MBA UKM - FORD WI NDSTAR Caseedit Master subtitle style...

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Click to edit Master subtitle style 2/6/11 Prepared by : Gan Is Hui Aishah bt Mohd Daud Ermawani bt Shafie FORD WINDSTAR Case Analysis
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2/6/11 What is automobile? q Motor car or car q Used for transporting passengers q Which also carries its own engine or motor
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2/6/11 Who invented the automobile? q German engineers: Karl Benz q First true automobile q Four stroke cycle gasoline engine q 1885
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2/6/11 The original Benz Patent Motorwagen, first built in 1885 and awarded the patent for the concept Karl Benz (1844-4/4/1929)
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2/6/11 The replica of the Benz Patent Motorwagen Engine of the Benz Patent Motorwagen
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2/6/11 Who invented the automobile assembly line?
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2/6/11
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2/6/11 Henry Ford (1863 – 7/4/1947)
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2/6/11 Henry Ford Founder & owner of the Ford Motor Company father of modern assembly lines used in mass production one of the richest and best-known people in the world
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2/6/11 Ford Windstar o Ford Windstar was introduced in Canada in 1991. o Windstar was the first to be given 5 stars rating by NHTSA o Windstar is way back behind when it comes to introducing product innovations. sliding fourth door flip-fold seat
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2/6/11 FORD WINDSTAR Safety 5 star rating by NHTSA (highway safety regulatory body within the industry) Innovative PSS (Personal Safety System) Long and short – haul trips Meet the needs of the family
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2/6/11 FORD WINDSTAR (1994 – 2003)
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2/6/11 Minivans
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2/6/11 Minivans ‰ designed for families, for people with two or more children and who were tired of cramming into sedans for long and short-hour trips. Minivan is divided into 2 categories: i) Long-wheel base (LWB) ii) Short-wheel base (SWB). It was first introduced by Dodge Caravan on 1983 and then followed by General Motors and Minivan history and development
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2/6/11 Rivals Pontiac Montana Honda Odyssey Chevrolet Venture Grand Caravan Toyota Previa
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2/6/11 Percentage of Market Share Below Table 1 show % of market share in LWB segment in 1999 and 2001 1999 2001 Windstar 44% 30% Pontiac Montana 9% 14% Grand Caravan 19% 27.4% Honda 3.3% 11%
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2/6/11 Families (people with 2 children)
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2/6/11 Roominess
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2/6/11 Comfortable
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2/6/11 Low – maintenance
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2/6/11 Target market 35 – 49 age Retired Low – maintenance Limited education Rural areas Safety Old fashion but not conservative
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2/6/11 Ø The competition in the minivan category was strong, with 8 products in the LWB segment and 9 SWB. Ø In the LWB segment, Windstar’s market share had fallen from 44% at the end of 1998 to just under 30% in August 2001. Competition
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2/6/11 General Motors Chevrolet Venture Pontiac Montana Daimler-Chrysler Dodge Caravan The imports Honda Odyssey Toyota Sienna Mazda MPV Among the competitors:
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2/6/11 1. Chevrolet Venture: Ø Sold in both SWB and LWB forms, this model had 11% market share in the minivan category. Ø
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MBA UKM - FORD WI NDSTAR Caseedit Master subtitle style...

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