khu vc no ang b n tc xe v a ra ch dn tt nht v hng i mi, mt chc nng rt c khch hng a chung. Doanh s bn hng ca nhng chic Ford Focus tng ln ng k 22.5% so vi cng k nm 2007. Cn vi Microsolf trong tng lai d bt k u th bn vn khng th thot khi cc thng tin qung co.

Lin minh Ford v Sony cng l mt v d hng hn khc v s thnh cng ca Ford. Bng cch lin minh vi Sony, tp on Ford nhanh chng ly lng c nhiu khch hng tr ti khu vc Bc M vi nhng chic xe trang b thit b Sony Xplod.

b. Lin minh hp tc cng ngnh

Ngy cng nghip xe hi l mt chic bnh bo b m cc ng trm ln khng mun b, cc i th cnh tranh mi mun chen chn vo. L mt trong nhng ngnh mi nhn ca cc quc gia cnh tranh nhau. Nhng ng trm ln ca ngnh cng nghip nng ny l GM, Ford, Honda, Toyota, Hyundai-Kia, Nissan, Volkswagen, DaimlerChrysler v cc hng xe mi ni t Trung Quc v n Lin minh trong ngnh l mt iu khng th thiu v cc k gay cn khng ch i vi Ford m cn vi tt c cc cng ty, tp on a quc gia khc.

Nhng din bin th trng th gii ngy nay nh sp nhp, chia tch, bn mua ang to nn mt tro lu "lai tp" sn phm gia cc hng, ngha l ng c ca hng ny, hp s ca hng kia v ngc li. Trn thc t, xu hng ny ang tr nn ph bin bi cn rt t nh sn xut t my m lm t ci nh nht n ci ln nht lp rp thnh xe. Nu lm theo cch c v truyn thng th chi ph v ci gi tr cho nhng sn phm qu cao m ro cn bt chc th cng ngy cng thp v d b ph v, s chc chn v tnh hin i ca cng ngh y qua mt thi gian thu hi vn v kim li l qu ri ro. Do , d nhiu khi c mt mt mt cn th vn phi lin minh nhng lc cn thit.

Trc kia cnh tranh v pht trin nhng th trng mi, hng xe Mazda (Nht) bn 15% vn ca mnh cho Ford. Sau Mazda b lm vo tnh trng khng khong ti chnh. Do vy, ngy 31 thng 3 nm 1999, Ford tr thnh c ng chnh vi t l nm gi ln n 33,4% v nm gi quyn iu hnh. Lin minh Ford Mazda bt u t .

S hp tc gip cho Ford sn xut mt s model da trn cc model ca Mazda nh chic Probe, model mi nht l Escort (Bc M) v Mercury Tracear v chic hp tc sn xut Escape/Mazda Tribute. Nm 1979 ni bt vi s kin Ford bn nhng model ca Mazda ti Chu v c di ci tn nh Laser v Telstar. Nhng model ny thay th cc model ca Ford chu u c bn trong nhng nm 70. Ford cng s dng cc model ca Mazda chim lnh th trng Nht bn. Ti y, nh phn phi l cng ty Autorama bn nhng chic xe ny, cng vi cc model ca Ford M v Ford chu u. Nhng model thit k thi k ny khng cn c sn xut vo u th k 21 na khi Ford thay th chic Laser bng chic Focus v chic Telstar bng chic Mondeo ca hng.

Ford v Mazda i n hp tc mang ngha hn da trn nn tng chia s. Ford s dng cc li im Mazda nh th no th ngc li Mazda cng nh th. Mazda bn nhng chic xe hi c xy dng trn cc model ca Ford nh chic Mazda 121 da trn chic Ford Fiesta. Nh s gip sc ca Ford, Mazda dn tin su vo t M pht trin cc loi ng c tt hn vi cc mu xe hin i hn. Hng dnh tm huyt cho hai sn phm l RX-7 v 626 m rng thng hiu trn nc M. H xy dng mt nh my t ca M (nay l AutoAlliance International) sn xut chic 626 v Ford h tr rt nhiu cho d n ny.

Hin ti Ford vn ang lin minh hp tc cht ch vi Mazda di tn gi Auto Alliance (mt lin minh ni ting ch sau lin minh lu i NUMMI (New United Motor Manufacturing Inc) nht th gii, ng ti Fremont, California, gia General Motors v "khc tinh" Toyota; trn 23 tui v l ni cho ra i nhng chic Pontiac, Toyota Tacoma v Toyota Corolla) xc tin sn xut cc mu xe nh Mazda 2, Mazda 3, Mazda 6 nhng chic xe da trn kiu thit k ca Ford Fiesta v Ford Focus v nhng chic Mustang huyn thoi. Lin minh ny tip tc duy tr bng cc k hoch u t hng t USD vo cc nh my lin doanh sn xut ti Thi Lan, Trung Quc v M. Vi lin minh hp tc ny hai hng s gip nhau pht trin xy dng nhng loi ng c tt v mi hn, cc loi sn phm ca mnh, cng nhau duy tr v sng st bt chp cuc khng hong kinh t ton cu.

Mc d chin u "st u m trn" trn thng trng nhng Ford v GM cng bt tay nhau pht trin h truyn ng 6 cp. V gn y c nhiu thng tin cho hay hai ng trm hng u ca M d nh lin kt hp tc sau khi cuc thng lng m phn ca hng Renault-Nissan (Php) vi GM v Ford tht bi gn y. Hai hng ny mun hp tc vi nhau ci t hiu qu sn xut sau cuc khng hong va qua.

Trc s ra i v pht trin ca cng ngh hybrid, cc nh qun tr cp cao ca Ford tuyn b chung chung: Chng ti gp g thng xuyn vi nhng nh sn xut t khc tho lun v rt nhiu ch lin quan ti li ch chung. Mt s thng tin ni rng Ford mun m phn c th s dng cng ngh hybrid ca Toyota d thc t l Ford tr tin mua dy truyn sn xut b dn ng ca Escape Hybrid bi n tng t nh h thng Hybrid Synergy Drive ca Toyota.

Chin lc Marketing quc t ca FORDI. Nhn nh chung v th trng t th gii :

1. Th trng Bc M :

y c xem nh l sn nh ca Ford. Nh chng ta bit, M l quc gia c sn lng sn xut xe hi hng u th gii vi hng lot cc ai gia nh GM, Chysrler v cc hng xe hi khc ca c v Nht Bn nh Mercedes, Toyota. Chnh iu ny khin cho tng kim ngch ca nn cng nghip xe hi v cc ngnh lin quan chim ti 1/5 tng gi tr sn xut ca nn kinh t quc dn M.

iu ny l gii v sao mc d trong nhng nm gn y, tuy th trng xe hi M c s m m do nh hng ca suy thoi, tuy nhin cc hng xe ln vn khng ngng u t vo M v nhng khon li nhun khng l do thi quen tiu dng ny.

(tr s chnh ca FORD ti Detroit, M)

Theo bo co gn y nht ca Ford, trong thng 4/2009 va ri lng tiu th xe hi gim mnh 34% so vi cng k nm ngoi. Hin nay doanh s tiu th xe hi ca M ri xung mc thp nht trong 3 thp k qua.. V bn mi lo tht nghip v suy thoi kinh t, a s ngi tiu dng khng mng chuyn mua xe mi mc d cc i l a ra nhiu u i. C th doanh s tiu th t ti Bc M gim 55%, cn ti M trong gim 41% tnh n ht thng 2, a doanh s xung cn 9.1 triu xe. Trong khi nm trc con s ny l 15.4 triu xe. Ba nh sn xut t ln nht M l GM, Ford v Chrysler u gim doanh s. GM gim 53%, Chrysler gim 44%. Cc nh sn xut t Nht nh Toyota, Nissanth c kh hn nhng ni chung u gim.

(ngun : tp ch FORD s thng 5/09 ti www.at.ford.com)

Bc M l 1 trong nhng th trng ln ca th gii. M cng vi Canada v Mexico to thnh 1 khu vc kinh t ht sc pht trin. Ti y Ford xy dng cho mnh 14 nh my lp rp v 23 nh my sn xut ph tng trn khp cc bang ca nc M, Canada v Mexico. Mexico c xem nh l 1 nh sn xut ca M bi l gi nhn cng y thp, a phn cc sn phm hoc linh kin cng ngh cao ca M u a qua Mexico sn xut, sau nhp khu ngc v M theo 1 quy trnh khp kn. Cng vi thun li v vic gip ranh bin gii nn mu dch gia 3 quc gia rt d dng. Vi dn s vo khong 518 triu ngi, trong M chim dn s ng nht. iu ny cho thy quy m th trng Bc M l rt ln.

