Ford Motor Company Campaign for 2002

Paper Summary:

In this paper, the writer explores a new marketing strategy for the Ford Motor Company for the year 2002. The writer plans to market the car as the "All American Car" and focus on the family while bringing in angles of family and social values. The catch phrase being "Ford is America" is used and a marketing strategy is presented.

From the Paper:

"But there are regions Ford doesn t appear favorably, especially the developing nations of Central Europe, Africa, or Asia. What people want the world round in a car is the same: a long-term, reliable vehicle at a low price that s fuel efficient with outstanding safety, and stylish. Americans will own several cars in their lifetime. My target in the domestic promotional campaign is to make those automobiles Fords, whether it s their first car, a new car for an expanding family, or a car in for the retirement years. My campaign proposal is designed to strike various sectors of the public. To accomplish that, I am proposing a product identification campaign, using situations or settings that reflect the US domestic market with individuals who appreciate driving Ford motor vehicles. It has to be an all-encompassing spectrum of the societal fabric of America."

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