Case Study Of The Ford Motor Company

1997 Words8 Pages
Towards the end of January 2006, the Ford Motor Company confirmed plans to cut up to 30,000 jobs in North America and close 14 factories to cut losses. The Ford restructuring named “The Way Forward” under the strategy of “One Ford” was a bad news to the US automobile industry. Using the case study of Ford, it will be argued that mature and cyclical product market does drive restructuring from 2006. Moving forward, the Value Chain and Sector Matrix will be applied to evaluate the strategies implemented and whether these restructuring activities have achieved its intended purpose in three areas – market expansion, improved productivity and finally strengthened financial performance at what costs. However, we cannot attribute the reason for restructuring…show more content…
Because of the ever-changing character of the industry reality, any industry is likely to find its structures and skills progressively less attuned to the market expectations. (Hammel & Prahalad, 1994) Restructuring is a corporate management process, which aims at reorganizing the operational, legal, and ownership structures of a given firm. The purpose of such a process is to increase both the firm’s profitability and its internal organizational dynamics (Froud, Johal, Leaver, & Williams, 2006) . The main reason behind a company’s restructuring is the need to successfully respond to a crisis or competitive market, and to consequently improve competitiveness and profitability, as well as shareholders’ wealth (Jensen & Meckling, 1976). Depending on the type of restructuring activity, extended market expansion and potential high growth may not become impossible for a mature and cyclical product market…show more content…
Above all, Ford managed to emerge profitable compared to Chrysler and General Motors. Productivity was enhanced through re-organisation of production plans and the use of newer technologies. With an improved corporate culture, Ford managed to maintain customers’ brand loyalty and even expanded its market capture rate. The promise of quality products given by Ford allowed for sustainability in the future. It can be argued that this case of restructuring was largely caused by the external factors – mature and cyclical market characteristics. However, it must be remembered that Ford’s internal corporate inefficiencies also allowed its company to lag behind times such that when the hard times come, they are badly hit. A side argument can be used for the fluctuating exchange rates that negatively impacted operating profits in foreign or the domestic US market. The appreciation of the US dollar may make it less attractive for foreign markets to purchase vehicles from Ford as they would effectively be over-priced compared to its overseas counterparts (especially Japan). An increase in the price of raw materials against a depreciating US dollar will severely cause costs to become inflated leaving less room for profit margins. Despite all these, the external markets did play a biggest major role in influencing the decision to restructure, and it turned
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