Ngi M lun t ho l cng quc s mt trn th gii v nhiu lnh vc, trong c c ngnh cng nghip ch to t. Chnh v vy gi thnh t y tng i r so vi mc thu nhp trung bnh ca ngi dn. Hn na ti M v Canada li c ch h tr vay vn nn cng to iu kin d dng ngi dn c th s hu 1 chic xe hi. Chnh c im ny nn ti M, xe hi c xem nh l 1 ti sn thng dng, c bit chnh v s hin din ca qu nhiu cc hng xe khin cho ngi tiu dng M c thi quen thay xe nh thay o. Ngi tiu dng M rt coi trng thi trang v kch thc ca chic xe. H thch nhng chic xe SUV to ln, knh cng (chng hn nh chic Chevy Trail Blazer, Chevrolet Tahoe v Ford Explorer) v chng cao, to (nn d dng to c cm gic an ton ti a cho ngi li hn l khi h ngi trn mt chic xe nh. Ngoi ra, ngi tiu dng M cng thng c 1 chic xe bn ti (Truck-based SUV) nh l phng tin di chuyn th 2 trong gia nh. Ni chung cc loi xe ny ngn kh nhiu nhin liu. Tuy nhin hin nay, do nh hng ca suy thoi kinh t v gi xng du tng, ngi tiu dng M ni ring v th gii ni chung phi p dng chnh sch tht lng buc bng. Do xu hng ny chuyn sang s dng cc loi xe nh, tit kim nhin liu nh Toyota Prius hay Ford Fiesta.

2. Th trng Nam M :

Cc quc gia Nam M t lu vn c xem nh l sn sau ca M. Ngoi tr 1 s quc gia thit lp ch bo h mu dch hay chng i vi M nh Venezuela hay Bolivia. Th a s cc quc gia cn li kh thong trong vic nhp khu hng ca M, torng c t Ford. 2 th trng ln nht ca Ford ti y l Brazil v Aghentina. Bng chng l Ford cho xy dng 2 chi nhnh ln ti y. Ford cng thu hn 18 nghn nhn cng trong khu vc.

C th ni ti khu vc Nam M vn l 1 th trng cn b ng bi l cc hng xe chu u cha xut hin nhiu ti y. Nhn chung cc hng xe M, trong c Ford vn tm chim th thng phong ti th trng ny.

Trong thi gian gn y, do c bt n v chnh tr dn n khng hong kinh t nh Aghentina v nn khng b ti 1 s quc gia nh Colombia khin cho th trng Nam M cng khng my lc quan.

c im th trng Nam M l hu ht l cc nc ang pht trin, a s ngi tiu dng ch c mc thu nhp trung bnh kh vi GDP trn u ngi cao nht vo khong 7000 USD/nm (thng k nm 2006). Dn s ca khu vc Nam M l gn 400 triu ngi. iu ny cho thy th trng Nam M cng ht sc tim nng cho dng xe hng trung nh Ford Focus hay Ford FiestaCng vi cuc khng hong ton cu, ngi dn Nam M cng phi thc hin chnh sch tit kim. V vy mt xu hng tiu dng na l mua xe c nhp ca M.

3. Th trng Chu u :

Chu u l th trng tiu th xe hi th hai sau khu vc Bc M. Nh chng ta bit, a s cc nc chu u (tr Nga v mt s nc ng u khc) thng nht v to lp nn mt th trng chung.Cc nc trong th trng chung chu u vn d c mi quan h giao ho vi M, cng vi chnh sch ci m trong vic bun bn mu dch nn to iu kin ht sc thun li cho Ford xm nhp v pht trin trn th trng ny. u t vo chu u, Ford nhn thy ci li trc mt l trnh lao ng cht lng cao ti y, cng vi chnh sch thng thong ca chnh ph v h thng giao thng thng sut, hin i. Hn na a s ngi dn y u c mc sng cao vi thu nhp bnh qun cao v a phn l cc nc pht trin, dn s vo khong 731 triu (ng th 3 th gii). Chu u hin c ti 5 trn 8 nc cng nghip pht trin nht th gii. Chnh v vy m th trng t y chu s cnh tranh gay gt ca rt nhiu hng xe. Ford phi gp cc i th rt mnh nh Mercedes, VW ca c, Renault ca Php hay Fiat ca Ytalia

(ngun : tp ch FORD chu u s thng 3/09, ti www.at.ford.com)

C th ni th trng xe hi chu u ging nh 1 chic bnh gat b x nh thnh nhiu mnh. Hin ti chic bnh ny ang c chim c u th bi Volkswagen, vi th phn nm 2008 l 18.8 % v doanh s khong 3 triu chic. Cc nh sn xut PSA (Citroen, Peugeot) t Php v t M Ford (Ford, Volvo) t c th phn tng ng l 13.5% v 10% (theo autonet.com.vn)Trong thng 3/09, so vi cng k nm 2008, ti c doanh s bn t tng 39,9% do chnh ph nc ny a ra k hoch h tr ngi tiu dng i xe c-mua xe mi. Cc sng kin tng t cng c thc hin ti Php v Italia, y doanh s bn tng ng k. Tuy nhin, doanh s bn ti Anh v Ty Ban Nha li st gim mnh, vi mc tng ng 30,5% v 38,7%. Ngoi ra, tnh trong c qu I/09, doanh s bn t ti chu u gim 17,2% so vi qu I/08.Th trng chu u hin nay ang m ra nhng c hi y ha hn cho cc nh sn xut xe hi. S tc ng ca suy thoi kinh t khin nhu cu ca ngi dn khng ch ring chu u v trn ton cu hng ti dng xe nh, tit kim nhin liu. C th nhn thy qua con s 3,4 triu chic xe mi c bn trong qu I nm 2009. Mc d gim 17% so vi cng k nm ngoi nhng lng xe nh c xu hng tng trong khi xe c ln gim nhanh chng.

(ngun:http://ceocenter.vn/2009/04/17/chau-au-doanh-s-ban-o-to-gim-9-trong-thang-309.html)V th hiu tiu dng xe ti chu u, ngi tiu dng chu u vn d rt kh tnh. Tri ngc vi phong cch s dng xe ca ngi M, ngi dn chu u chn la xe theo tiu ch l nh gn v tit kim nhin liu v bo v mi trng. Do vy ti th trng ny, cc dng xe s dng ng c Diesel c tiu th rt mnh, chim hn 50% doanh s so vi xe s dng ng c xng. L do l xe dng ng c Diesel tit kim nhin liu trung bnh t 25% n 40% so vi ng c xng. Mt xu hng na trong vic chn la xe ca ngi chu u l h thch nhng chic xe trang b k thut hin i v mang dng v th thao. iu ny l gii v sao m cc hng xe th thao ni ting u xut x t vng t ny. Vd nh Ferrari hay BMW

Hin nay th trng xe hi chu u vn cn ang pht trin rt mnh. Nhng nm gn y ni ln 1 s th trng, in hnh nht l Nga.

Theo mt d bo ca R. L. Polk & Co., Nga s tr thnhth trngtiu thxe hiln nht chu u t nm 2010. Nm 2007, con s xe hi mi ng k t 2,35 triu chic, ln u tin vt ngng 2 triu. Vi con s n tng , Nga ng v tr th 4 ti chu u, sau c, v Vng Quc Anh. Nm 2002, nc Nga ch tiu th khong 1 triu chic xe, v trong 5 nm gn y nhu cu trn th trng ny khng ngng tng vi tc khong 140%. Theo d bo, mctng trng trong vi nm ti cn mnh m hn na, y con s xe tiu th ln khong 3,7 triu chic mt nm vo nm 2010 mt con s vt ln so vi mc tiu th ti tt c cc quc gia chu u khc hin ti. Nm bt c tnh hnh , Ford rt nhanh nhy khi tr thnh hng xe nc ngoi u tin m nh my lp rp ti Nga v vo ngy 16/7/2007, Ford khai trng i l ln nht chu u ti Moscow.

Hin nay ti th trng chu u ni chung, Ford vn theo ui chin lc tp trung sn phm vo phn khc xe trung lu, tit kim nhin liu. V d nh cc mu Ford Focus, Ford Fiesta hay dng xe SUV c nh Ford Kuga.

