Business Case Studies, Going Global & Managing Global Businesses Case Study, Cairn India

print page
Tell A Friend

Case Categories

Going Global & Managing Global Businesses Case Study

Case Title:

Ford in China: Learning from Experience

Publication Year : 2010

Authors: Thadamalla J, Sakariya S, Syed A, Parmar D

Industry: Automobiles


Case Code: GGL0061IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Automobile giant Ford Motor Company is growing in China, but not fast enough to catch up with its competitors. Its rivals including Volkswagen, General Motors (GM), Toyota, Nissan, Honda, etc broke into China's market much earlier and have already established their brands among China's growing passenger car market. With the Chinese consumer becoming more sophisticated and demanding branded, stylish, qualitative and comfortable vehicles; understanding the Chinese automobile market became the challenging task for the automotive players. During 2007-2008, Ford missed its target market share in China, garnering only a miniscule 2.1%, against a planned 2.4% due to its marketing mistakes. Learning from the experience, Ford decided to rectify the mistakes and take full advantage of China's low cost of manufacturing. But industry analysts felt that, catering to an enormous market and succeeding in the Chinese automotive market was still a daunting task for Ford in China.

Pedagogical Objectives:

  • To analyse the dynamics of the emerging Chinese automobile market
  • To understand the market positioning and brand image of Ford in China and its growth strategy
  • To analyse Ford's marketing mistakes in China.
  • To analyse Ford's strategies to rectify the mistakes and the challenges thereby.
  • To analyse its chances of success in the Chinese automobile market.

Keywords : Structure and segmentation of the Chinese automobile market; Dynamics of Chinese automobile market; Competitive scenario in Chinese car market; Growth drivers of Chinese car segment; Critical success factor of Chinese car market; Major car players in China; Ford in China; Growth strategies of Ford in China; Ford positioning in China; Brand awareness of Ford in China; Ford's mistakes in China; Challenges of Ford in China; Opportunities for Ford in China; Strengths, weaknesses, opportunities and threats (SWOT) analysis of Ford in China

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Plot No. #44, Nagarjuna Hills, Punjagutta, Hyderabad - 500082. INDIA
Ph: +91- 9640901313

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap