Ford Expedition Essay

This essay has a total of 1253 words and 8 pages.

Ford Expedition

















THE FORD EXPEDITION AND ITS SUCCESS

Presented to: Dr. Shane R. Premeaux

Date Due: April 27, 1999

Submitted by: Michael John Faulk






TABLE OF CONTENTS

TOPIC
PAGE

HISTORICAL BACKGROUND........................................................................ 1
TARGET MARKET............................................................................................ 1
PRODUCT............................................................................................................ 2
PLACE..................................................................................................................
2

PRICING STRATEGY........................................................................................ 3
PROMOTIONAL/ADVERTISING STRATEGY............................................. 3
SUCCESS ANALYSIS......................................................................................... 4
PERFORMANCE IMPROVEMENT................................................................ 4
LIST OF WORKS CITED.................................................................................. 5

THE FORD EXPEDITION AND ITS SUCCESS

HISTORICAL BACKGROUND
Ford Motor Company was founded on June 16, 1903 by a group of twelve
investors and $28,000 cash. The strongest force in the group was Henry Ford, who made
it his personal duty to see that every American could afford a car. He made this possible
by perfecting the assembly line so that the company could mass produce automobiles.
The Model T, the first production car ever, rolled off the assembly line on October 1,
1908, and concluded the year by selling 10,660 units1. Throughout the rest of the
century, Ford Motor Company continued to manufacture automobiles on the premise of
making “Quality Job 1.” In 1996, the company set a whole new standard for the industry
by redesigning the F-150, the number one selling automobile for the last 17 years. Later
that year, Ford introduced the ‘97 Expedition, a sport-utility vehicle (SUV) based on the
F-150. By years end, the Expedition would out-sell the competition by a considerable
margin2.
TARGET MARKET
The primary members of the target market are mainly active females, ages 41-51,
with an average income of $65,000. These females are usually moms, and make up
roughly 55% of the buyers, while 36% of the consumers are of the 41-51 age group. Ford
has found that most of the Expedition buyers have a college background consisting of a
four year degree3. These demographics, while being the average target market, do not, in
anyway, limit Ford to selling the Expedition to any and all consumers, who might be
interested in purchasing one.

PRODUCT
Ford Motor Company currently produces four different sport-utility vehicles,
however, this report focuses on one of Ford’s largest, the Expedition. It is built on the
platform of the Ford F-150, as a four-door large SUV. Ford positioned the Expedition in
the market between the Chevrolet Tahoe/GMC Yukon and the Chevrolet/GMC
Suburban, it’s main competitors4. What makes the Expedition unique, is it’s ability to
seat up to 9 people, like the Suburban, while still having the advantage of fitting easily
into the standard garage. Another advantage of the Expedition is the choice of two
highly sophisticated engines, the 4.6 L and 5.4 L V-8’s. Both are over-head-cam engines,
which tend to have less wear-and-tear than the push-rod engines of old. The Expedition
also possesses some unique-for-it’s-class safety features, such as: a fail safe cooling
system - which will allow the engine to alternate on four cylinders in the event of a
coolant loss; illuminated entry - this lights the interior so that the driver may see anyone
lurking inside; battery shut-off - will turn off any light left on after 20 minutes;
auto-lights - a sensor will automatically activate the headlights at night; Control-Trac -
which is four-wheel traction capability in all weather conditions. These features, along
with power-adjustable foot pedals, load-leveling suspension, and signal mirrors5; have
Continues for 4 more pages >>




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