4. Th trng chu & Thi Bnh Dng :

Chu l chu lc c din tch cng nh dn s ng nht trn th gii vi xp x 4 t ngi. chu l mt th trng a dng, vi nhiu loi hnh vn ho, h thng chnh tr v mc pht trin kinh t khc nhau. C th ni th trng t chu c chia ra lm 3 th trng nh :

a. Th trng pht trin :

Th trng t pht trin ti chu -Thi Bnh Dng gm cc nc Australia, Nht Bn v Hn Quc. D kin tng doanh s tiu th xe hi ca 3 nc ny trong nm nay s t 6,1 triu chic, tng ng khong 40% ca khu vc. Tuy nhin, tc tng trng ca cc th trng ny li khim tn nht khu vc;thm ch trng hp Nht Bn, tc tng trng thm ch m. Trong 3 th trng trn, Australia l ni lm n khm kh nht ca 3 i gia ngnh xe hi M - GM, Ford, Chrysler, vi doanh s chim 26%. Tuy nhin, th trng ny c mc tiu th xe trung bnh ch 845.000 chic/nm v cng sp bo ho. Ti y, cc nh sn xut t M ang phi i mt vi s cnh tranh gay gt n t cc thng hiu Nht Bn.

b. Th trng nh v ang pht trin :

Nhm ny ch yu gm cc nc ng Nam v n . Doanh s tiu th t ca th trng ng Nam , hay cn gi l khi ASEAN, d kin t 1,6 triu xe trong nm nay, trong 3 nh sn xut t ln ca M ch chim khong 3,5% v tp trung ch yu Thi Lan.Ford, GM v Chrysler u t hn 800 triu USD vo Thi Lan trong thp nin 90, vi hy vng gi vng v th ti th trng quan trng nht khu vc ASEAN ny. Tuy nhin, cc nh sn xut t Nht Bn, i u l Toyota v Honda, vn nhanh chn hn cc ng ln Detroit, nh li th sn nh. Xe Nht Bn hin chim khong 92% doanh s tiu th t ca Thi Lan.Trong khi , doanh s tiu th t ti n c t 1,5 triu USD trong nm 2008, v nhng bc tin ca Big Three cng rt khim tn. Tng doanh s ca c ba d kin t 96.000 xe trong nm nay, tng ng 6% th trng. Mi trng cnh tranh ngy cng tr nn khc lit i vi cc nh sn xut t M ti mt th trng c bit nhy cm vi gi nh n .Ti khu vc th trng ny, cc nh sn xut t M li phi chp nhn nhng sn trc cho cc hng xe Nht Bn. Theo thng k, trung bnh c 10 chic t bn ra th trng th c ti 7 chic mang thng hiu Nht Bn.c. Th trng ln v ang pht trin :

khu vc chu -Thi Bnh Dng, ch c duy nht Trung Quc l th trng ln v ang pht trin. y cng l ni b ba nh sn xut t M u t nhiu nht. D kin Trung Quc s tiu th khong 6 triu chic t trong nm 2008, v cc nh sn xut t M s chim khong 12% th phn, tng ng 720.000 xe. Xt trong bi cnh hin c ti 51 mc xe t c sn xut v tiu th ti Trung Quc, bn cnh 15-20 mc xe nhp khu, c th ni rng th phn trn ca Big Three l kh ng n. Ti th trng ny doanh s ca Ford c t gn 190.000 chic, v mc xe ny ang ngy cng c ngi tiu dng Trung Quc a chung, c bit l hai mu Focus v Mondeo.

(ngun:http://oto.esn.vn/oto/news_detail/c15767/i5721/thi-truong-o-to-chau-a-cua-hep-cho-xe-my.html)V xu hng trong tng lai th Khu vc chu Thi Bnh Dng s t doanh s tiu th xe hi d kin vt chu u vo nm 2009 v tr thnh th trng xe hi ln nht th gii. Theo thng tin do J.D. Power and Associates d bo, n nm 2009 khu vc chu Thi Bnh Dng s t doanh s tiu th xe hi 23 triu xe, cao hn so vi 22,7 triu ti chu u. Khu vc ny vn l qu hng ca th trng xe hi ln th 2 v th 3 trn th gii Trung Quc v Nht Bn v trong tng lai, doanh s s vn tip tc tng mnh ti Trung Quc ng thi m rng thm ti cc th trng n , ng Nam v Hn Quc.Jeff Schuster, gim c iu hnh phng d bo ca J.D. Power and Associates ni: "R rng l vic lng xe tiu th trn ton cu tng trng mnh nm 2007 v trong tng lai xut pht t nhu cu hai th trng c tc pht trin thuc loi nhanh nht chu , Trung Quc v n , trong khi doanh s cc khu vc khc th ch bin ng tng nh. Thu nhp ca ngi dn tng ln u n ti khu vc chu Thi Bnh Dng khin cho ngy cng nhiu ngi c c hi s hu xe hi, v chng ti hy vng Trung Quc v n s duy tr c tc tng trng trong tng lai."Thng tin v th trng xe hi khu vc chu Thi Bnh Dng cng c nhng du hin kh quan khi thi im ch ca d bo cng xa. Cng theo J.D. Power and Associates, n nm 2014 lng xe tiu th xe ti khu vc ny d kin t 31,9 triu chic, chim ti 36% (trn 1/3) nhu cu th trng ton th gii.Trung Quc vn l trung tm ca tam gic pht trin vi tc khong 12% trong giai on 2007 - 2014, v s t 16,3 triu chic mt nm vo cui k d bo, v iu c ngha l nc ny s vn l th trng ln th 2 th gii ch sau M. Tuy nhin, t chc cung cp thng tin th trng ni ting ton cu ny nhn nh rng vi tc tng trng hin ti, Trung Quc s vt M v tr thnh th trng xe hi ln nht th gii nm 2025.

Ni v xu hng s dng xe ti khu vc chu Thi Bnh Dng th phi ni n th trng Trung Quc bi l y l th trng ln nht v c s hin din ca hu ht cc hng xe trn th gii, tng t nh cc khch hng ti M, cuc bo gi nhin liu lm thay i t duy v s thch ca ngi dn chu , h ang chuyn t nhng chic xe c ln v tiu tn qu nhiu nhin liu sang nhng chic xe nh tit kim nhin liu hn.Phn ln cc hng t trn th gii thnh cng ti th trng Trung Quc u tp trung vo nhng dng xe t bnh dn cho ti hng sang, tc l nhng mu xe c gi t 20.000 USD tr ln. Ngi dn Trung Quc hi lng vi mc gi ny v h xem y l thc o a v trong x hi v cc hng t cng kim c nhiu li nhun. Tuy nhin gi nhin nhin liu tng ln ti 114USD mt thng v s xut hin mt tng lp khch mua hng kiu mi, nh hng ti xu hng tiu dng ni y. Nhng chic xe nh, tit kim nhin liu v gi mm ang tr thnh nhng mu xe hot v c nhiu ngi chn mua. y l thng tin vui vi nhng ngi hot ng mi trng ti quc gia ny.

Mt in hnh na v xu hng s dng xe gi r l th trng n khi m gn y vo thng 3/2009 hng xe Tata ca n tung ra th trng chic xe Nano vi gi ch 2000 USD/ chic v ngay lp tc nhn c hn 200.000 n t hng c trong v ngoi nc.

Nano c chiu di 3,1 mt, ng c 623 cc, ch c mt gt nc, thng xe nh gn; khng c ti kh v h thng t ng chng b phanh (n khng bt buc xe hi phi c hai yu t ny). Nu khch hng mun lp thm my lnh, radio hoc h thng tr lc tay li th phi tr thm tin.Tuy nhin cng khng th ph nhn rng trong thi gian gn y th trng chu ni ln vi rt nhiu t ph cng nh triu ph dollar xut hin ti cc quc gia. M a s ngi dn chu li mang tm l l rt chung hng hiu. y l mt yu t quan trng gp phn vo s tng trng t bin ca th trng xe sang chu . Nhng t ph mi pht ny mun th hin ng cp, a v v ti sn ca mnh bng hnh thc ho nhong bn ngoi .Chnh iu ny li dn n 1 kt qu l ngy cng nhiu cc hng xe sang nh dng xe th thao nh Ferrari hay mang phong cch sang trng nh Roll-Royces, Bently,Maybach xut hin ti cc quc gia chu .

