FORD MOTOR COMPANY
SOM 123 M003 Team 1 – Spring 2004
Noah
Simon
Josh
Terkel
Kim Tunick
Alex
Turbett
Jenna
Zainfeld
Justin
Zimmerman
Table
of Contents
GROUP
TLO REPORT
Executive Summary 3
Focus of the Proposal 5
Research and Analysis:
Ford’s Product
Innovation 6
Ford Online
Buying and E-Business 9
Ford’s Product
Technology 12
How Ford Manufactures Using IT 16
Ford’s Advertising and Supply Chain
Management 19
Ford’s Marketing Tactics towards
Various Demographics 22
Recommendations 29
Bibliography 31
INDIVIDUAL
ASSIGNMENTS
Noah Simon 38
Josh Terkel
42
Kim Tunick
46
Alex Turbett 50
Jenna Zainfeld
53
Justin Zimmerman 58
EXECUTIVE
SUMMARY
The rapid
emergence of various types of information technology has revolutionized the
automobile industry in recent years.
Above all, IT has given companies the ability to operate more
efficiently and effectively. The
utilization of technologies, namely the internet, has given Ford a competitive
advantage by decreasing the overall time needed to manufacture cars, better
share ideas through real time programs, advertise more appropriately targeting
demographics and the desires of customers, bolster product innovation and new
technologies, and ultimately to find other ways to gain an edge over the
competition.
Ford
has been exceptional in the area of product innovation, using technological
innovation in order to offer more diverse automobiles and to make manufacturing
more efficient. The introduction of the
new Hy-wire prototype, a car that unites fuel cell
propulsion and drive-by-wire systems with a unique new kind of chassis, has
made a name for Ford as the industry leader in product diversity. The development of computer aided design,
engineering, and manufacturing has enabled Ford to save money as well as time
when it comes to manufacturing automobiles.
Additionally, IT such as the wireless real-time locating system that
allows Ford to track inventory using low-power radio frequency tags and a
communications network has enabled Ford to have critical information at their
fingertips.
Innovation
in technology has allowed Ford to offer new safety features and luxurious
amenities that appeal to consumers by enhancing the overall driving experience
and minimizing risk. GPS antennas,
navigation systems, satellite radio, the Safety Canopy air curtain system and
the SecuriLock Passive Antilock system are just some
of the many new technologies used by Ford.
IT
has affected Ford’s marketing strategies tremendously. Online marketing has taken many forms, and
Ford has effectively utilized service companies that help retailers sell cars
and manufacturers build brands through marketing, advertising, and customer
relationship management tools and programs.
Ford has strived to create a direct online presence through recent
alliances made with America Online Inc. and Yahoo Inc. Ford’s marketing strategy is extremely
integrated with product development. An
information technology called Focal Point collects data from customers and in
turn allows Ford to make better conclusions about data and gives greater
capability to focus on specific groups in the marketplace.
Based
on the research done on Ford in the areas of marketing, manufacturing, and
product innovation and technology, we have formulated six recommendations for
Ford. These recommendations pertain to marketing, utilization of IT, and
creation of technology. We recommend
that Ford continue developing innovational IT in order to compete with foreign
companies that are taking away sales. We
recommend that Ford lobby for favorable interpretation of laws that are not
clear cut that prevent companies from allowing customers to purchase
automobiles online and have them delivered to your door. We recommend that Ford continues to try and
unite track, lab and analytical testing under one system. We recommend that they create a device
connected to your key-chain that locates your vehicle. Lastly, we recommend putting infrared
night-vision in vehicles to increase night driving safety.
FOCUS
Chairmen and CEO
of Ford Motor Company, Bill Ford, has a vision for his company. He said, “Our vision for the future is
simple: We want to build great products, a strong business, and a better world”
(Ford, 2004). Ford is a company that is
constantly gaining new consumers due to its myriad line of products that appeal
to many different types of demographics.
