Fords E-Commerce Strategy - 1680 Words

EXECUTIVE SUMMARY In early 1999, Ford announced an integrated e-commerce strategy, with the objective of creating an interface among customers, dealers, vendors and even competitors. The SWOT analysis was studied for the development the strategy, as well as the chances of success of such strategy. With Fords desire to shift from ‘dealer-centric selling to ‘consumer-centric selling, we looked at the typical characteristics of online customers and how dealers could reinvent themselves to remain relevant in the changing automotive industry. The quest of Fords goal to become the worlds leading consumer company that provides automotive products and services has compelled Ford into integrated e-commerce strategy in connecting with†¦show more content†¦Fords current chairman and CEO, Bill Ford has a simple strategy, Our vision for the future is simple: We want to build great products, a strong business, and a better world. Fords vision is, To become the worlds leading consumer company for au tomotive products and services Chances of Success However, there are many obstacles on Fords path. To increase her success rate, Ford must shift from ‘dealer-centric selling, where consumers choose from the limited selection on a dealers lot to ‘consumer-centric selling, where the buyer gets what he/she actually wants. Cars are not like computers, which have just a few components and could be shipped by UPS in couple of days. Automobiles have thousands of parts produced by thousands of suppliers; hence the biggest challenge/success factor is to integrate all the individually wired entities in the value chain into a single, large network. In addition, Ford needs to be constantly wary of stiff competitors like Nissan who claimed to be the first major automaker to introduce Web-enabled build-to-order (BTO) manufacturing and that its front-end configuration engine will provide the basis for a Dell-like custom manufacturing system which Ford is rather skeptical about. The tussle with Franchise Laws, especially in US, is also a perpetual issue in which Ford has to content with and it will continue to be an obstacle for Fords future. WEB CUSTOMERS Though there areShow MoreRelatedFord Motor Companys Transformation Essay634 Words   |  3 PagesWhen Ford Motor Company saw rapidly changing technologies dramatically impacting how the world did business it also recognized that for the organization to remain competitive incorporating these technologies would be critical. 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