Trong khi ni n th trng Australia l mt quc gia rt tin tin th theo xu hng ca ton cu hin nay l bo v mi trng v gim bo ph. Trong nhng nm gn y ngi Australia li tm v vi xe p. Mong mun c c mt c th khe mnh, nhiu bc cha m Australia nu gng cho con ci khi sm xe p v dng chng mi ngy. Ngoi ra, ngiAustraliacng rt c thc bo v mi trng, vic thay th t bng xe my ang ngy cng c nhiu ngi ng h. Nm 2007, nc c tiu th hn 1,4 triu chic xe p, trong khi doanh s t ch t hn 1 triu chic, theo s liu do hi quan nc ny tng hp. Con s hn 1 triu xe cng l mt k lc tiu th t ca c.

y chnh l nhng thch thc cho Ford trong qu trnh gi vng phn khc xe hi hng trung ca mnh. Theo thng k th trn thc t Ford mt th phn ti hu ht cc nc chu ngoi tr Nht Bn ni doanh s ca hng vn kh n nh. Hin ti, Ford ch nm gi 2,1% th phn chu , Thi Bnh Dng vchu Phi; gim 8,7% so vi cng k nm ngoi, v thp hn khong 10% so vi d kin th phn ca Ford trong nm nay ti cc th trng ny, (theo Detroit News)5. Th trng chu Phi v Trung ng :

Chu Phic bit n nh mt th trng tim nng ca Ford. Vi kh hu v a hnh ni y, nhng chic xe thuc dng bn ti ca Ford c v lun l s la chn hng u cho nhng khch hng mun tu cho mnh mt chic xe p, bn v hiu qu. Cng chnh v nm c tm l y, hng Ford quyt nh chi mnh cho th trng ny vi tng s vn u t ln ti 209 triu USD. D kin d n u t khng l ny ca Ford s mang li nhiu dp Ford nng cp tay ngh cho nhng cng nhn hin ti v to thm khong hn 500 c hi vic lm thu nhp cao, v hng nghn vic lm khc cho ngi dn ca lc a en.

Th trng chu Phi vi c im l a phn l cc quc gia km pht trin (ngoi tr 1 s nc nh Nam Phi hay Maroc). cc quc gia y khng c nhng quy nh v mi trng v an ton ngt ngo nh Chu u hay cc quc gia khc. S pht trin gn y ca th trng Chu Phi mang li nhiu h qu ng ch . Lc a ny tng l ni tiu th rt ln xe c t Chu u, bi th bn xe mi gi r y s em li tnh cnh tranh cao.

Ni v 1 s th trng ln ti chu Phi th khng th khng nhc n Nam Phi, Angieri v Maroc.

Trn thc t, cuc khng hong kinh t ton cu tc ng n hu ht cc quc gia khu vc a Trung Hi, ngoi tr Angiri, t nht cho n thi im hin nay. Trung bnh, hng nm Angiri nhp khu khong 200 nghn t cc loi, chim 10% kim ngch nhp khu ca nc ny (gn 3 t USD/nm). Cng vi vic nhp khu cc loi linh kin xe t, Angiri tr thnh khch hng ln th hai ca chu u chu Phi, sau Nam Phi. Bn cnh , nhu cu v phng tin giao thng c nhn Angiri cng ngy cng tng mnh. Trong thng Ging 2009, lng tiu th t Angiri tng gn 50% bt chp vic chnh ph nc ny p dng thm mc thu tiu th xe t mi. Theo hip hi nhng nh kinh doanh xe t Angiri (AC2A), cc nh sn xut xe t chu u ang phi cnh tranh gay gt vi cc nh sn xut t chu , nht l Toyota, ng thi t nhiu hy vng vo sc tiu th xe t mi th trng nc ny. Hin Renault v Peugeot ca Php vn dn u trong danh sch cc hng t ang kinh doanh ti Angiri. Cng trong thng Ging 2009, lng tiu th xe Renault Angiri tng 30% so vi cng k 2008.Theo s liu ca AC2A, nm 2008, Angiri nhp khu trn 350 nghn t cc loi, tng ng trn 4 t USD (tng gn 50%).

Trong khi ti th trng Maroc v vng ln cn Xahara, tnh hnh tiu th xe vn ht sc lc quan. Mc tng trng 20%/nm c duy tr t nhiu nm nay vi s xe bn ra khong 100.000/nm. Nhiu hng t c tn tui vn tip tc u t m thm nhng "showroom" mi qung co v thu ht khch hng .

Ti th trng Nam Phi, quc gia c xem l pht trin nht lc a en th th trng tiu th xe hi cng ht sc pht trin. Thm ch trong thi bui kh khn hin nay, khi m Ford ang dn nh mt th trng ti cc khu vc khc th Nam Phi c xem nh l min t ha ca Ford. Quc gia nm pha nam ca lc a en ny khng ch c bit n l ni c tr lng vng v kim cng ln nht, m n cn c bit n nh mt th trng tim nng ca Ford. Vi kh hu v a hnh ni y, nhng chic xe thuc dng bn ti ca Ford c v lun l s la chn hng u cho nhng khch hng mun tu cho mnh mt chic xe p, bn v hiu qu. Cng chnh v nm c tm l y, hng Ford quyt nh chi mnh cho th trng ny vi tng s vn u t ln ti 209 triu USD. D kin d n u t khng l ny ca Ford s mang li nhiu dp Ford nng cp tay ngh cho nhng cng nhn hin ti v to thm khong hn 500 c hi vic lm thu nhp cao, v hng nghn vic lm khc cho ngi dn ca lc a en. S u t ny ca Ford c gii chuyn mn nh gi l mt hng i rt ng n trong hon cnh ca Ford hin ti, th trng Nam Phi ang nng ln tng ngy v s rt tt nu Ford c th bt u hi sinh vi nhng chic Ranger huyn thoi ca mnh ti y.

T nhng nhn nh v kinh t v th trng ni chung ca chu Phi, c th ni ngi dn chu Phi chung nhng mu xe c gi mm hoc l xe c nhp khu t cc nc pht trin v n ph hp vi ti tin ca i b phn dn c c nhu cu s dng xe hi ti y, bt chp l hng xe xut x t ni no.

Li ni v th trng Trung ng. y c th xem nh l vng t km n nh v an ninh th hai sau chu Phi. Th trng Trung ng c gn 100% ngi theo o Hi. Dn s y ang pht trin, thu nhp u ngi thuc vo loi cao nht nh trn th gii. Tuy thng xuyn xy ra cc v xung t, song kinh t, thng mi khu vc Trung ng vn pht trin do cc nc c chnh sch pht trin kinh t ph hp, ch yu ph thuc gi du m.

Chnh v c thu nhp cao t du m nh vy cng vi vic tnh hnh gi xng du leo thang khin cho cc mu xe th thao, SUV hng sang tn xng tht sng ti M v Chu u nhng li cc k t hng ti vng Vnh. Vic xe sang v tn xng ngy cng ht khch ti khu vc ny khng c g kh hiu. Ti y, ngi dn khng nhng c chnh ph tr gi nhin liu m gi du tng gip cho mc thu nhp ca ngi dn tng theo. V vy, vic gi du ph k lc ch khin lng xe cao cp nh Rolls-Royce, Bentley cng cc loi xe ngn xng nh Hummer xut hin hn trong khu vc ny. y cng c th xem nh 1 xu hng tiu dng ti khu vc ny.

II. Chin lc Marketing ton cu tng qut ca FORD :

Vi chin lc kinh doanh trn ton cu l chin lc xuyn quc gia m nhm nghin cu phn tch trn, th chin lc marketing quc t l mt phn chc nng gip thc y chin lc xuyn quc gia ca cng ty v phng thc cnh tranh chung l khc bit tp trung phi c s lin h v mi gn b vi nhau tt nht v ph hp nht.

Khi ni n bt k mt chic lc no mang tm vc quc t th tt c phi cp l s thch nghi hay khng thch nghi vi yu t a phng v sc p cnh tranh.

Ford Motor vi v tr chu sc p cnh tranh v s thch nghi a phng cao.

Xu hng tiu dng ca ngi M v mt hng xe c l mt yu t thng dng, h thay i xe nh thay o. H thch nhng g to, s, knh cng. Cn xu hng tiu dng ca Chu u th li khc. H l nhng ngi yu chung nt p ca s nh nhn xinh xn, nt p ca s sang trng lch lm, hay s c tnh thng qua nhng chic xe th thao, s c tnh thng qua ng cp m h c c khi s dng sn phm y. Cn i vi ngi Chu , h cng ging nh ngi Chu u im yu thch s nh nhn, xinh xn. tuy vy h, quan nim n chc mc bn, cht lng l yu t hng u l iu ghi su trong tm tr. iu ny cng th hin r cc quc gia nh Nht Bn hay cc quc gia ang pht trin nh Vit Nam, Lo.

Mi vng, mi quc gia, mi nn vn ho s c s khc nhau ring vn c do v tr a l t nhin, do tc pht trin nn kinh t, do nhn thc, quan nim sng khc nhau. Tuy vy, tng quan ton th s c nhng nt chung v tng ng. C th nh thi gian lc ny y khi m mi trng l yu t hng u c quan tm v nht l sau giai on ca i suy thoi va qua, ton th gii c nt tng ng chung d dng nhn thy. l mi quan tm ln v sc kho ca m t nhin, l xu hng tiu dng ngy cng tit kim dn sao cho c li nht. Ngi M ngay lc ny y c s thay i trong tiu dng, h chuyn sang nhng sn phm mang tnh tit kim hn, tuy c h tr rt nhiu t chnh ph M nhng h chi tiu vn rt d dt.