Our team’s main
focus is to analyze Ford Motor Company’s use of effective Information
Technology and marketing tactics.
Through our analysis of articles concerning Ford, we have discovered
that Ford must be extremely productive to gain a competitive advantage over
foreign automobile companies in the industry.
As a result, Ford Motor Company has converted from a top-down
organization to an internet-ready company that is successfully thrusting into the
world of IT. Our team recommends that
Ford Motor Company continues to lead the automobile industry and revolutionize
automobile production as it did in the early 1900’s.
Ford
Motor Company revolutionized vehicle production back in the early 1900’s with
the assembly line. Today, Ford is the
number 2 automobile producer (behind General Motors) and is still
revolutionizing the automobile industry and gaining a competitive advantage
over its competitors (
RESEARCH
AND ANALYSIS
Ford’s
Product Innovation
Product innovation
is a key factor in the success of a business.
The Ford Motor Company is a very complex business with many products to
keep up with current technology. It is
IT that allows for a company to have a competitive advantage and Ford is doing
everything they can to try to come out on top.
The Ford Motor Company is using internet technology, wireless tracking
devices, and connecting consumers and employees through product innovation
through IT to succeed.
“Information
technology is any computer based tool that people use to work with information
and support the information and information-processing needs of an
organization” (Haag, Cummings and McCubbrey, p.
17). Ford Motor Company is an enormous
organization that started the whole automobile industry in the early 20th
century. Technology has increased
dramatically over the years and product innovation that is used for the company
is only expanding Ford technologically even more.
Not only Ford, but
other American car companies have to do as much as they possibly can to try to
win back their American customers. A lot
of consumers has chosen to buy cars that are of better value from the foreign
markets, whether it be Japanese automobiles or European automobiles. One way in which Ford is trying to win back
their American market is by diversifying their market in the most productive
way possible. An example of this is seen
in their new sports car known as the GT40.
This automobile is a contender to a Ferrari. If Ford continues to be productive and have a
competitive advantage over the foreign markets via product innovation, winning
consumers back will be of less difficulty.
Ford is trying to
gain a competitive advantage with a new product they are using called C3P. “The acronym derives from the strategy of
using a product-information-management (PIM) system to integrate computer-aided
design (CAD), engineering (CAE), and manufacturing (CAM) into a global system
of common data” (Teresko, p3). This will eventually be used throughout all
of Ford’s locations and will save Ford a great amount of money. This product will allow Ford to do more tests
electronically rather than wasting time and money on test cars. A prototype car that is usually tested, costs
around $200,000. This system will allow
employees to use “computer-aided simulation technology” and saves about 80% to
90% on what they would normally spend on test cars (Teresko,
p3). Eventually all tests on cars will
be done only by C3P and will cut costs for Ford even more. Since C3P is all run electronically, it will
reduce development time of vehicles from a 37 month period to a 24 month
period. The C3P system integrates parts
of cars through the computer and it is tested electronically rather than done
manually (Teresko, p.3).
The internet is a
big part of the way in which we live. Ford realizes this and devoted a lot of
time and money to the consumers. Tekgroup, an award winning website developing company
“offers intuitive navigation to all brands, including Volvo, Mazda,
Ford not only
wanted the consumers to be happy with the technology devoted to them, Ford
wanted to devote internet technology to their employees as well. To incorporate Ford’s workers into the
internet, many of Fords workers are going to be supplied with computers and
access to the internet. This will allow
for employees to keep in contact with each other and consumers. “‘It is clear that individuals and companies
that want to be successful in the 21st century will need to be leaders in using
the Internet and related technology,’" Ford Chairman Bill Ford said (PR
Newswire, p2).
