福特汽车产品策略及品牌管理ppt

Consumer wants an inexpensive car

Consumer wants a car whose operating cost, not its initial price, is low

Consumer expects good service from the dealer

Consumer buys the car and receives a complimentary U.S. road atlas

Consumer wants to be seen by friends as a value-oriented savvy consumer

What hobbies does this person have?

What lifestage is this person in?

What is most important in this person’s life?

What are this customer’s core values?

How does this person’s friends describe him/her?

General Market Overview

Demographics

Economic Indicators

Social trends

Automotive Market Overview

Size and Growth

Key Players, Offerings and Shares

Distribution Channels

Ancillary Products and Channels (I.e., financing through credit unions)

Customer Segments and Trends

Ford Motor Company Overview

Sales/Share

Financial Performance

Key Product Offerings

Distribution Channels

Brand Position

Customer Segments

SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)

defines the brand’s emotional connection with the customer

fosters the development of more targeted products

differentiates products within our portfolio and from competitors

provides a unique and compelling ‘selling proposition’