Da trn nt tng ng v nt khc bit v chin lc cnh tranh xuyn quc gia ca Ford. Tp on Ford Motor chn cho mnh chin lc marketing quc t va c nt chung v va c nt ring tu theo mi quc gia, mi khu vc, sn phm m Ford t chn, mang n.

Chin lc ny ca Ford mt phn th hin qua nhng cu slogan m hng a ra. Tu vo khu vc, tu vo nhn hiu sn phm th no m nhng cu slogan ny c s thay i.

Nhn hiu xe Ford

Ti trang web chnh nhn hiu Ford hay ti M, Canada cc nc khu vc Chu M cu slogan l drive one

Ti trang web ca Ford Anh ni ring, mt s nc khu vc Chu u (Php, an Mch, c, Ba Lan, B o Nha ) ni chung v mt s nc tin tin khc thuc Chu nh Singapore, Hongkong cu slogan ny c bin i thnh feel the difference,

Ti : feel+

Ti Thi Lan, Vit Nam, Philipines, khu vc Chu Thi Bnh Dng: make every day exciting, cho mi ngy thm si ng

Ti Brasil: viva o novo (sng lu vi iu mi)

Ti Chile tienes que vivirlo (phi sng)

Nhn hiu Volvo, cu slogan duy nht c s dng l: Volvo. For life

Nhn hiu Lincoln reach higher

Nhn hiu Mercury m ra nhng cnh ca mi

Nhn chung th ci m Ford mun truyn ti n khch hng ca mnh l mt s khc bit, mt s mi m, mt cm gic thch th ch c Ford. Nhng ci cm gic thch th khc bit y s thay i tu theo tng vng, tng min, khu vc v tng loi nhn hiu, loi sn phm m khch hng la chn ti Ford Motor.

III. Cc chin lc Marketing Mix 4P :

1. Chin lc sn phm :

Mt cu hi t ra y l sn phm ca Ford sn xut v bn ra trn ton th gii ging nhau v loi sn phm, v cht lng, v tt c theo mt chng trnh chun ho ton cu hay l thch nghi tu theo khu vc, khch hng?

Nu ni rng sn phm ca Ford thng nht ht v chng loi hay v cht lng, v kiu dng, v tt c cc yu t th hon ton l sai. Mt chic xe Ford ca M s hon ton khc mt chic xe Ford ti Anh v v tr tay li. Xe Ford sn xut bn ti cc nc kh hu n i s khc bit hon ton xe ford sn xut bn ti cc nc nhit i, x nng, kh hu khc nghit v chc nng ca xe, v bn, s chng chu vi t nhin.

Khi r sot trn cc trang web chi nhnh ca Ford v cc loi nhn hiu t cao cp nh Lincoln n trung bnh kh nh Ford v Mercury th u thy s khc bit trong danh mc sn phm m tp on Ford Motor quyt nh bn sn phm gia cc quc gia.

Nu nh ti M hay khu vc Trung ng, hng Ford kinh doanh cc 4 nhn hiu chnh l Ford, Volvo, Mercury, Lincoln vi cc loi xe t xe bn ti, n xe ti, n xe hi. Th ti khu vc Chu u, Chu , Chu Phi, ng trm Ford ch kinh doanh hai loi xe ch yu l Ford v Volvo. Ti mt s quc gia nh Vit Nam ch c mi nhn hiu Ford. Mt s khc th ch c ba trong 4 nhn hiu.

i su hn vo cc nhn hiu m Ford kinh doanh. Mi nc s li c danh mc sn phm thuc loi nhn hiu khc nhau v mt s ci ging nhau. C th nh l Anh v Thi Lan, Ford quyt nh i vo hai quc gia ny bng hai nhn hiu chnh l Volvo v Ford. Danh mc sn phm ca hai quc gia ny u c s khc bit v ging nhau.

Danh mc sn phm nhn hiu Volvo

AnhThi Lan

S40

S60

S80S80

V50

V70V70

XC60

XC70

XC90XC90

C30C30

C70C70

Danh mc sn phm nhn hiu Ford

AnhThi Lan

New KaNew Ford Focus

New FiestaEscape

FusionNew Everest

FocusNew Ford Ranger

Focus Coup - Cabriolet

New Focus RS

C - Max

Kuga

Mondeo

S Max

Galaxy

Ranger

Tin su hn vo mt loi nhn hiu l Ford v mt kiu xe Ranger ti hai quc gia Anh v Thi Lan, kt qu cho thy rng

Chui sn phm thuc loi xe Ranger

AnhThi Lan

RangerRanger Standard Cab

Ranger XLTRanger Open Cab 2WD

Ranger ThunderRanger Open Cab Hi Rider

Ranger WildtrakRanger Open Cab 4WD

Ranger Double Cab 2WD

Ranger Double Cab Hi Rider

Ranger Double Cab 4WD

Ranger Wildtrak

Chn cng sn phm l Ranger Wildtrak v xt cc tnh nng c im ta c bng so snh sau:

AnhThi Lan

Key features:

High-powered 3.0 TDCi engine (156 PS with 380 Nm of torque)

Anti-lock brakes (ABS) with electronic brake-force distribution (EBD)

Driver and front passenger airbags

Driver and front passenger side airbags

Immobiliser and perimeter alarm

Remote central locking

Sports front grille and aluminium overrider

Lower sports cladding, sports side steps and side sports vents Aerodynamic sports bar and roof rails

Door mirror-mounted LED turn signals

Colour-keyed scuff plates and floor mats with Wildtrak logo

Air conditioning

Heated front seats

Rear light protectors

Chrome rear protector bar with rear parking sensors

Chrome door handles

Optional lockable roller shutter cover

Pick-up box sports rail extension

Leather/perforated Alcantara seats with orange tricot stitching

Integrated front fog lights

Unique 16 6-spoke dished alloy wheels with all-terrain tyres

Electrically-operated exterior mirrors with chrome housings

Electrically-operated windows

Heated rear window

Double-lidded centre console

AM/FM 6-disc in-dash CD autochanger

Leather-trimmed steering wheel and gearshift knob

Off-road information centre (inclinometer, temperature gauge, compass)Key Features

2.5L or 3.0L Turbo Diesel common-rail direct injection engine

Independent Double Wishbone Torsion bar with Stabilizer / Leaf spring with Stabilizer

5-speed manual or 5-speed automatic transmission

Min. Turning Radius 6.3 m.

LSD(Limited Slip Differential)

Side impact beams

Ladder Frame

Double B Pillar (RAS Model)

ABS with EBD and G-sensor

Dual front airbags (Hi-Rider Model)

Dual front and Side airbags (Double Cab 4X4 3.0 XLT AT)

Pretensioner and load limiter seat belts

16" alloy wheels

Fog lights

Front grill

Rear bumper

Tilt adjustable steering column

Power windows

Central Lock

Door Mirror with Indicator Light

CD-MP3 Player with 2 speakers (Open Cab)

CD-MP3 Player with 4 speakers (Double Cab)

Rear defroster

Side steps

Badge

Wildtrak unique sports bar with bedliner

Wildtrak Roof rails and box rails

Wildtrak Sticker

Anh v Thi Lan l hai t nc thuc hai khu vc khc nhau trn bn th gii. c im t nhin v v tr a l, a hnh, kh hu; c im v kinh t, sn xut, cc ngnh sn xut, cc lai sn phm trn th trng; c im v chnh tr, x hi v nhu cu rt l khc nhau. Tuy vy, hai t nc ny vn c mt s c im ging nhau, tng t nhau in hnh nh v tr iu khin bnh li l u nm bn tay phi. Do , cng mt nhn hiu xe Ford nhng danh mc sn phm li khc nhau do s thch tiu dng khc nhau. Ngi Anh yu chung s lch lm, nh gn nhng ngi Thi theo nghin cu cho hay th li yu nhng g to ln s nh ngi M : Surapong Paisitpatnapong, a spokesman for the Federation of Thai Industries' Automotive Industry Club said: " Thai people are not in favour of small cars" T dn n nhng s khc nhau nh vy.

V trong cng loi xe Ranger Wildtrak, v c bn, cu trc my, kt cu xe u theo mt tiu chun chung do Ford thit k l ng c 3.0L Turbo Diesel, u c cc tiu chun v an ton: ti kh, knh chiu hu, knh ca xe, n chiu trong sng m, sticker nhn hiu, h thng kiu loi dy cab tuy vy vn c mt s c im khc nh xe Ranger ti Anh va c my iu ho va c l si trong xe nhng vi Ranger ti Thi ch c my iu ho; h thng m nhc ca hai xe cng khc nhau, cht liu lm bnh li, tay li xe khc nhau

T cc bng so snh trn v thc t hai nc Anh v Thi ni ring v cc nc trn th gii ni chung chng t tp on Ford Motor khng s dng mt chin lc chung nht cho tt c loi sn phm ca mnh mi ni trn th gii.

H xy dng nhng tiu ch c bn, tiu chun ho qu trnh cng ngh sn xut dy chuyn c bn ca mnh xy dng gi tr ct li c bn chung nht ca Ford c cng nhn trn ton cu ri t tu mi vng v i phng Ford Motor s b sung, thch nghi, i mi, to mi nhng sn phm ph hp nht cho tng vng, theo nhng gu s thch, nhu cu ca ngi tiu dng y.

Mi quc gia, khu vc, Ford Motor s c nhng chin lc sn phm cho ring tng ni, xy dng trn nn tng tiu chun chung v cng ngh, mc an ton, thc o s hi lng, tnh nhn sinh c kim tra, cng nhn hng nm trn ton th gii2. Chin lc gi :

nh gi, chn chin lc v gi nht l khi cnh tranh trn thng trng quc t khng phi l mt chuyn d. Khi cnh tranh trn trng quc t, mi quc gia mi nc c s khc bit ring vn c trong h thng gi, chnh sch php lut, gi tr ng tin, t l lm pht khin cho vic nh gi rt l kh khn. Nu nh gi khng cn nhc v la chn s nhu lc c th b kin l bn ph gi, trn thu, b i th cnh tranh nh bi ngay bng chnh gi ca mnh a ra.

Vy Ford Motor a ra gi cnh tranh cho cc lai sn phm, chin lc gi trn ton cu v chuyn bin mi a phng nh th no?

a. Khung gi cho cc loi sn phm ca Ford:

Ti trang web cng ty m pha bc M, cng ty Ford Motor th hin cc loi sn phm thuc nhn hiu Ford trong khung gi bao qut l t $15.520 - $45.000. C th gi c tng sn phm nh hnh trang sau.

Qua thc t tm hiu, nhm nghin cu nhn thy gi khi im cc loi xe mang nhn hiu Ford c trong mc gi cnh tranh tng i vi cc i th trong ngnh nh Toyota (12.205 64.755), Honda (15.305 34.995), GM, v cc nhn xe Trung Quc nhm nh vo nhm phn khc khch hng c thu nhp va phi.

i vi nhn hng xe Volvo c Frod mua v nhm phc v cho phn khc khch hng t thu nhp kh tr ln tp trung ch yu ti khu vc Chu u vi bng gi khi im nh sau:

(n v:$)

Ford Volvo

S4028.550

S6032.800

S8039.600

V5029.800

V7032.900

XC6037.200

XC7037.250

XC9037.000

C3023.800

C7039.800

i vi nhn hiu Lincoln v Mercury, cc sn phm lm ra c nh gi nhm nh vo phn khc hng cao cp cho khch hng c tim lc ti chnh, nh vo khc khch hng M v khu vc Trung ng vi bng gi khi im nh sau:

(n v:$)

Ford Lincoln

Lincoln MKS38.490

Lincoln MKX37.845

Lincoln MKZ34.115

Navigator53.120

Town car48.385

Mercury

Milan21.180 - 31.235

Mariner22.650 30.090

Sable25.120 29.380

Mountaineer28.700 31.435 32.745

Grand marquis29.270

Tu theo tng dng sn phm, loi nhn hiu sn phm v c mun ca khch hng mc gi sn phm ca Ford c th thay i.

b. Chin lc nh gi cu Ford Motor.

Nh marketing chin lc Philip Kotler nh ba cch la chn gi cho mt cng ty ang hot ng trn th trng ton cu l:

nh gi thng nht khp mi ni

nh gi theo th trng tng nc

nh gi cn c vo chi ph i vi tng nc.

(Ngun: sch qun tr Marketing Philip Kotler)

Chin lc gi ca Ford th hin r chin lc Marketing chung ca h. Vi mt mc gi thng nht khp mi ni s khng phi l mt chin lc khn ngoan ca Ford. Ford la chn cho mnh li i thch nghi ph hp vi tng a phng th chin lc gi ca h th hin r iu y. Ford Motor la chn chin lc gi cn c vo chi ph i vi tng nc v chi ph i vi tng nhu cu i hi ca khch hng.

Tt c cc loi xe, 4 nhn hiu chnh ca Ford u c mc gi khi im thng nht trn website chnh ca tng loi nhn hiu. Gi c sau cng m khch hng mua s c iu chnh tu theo vng, theo a im v phn gi tr i hi thm ca khch hng. Trong cc website in hnh l trang web Mercury.com vi loi xe Milan. Gi khi im ca loi xe ny l $21.180 nhng khi i su vo trang web, tm hiu su vo vic mua sn phm ny, th khch hng s thy cng c t hng sn xut sn phm theo yu cu. Nu mt chic xe Milan bnh thng gi khi im $21.180 nhng khi la chon cng ngh Hybrid th gi khi im ny dch chuyn ln mc $31.235. gi mt chic Mylan M s hin nhin khc vi 1 chic Milan bn ti Mexico hay Kuwait, Trung ng do chu nh hng t chi ph vn chuyn, hng ro thu quan, cc loi thu bo v mi trng gi mt chic Milan hng sang bn ti Mexico vo khong $317.200.

Loi xe Ford S-Max 2.3 loi xe hi gia nh ph bin ti Singapor bn vi gi t SGD 92.777 SGD 118.000 tc $ 64.344 $81.836 (1 Singapore dollar = 0.693529 U.S. dollars) nhng gi bn xe Ford S-Max 2.3 ti M th vo khong $20.191 v Anh l khong $30.520 (GBD19.195).

Ford n vi Anh v Thi Lan bng 2 nhn hiu ch yu l Volvo v Ford. Gi c cc chic xe ti hai quc gia ny cng rt khc nhau.

Ti th trng Anh :

Volvo c Ford mua li nhm p ng nhu cu c bit ca khch hng trung v cao cp trn th gii v ti khu vc Chu u. Nhn hiu Volvo rt c yu thch s dng kh ph bin Chu u ni chung v Anh ni ring. Ti Anh, tuy cng chu cc mc thu v tc ng ca vic bo v mi trng, cc o lut, gi c nhng chic xe Ford cng thay i tng i. Nhng do Anh l mt quc gia pht trin tt, n nh, thu nhp bnh qun u ngi cao, t gi ng bng Anh cao. Ngoi ra, tng t nh ngi M, xe hi l mt phng tin di chuyn ph bin v khng th thiu vi ngi Anh. Bn cnh l do v tr, khong cch ca Anh gn cng ty m tp on Ford M v Ford Motor c cc chi nhnh cng ty con, lin doanh hp tc sn xut ti Anh cho nn gi c nhng chic xe Ford chnh lch tng i t. Gi khi im ca nhng chic xe Volvo, Ford ti Anh tng i r hay bin ng t hn so vi M v rt chnh lch so vi ti Thi Lan.

Ti th trng Thi Lan :

Ti Thi, hu ht cc chic xe Volvo a phn c nhp nhu vo Thi do vy ch nhn ca cc chic xe ny phi chu mt mc khung thu hng xa x. V theo lut ca Thi Lan, xe hi nhp khu coi l hng xa x v nh thu ln n 200% gi tr ca chic xe nhp khu y l cha bao gm cc thu ph v cu ng . Nu bn qua Thi th ng nn em xe ca mnh vo t nc ny m hy mua hc thu trn t Thi.