To be productive
in a company is a challenge. Ford had a
reoccurring problem of parts of their automobiles getting lost in the shipping
process. Losing a part in a shipping
process only increases the amount of time it takes to produce a vehicle and
therefore slowing down the process. To
prevent this, Ford has created a wireless real-time locating system (RTLS). “The system, from WhereNet
Corp., is driven by wireless tags, fixed-position antennas and Web-enabled
software. This industrial information
system locates and tracks inventory using low-power radio frequency tags and a
communications network” (Communication News, p1). So this form of IT allows Ford to be more
productive and always know exactly where their products are that are necessary
for production. This is possible because
there are bar codes located on each individual piece, and it transmits a radio wave
every four minutes (Communication News).
Ford Motor Company
is a company that uses IT to become more productive. This is seen throughout the product
innovation that they use to have a competitive advantage over the competitors. The Ford Motor Company is using internet
technology, wireless tracking devices, and connecting consumers and employees
through product innovation through IT to succeed.
Ford Online Buying and E-Business
Among the many
automobile companies is ford motor company. In order for Ford to gain a
competitive advantage against other large companies in its industry, they have
developed an online searching, buying, and personalizing process for its
customers using EyeVelocity's Internet Accessorizor(TM). “Ford Motor Company went live almost a
year ago with ford.com and its online consumer-connect strategy, Ford
Connections. Our goal is for customers who visit Ford's corporate Internet
sites or Ford and Lincoln Mercury dealer Web sites to be able to modify the
appearance of their vehicles by interactively 'trying on' Ford accessories,”
said Matt Kesler, Ford Vehicle Personalization sales
and marketing manager. Customers will be able to make a more informed
purchasing decision because they no longer will have to wonder what their
vehicle will look like when accessories are added (PR Newswire). Ford and
Trilogy Software Inc., the firm it usually hires for its e-commerce
development, announced the creation of a new project with an initial mission to
develop and operate all of Ford's "customer-facing" Web sites. Advances
in online searching, buying, and selling, are opening new doors for retailers
and manufacturers to share more information and responsibilities on a
business-to-business level as well as serving the market on a direct
basis.
Using
the advanced technologies of today, Ford allows you to enter their website
chose the model, engine size, interior, and exterior of the vehicle of your
choice. In developing online services Ford will create what it calls a
"two-to- one" relationship between a manufacturer and its channel partners
and their common customer. Ford is the first in its industry to come up with a
process like this. But the key is that Ford, along with its dealers, is the
asset that is going to revolutionize the full consumer experience, and it's
leveraging those assets as opposed to getting rid of them(Newsbytes.com).
This
process makes the customer experience more enjoyable and less time consuming.
Ford Motor Company was the first to have this option available to
consumers. "In the end, the goal is
to drive your customer's business, taking cost out of the process of doing
business both can reap the reward, while at the same time increasing value to
the ultimate customer,"(Stevens, 1998). This is going to make them gain a
competitive advantage against all the rest. People like when things are fast
and easy. Not only does the website allow the customer to search and buy
vehicles online, it allows customers to ask questions and express concerns
through their “Ask Ford” question box. Using new creative technologies Ford can
get the customers to be hooked on their products, so they will never go to any
other company.
Besides
the convenience it provides customers, it's also much cheaper for companies if
their customers go online to find answers rather than phoning a call center or
sending e-mail. Forrester research projects 87% of consumers will use the Web
to answer their questions, while telephone inquiries will drop to 13 %; e-mail,
which can often take 24 hours for a response, will fall to 4% (
Ford
has created diversity which is a key contributing factor to their goal of
global markets and corporate efficiency. Because Ford was the first company to
make these options available to consumers their sales have risen. Using online
buying and selling Ford can target all different types of people in various
areas around the world. Not only does ford allow you to buy new vehicles, their
website sells collectible items. “iCollection.com puts the world of Ford
products -- from collectibles to car tools -- at consumers' fingertips through
a seamless online shopping experience. We're not on the Web just to promote
vehicle sales -- www.ford.com gives consumers a new way of doing business with
Ford Motor Company” (PR Newswire, 1999). icollection
allows consumers to purchase accessories for their vehicles as well, directly
from Ford Motor Company. “The site will be updated continually with new
features and merchandise” (1999). Ford is trying its best to rise above all
other auto companies. They are using their resources and new technologies to
the fullest extent.
Ford
Motor Company will continue to gain a competitive advantage if it keeps working
like it is today. If they use the best technologies to create quick and easy
services to consumers worldwide, their profits and customer relations will
increase rising above all others in this industry.
Ford’s
Product Technology
Product
technology has been one of the great innovations in new cars in the past
decade. New technologies are being developed constantly to provide drivers with
such amenities as easier navigation, a more entertaining ride, and a safer
driving experience. These technologies have driven Ford Motor Company’s success
in recent years and seem promising to continually provide similar success in
the future. In recent
years, Global Positioning Technology or GPS has been one of the hottest
technologies to be incorporated into higher-end vehicle packages. Last August,
M/A-COM, a business unit of Tyco Electronics and a leading provider of wireless
Radio Frequency (RF), announced an agreement with Ford Motor Company to provide
GPS navigation system antennas for several of its vehicle lines. "This
agreement is a testament to our technology's reliability across the industry
and our ability to meet our customers' on-going production timelines,” said
Dave Williams, Director, Automotive Sensors and Telematics,
M/A-COM. “We have an established history of working with Ford and we are
looking forward to continuing our relationship" (M/A-COM). This
agreement included provisions for GPS antennas to be installed on several Ford,
How Ford Manufactures Using IT
When it comes to
manufacturing in the automobile industry, the most important factor in gaining
a competitive advantage is advancing a company’s technology. Since the late 80’s and early 90’s, computers
have had an increasingly more important role in the manufacturing practices of
the “big three” car manufacturers (General Motors, Chrysler, and Ford) in the
So
what tools do car companies seek to use when it come to their factories? In recent years, all of the big car
manufacturers have been working in tandem with their partners in the computer
and IT fields to get their CAD, CAE, and
“The greatest volume
of vehicle development is done on our computers from very early in the program
all the way through to Job One. Physical
vehicle testing is there for verification and alignment, but analytical capability
offers far greater opportunities to analyze the ‘what ifs,’ production
variability and model complexities.”(Witzenburg, 3).
In the future,
Ford will look to incorporate all aspects of lab, track, and analytical testing
into one condensed environment. This
will allow them to more efficiently and effectively analyze the various aspects
of a vehicle, whether it has actually been produced yet or not.
Very
recently, GM has introduced its brand new Hy-wire
prototype, which is a car that unites fuel cell propulsion and drive-by-wire
systems with a unique new kind of chassis.
The design would completely eliminate the need for an internal
combustion engine, drive train, transmission, mechanical and hydraulic linkages
or axels. If the Hy-wire
proves to be successful, Ford and other manufacturers will be quick to follow
GM’s lead. Of course, revamping the
setup of production facilities in order to comply with the necessary equipment
could take months or even years, but in the end would greatly reduce the time
and money needed to produce vehicles.
The Hy-wire design also allows more passenger
space because it eliminates so many of the current parts used with the current
automobile technology. The system within
the car uses smart electromechanical actuating units to convert the driver’s
commands form electronic signals to motion.
With
manufacturing facilities spanning the entire globe from the
In
order for car manufacturers to be successful in utilizing all of the different
technological tools, the first thing they should do is select the proper
equipment to use. Employees at Ford try
many different systems before actually incorporating them into their business
processes because if the systems they used are not thoroughly tested and
scrutinized, the outcome can be extremely costly. I would recommend to the Ford executives that
they continue their efforts of carefully testing every technology before using
it. They need to keep their minds open
in the beginning, and in the end they need to be absolutely positive that they
are selecting a system that is right for their companies needs.
Ford’s Advertising and Supply Chain Management
The automobile
industry in recent years has been defined by a large increase in the number of
competitors. Consequently, marketing has
been a vital part of car companies’ success and has allowed companies to target
a wider range of demographics. The car
industry is unique in that, despite a sluggish economy for the past three
years, car sales have actually increased.
Consumers have responded to financial incentives; discounts, promotions,
and sales events are contributing in large part to sustained growth of car
companies, particularly luxury car companies (Dolbeck
2002). Yet the most significant trend in
recent years for the industry has been the utilization of Information
Technology in order to get to know customers better. Online marketing is extremely prevalent, and
Ford has employed several online strategies that enable them to make inventory
decisions, provide appropriate sales-promotion campaigns in different markets,
institute suitable prices, and ultimately to advertise their product.
Various
forms of advertising through the media and the internet have become prominent
marketing tools. The automotive
marketing services company Autobytel Inc. is the
leading internet service company, and has been named a finalist in the “Best
Automotive” category for the 1st Annual Webby Business Awards
(Webber 2003). Autobytel
Inc. helps retailers sell cars and manufacturers build brands through
marketing, advertising, and customer relationship management tools and programs
(Webber 2003). As the Internet’s largest
new car buying service, Autobytel generates over a
billion dollars a month in car sales for dealers through its services, and
virtually all car companies use its services (Webber 2003). Clearly the internet is extremely prevalent
and widely used as a form of obtaining information; as a result, car companies
have utilized this resource by using the services of online automotive
marketing services such as Autobytel Inc.
Ford
is agressively pursuing online marketing. They have been on the cutting edge of on-line
marketing, and have made several bold ventures in recent years. Ford has used Trilogy Software Inc., the
In
addition to the venture with Trilogy Software Inc., Ford has signed on to two
high-profile online strategic partnerships, one with women-focused iVillage, a Digital Entertainment Network, the other with
Microsoft (Bernstein 1999). With the iVillage partnership, Ford has three goals: to learn more
about what women want, to build trust with Ford Motor Co., and to present the
public that they are a company with different brands. The deal with iVillage
is reliant on the female-focused site, and operates under the premise that
women appreciate the internet, especially the ability to purchase goods online
(Bernstein 1999). Ford has expanded its
relationship with Microsoft in search of technology to aid its e-business
efforts (Bernstein 1999). These are two
cases of creative online marketing that involve information technology in
gaining a competitive advantage. Ford is
utilizing big name software engineers as well as digital entertainment networks
in order to become a highly integrated online force.
While Ford
has evolved a great deal with regard to marketing tactics, it is still an
all-American brand, and has always stood for “desirability and affordability” (Halliday 2003).
However, Ford is also very broad-based and integrated into the American
culture (Halliday 2003). Ford prides itself on being “the outfitters,”
as they will outfit you with any kind of SUV you want, ranging from the two-door
Explorer Sport to the large Excursion.
Ford has also been very aware of the different cultures it advertises
to, and modifies its ads accordingly.
Ford’s Marketing Tactics for Various Demographics
Ford Motor Company
is preeminent among its competitors in its use of IT and effective advertising
which targets an extremely broad range of demographics and psychographics for
its myriad line of products. The market
for automobiles within the same price range can be heterogeneous, and Ford
constantly strives to maintain its competitive advantage over its
competitors. In order to do this, Ford
uses a unique value proposition that is different from its competitors. Ford also uses various forms of IT to better
support its customer’s wants and needs.
In order to appeal to its various markets, Ford’s use of IT must be
inventive, creative, and much different from its competitors.
Growing at a rapid
rate, Ford faces potential problems due to its wide array of customer
demographics and mounting cost pressures from its competitors DaimlerChrysler,
General Motors, and
In order to build
its supplier base, and engage customers, suppliers, and employees, Ford worked
with CISCO and created Covisint. The new online marketplace will connect the
automobile supply chain. Today, Ford is able to make information available to
the complete supply chain, simultaneously, using a database. Furthermore, Ford has created OTD (Order to
Delivery) (Gibbons Paul, DarwinMag). This process shortens the delivery cycle from
customers order to actual delivery of the automobile.
