Understanding Business Objectives & Audience

For this blog posting I will apply the understanding of business objectives & audience(s) to Ford Motor Company.

Question 1: What are your objectives?  The goals would be to become the #1 US auto manufacturer and re-establish a reputation for building economic-friendly vehicles without sacrificing quality.

Question 2: Who is your program’s target audience(s)?  I would target individuals who are 25 years and older. In general though, I think anybody that is in search finding a quality durable vehicle without worrying about going bankrupt.

Question 3: What is important to your audiences? I would say customers typically look for fuel efficiency, decent pricing, durability of the vehicle and excellent customer service when buying a Ford product.

Question 4: What motivates them to buy your products?  Ford does a nice job of incorporating modern technology without breaking the bank. Consumers can find a wide range of gadgets (park assist, SYNC by Microsoft, key less entry, and many more) at a reasonable price. Ford also offers Eco-friendly options for most, if not all of their vehicles that provide fuel and energy efficiency.

Question 5: What are your key messages?  Ford Motor Company knows that during tough economic times, consumers want their money to be stretched as far as possible. Ford can offer vehicles that reasonably priced upfront, but will continue to save money at the gas pump. The durability of Ford products will also save customers money on repairs.

Question 6: Who influences your audience(s)?  The media, consumer reports, and previous customers all play a role in influencing Ford’s audience(s).

Question 7: How do you distribute your product or service?  Most customers go to dealerships to purchase vehicles. An option that works for some car buyers is the ability to “build and price” a vehicle online.

Question 8: What are you going to do with the information you get from your research?  Ford can use the information to build a better product and streamline their business practices to maximize profits.

Question 9: What other departments or areas will be affected?  Dealerships and salesmen will be affected right off the bat. The individuals that would the greatest impact would be the workers in the manufacturing plants. If the business strategy is a success, production and the opportunity for overtime may increase. If the strategy is a failure, some of the workforce may be laid-off.

Question 10: What other measurement programs are currently underway?  Ford offers “Ford Social” on their website http://www.social.ford.com. This is a social media community where ford representatives interact with current and potential customers through forums. “Ford Social” offers an opportunity for consumers to share their stories and comments about Ford products. For potential customers, this website provides an avenue for obtain answers to their questions before making a purchase.