Marketing

Decision Focus:  It is June 2009, two months after the launch of the Fiesta Movement, and ten months before the car will be in dealerships.  You are taking stock.  What parts of the program will you keep?  What will you change? Or will you stay the course?

Preparation Questions: one  page for these two questions

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1. Appraise Ford’s marketing strategy for the Fiesta in the US against the challenges it seeks to overcome.  What is Ford trying to accomplish with the campaign?

2. What is your advice to Chantal Lenard?  Stay the course or market material changes?

Each group must also provide supporting financial and market analysis, if appropriate.

Here’s some stuff we might be able to use for analysis.  ( 2 pages )

  1. Executive Summary
  2. Company Description
  3. Mission / Vision
  4. Goals
  5. Core Competency and Sustainable Competitive Advantage
  6. SWOT

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