About the Company
Ford Motor Company produces and sells
automotive vehicles under the
brand names Ford, Mercury, Lincoln, Volvo, and
Jaguar. Ford also owns 33.4% of Mazda Motor Corporation and engages in other
businesses such as car rental, through its Hertz Corporation subsidiary.
A Ford Corporate Citizenship Report
stresses that the company sees no conflict between business goals and social
and environmental needs. Leaders of the
company believe that the distinction between a good company and a great one is that a
good company delivers excellent products and services, while a great company
delivers excellent products and services and strives to improve the world.
Overall, Ford believes that the company needs leaders who can make informed
business decisions and who can help the company better meet customer needs,
increase shareholder value, and honor responsibilities to society.
Training New Leaders
Ford is very serious about training
new leaders who will help the company to prepare for a new business era
and reach its goal of making a difference in the world. Ford provides
training for its leaders in the Ford Leadership Center, where the focus in
on building leaders, both men and women, who know how to get things done
through the talents of their people. These leaders also learn to
think "outside the box" by abandoning their comfort zones in everything
from selecting a work project to
working with new people.
Harnessing the Power of IT
Ford Motor Company,
Information Technology goes beyond the traditional IT or MIS departments at
other companies to bring more efficient processes and systems in every area.
People at the IT department of the company focus on their vision, which
states, "When asked, our customers, clients, suppliers, partners, employees,
and stakeholders say, without hesitation, that Information Technology is a
competitive differentiator for Ford Motor Company." The employees hold
themselves to this high standard with pride. They write in their statement,
"Our work is about being a leader, a leader who applies information
technology and process reengineering techniques to every part of the
company, tracing the critical path through their complex business. It’s
about being a consultant who understands the areas we support and helps them
embrace change. Our work is with people, though our tool is the computer."
The Ford's customer base is becoming
diverse as the company expand globally and as their established
markets themselves become more diverse. This influences Ford's product
development and marketing approaches.
For example, women make up more than 54 percent
of U.S. Volvo customers. “Your Concept Car” was designed by a group of
female engineers, designers and marketing professionals who strove to
reflect what women say they want in a vehicle.
Ford is also conducting research and vehicle
development geared toward customers with special needs, such as limited
mobility. A Ford Europe product design team focused on making Ford products
the brand of choice for people with mobility issues. At many corporately
owned locations in Europe, Hertz is offering vehicles equipped with hand
controls at no additional charge for disabled customers.
As their customer base becomes more diverse,
Ford have adjusted their marketing and communications. For example, Jaguar
and Volvo launched advertising campaigns in 2003 that reach out directly to
gay, lesbian, bisexual and transgendered customers.
The Ford's North American market is literally
maturing, as baby boomers enter their golden years. Unlike their
predecessors, boomers are known for their active lifestyles, and they expect
Ford's products to accommodate their needs and desires. The company are
actively exploring alternative offerings and features to support these core
consumers as they age.