A STUDY ON MARKETING STRATEGIES OF

FORD MOTORS
A Minor Project Report

Submitted in partial fulfillment of the requirements for the award of

the degree of Bachelor of Business Administration (B.B.A.)
programme of Guru Gobind Singh Indraprastha University, Delhi.

Submitted To:

Submitted by:

Mrs. Komal Akharia

Dheeraj Nagpal
Roll

No.:40596701715

Kamal Institute of Higher Education And Advanced Technology

K-1 Extension, Mohan Garden,
New Delhi 110059
Batch (2015-2018)

The following headings should be in Upper Case, Bold, Font size 16, Times New
Roman, and centrally aligned.

TITLE PAGE/FRONT PAGE

DECLARATION
ACKNOWLEDGEMENT
TABLE OF CONTENTS
LIST OF TABLES
LIST OF FIGURES
LIST OF SYMBOLS
LIST OF ABBREVIATIONS
CHAPTER I INTRODUCTION
CHAPTER II CONCEPTUAL FRAMEWORK
CHAPTER III SUMMARY AND CONCLUSION

BIBLIOGRAPHY

 APPENDIX
DECLARATION
I hereby declare that the minor project report, entitled Marketing Strategies of
Ford Motors, is based on my original study and has not been submitted earlier for
award of any degree or diploma to any institute or university. The work of other
author(s), wherever used, has been acknowledged at appropriate place(s).

Place: New Delhi

Candidates signature

Date:

Name: Dheeraj Nagpal

Enroll. No.: 40596701715

Countersigned

Name: Mrs. Komal Akharia

Name: Dr. J.S. Gujral

Supervisor

Director

Kamal Institute of Higher Education

Kamal Institute of

Higher Education
And Advance Technology
Technology

And Advance

ACKNOWLEDGEMENT
An independent project is a contradiction in terms. Every project involves
contribution of many people. This project also bears the imprints of many people and
it is a pleasure for me to acknowledge and thank all of them.
I am deeply indebted to Mrs. Komal Akharia (Name of the Guide) who acted as a
mentor and guide, providing knowledge and giving me his/her valuable time out of
his/her busy schedule, at every step throughout the project. It is only because of
his/her this project came into being.
I also thank Dr. J.S. Gujral, Director of Kamal Institute of Higher Education and
Advance Technology, for providing an opportunity of doing this project under his
leadership.
I also take the opportunity to express my sincere gratitude to each and every person,
who directly or indirectly helped me throughout the project and without anyone of
them this project would not have been possible.
The immense learning from this project would be indelible forever.

(Dheeraj Nagpal)

TABLE OF CONTENTS
S.No.

Topic

Page No

Declaration

Acknowledgement

Ii

List of Tables

Iii

List of Figures

Iv

List of Symbols

List of Abbreviations

Vi

Chapter-I: Introduction

1-15

Introduction to (the topic)

Objectives of the study

Scope of the study

Methodology

5
15

Chapter-II: Conceptual Framework

16-25

16

Chapter-III: Summary

10

26-31

Summary of the Project

26

Limitations of the study

29

Suggestions

31

Bibliography

32-40

LIST OF TABLES
TaQble No.

Title

Page No.

Number of Employees in Organisation ABC

LIST OF FIGURES
Figure No

Title

Page No.

Sales Figures of RO Water Purifier 20022006

45

52

LIST OF SYMBOLS
Table No.

Title

Nomenclature & Meaning

Sigma (Summation)

At the rate

LIST OF ABBREVIATIONS
S No

Abbreviated
Name

Full Name

CRM

Customer
Management

EPS

Earning Per Share

Relationship

CHAPTER- I
INTRODUCTION

MARKTING STRATEGIES

Todays society is warm with urbanization and demonstration effect.

With a view towards it, there are drastic changes coming up in all sectors
even in the automobile industries. The following information gives an insight
about it.

In the present context the companies operate on the

principle of natural selection

Survival Of The Fittest. Only those companies will succeed

which at best match to the

current environmental imperatives those who can deliver what

people are ready to buy.

But real marketing does not involve the art of selling

what the manufacturers make.

Organizations gain market leadership by understanding

consumer needs and finding

solutions that delight consumers. If customer value and

satisfaction are absent, no amount of

promotion or selling can be compensate. Hence the aim of

marketing is to build and manage

profitable customer relationship.

This is a part of the strategic marketing done by

every company to achieve it

objectives and goals. To maximize the profits and longterm plans

every organization has to

follow a strategic planning.

Marketing is much more than just an isolated business

function it is a philosophy

that guides the entire organization towards sensing, serving and

satisfying consumer needs.

The marketing department cannot accomplish the companys

customer relationship-building

goals by itself. It must partner closely with other departments in

the company and with other

organization throughout its entire value delivery network to

provide superior customer

value and satisfaction. Thus marketing calls upon everyone in the organization to think

customer and to do all they can to help build and manage profitable customer relationship.

Marketing is all around us, and we need to know that it is not only used by manufacturing

companies, wholesaler and retailers, but also by all kinds of individuals and organizations

There are four major, powerful themes that go to the heart of modern marketing

theory and practice, they are:

1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS.