(Ngun: http://www.thailand.alloexpat.com/thailand_information/bringing_your_car_to_thailand.php)

1 Thai baht = 0.029121 U.S. dollars

1 British pound = 1.5913 U.S. dollars

(Theo cng c chuyn i tin t ca Google)

Ford Volvo

Sn phmAnhThi Lan

GBDUSDUSDTHB

S4014.745 23.444 52.360 56.7281.798.000 1.948.000

S60 57.9511.990.000

S8021.745 34574 78.335 84.1602.690.000 2.890.000

V5016.495 26227

V7022.745 36164 83.4902.867.000

XC6024.995 39742

XC7027.995 44512 84.3052.895.000

XC9029.995 47692 46.302 - 66.396 101.8941.590.000 2.280.000 3.499.000

C3014.995 23842 55.301 - 68.1431.899.000 -2.340.000

C7024.995 39742 130.8994.495.000

(Ngun http://www.ethailand.com/index.php?motoring_reviewshttp://www.volvocars.com/th/All-Cars/http://www.bangkokpost.com/130608_Motoring/13Jun2008_motor005.phphttp://www.ecareasy.com/www/show_carnews.php?news_id=3175http://www.thaibuycar.com/content/preview.php?conid=329http://www.mee-sook.com/news/59270.htm)

Mt cch tng t i vi nhn hiu xe Ford, nhn hiu phc v cho gii thu nhp trung bnh, kh ca tp on Ford Motor. Gi ca nhng chic xe ny s khc nhau khi c bn trn nhng th trng khc nhau. L do ch yu mt phn l hng ro thu m chnh ph Thi xy dng (thu nh cho xe sn xut trong nc vo khong 17% - 30%) v mt phn v l do chnh tr, kinh t, x hi ca Thi gn y. Tuy ht sc m rng nng cp ng x, hng ngy ngay ti trung tm Bangkok hay cc thnh ph ln khc Thi Lan lun din ra nhiu cuc kt xe mt mi nguyn nhn chnh yu l t xe c qu ng, s. Do chnh ph Thi quy nh v xe rt cht ch, dng cc loi thu vi mc ch hn ch lng xe c, ting n v nhim mi trng quc gia ny. Lut ca Thi quy nh tt c cc xe khi lu thng trn ng phi c tem thu dn trn ca knh xe m bo xe c tr thu. Mc thu tu thuc vo loi v tui cng nh cc yu t v ng c my mc ca xe do s giao thng vn ti (Department of Land Transport Office (DLT)) ca Thi quy nh v i mi qua cc nm.

V d v mc chi ph thu quy nh do s giao thng Thi cho cc xe lu thng trn ng:

-door pick-up and 7-seat carsTHB 6,900

Pick up truck up to 2,500ccTHB 1,000

Car up to 2,000ccTHB 1,000

(Trang web tham kho thm http://www.dlt.go.th/english/index_eng.html# )

S khc bit v hai mc gi khi im cho cng loi xe Ranger c cho bn ti Anh v Thi.

1 Thai baht = 0.029121 U.S. dollars

1 British pound = 1.5913 U.S. dollars

(Theo cng c chuyn i tin t ca Google)

Tn sn phmAnhThi Lan

GBDUSDUSDTHB

Ranger11.650 18.539 14.182 26.558487.000 912.000

3. Chin lc phn phi :

Phn phi cng l mt b phn quan trng trong chin lc Marketing Mix ca Ford. Da vo chin lc phn phi m Ford a sn phm ca mnh n tay khch hng. Hin nay hnh thc phn phi chnh ca Ford l thit lp cc cng ty con ti hu ht cc quc gia trn th gii. Chin lc ca Ford ti cc quc gia ny l s tung ra cc sn phm khc nhau ti cc khu vc khc nhau, ty theo nhu cu, th hiu ngi tiu dng ti cc khu vc. p ng hn na vic a sn phm ca mnh ra khp th gii, Ford cho xy dng cc nh my lp rp trn khp th gii nh ti Canada, Mexico, Anh, c, Th Nh K, Brazil, Arghentina, Nam Phi, c, Trung Quc, Thi Lan, Vit Nam.

Hin nay, Ford ang kt hp cng vi tp on UPS Logistic Group tin hnh vic vn chuyn sn phm gia cc cng ty con vi nhau v gia cng ty con vi cng ty m ti M. S d c s kt hp trn l v Ford theo ui chin lc ty theo tng vng, tng min m tp trung sn xut cc dng sn phm sao cho c nng sut cao nht v t chi ph thp nht cng nh ty theo quy m th trng v th hiu ngi tiu dng. V d nh ti Brazil Ford ch sn xut duy nht mu xe Ford EcoSport cn ti Arghentina th ch sn xut duy nht mu xe Ford Focus hay nh Chi nhnh FordThi Lans c nhim v xut xng mu xe bn ti Ford Ranger phn phi ti th trng chu u. Do Ford cn mt t chc c kh nng vn chuyn sn phm ca mnh n cc quc gia khc nhau. gii bi ton ny th nm 2000 Ford hp tc vi tp on UPS Logistic Group. Nh kt hp vi UPS Logistic Group m Ford tit kim mi nm 1 t USD chi ph lu kho bi v hn 125 triu usd chi ph vn chuyn so vi trc y. (theo Globalmanufactures.net)Theo tm hiu ca nhm th chin lc phn phi hin nay ca Ford l s dng h thng knh phn phi dc vi hng lot cc i l c quyn trn khp th gii, chu s kim sot cht ch ca cng ty m ti M. T cng ty m ti Detroit thng qua hng vn chuyn UPS Logistic Group n cc i l c quyn thnh 1 chui thng nht. Do m bo cho Ford c th s dng qun l v duy tr s kim sot cht ch vi mc bo m dch v v khi lng dch v khi cung cp sn phm n tay khch hng. Hin nay tp on Ford c trn 90 nh my lp rp trn khp th gii. Ti mi quc gia Ford c cc chi nhnh v mi chi nhnh ny li pht trin thm nhiu i l khc.

a. Chin lc phn phi ti Anh quc :

Ford Anh quc l hng xe ln nht ti vng quc ny. Hin nay Ford pht trin ti y 7 chi nhnh vi hn 550 i l bn l trn khp vng quc Anh. y c xem nh l mt trong nhng chi nhnh chnh ca Ford ti nc ngoi. Do c trng ca vng quc Anh l bao gm cc vng lnh th ring bit nh Anh, x Wales, Scotland, Ireland nn ti mi vng th Ford li c 1 chi nhnh ring. Chnh mt bao ph dy c ca cc i l ti y m lin tc t nm 1965 n nay ti th trng Anh Ford lun l cng ty dn u v s lng u xe bn ra vi 440.000 xe hng nm. Trong thnh cng nht phi k n dng xe Ford Focus v y l dng xe thnh hnh nht ca Ford ti y.

Mt trong nhng chin lc phn phi ca Ford ti th trng Anh ni ring v chu u ni chung l Ford mua li nhn xe Volvo ni ting ca Thy in vo nm 1999 v thnh lp nn cng ty Volvo Cars. Xe hi Volvo t lu vn ni ting v s an ton, p ng nhng tiu chun cao nht m ngi tiu dng i hi. Chnh v vy ngi chu u c bit thch nhn xe ny v n tng trng cho cht lng v ng cp ca ngi cm li. Trong khi nhn xe Ford t lu li ni ting v phn khc xe tm trung. Do s kt hp ny mang li cho Ford nhng li ch ng k. Theo trang web chnh thc ca Volvo th nm 2008 Volvo bn ra th trng Anh l 33.340 xe v trn ton th gii l 374.297 xe. Tuy nhin so vi nm 2007 th con s ny gim hn 84.000 xe, tc l gim hn 18% sn lng. iu ny c th l gii do khng hong kinh t ton cu v theo thng tin mi nht th c th Ford s bn Volvo cho hng xe Geely ca Trung Quc.

b. Chin lc phn phi Ford ti Thi Lan :

Nhn ton cnh AutoAlliance Thailand.Ford Thi Lan c thnh lp nm 1995 di hnh thc lin doanh gia Ford v hng xe ca Nht Mazda v thnh lp nn cng ty di tn AutoAlliance (ATT), tr s ti Rayong. Hin ti, thng qua hng Ford Operations v cc i l c quyn, Ford Motor l mt trong nhng nh sn xut hng u ti y. Tuy cha lp rp bt c mu sedan no, nhng nh sn xut ln th 3 th gii u t 1 t USD vo AutoAlliance Thailand vi mc tiu bin Thi Lan tr thnh trung tm ca hng ti khu vc Asean.

Ti th trng Thi Lan, Ford tin hnh lin doanh vi Mazda phn phi dng xe c nh, c th l Mazda2 v dng xe Fiesta cho th trng ng Nam y tim nng. Trong khi Ford t nh my lp rp ti thi Lan ch chuyn sn xut dng xe bn ti (Pick-up) phn phi sang chu u v cc th trng khc.

4. Chin lc xc tin :

Xc tin l mt b phn quan trng trong hot ng Marketing mix. y l mt cng c m Ford s dng gii thiu v thuyt phc khch hng mua sn phm ca mnh.Nh hot ng ny m doanh nghip c th bn c nhiu hng hn. V sau y l cc hot ng xc tin m Ford p dng li cun th trng.

