What are customer expectations in term of automobile safety and the recommendations for Ford France? How to use safety as a commercial argument? | |
| Author | Alzounies, Julien |
| Call Number | AIT RSPR no.SM-04-51 |
| Subject(s) | Automobiles--Safety appliances Consumer satisfaction |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-51 |
| Abstract | In-- 2003, Ford France has been losing is dynamism and is questioning whether it would be interesting to exploit the opportunity that represents automobile safety in te1m of positioning on the French market, which has been facing a recession for two years. In a context of high sensitivity for road safety, which commercial strategy must be adopted? This research study presents a wide panorama of the automobile sector in France: presentation of the actors, market evolution and analysis of the politico-legal, economic, socio-cultural and technological factors. The study of French customers' expectations and behavior concludes that automobile safety can be used as a commercial argument. It analyses the criteria that influence the purchase of new vehicles, how safety is perceived, customers' satisfaction regarding current safety equipments, and constructors' notoriety. An analysis of the strengths and weaknesses of Ford Motor Company and of Ford France allows a better understanding of the group's innovation and research projects, commercial strategy and performances. The last part of this research study recommends to Ford France a strategy targeting the most attractive customer's segments that are the most respective to automobile safety problems. An operational plan completes those recommendations by proposing to Ford France to adopt a relevant positioning and differentiation policy on the French market so as to exploit safety as its main commercial argument. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-51 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Broustail, Francois Joel; |
| Examination Committee(s) | Amoussou-Guenou, Roland ;Truong Quang; |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2004 |