2. BUILDING AND MANAGING STRONG BRANDS.

3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE.

4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE.

What marketing is what it does and what it offers?

Marketing is a social and managerial process whereby individual and groups obtain

what they need and want through creating and exchanging products and value with
others.

Marketing management is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create exchanges that

satisfy individual and organizational goals.

Marketing offers some combination of products, services, information, or

experiences offered to a market to satisfy a need or want

Marketing is an orderly and insightful process for thinking about and planning for

markets. The process starts with researching the market place to understand its dynamics.

The marketer uses research methodologies to identify opportunities, that is, to

find

individuals all groups of people with unmeet needs or latent interest in some products or

service.
[3]

The marketing process consists of the

following:

1. Analyzing marketing opportunities.

2. Developing marketing strategies.
3. Planning marketing programs

4. Managing the marketing efforts.

Before taking any decision and achieving the goals, it has to make analysis of

what to do, how to do, when to do, where to do and who is to do it. This is nothing but

strategic planning.
whereas

Goals indicate what a business units wants to achieve

strategy is how to get there.Marketing strategies in simple terms are the

complete and unbeatable plans designed specifically for attaining the marketing
objectives of the firm. Marketing can be called as a game plan for achieving its goals.
Strategy choice will depend on whether the firm or the marketer plays the following
roles:

Market leader

A challenger

A follower

 A nicher

The identification of objectives, both in quantitative and qualitative terms,

is an
essential backdrop to strategy formulation. Goals have a quality and time frame attached
to

them. These are typically spelt out in terms of financial return, market share,
market

presence, etc.

Thus, the concept of market oriented strategic planning arises with the link between

the products the link between the products the manufacturer is dealing in and the market
[4]

conditions.

In this direction, our study deals only with

the marketing strategies i.e.

promotional strategies of the Ford automotives.

Objectives of study

Scope of study- It should include the functional area (HR, Finance and
Marketing) and volume of work carried out in the study With reference to
above objectives

For Example: This project aims at development of e-Content for university education
at the postgraduate level in environmental science courses such as
environmental pollution and control, water and wastewater treatment, air
quality management, integrated impact assessment, environmental
economics. This project addresses the key objective of the MHRDs
National Mission by providing accessible, high quality, course material at
the postgraduate level in all subjects at affordable costs with technologyenabled access that will not be limited by geographic constraints

Methodology
analysis .etc.

- data collection using a tool, -Techniques used for data

CHAPTER II
CONCEPTUAL FRAMEWORK

Explain the concept related to the projects, definitions and related

theory in a logical sequence.

CHAPTER III
SUMMARY
The chapter should include:

Summary of the Project -The summary of concepts supported by facts

and figures from Chapter II.

Limitations of the Study-related to topic-

Suggestions

BIBLIOGRAPHY

Books (Compulsory)
1. Surname, First Name. Name of the Book, Publisher, Place of

Publishing, Edition, year of publishing.

Magazines and /or Journals

1. Surname, First name. Title of the Article Name of Journal/Magazine,
(of the author of the article) Volume, s.no, month and year, page number

Websites
1. http://search.eb.com-59.25 jpf.html. (Last accessed on 9th February
2012).

Formatting

A-4 size page

Page Margin: Left- 1.25 (3.18 cm)

Right-1.25 (3.18 cm)

Top- 1(2.54 cm)

Bottom-1 (2.54 cm)

Text format

Times New Roman

Line spacing: chapter 1 onwards- Double, front page and Tables-1.5.

character spacing normal

Font size

Chapter Heading 16 (Bold)

Titles 14 (Bold)

Normal Text 12 (Regular)

Justified alignment(Except Chapter headings)

No. of pages: -50-80 pages

Tables and figures are to be numbered and named wherever used in the report

Figure

Table no. 1:__Table name___

Figure

no.

____Figure

name____

Binding : Hard copy in Soft binding -2 copies

Soft copy (CD) - 1

Page numbering: At the centre of the page, to be started from chapter 1.

Excluding bibliography and appendix. Front pages should be numbered in
roman.

Italics and underlines are not allowed

Bullets-simple bullets

Pictures are not allowed.

Faculty Guide Allotment to Students

Class
BBA

Name of the guide

(Gen) 1) Mr. Pawan Singh Kushwaha

2) Mr. Varun Batra
-3rd semester
3) Ms. Sakshi Mehra
4)

Students Allotted
(As per Roll Call)
First 11 Students
Second 11 Students
Third 11 Students
Next 11 Students

Coordinator:- Ms. Neelam Dasgupta ( Contact for Linguistic Issues )

Dates to Remember

Topic Approval

23.Aug.12

First Softcopy submission

September 10, 2012

Hard Copy Submission

(After Correction)

October 3, 2012

Final Submission

October 10, 2012

Internal Viva

October 17, 2012

Dates subject to changes as per the Academic Calendar's requirement.

Segregation of Marks

Topic Approval

05

First Softcopy submission

10

Hard Copy Submission

(After Correction)

10

Final Submission

10

Internal Viva

10
_________
50
_________