Báo cáo môn Retailing Management cho Công ty Ford

Báo cáo môn Retailing Management cho Công ty Ford. CHAPTER 1: BRIEF INTRODUCTION TO FORD RANGER CHAPTER 2: FORD RANGER RETAIL MODEL CHAPTER 3: ANALYZING CUSTOMER BUYING BEHAVIOR CHAPTER 4: FORD RANGERS RETAIL MARKET IN VIETNAM CHAPTER 5: SUMMARIZE AND CONCLUSION

UNIVERSITY OF ECONOMICS AND FINANCE FACULTY OF MARKETING  RETAILING MANAGEMENT Topic: FORD RANGER’S RETAILING MANAGEMENT Lecturer: N.Đ CUONG Nhóm: Ford Họ tên: MSSV Nguyễn Hoàng Anh 185040188 Trần Lê Hoàng Anh 185081449 Trần Thị Hoàng Anh 185040777 Nguyễn Thị Ngọc Mai 185040085 Trần Lê Tường Vy 185090043 Nguyễn Hồ Thùy Trang 185160159 Phạm Thị Mỹ Linh 185040869 Dương Hoàng Oanh 185040321 Phạm Ngọc Ánh 185040697 HCM, December 2020 INTRODUCTION .3 I BRIEF INTRODUCTION OF FORD RANGER II FORD RANGER RETAIL MODEL 2.1 Types of Retailers .6 2.2 Multi-channel III ANALYZING CUSTOMERS BUYING BEHAVIOR 11 3.1 Insights 11 3.2 Data & Market Research 11 IV FORD RANGER'S RETAIL MARKET IN VIETNAM 14 4.1 Market Analysis 14 4.1.1 S.T.P .14 4.2 Swot Analysis 15 4.3 Competitors Analysis 16 4.3.1 Competitors Framwork 16 4.3.2 P.O.P & P.O.D .21 V SUMMARIZE AND CONCLUSION 24 REFERENCES 25 INTRODUCTION One of the four leading car manufacturers in the world From 2016 until now, Ford has consistently reaped top sales in the world This shows the influence of a business that has existed for more than 117 years Through ups and downs, there have been crises that seem to have caused the company to collapse, but with the strategies and leadership of the Ford family, no one can deny the level of Ford in product quality and service strategy to serve customers Not only recognized in the US market but also brought its class to many regions and countries around the world, including Vietnam Ford Vietnam has just announced business results in the third quarter of 2020, up 51% from the previous quarter, reaching 6,481 units, contributing to bringing the total retail sales since the beginning of this year to 15,261 units That impressive result is the outstanding contribution of the models: Ford Everest, Ranger, Explorer and EcoSport Speaking of Ford's impression, one must mention the Ford Ranger pickup truck Only in the third quarter of 2020, Ford Ranger recorded sales increase 42% compared to the previous quarter, reaching 3,637 units The positive sales performance of this socalled "King of Pickup" model comes from the perfect combination of versatility, high performance, superior comfort, and technology, continuing to confirm the throne in the pickup segment This is also the only pickup model on the list of 10 best-selling cars in Vietnam since the beginning of the year Foreseeing that, the team made the topic "Ford Ranger's retail environment" The study consists of chapters: CHAPTER 1: BRIEF INTRODUCTION TO FORD RANGER CHAPTER 2: FORD RANGER RETAIL MODEL CHAPTER 3: ANALYZING CUSTOMER BUYING BEHAVIOR CHAPTER 4: FORD RANGER'S RETAIL MARKET IN VIETNAM CHAPTER 5: SUMMARIZE AND CONCLUSION With the above contents, our team believes that the essay will be useful knowledge for ourselves as well as help in equipping Ford Ranger's retail environment, marketing strategies has helped Ford be successful in this area From that, we can draw many lessons for the present and future work I BRIEF INTRODUCTION OF FORD RANGER Ford Ranger is the common name for pickup trucks produced by Ford Originally, the designation was related to the Ford F-Series cars sold in North America between 1965 and 1981 In later versions, Ford used the "Ranger" designation for the trucks sold in the North American market all North America and part of the South American market in 1982 Since 1998, Ford has supplied this vehicle globally Not only in the world but in Vietnam, the Ford Ranger is always one of the best pickup trucks Ranger's history goes back to 1983 when it was officially introduced to the community by Ford as a midsize truck The introduction of the Ranger helped users to have more choices between heavy trucks (F-Series) and light trucks (Courier cars) at that time The first production of the Ford Ranger pickup truck was produced in 1983 and the latest version was put into production 2011 to 2013 and early 2014 looks back on a thick history from the original production of the Ford Ranger to the later version of the model the car is more suitable for the market And to consumers as a multi-purpose pickup truck serving the work and travel needs