Ti mi quc gia, khu vc Ford cng s dng nhng chin lc xc tin da trn s ph hp vi nn vn ha, tnh cch, li sng, nim tin ca mi a phng a phng. t mi qung co ca Ford s d dng gy c n tng tt vi ngi tiu dng v gy dng c nim tin n h. Nh ti th trng Bc M, da trn nhng c trng trong tnh cch ngi dn M nh c tinh thn mo him cu tin v thc dng cho nn Ford s dng mu qung co bng cch th nghim trc tip an ton v cho chnh khch tham quan tri qua mn phiu lu y mo him. Ngoi ra, ngi dn M cng dnh s ngng m cao i vi nhng ngi sao trong gii ngh s cho nn vic mn hnh nh nhng ngi sao qung co cho sn phm ca mnh l mt trong nhng chin lc ng n ca Ford. Hay nh ti th trng Anh, nh vo bn cht am m, trung thnh vi bng trn tt c ca ngi dn t thanh nin trai trng cho n c gi x s xng m ny, cho nn thng qua vic ti tr cho gii bng ni ting l cp UEFA Champions League ( UCL), hnh nh ca Ford to c mt ch ng trong lng cng chng Anh. Cn ti th trng Thi Lan, vi bn cht ngi dn Chu vn xem trng tnh cng ng, tinh thn v li ch chung, quan tm ti tp th cho nn ti th trng ny Ford ch ti vic t chc cc hot ng v cng ng, tham gia cc hot ng tnh nguyn, t chc cc bui gp g cho cc thnh vin ca Ford c giao lu gp g, chia s kinh nghim.. cn sau y l nhng hot ng c th ca Ford ti cc th trng:

a. Ti th trng M ca mnhnh vo tm l ngi dn M a thch dng xe mnh m y c tnh, to cm gic thoi mi vi khng gian trong xe rng ri nhng vn phi m bo an ton, cho nn hng Ford M c mn trnh din qung co y c o, y n tng:

Qung co bng cch th nghim trc tip an ton ca xe do y ban an ton giao thng quc gia M (NHTSA) tin hnh.

Bng cch gi nh rng khi tai nn xy ra tht, d b m trc din hay ngang hng chic Ford Taurus vi cht lng t 5 sao cho chng minh kh nng bo v ngi li ca mnh tht l mt kt qu tht ng t ho ca Ford. Khng nhng th, ti bui trnh din th nghim ny, khch tham quan khng nhng ch c ngm m cn c tri nghim cm gic kinh hong ch tri qua trong 1/10 giy khi ngi trn xe v lao vo ro chn thp v b tng vi tc 56 km/h qua mn hnh video gn trong chic Taurus. y c xem nh mt chiu qung co hay khi c n 50% khch hng mua xe mi xp an ton l iu quan trng nht. (choxe.net/tintuc/news.html?do=detail&id=6270 - 35k -) Thc hin cc cuc trin lm Autoshow

(Chicago auto show 2009 FORD Fiesta 2009)

Thng qua cc cuc trin lm t, Ford to c hi cho khch tham quan c ngm nhn cc kit tc mi ca mnh.

Trong cuc trin lm Auto Show ti Los Angeles 2006, Ford trnh lng kit tc ln nht ca thi i n t Italdesign: Ford Mustang Giugiaro. Mustang - dng xe c coi l biu tng xe hi ca nc M. D ra i cch y hn 30 nm, Mustang vn l chic xe c bp sc sng mnh lit nht v tip tc truyn cm hng cho nhng th h tip theo. Nhng nt c trng v phong cch ca Mustang c Italdesign lnh hi to ra mt chic Mustang theo kiu Italia. Tht vy, chic Mustang mi vn gi nhng thit k nguyn bn nhng th hin mt sc sng to mi m nhm gp phn mt ln na tng thm gi tr cho chic xe biu tng ca Ford. Mt cch trc quan, ngoi hnh ca Mustang by Giugiaro gn gng hn nhiu so vi nhng chic Mustang ang sn xut hin nay. Nh gim bt khong treo pha sau v to ra nhng gc nhn trn chic xe cho n nhng gii hn ng nt c kh. Mustang by Giugiaro vn l mt chic xe c bp mang cht M khng mt i s t tin v phng khong khi n c thit k ti Italia. y thc s l kt qu tuyt vi ca 30.000 gi cng vi m hi, nc mt v ngt ngo ca ton b ekip thc hin.

V mi y nht, Ford s chnh thc trnh lng mu sedan Taurus SHO phin bn 2010 ti trin lm t quc t Chicago khai mc trong thng 2/2009. y cng tng l mt dng xe thnh cng ca Ford khi m Ford tiu th ti trn 100.000 mu SHO sedan trong sut chng ng di lch s tn ti ca phin bn SHO. Ti vi trin lm ln ny, SHO i mi c trang b ng c tng p kp V6, dung tch xi lanh 3.5l, cng sut 365 m lc v m men xon cc i 350 lb-ft. Xe c trang b tiu chun hp s t ng su cp cng b truyn ng AWD hy vng s nhn c nhng tn hiu lc quan t khch tham quan.

Trin lm ot l mt trong nhng cch thc qung co thng dng nht khng ch Ford m cc hang xe thng thc hin v y c xem nh mt c hi Ford qung b nhng mu xe mi v thng hiu ti cng chng v l dp hon thnh mc tiu v gia tng doanh s.

V sau y l mt s hnh thc qung co khc m Ford s dng:

S dng chin lc qung co mi qung co du kch hay qung co n theo (embedded advertising).

Qung co du kch m Ford s dng c th y chnh l a i xe mi m cng ty va sn xut Ford Focus cho din vin Adam Sandler v Madonna h chy th. Mc ch ca Ford trong chin lc qung co ny chnh l to c hi n theo nhng ngi sao cho chic xe ca mnh. y l tng lp thng xuyn c mt trong nhng cuc tic tng, nhng cuc hp mt xa hoa, sang trng v s xut hin ca h v nhng g i km vi h t trang phc, qun o, giy dp, trang sc v d nhin l c c xe hi thng gy c s ch , khng ch dn chng , gii truyn thng m thm ch n c nhng ngi sao khc.

Dng nhn vin ca chnh mnh qung co cho sn phm:

Gim c quan h truyn thng Ray Day v ng Mark Fields, Tng Gim c Ford Bc M gi bc th vi li ku gi ti cc qun l cp cao v ton th nhn vin ca cng ty hy gii thiu tht nhiu v cng ty vi bt c ai h gp, t bn b, t hng xm, ng nghip ti gii truyn thng. Fields vit trong th rng Bn hy tr thnh nhng phng tin qung co, mang cng ty ti khp ni trn th gii. Chng ti cn cc bn lm vic ny vi thi nghim tc v hy ni vi cc ng nghip, hng xm hay bt c ai m cc bn gp. chin dch c hiu qu , Ford ku gi sc mnh on kt t tp th nhn vin bng phong tro ting ni ngn cn vi nim tin rng: bt k s qung b danh ting no cng dn n nhu cu cao ca ngi tiu dng v qua , doanh s ca cng ty s ngy mt tng ln. K hoch qung co kh l ny c th xem nh mt hnh thc qung co bng ming ph hp vi Ford khi ang trong giai on kh khn v y l cch qung co m Ford khng phi tn km g nhiu m cng c th mang li hiu qu trong vic bn hng, tiu th sn phm v nh trc tip ti nim tin ngi tiu dng, to s t m, kch thch i vi sn phm.

b. Th trng Anh:

Cng ging nh hu ht cc quc gia khc. Ti th trng Anh, mt th trng vn c s a thch i vi nhng g n gin nhng lch lm v sang trng nhng cng i hi s an tm, tin tng. Cho nn Ford xm nhp th trng ny vi phn khc xe Volvo sang trng nhng hng cng khng qun nhng gi tr ct yu: thit k an ton v hin i. Tht vy, Volvo lun ni ting v an ton trong hng ng xe cht lng cao cp dn xy dnng hnh nh ca mnh trong con mt ca ngi dn Anh v nhng chi tit trang nh v nhng tnh nng thng minh, lun lun n cha nt sang trng thm kn v mt phong cch lch lam vi mc tin nghi cao v tnh nng an ton hin i.

Yu thch s n gin nn khng c g ngc nhin khi ngi dn Anh cng dnh s u i cho nhng chic xe hi nh gn, tit kim nhin liu trong thi k kh khn khng hong. Nm bt c th hiu khch hng, Ford c mt mn qung co tuyt vi cho dng xe hi Ford Ka nh b ng yu thng qua mn nh rng:

Qung b thng hiu trong phim nh (Product Placement PP)

y l mt trong nhng cch qung co m Ford Europe tm ra v trung thnh s dng. Bt u t chic Mondeo th h mi d ch lp l xut hin trn phim James Bond (2007) c vi giy nhng cng kch thch tr t m ca khch hng v sau , cng vic kinh do