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Essay on The Way Ford Created its Public Image
Ford Motor Company has worked hard to be a successful business, a good neighbor and a responsible global citizen for 100 years. Today there are more global manufacturers selling automobiles in more product segments and markets than ever before. In a fiercely competitive worldwide industry with 30 percent overcapacity, the profit margins for automotive companies have steadily declined over the last fifty years. At the same time, new technologies, growing emerging markets and society, changing expectations of business are raising the stakes of competition, creating higher levels of risk and reward. And the pace of technological and social change is accelerating.
Strong customer relationships and innovative, high-quality, high-value products are the foundation of Ford’s business and essential to its success (Black Enterprise, 2000). Ford’s customers are diverse by all measures geography, education, income, ethnicity, sexual orientation, age and world view and they have equally diverse needs and desires. Ford management believes, however, that vehicles offering superior comfort, convenience, safety and environmental performance, made by a trusted company, have universal appeal. Ford’s markets are always changing, and so are the products it offers. Ford constantly evaluates what external factors are shifting, such as the level of environmental concern among customers. Company anticipates trends, respond to changes through its manufacturing and product design and lead by developing new technologies.
Building the Foundation
Management of Ford believes that established accountability mechanisms sound governance, policies and standards for business practices and comprehensive compliance systems are core to Company’s activities (Web, 1). At the very highest levels of management within the Company, the Strategy & Business Governance Committee sets corporate direction and strategic priorities, including regularly reviewing issues of importance to the Company’s corporate citizenship commitments. During 2002, this committee participated in the development of the Business Principles and approved their adoption and implementation.
Ford Company has a comprehensive set of policies, directives, standards and guidance that governs its business activities. These apply to every Company activity....
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