People, Processed, Programs, And Performance Paper

New 4 P’s: People, Processed, Programs, and Performance People. The Ford Motor Company employs about 224,000 employees. Employee’s salaries average $61,825-$108,302, which is 7.5% - 25.9% higher than the national average (“Average Salary for Industry, Automotive Manufacturing”, 2016). (Average Salary by Job, 2016) Above average industry wages is a great incentive to recruit highly trained and qualified people from diverse backgrounds during the hiring process. Mark Fields, President, and CEO of Ford attributes the company’s diverse employees to its success, stating that “Ford has an incredibly strong culture of diversity and inclusiveness, which is a source of pride to all of us” (Inside Ford, 2016). With employees driven by Fords

Ford has broadened its horizons by implementing a new approach to its advertising and marketing plan. Ford now uses traditional as well as online advertising to market its products. Social media opens the door for younger buyers in the automaker industry. Ford utilizes social media by collaborating with Swyft Media to create branded emoji keys. These keys offer the concept of personalizing conversations with family and friends that make their favorite brand a part of the dialogue. According to Evan Wray, co-founder and vice president at Swyft Media, Ford’s emoji campaign is a perfect example of how brands are getting more strategic and creative about the way they interact with young consumers (Swyft Media Collaborates with Ford Motor Company to Put Young Consumers in Focus with Branded Emoji Campaign, 2015, p. 212). Using social media presents Ford’s product to new customers who otherwise wouldn’t consider Ford. Scott Monty, Global Digital Communications Chief, states “It’s one thing to have a presence on all Social Media Networks, but how you actually engage with people and make a valuable experience is what sets you apart” (Borden, 2010). To that end, Ford has an Extended Brand Campaign for its mobile user. Consumers will now see advertising for the Ford F-150 on Cemusa’s street furniture in New York. The furniture is appealing and attracts passerby, creating a convenient opportunity for brand engagement (Marcy Klevorn- CIO, Ford Motor Company,

Performance as in holistic marketing, to capture the range of possible outcome measures that have financial and nonfinancial implications (profitability as well as brand and customer equity and implications beyond the company itself (social responsibility, legal, ethical, and the environment) (Kotler & Keller, 2016, p. 27). Ford uses surveys and analytical metrics to determine the wants and needs of its consumer. Consumer based surveys are a great way for Ford to gauge consumer satisfaction with their products. This assessment of consumer data provides Ford with critical and timely feedback to continue fashioning model’s like the F-150. Automakers continue to look for consumer mindshare and dollars by developing compelling new models engineered to drive sales and profits (2014 Car-Brand Perception Survey, 2014). The Ford F-150 can handle its own in the performance area with a 5-star overall crash test rating from the National Highway Traffic Safety Administration, as well as the Government 5-star safety rating, a steel fully boxed frame, advanced restraint, and safety belt pre-tensioners and inflatable outboard safety belts, and four engines lines to choose from for all your driving needs. It’s no wonder that 2016 Ford F-150 has been named by U.S. News and World Report as the best truck brand making it the best-selling truck on the road for 33 consecutive years. (The Ford Motor Company Media Center,