Aside from
connecting the automobile supply chain using IT, Ford is encouraging customers
to ameliorate the difficult process of choosing a vehicle. Ford recently introduced www.ford.com, a
place where customers can build their “dream car” and even order it. Ford hopes that the website creates “…An
opportunity to take complexity out of the entire automotive industry…Technology
can be applied in a way that provides an industry standard that streamlines
some of the complicated relationships and processes” (Gibbons Paul,
2004)..
Similarly, Ford is
aiding its customers in seeking knowledge about their possible purchase. In August of 2000, Ford Motor Company
announced that they had selected Ask Jeeves Relevant
Answers(SM) to help its e-commerce and e-support services for Ford Division
customers (PR Newswire). Ford is going
to call the service “Ask Ford”, and will design it to help customers obtain answers
about cars. Ford is going to combine
natural language and slang with popularity search technology in order to answer
all relevant questions. Frank Vaculin, executive vice president of Ask Jeeves, Inc. said, “Our extensive knowledge about the frequently
asked questions in the automotive industry is a key competitive edge when
working with companies like Ford. More than 50 percent of automotive questions
on Ask.com are brand or make focused and more than 90,000 questions per month
are specifically related to Ford” (PR Newswire,2000). Ford is able to gain a competitive advantage
over its competitors using the internet and Ask.com’s
question answering technology and services.
Vaculin also commented, “We expect that the
combination of our powerful technology and industry insight will be of
tremendous value to Ford moving forward” (PR Newswire,2000).
Ford is now
working on gaining the attention from each of its target markets, using its
advantage of IT and the internet.
Recently, Ford has been gaining a competitive advantage over its
competitors and receiving valuable attention from its full-time employed market
with its new telematics service in the
Ford
is striving to grab the attention of another large
Aside from
targeting teenagers with the Focus, Ford is heavily targeting mothers. One would probably assume that Ford was
marketing its mini vans or 4-door sedans to mothers. Contrary to popular belief, Ford is marketing
its new F-series pick up truck to moms all over the U.S! Considering that Ford holds the number 2 spot
for vehicle sales, they feel strongly that they can push the envelope and
market pick-up trucks to mothers. Ford
marketing manager Jeff Marentic
said, “A lot more women are buying a pickup truck for themselves, for
their lifestyle” (ABC News Online, 2000).
New F-series pickup, the Lariat, is geared towards convenience and
comfort, two things moms love. The Lariat features technology such as DVD
players and can now come with the new Motorola Star Tac
Sprint PCS telematic system. Ford is targeting mothers and marketing their
pick up trucks through the use of the internet as well. Using banner ads online, Ford places its
advertisements on websites where mothers are prone to visit. For example, ads would be placed on cooking,
exercise, and astrology websites.
According to Bernstein, “Ford, like other auto manufacturers, is
aggressively pursuing online marketing--last summer it shifted $100 million of
its 2000 print budget, for instance, into media including the Web” (2000).
Ford’s vision is
to lead the Information Age as it once led the Industrial Revolution. Ford Vice President and CIO Jim Yost hopes
that Ford Motor Company will “…Become the leading consumer company for automotive
products and services.” Ford has been
steadily achieving its goal as a result of its transformation to an
internet-ready company.
Advertising
is becoming increasingly important in the industry, and Ford has utilized
advertising to the fullest in order to gain a competitive advantage. In fact, Ford Motor Co. will spend as much as
10 percent more on advertising in 2004, according to Ford marketing Chief Jim
O’Connor (Wilson 2004). The ad budget
was raised to introduce new products such as the Ford GT sports car, the
redesigned 2005 Ford Mustang, among others.
