INTRODUCTION
This study revolves around the strategy map and measures of Ford Motor Company. The current strategy indicator system of the company is not up to the market, and the main aim is to diagnosis the systems with proposing the new indicators and measures. Starting from the strategy, the study contains different phases, which are as under:
CURRENT INDICATOR SYSTEM
The current situation of the exciting indicator in Ford Motor Company is effective, but there is a need for change to make more improvements. The sales of cars and response of the customers in the international market are the key indicators regarding the success and growth of the product. The indicator systems in this company are customer loyalty, customer satisfaction, and product development process (Seekingalpha.com). However, concerning the modern time, this indicator does not provide full information to the management of the company. Only loyal customers will have the newly developed cars from the company, and it can create the Impact on sales and profitability. There is a need for big data consideration for the company to drive the insights about the customer aspects. The current indicator to judge the performance is limited (Palo Alto).
PROJECT TO IMPROVE INITIAL SITUATION
The new project for Ford Motor Company is the quality planning, which leads towards the customer satisfaction. This time, the company is looking to utilize the big data tools to investigate the customer behavior on the road. For Instance, the new project includes the acceleration-deceleration, parking, brake, and speed behavior (Zhang, Naughton and Li). The purpose is to make an appropriate quality plan for the customers which can boost the loyalty a, satisfaction and sales at the end. The management intends to make these indicators blinking in the competitive market, and of course, there is a need for an appropriate strategy (Muller).
Ford Motor has to design some measures to make the strategy work and gain the success. The customer satisfaction is the main indicator in this project, and the strategy is to plan the high-quality vehicles, based on the data, derived from the big data sources (Reese).
Strategy Map and Measure
The ford management aims to improve the quality for the customers, as it intends to modify the current indicators such as sales and customer loyalty. The new indicators are the data gathering, quality planning, and the customer satisfaction. On the other hand, the measures are technology enhancement, meeting needs and increased sales respectively (Mcnulty).
STRATEGY MAP & MEASURE ANALYSIS
Now, understanding the strategy map and different measures, it seems imperative to understand the strategy first. The quality of the vehicles can be accelerated through knowing the customer trends, behavior and intentions when using the products (Brewer). When the company makes the products according to the customer needs, the satisfaction comes as an indicator. For Instance, the customer wants the particular speed and braking system in the different situation when driving (Pinesford.com). Accordingly, the design of car equipment in the assembly line is based on the data gathering. Now, this is to judge that how information technology must have been used by the company to have the quality data. The technology enhances to meet this purpose is a big measure. After this, the indicator is the quality planning, as based on data, financial, human and technological resources, the key findings emerge. The product development or improvement in quality is triggered by these finding, and the management of the company can measure it with the visibility of fulfillment of the customer needs (Vlaskovits). The final indicator is the customer satisfaction, which can be observed after gaining the quality through the development process. When the customer finds the car according to the needs, the satisfaction comes prominently, which increases the sales. The increases sales and comparison with the previous quarters is the top measure (Wernle).
CONCLUSION
Thus, starting from the new strategy (Product development and Quality), the indicators for the company depicts the related measures, which enables the firm to justify the strategy. In the end, this is to conclude that the Ford Motor’s initiation of the project is quite pertinent due to the result. Technology enhancement in the company, meeting the customer needs and increased sale can lead the company towards the competitive advantage. The comprehensive strategy map and measures have been illustrated in this study along with the insights and results.
Work Cited
Brewer, Chris. “Building Ford’s Next-Generation Autonomous Development Vehicle.” Self-Driven. A Medium Corporation, 27 December 2016. Web. 10 November 2017. https://medium.com/self-driven/building-fords-next-generation-autonomous-development-vehicle-82a6160a7965.
Mcnulty, Eileen. “How Big Data Brought Ford Back From The Brink.” Data Economy. Data Economy, 24 August 2015. Web. 10 November 2017. http://dataconomy.com/2015/08/how-big-data-brought-ford-back-from-the-brink/.
Muller, Joann. “How Ford Is Using Big Data To Change The Way We Use Our Cars.” Forbes. Forbes, 22 October 2015. Web. 10 November 2017. https://www.forbes.com/sites/joannmuller/2015/10/22/how-ford-is-using-big-data-to-change-the-way-we-use-our-cars/#11c2b7d93d2d.
Palo Alto, Calif. “Ford Targets Fully Autonomous Vehicle For Ride Sharing In 2021; Invests In New Tech Companies, Doubles Silicon Valley Team.” Ford Go Further. Media Ford. 16 August 2016. Web. 10 November 2017. https://media.ford.com/content/fordmedia/fna/us/en/news/2016/08/16/ford-targets-fully-autonomous-vehicle-for-ride-sharing-in-2021.html.
Pinesford.com. “Customer Satisfaction: the Key to Our Success (and How We Nurture It).” Pines Ford. Pines Ford, 24 May 2017. Web. 10 November 2017. http://www.pinesford.com/blog/2017/may/24/customer-satisfaction-the-key-to-our-success-and-how-we-nurture-it.htm.
Reese, Hope. “How auto giants are using big data: A conversation with Ford.” Big Data. Tech Republic, 18 October 2016. Web. 10 November 2017. https://www.techrepublic.com/article/how-auto-giants-are-using-big-data-a-conversation-with-ford/.
Seekingalpha.com. “Ford: Falling Knife Or Fallen Angel.” Seeking Alpha. Seeking Alpha, 29 August 2017. Web. 10 November 2017. https://seekingalpha.com/article/4102542-ford-falling-knife-fallen-angel.
Vlaskovits, Patrick. “Henry Ford, Innovation, and That “Faster Horse” Quote.” Harvard Business Review. Harvard Business Review, 29 August 2011. Web. 10 November 2017. https://hbr.org/2011/08/henry-ford-never-said-the-fast.
Wernle, Bradford. “Ford quality sinks, but sales soar.” Automotive News. Automotive News, 4 November 2013. Web. 10 November 2017. http://www.autonews.com/article/20131104/RETAIL01/311049955/ford-quality-sinks-but-sales-soar.
Zhang, Yan, Keith Naughton and and Hui Li. “Ford Seals Big Deal for Chinese Electric Cars in Time for Trump.” Bloomberg Technology. Bloomberg, 8 November 2017. Web. 10 November 2017. https://www.bloomberg.com/news/articles/2017-11-08/ford-to-invest-756-million-in-china-with-zotye-for-electric-car.
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