Marketing report Essay Example | Topics and Well Written Essays - 2250 words

Marketing report - Essay ExampleThis scheme, attributed mostly to Ford Chairman Alan Mullaly, provided the firm the necessary resources to develop a very(prenominal) conscious and deliberate disgraceing strategy. The continuous marketing and development of Ford Focus- one of the leading international brands of the firm shall therefore be viewed from the perspective of this refreshful change in focus and the approach. (Daye & VanAuken, 2010). The flow rate brand management program for the car is mostly focused on exploring the brand name of the Ford itself as well as the new and renewed strategy of managing only those brands which can be boomingly marketed. The new paradigm in Ford therefore is base upon successfully managing the existing brands by cutting down those brands which cannot be successfully marketed. This report will discuss critically the current brand management techniques neutered for this brand besides performing the external environment assessment and how the firm can actually improve its CRM as well as MKIS for this brand. Ford Focus- a brief Review Ford Focus is one of the most successful brands of Ford which is being successfully marketed all over the world under the identical name. ... It is also important to note that the Focus is priced reasonably however, it is still considered as one of the sumptuosity brands aimed at consumers who are willing to afford high priced luxury cars. Due to this market segmentation strategy, Ford has been able to consistently market this crossroad across the different markets with relative success. One of the key aspects of the overall brand strategy for this brand is the deliberate strategy for not rolling out the different brand extensions. It is generally believed that the brand extensions in automobile industry die hard to weaken the existing brands and it is therefore critical that the automobile firms must engage into the practice of brand consolidation in order to ensure that the existing br ands sustain to perform and develop into leading market brands.(Lambin, Chumpitaz, & Schuiling, 2007). Current Brand Management Program As discussed above that the Ford has adapted a deliberate strategy of managing its current brands by discarding those brands which are hard to sell and manage. Due to financial crisis, most of the automobile firms faced significant financial constraints and reverted to further rationalize their product lines in order to become more efficient and effective in managing only those brands which can be successfully marketed. An effective branding strategy requires the successful leveraging of the power of the brand in order to cover the market more effectively. (Aaker, 2002) In order to effectively understand and critically analyse the current branding strategy for the Ford Focus will suggest that it is a sub-brand of the Ford itself. Given the market power of Ford as well as its overall market reputation, Ford Focus therefore tends to thrive on the str ong brand image of Ford itself.