Customer Relationship Management of Ford Motor Company

 Customer Relationship Management of Ford Motor Company  - January 18th, 2011 The Ford Motor Company (NYSE: F) i an !meri"an mu#tinationa# automa$er %aed in &ear%orn, Mi"hi'an, a u%ur% o &etroit The automa$er *a ounded %y +enry Ford and an d in"orporated on June 1, 1-0. /n addition to the Ford and in"o#n %rand, Ford a#o o*n a ma## ta$e in Mada in Japan and !ton Martin in the 3 Ford4 ormer 3 u%idiarie Ja'uar  and and 5o6er 5o 6er *ere o#d to Tata Tata Motor o /ndia in Mar"h 2008 /n 2010 Ford o#d 7o 7o#6o to ee#y !utomo%i#e9; Ford di"ontinued the Mer"ury %rand at the end o 2010

Ford introdu"ed method or #ar'e<"a#e manua"turin' o "ar and #ar'e<"a#e mana'ement o an indutria# *or$or"e uin' e#a%orate#y en'ineered manua"turin' e=uen"e typiied %y mo6in' aem%#y #ine +enry Ford4 method "ame to %e $no*n around the *or#d a Fordim %y 1-1> Ford i the e"ond #ar'et automa$er in the S and the ourth<#ar'et in the *or#d %aed on annua# 6ehi"#e a#e, dire"t#y %ehind 7o#$*a'en 7o#$*a'en roup9; !t the end o 200-, Ford *a the third #ar'et automa$er in Europe (ater 7o 7o#$*a'en and ?S! ?eu'eot Citro@n)9A; Ford i the ei'hth81A mi##ion in 200- &epite the ad6ere "ondition, Ford ended 200200 - *ith a net proit o B2A %i##ion910; Startin' in 200A, Ford re"ei6ed more initia# =ua#ity ur6ey a*ard rom J & ?o*er and !o"iate than any other automa$er Fi6e o Ford4 6ehi"#e ran$ed at the top o their "a te'orie911; and ourteen 6ehi"#e ran$ed in the top three ! the e"ond<#ar'et automo%i#e "ompany in the *or#d, Ford Motor Company repreent a B1>  %i##ion mu#tinationa# %uine empire 3no*n primari#y primari#y a a manua"turer o automo%i#e, Ford a#o operate Ford Credit, *hi"h 'enerate more than B. %i##ion in in"ome, and o*n o *n The +ert Corporation, the #ar'et automo%i#e renta# "ompany in the *or#d The " ompany manua"ture 6ehi"#e under the name Ford, in"o#n, Mer"ury, Ja'uar, 7o# 7o#6o, 6o, and 5o6er, and !ton Martin Ford a#o maintain "ontro##in' interet in Mada Motor Corporation Ford4 inan"ia# ta%i#ity *a ha$en in ear#y year o the ne* mi##ennium a a reu#t o #o*in' a#e, =ua#ity iue, and a de%a"#e in6o#6in' Firetone tire Origins of an American Legend

+enry Ford, the ounder o the Ford Motor Company, *a %orn on a arm near &ear%orn, Mi"hi'an, in 18. +e had a ta#ent or en'ineerin', *hi"h he purued a a ho%%y rom %oyhood,  %ut it *a not unti# 18-0 that he "ommen"ed hi en'ineerin' "areer a an emp#oyee o the &etroit Edion Company /n hi pare time, Ford "ontru"ted eperimenta# 'ao#ine en'ine and in 18-2 "omp#eted hi irt 'ao#ine %u''y &iatiied &iatiied *ith the %u''y4 *ei'ht, he o#d it in 18- to he#p und the "ontru"tion o a ne* "ar Ford4 uperior at the e#e"tri" "ompany e#t hi ho%%y ditra"ted him rom hi re'u#ar o""upation and, depite hi promotion to "hie en'ineer, he *a or"ed to =uit in 18-- Short#y ater*ard, *ith inan"ia# %a"$in' rom pri6ate in6etor, Ford eta%#ihed the &etroit