of vehicle users (pragmatic but no less dynamic youth) Ford Ranger is the first pickup truck to enter Vietnam with Isuzu Dmax, two revolutionary brands in the Vietnamese auto market, followed by many automakers to launch pickup trucks in the segment with Mitsubishi Triton., Toyota Hilux, Mazda BT50 Initially developing in Vietnam the image of the old version of the Ford Ranger from the 1998s, bringing the truck-like character to the all-new All New Ranger image from the appearance, the engine to the interior A new, convenient car with large space and high roaring helps to climb the mountain pass too well, the vehicle load and championship wading with all terrains, whether bad or constant traffic congestion in Hanoi, is always number II FORD RANGER RETAIL MODEL 2.1 Types of Retailers Direct selling Cars is one of the product that very difficult to distribution There have two reason for that: First it is an expensive product Second, it hard to delivery the product to anywhere So most of their products have been sold in their showroom They have built 41 branches spread across Vietnam to create more convient for customer can easily have experience about their products: Location TPHCM HÀ NỘI OTHERS Sai gon Ford Ha Noi Ford Long Biên Ford Pho Quang Ford Thang Long Ford An Giang Ford Gia Dinh Ford Tay Mo Ford - Thang Ba ria vung tau Long Ford Tran Hung Dao Thanh Xuan Ford Ford Binh Dinh Ford Ben Thanh Ford An Do Ford Binh Duong Ford Che Ford Ha Thanh Ford Can Thơ Ford Lan Vien City Ford My Dinh Ford - Ha Dalat Ford Thanh Suoi Tien Ford Capital Ford Binh Thuan Ford Phu My Ford Long An Ford Western Ford Ninh Thuan Ford Tay Ninh Ford Daklak Ford Dana Ford Dong Nai Ford Gia Lai Ford Ha Tinh Ford Hai Phong Ford Nha Trang Ford Quang Binh Ford Quang Ninh Ford Thanh Hoa Ford Vinh Ford Vung Tau Ford Each of their showroom has its own strength to attract customers For example: • City Ford Binh Trieu: They claim that their branches have a best price in the market They usually using promotions such as discount, give more item (insulation stickers, DVD screen…) By using this way, they can attract more the customer have affordable income • Ben Thanh Ford Instead of using promotions as a tragegic like Binh Trieu, Ben Thanh using providing service Ben Thanh is one of the best branches of Ford Viet Nam They are dealers of City Ford International standards with a usable area up to 25,000 m2, just only showrooms have 500 m2, factories up to 1895m2.They not only having large space, they also concentrate on the morden equipment like: 20 general repair compartments, maintenance compartments… Their motto is:” Providing the difference, not a product” When customers come to Ben Thanh Ford they will have more experience than any Ford’s store in Viet Nam -> they can attract the customer that like the experience when buying Catalog Beside direct selling, Ford still selling their product online by catalog When customer want to know more about Ford’s product, they just had visit the website of Ford Viet Nam After that, the customer just registration the catalog, leave infomation (name, gender, gmail) and they will have received a catalog file pdf come from Ford through their mail By this way, Ford doesn’t need saleperson or showroom If the customer wants to buy car, they just contact to Ford, come to the store and get a car This way will save a lot of time for the customer and saving cost for Ford 2.2 Multi-channel Product distribution channel policy: Ford products are mainly targeted to the domestic market To facilitate sales management and promotion, Ford has divided the domestic market into two main regions, the North and the South Ford has built a rational product distribution channel to diversify products to customers as quickly and conveniently as possible Based on the characteristics of its products and its business strategy, Ford distributes products in channels: Channel 1: Sell directly at Ford car centers in Hanoi and Ho Chi Minh City Based on the characteristics of each product, Ford grouped the sales people into the FORD Laser sales group, FORD Escapes and the FORD Ranger and FORD Transit sales groups The purpose of focusing specific vehicle sales on individual vehicle brands allows Ford salespeople to have a deep and wide understanding of the type of vehicle they sell Sales staff can establish close relationships with customers, the People's Committees and the Departments of Finance of provinces and cities, grasp the economic situation, shopping needs of each locality to facilitate Build plans to introduce products, supply vehicles and compete with other brands In addition, Ford salespeople regularly visit customers who have been and are using Ford products to view product reviews and purchase conditions to provide partial recommendations leaders change prices, designs, payment methods in order to meet the needs of customers quickly and most conveniently; to learn about the products of other companies so that they can come up with competitive policies that bring victory to Ford These sales staff are recruited by the company, trained in sales, sales, product introduction skills To encourage individual sales at Auto Centers, Ford aligns sales results with contracts and rewards employees for the month Each employee must sell at least car per month to receive basic salary In the event of a failure to sell, the only way out is to receive 50% of your monthly salary Each car sold has an employee commission attached (commission rate per vehicle is different) Channel 2: Selling through Agents: Ford products are sold through a nationwide dealer network stretching from North to South Specifically, FORD car dealerships are concentrated in cities and provinces such as Hanoi, Hai Duong, Hung Yen, Hai Phong, Thanh Hoa, Nghe An, Quang Binh, Hue, Da Nang, Nha Trang, City HCM, Can Tho, Bien Hoa, Vung Tau The advantage of Ford's dealership system is that most of the dealers are originally reputable units in the mechanical and transport industry of the main provinces, so the agent staff has knowledge of the delivery industry Through and having a wide relationship in this industry, it has helped agent staff to reach customers better Ford lent these agents an interest-free loan to build and upgrade showrooms and sell products Payment of these loans is made by deducting from the commissions earned by the dealers when the car is sold to Ford In addition, Ford also applies an attractive commission policy for its dealers That is the incentive to encourage Ford dealers to increase their sales Ford dealers regularly provide Ford with information about customer tastes, price, quality, and competitive information Ford often helps agents advertise their products in the local media To help dealers with business, Ford decided to give the Planning department the function of managing dealers All transactions between the dealer and Ford go through this department Every year, Ford holds the Dealer Conference times Through this conference, Ford will take the right measures for each dealer (increase, decrease commission rate, inform dealers with high sales, adjust the number of vehicles on display at dealers) 10 III ANALYZING CUSTOMERS BUYING BEHAVIOR 3.1 Insights Market size: Accumulated in the first months of the year, Ford Ranger achieved sales of 8,101 units, continuing to stand firmly in the list of 10 best-selling cars in the whole market in fifth place Ford holds 10.2% market share in Vietnam ( Number 2020), Ford Ranger holds 57.5% marketshare in Ford Habit: A survey by Ford in June 2016 showed remarkable figures on the current buying trends and habits of Vietnamese customers When buying a new car, Vietnamese people think: 69% fuel economy is more important, 31% more important engine power Vietnamese consumers want cars that save more materials 83% want to save money and 77% believe that cars will be more environmentally friendly Vietnamese consumers have not taken into account long-term fuel-saving solutions like 53% did not consider the total cost of ownership when buying a car, 42% of respondents who own a car with high capacity share that they regret not buying a more fuel efficient car Ford ranger has a spacious space, creating a comfortable feeling for the occupants, suitable for customers who often have long journeys Most customers come directly to the showroom for advice and experience before deciding to buy 3.2 Data & Market Research Psychology: There are psychological groups of customers when buying a car: the fisrt is Instant purchase: decision based on emotions, often less to learn more about other cars and not too much attention to the pros and cons of the vehicle They simply like the car because of the beautiful interior or eye-catching color, often dominated by external influences like relatives or other employees The second is Think carefully before buying: make decisions based on reason, often