Ford is also emphasizing advertising overseas, and has recently used a
humorous advertising style in
The
ultimate goal of Ford is to create a direct online sales presence, and
therefore Ford has created an Internet alliance with Yahoo Inc. and America
Online Inc. (Giordono 2000). Visitors to these portals would be able to
customize the sites to tell them when their vehicles need servicing, process
and update auto loans, receive technical advice and connect to their nearest
Ford and GM dealers. In accordance with
Ford’s innovative philosophy, the company has attempted to move toward
purchasing a car online and having it delivered to your door days later (Giordono 2000).
Federal and state laws, however, prevent consumers from being able to
buy and take delivery of cars directly from manufacturers, so this idea never
actually surfaced (Giordono 2000). Nevertheless, this exemplifies Ford’s will to
be the leader in online innovation and customer friendliness.
Marketing
is not a stand alone aspect of any company, and companies who are able to
integrate marketing with other facets of the business have the most
success. Robert Rewey,
Ford Motor Co. VP, stated “we now have greater integration than ever between
marketing and other disciplines, such as product development” (Kiley 1998). In this
interview with Rewey, he discusses relationship
marketing. He discussed Focal Point, the
system that collects the data from consumers via dealership experience, new car
purchases, letters from the consumer etc., and talks about its benefits,
particularly that it enables Ford to make better conclusions about data, it
gives greater capability to focus on specific groups in the marketplace, and
also enables them to get customer input on a variety of issues, such as
suggestions on product development (Kiley 1998). Ford’s integrated marketing strategy has
allowed them to more efficiently manage customers and prospects so that they
can better identify the tastes of customers.
Ford’s
revenue management strategy has been crucial to their success, and was a vital
part of their turnaround plans during troubled times in 2003 (Banham 2003). The
strategy includes models that will project the effect on sales from different
incentive programs, and allows Ford to determine the best incentive program to
offer in each market (Banham 2003). Additionally, the revenue-management strategy
allows dealers to select the optimum inventory based on profit margins,
customer preferences, and the most appealing price, which ultimately allows
dealers to close sales faster (Banham 2003).
Above
all, Ford has had a tremendous amount of success marketing and an exemplary
reputation among consumers. This is
clear from research Ford has done regarding customer satisfaction. Responses include: “Highly credible”; “huge
amount of integrity”; “we like Ford more than we had before we saw the ads”;
“we have a respect for the Ford Motor Co.” (Halliday
2003).
RECOMMENDATIONS
After analyzing
Ford’s competitive advantage and IT usage, our team agreed that it is tough to
come up with recommendations for a company that has been so successful. However, with new technological advances
occurring every day, anything is possible.
Our team has conjured a few recommendations for the future of Ford and
the future of IT.
Our recommendations are:
•
Ford must become more efficient and effective to
compete with the foreign markets that take its sales away. While Ford is currently using innovative IT
to compete in its markets, but foreign companies are succeeding with new IT as
well. Ford must stay on top of latest
technologies in order to keep the competitive advantage that they have.
•
Ford should allow consumers to purchase automobiles
online and have it delivered to your door.
Although this is not allowed by law, with successful legal proceeding,
Ford could most definitely gain the right to deliver automobiles to homes. Ford could then patent the process of online
buying and home delivery.
•
Always be on the cutting edge of technology with their
user friendly web-site
•
Continue to try and unite track, lab and analytical
testing under one system. Ford uses many
IT systems to hold its databases and to complete different tasks for
needs. However, one system would save
money, cut out middlemen, and create a need for less employees.
•
To create a device that is connected to your key-chain
that locates your vehicle. Ford would be
able to patent this idea as well. We
have all experienced the anxiety of walking through a crowded parking lot,
nervously pressing your car alarm and trying to follow the sound to locate your
car. Ford should create a key-chain that
not only makes your car alarm go off, but locates your car using a radar system
that tells you exactly where you parked.
•
To put infrared night-vision in vehicles for people’s
safety. Night driving is a major problem
for the elderly and young generation.
Putting infrared-night vision in Ford’s vehicles would be helpful and
make nervous night drivers more comfortable to drive at night.
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