Attached.

Marketing Communication and Brand Strategy
Name: Thomas Marshall
This assignment is designed to help understand the interrelationships between brand strategy
and the communication message to the target audience. It is a continuation of the marketing
plan and students should review the Week 3 Learning Team Assignment for assistance in
product brand strategies the team has developed.
This document should address the elements of the Situational Analysis and the Product,
Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing
plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price
Strategies lists below). You must include a measurement of customer loyalty and retention in
your strategy document. The answer should be 200-300 words.
Answer
Ford Motor’s vision statement reads “People working together as a
lean, global enterprise to make people’s lives better through
automotive and mobility leadership” (Ford Motor, n.d.)
Ford Motor’s mission statement, on the other hand, highlights how the

Situational Analysis

company “goes further to make our cars better, our employees
Vision and Mission

happier, and our planet a better place to be” (Ford Motor, n.d.).
The key features of both the company’s vision and mission statements
are that the company pursues the improvement of people’s lives
through their leadership in the automotive industry. For this purpose,
the company increases the quality of its cars, develops a health work
environment and promotes environmental protection.
The company has established a series of strategic objectives, through

Strategic objectives

which it expects to improve the global mobility, the relationship
between its customers and products, the environmental protection, the

protection of the human rights, and the promotion of a healthy and
safe lifestyle (Ford Motor, n.d.).
Some of these objectives include:
•

The revision of the company’s vision for the City of
Tomorrow, and the development of emerging opportunities in
mobility

•

The improvement in the fuel economy in all of its products to
reduce the consumption of fuel required by Ford vehicles

•

The research o...