work with 2-3 employees of many companies wondering or maybe many employees from one firm Guests will actively ask for a lot of information and make their own decisions without being influenced or influenced by others This is a group of visitors who can sign unexpected contracts or will not get results despite very careful consultation The third is Price priority: Customers may like this car, another car, just a little cheaper to buy A line of cars will be priced by customers at some dealers, to create pressure on employees The last one is Interested in customer care: there will be two dimensions Firstly, buying a car is only concerned with maintenance, service and attentive care Second, that car 11 does their job This group will be persuaded by the care and support from the salesperson The more enthusiastic sales consultant, the easier it is to sell Frequency: According to the Circular No 21/2010 of the Ministry of Transport dated August 10, 2010 Pickup trucks have a maximum service life of 25 years And according to the survey users will change vehicles after to 10 years Personality: Customers who are confident and have strong personalities Lifestyle: Customers who love sports, travel, and modern technology Perception of customer is Utilities and Affordable In terms of social factors, it is usually the upper class with strong and dynamic characteristics 12 IV FORD RANGER'S RETAIL MARKET IN VIETNAM 4.1 Market Analysis In the pickup segment in the Vietnam market, Ford Ranger currently holds the largest market share This is the driving force for the American automaker to go to assemble this car at its factory in Hai Duong, and at the same time turn the Ranger into the only pickup line currently distributed as locally assembled In fact, this project has been rekindled since mid-2019, but due to market volatility and the climax of the Covid-19 epidemic, this plan has been delayed However, Ford Vietnam is currently restarting this expected project, and testassembled cars are also available at the Ford factory in Hai Duong 4.1.1 S.T.P Target segmentation: There are factors: Demographic, Geographic, Psychographic, Demand Positioning: 13 The digital campaign in partnership with Ford aims to maintain leadership in the pickup segment and reinforce the Ford Ranger's brand positioning as a tough and powerful truck for consumers with an active lifestyle moving Ford has always upgraded its vehicle lines and created unique ones to satisfy those who love to adventure, explore and experience it on tough roads at high speeds Besides, they also develop more accessories to help the product become stronger Among all the pickup lines of all brands, Ford always has a much better quality than competitors such as TOYOTA, MIT, MAZDA especially the price is not much higher than other brands 4.2 Swot Analysis In terms of strengths, FORD still accounts for 10% of the total market share, FORD’s main cars retain the leading position in the segment These include Ford Ranger, Ford Transit for consecutive years leading the pickup and commercial vehicle segment Vietnamese consumer tastes gradually shifted from sedan to SUV and in fact Ford has the strength of SUV, FORD has 70 to 80 years of experience in manufacturing and designing this car In addition, grasping that trend and on the basis of a product strategy based on its strengths, FORD also switches to the business of commercial vehicles and pick-ups (pickup trucks) In addition, FORD Vietnam invested more than 80 billion VND to expand production scale at the Ford Hai Duong factory The investment decision is based on market research and product strategy, FORD is currently producing car lines in Vietnam, in the coming time with a new investment fund, FORD will have more new products to enhance High output sold to the market as well as take advantage of new plant capacity Especially with the organization of a perfect after-sales service system including 12 repair service stations nationwide, a warranty vehicle through Vietnam and a 24-hour hotline for customers anytime anywhere in the territory of Vietnam Price is a huge strength for FORD, although the cars of this line are equipped with trend-leading equipment, especially the Ford Ranger pickup line After all, the price is very competitive, making FORD always the champion in the pickup segment in Vietnam Regarding the weaknesses, the decline of FORD Vietnam's market share in the past few years is due in part because