| Abstract | Business today is very competitive, so any organizations are facing with many pressures from internal and external environment. Ford Vietnam, established in 1995, is a joint venture between Ford Motor Company (75%) and Song Cong Diesel Company (25%). In order to approach and develop in Vietnam automobile market, Ford Vietnam has implementing various solutions, in which marketing mix (4Ps) is one of ways to support it connect with target customers and market that is seen as highly varied and spans. Although gaining the certain success in Vietnam automobile market, Ford Vietnam is facing many challenges, such as expanding market, customer satisfaction, innovation, completion with various rival as Toyota, KIA, Honda, Chevrolet… Therefore, it is critical for Ford Vietnam to determine “Marketing strategies for Ford, Vietnam”.
This thesis provides case of Toyota Motor Vietnam‟s marketing strategy used as examples to study and illustrate the theory as well as justification of the researcher. Then, an overview of Ford Vietnam is displayed through PESTEL analysis, Porter five forces analysis to reveal all opportunities and threats that Ford copes with from the external environment. Also, marketing process and practices at the Ford Vietnam were reflected in details to show all strengths and weaknesses of Ford‟s existing strategies. Next, the thesis establish SWOT matrix to determine the marketing strategy and QSPM matrix to choose the best one, WO strategy, for Ford based on comparison among proposed marketing strategies for existing cars and a new car (EcoSport). Lastly, the market penetration and product development as well as solutions are pointed out to the board of Ford‟s management through time to get higher market share and create a sustainable development in the next period. |