FORD has not Interested in improving product quality, expanding its market, FORD Vietnam previously only promoted advertising activities, but did not have measures to promote product quality, designs and designs of the product FORD Vietnam still 14 lacks in sales agents, because FORD has not come up with a suitable marketing strategy and offers an attractive profit margin for distribution agents Finished, FORD's products not only have high quality, beautiful designs but also are sold at a relatively low price, so they are quickly accepted by customers Easily bring a new product to the customer's expectations FORD Company has spent a relatively high amount of profit for its distribution agents Although the dealership strategy has not been strengthened, the market where there are no products sold at low prices like FORD and other car distributors only make little profit, especially for FORD distributors have higher profits compared to other distributors It has contributed significantly to the increase in the number of FORD consumed in the market and brought the initial success of FORD Vietnam Finally, FORD's potential and current challenges are: Customers have many different requirements for products, services and prices, they have increasingly high demands on quality and service, so they will choose which goods to meet their individual needs and expectations They will buy products that suit their own needs and preferences, so the company must determine the needs and preferences of the customer, design and deliver products that satisfy the customer in optimal conditions There are many companies on the market competing to win customers on their side, only those companies that satisfy the most and truly satisfy their target customers will that company have get success and survive Many additional companies have made FORD products gradually diminishing in the market, which requires the company to come up with the right business strategy to deal with the above situation 4.3 Competitors Analysis There is not too much relevant information to talk about in the pickup segment in September 2016 when the Ford Ranger remains at the top of the list of most-selling models for the month than the second Mazda BT -50 to close to 950 vehicles - truly impressive distance However, the Isuzu D-Max pickup truck has just added a special version called Boondock 2020 in the Philippines market Isuzu D-Max is now a direct competitor of Ford Ranger It is known that this pickup was supposed to be launched in February 2020, but to keep customers safe as well as to comply with the principles of social distance due to Covid 19 translation, Isuzu Philippines has just launched a 15 special version Isuzu D-Max Boondock 3.0 4x4 via social network Let's find out what is special about the Isuzu D-Max 2020 to challenge dominate the Ford Ranger in the pickup segment 4.3.1 Competitors Framwork Advantage - Multi-purpose pickup truck, combining comfort, fuel economy and operating on difficult terrain - Modern interior design, many conveniences are not inferior to family SUVs The view from the driver's seat is clear thanks to the high seat, large rearview mirror, the nose is easy because the cap is quite airy - Many technologies to assist the driver such as cruise control, lane control, tire pressure warning There are also many safety features such as ABS, EBD, ESP balance, support for cross-slope and downhill departure, anti-roll control, and reverse camera clearly visible and easy to see - When crossing a rough road > go smoothly - Foot pedal - brake pedal -> light, does not cause fatigue - Large trunk Ford Ranger Toyota Hilux Disadvantage - When the speed range is low -> slightly noisy - The modern collision warning feature is not suitable for the traffic conditions of many motorcycles in big cities because the system's alarm sounds continuously when the motorbike approaches, which is quite uncomfortable, so it must be turned off - Large body -> difficulty when crossing narrow roads - Not equipped with camera -> difficulty in 16 - - Low price - The options of bridge setting in the two-bridge version of Triton 2020, the off-road mode option with terrain options (Gravel - Mud - Sand - Rock) - Bi-LED Projector lighting system has the advantage of no glare, high average life expectancy, with bulb integrated near the remote, for white light - Automatic anti-lock braking system - Electronic brake force distribution system - Electronic balance system, anti-slip traction control system Mitsubishi Triton Mazda BT - 50 There is support for safe slope departure - Anti-roll control system - Load control system reversing - Expensive - Low efficiency engine - The safety equipment on the car is also quite average because a series of high-end features in the Thai version were removed when Triton was brought to Vietnam such as: lane keeping feature, 360-degree camera, front / rear collision warning, blind spot warning, throttle force limitation feature, automatic engine shutoff, rear differential lock - The car's suspension system is quite stiff (suitable for carrying heavy goods but when not carrying cargo, the car is shocking) - Relatively sound insulation, the noise entering the cabin is still quite a lot - Vehicle has no electronic power steering, so driving in a crowded city will be extremely difficult, especially for female drivers 17 - - Nissan Navara Isuzu Dmax - Diesel engine DOHC 2.5L cylinder 16 valve - this engine can produce maximum power up to 161 - 188 hp and maximum torque of 403-450 Nm This car is also equipped with a 7-speed automatic transmission, a 6-speed manual transmission, so the operating power of any pickup model is constantly receiving many appreciations from customers 3.0L four-cylinder turbo diesel engine This engine, designated 4JJ3, has 190 hp at 3,600 rpm and 450 Nm at 1,600-2,600 rpm, respectively D-Max increased by 14 horsepower and 20 Nm to increase competition with the opponent - The consumption of fuel is very economical - The D-Max comes in × and × variants - The D-Max's wading ability has been increased from 600mm to 800mm - which is great for those who often go off the road Braking is also improved with the disc set to be reinforced to 330mm - The horn is quite small - The sound of the engine that resonates in the cabin is quite loud when accelerating - Acceleration is relatively poor without reaching the rpm threshold, at high speeds, the car better responds to the power of operation - Basic safety equipment with ABS, EBD, BA, airbags, no ESP, reverse sensor, reverse camera - This model has only 02 airbags, so it is considered quite a bit compared to other competitors - The interior design has not had many highlights and the airbag is also equipped less than the competition 18 - The D-Max's comfortable features include dual-zone air conditioning, leather seats and remote engine start (keyless doors) - The D-Max head and tail lights are both LEDs, while the front has a more intentional design and the rear hatch also has a new look The LEDs will dominate the appearance while the higherend version will have black accents - Safety technology highlights  Anti-lock braking system ABS  Electronic brake force distribution system EBD  Brake force assist system (BA)  LSD anti-slip differential system 4.3.2 P.O.P & P.O.D FORD POSITIONING Pickup truck segment in Vietnam POPs PODs Are produced by popular automobile manufacturers in the world Ford Ranger 5.362 x 1.860 x Toyota Hilux Mitsubishi Mazda BT Triton -50 Nissan Navara Isuzu Dmax 5330 x 1855 5305 x 1815 5365x1850x 5255x1850x1 5295x1860x1795 x 1815 x 1795 1821 840 19 1.830 ISOfix system Toyota Safety Sense technology with features preconllision wraning, lane departure warning, active cruise control The options automatic of bridge anti-lock setting in the braking two-bridge system version of Triton 2020, the off-road mode option with terrain options (Gravel Mud - Sand Rock) Bi-LED Pojector lighting system Fixed hook system can be folded down AUX connection safety features such as ABS, EBD, ESP balance, ECO mode support for help run in cross-slope city and downhill departure, anti-roll control anti-slip traction control system, Part-time 2- The lowest price wheel drive system with modern electronic switchgear 7-speed automatic transmission, a 6-speed manual transmission, so the operating power of any pickup model is constantly receiving many The driver's seat is electrically adjustable in directions, making the driver always feel most comfortable The ABS Multi Fast cooling Electronic brake system dimensional air stability control maintains reflective conditioning (ESC) integrated control of the halogen system and air with tractrion vehicle when headlights, dust filter control system braking integrated mode (TCS) automatic on/off Support 4L electronic The EBD smart device mode helps brake force Hill assist (HDC) and Smart barking 20