!utomo%i#e Company +e #ater *ithdre* rom the 6enture ater a dia'reement *ith %uine ao"iate o6er the num%er and pri"e o "ar to %e produ"ed Ford ad6o"ated a %uine trate'y *hi"h "om%ined a #o*er proit mar'in on ea"h "ar *ith 'reater produ"tion 6o#ume /n thi *ay, he hoped to 'ain a #ar'er mar$et hare and maintain proita%i#ity /ndependent#y in a ma## hed in &etroit, +enry Ford de6e#oped t*o our<"y#inder, 80< horepo*er ra"e "ar, "a##ed the --- and the !rro* Thee "ar *on e6era# ra"e and he#ped to "reate a ne* mar$et or Ford automo%i#e Dith B28,000 o "apita# raied rom riend and nei'h%or, +enry Ford eta%#ihed a ne* hop on June 1, 1-0. /n thi a"i#ity, a "on6erted *a'on a"tory on Ma"$ !6enue in &etroit, the Ford Motor Company %e'an produ"tion o a t*o< "y#inder, ei'ht +enry Ford and hi en'ineer dei'ned e6era# automo%i#e, ea"h one dei'nated %y a #etter o the a#pha%etH thee in"#uded the ma##, our<"y#inder Mode# N (*hi"h o#d or B00), and the more #uuriou i<"y#inder Mode# 3 (*hi"h o#d poor#y or B2,00) The ai#ure o the Mode# 3, "oup#ed *ith +enry Ford4 periten"e in de6e#opin' inepeni6e "ar or ma produ"tion, "aued a dipute %et*een Ford and hi ao"iate !#eander Ma#"o#mon The #atter, *ho he#ped to eta%#ih the "ompany in 1-0., rei'ned and hi hare o the "ompany *a a"=uired %y +enry Ford Ford4 ho#din' then amounted to 8 per"ent /n a urther "ono#idation o hi "ontro#, Ford rep#a"ed John S ray, a &etroit %an$er, a preident o the "ompany in 1-0 /n G"to%er 1-08, depite the "ontinuin' #iti'ation *ith the Se#den yndi"ate, Ford introdu"ed the dura%#e and pra"ti"a# Mode# T &emand or thi "ar *a o 'reat that Ford *a or"ed to en#ar'e it produ"tion a"i#itie G6er 10,000 Mode# T *ere produ"ed in 1-0- !%#e to 6ote do*n  %uine ao"iate *ho a6ored more "on6entiona# method o produ"tion, +enry Ford app#ied hi aem%#y #ine "on"ept o manua"turin' to the Mode# T /n de6e#opin' the aem%#y #ine, Ford noted that the a6era'e *or$er perormed e6era# ta$ in the produ"tion o ea"h "omponent, and ued a 6ariety o too# in the pro"e +e impro6ed ei"ien"y %y ha6in' ea"h *or$er pe"ia#ie in one ta$ *ith one too# The "omponent on *hi"h the emp#oyee *or$ed *a "on6eyed to him on a mo6in' %e#t, and ater a##o*in' a et time or the ta$ to %e perormed, the "omponent *a mo6ed on to the net operation S#o*er *or$er thu needed to in"reae their *or$ rate in order to maintain produ"tion at the rate determined %y the peed o the %e#t Ford4 %att#e *ith the Se#den 'roup #ed to a de"iion %y the Supreme Court in 1-11, ei'ht year ater the initia# uit The Court ru#ed that the Se#den patent *a in6a#id The de"iion reed many automo%i#e manua"turer rom "ot#y #i"enin' o%#i'ationH it a#o ena%#ed other to enter the

 %uine Dhen the nited State %e"ame in6o#6ed in Dor#d Dar / (!pri# 1-1A), the Ford Motor Company  p#a"ed it reour"e at the dipoa# o the 'o6ernment For the duration o the *ar, Ford Motor  produ"ed #ar'e =uantitie o automo%i#e, tru"$, and am%u#an"e, a *e## a i%erty airp#ane motor, Dhippet tan$, Ea'#e u%marine "haer, and munition /n 1-18, +enry Ford oi"ia##y retired rom the "ompany, namin' hi on Ede# preident and "edin' to him a "ontro##in' interet ut, in a"t, +enry "ontinued to dire"t "ompany trate'y and pent mu"h o hi time de6e#opin' a arm tra"tor "a##ed the Fordon +e a#o pu%#ihed a "oner6ati6e *ee$#y ourna#, the &ear%orn /ndependent Ede#, *ho *a more reer6ed and pra'mati" than hi ather, "on"erned hime# *ith routine operation !t the end o the *ar +enry and Ede# Ford dia'reed *ith e##o* to"$ho#der o6er the p#anned ependiture o e6era# mi##ion do##ar or a #ar'e ne* manua"turin' "omp#e at 5i6er 5ou'e, near &etroit The Ford e6entua##y reo#6ed the "on#i"t %y %uyin' out a## the other hareho#der Their "ompany *a re
et*een January 1 and !pri# 1-, 1-21, the Ford Motor Company had B8 mi##ion in inan"ia# o%#i'ation due, and on#y B20 mi##ion a6ai#a%#e to meet them Con6in"ed that Ford Motor *ou#d  %e or"ed into %an$rupt"y, repreentati6e o e6era# #ar'e inan"ia# houe oered to etend #oan to the "ompany, on the "ondition that the Ford yie#d inan"ia# "ontro# Dhen the oer *a reued, the %an$er retreated, "ertain that they *ou#d oon %e "a##ed upon to repoe the "ompany Dith #itt#e time a6ai#a%#e, +enry Ford tranerred a many automo%i#e a poi%#e to hi dea#erhip, *ho *ere intru"ted to pay in "ah !#mot immediate#y, thi 'enerated B2 mi##ion  Net, Ford pur"haed the &etroit, To#edo I /ronton rai#road, the primary medium o tranportation or hi "ompany4 upp#ie y rearran'in' the rai#road4 "hedu#e, Ford *a a%#e to redu"e %y one
'enera# mana'er o the "ompany, de6e#oped a popu#ar three per day ut or it Mode# !, *hi"h o#d > mi##ion unit %et*een 1-2A and 1-.1, Ford4 ituation *ou#d ha6e %een mu"h *ore The e"onomy o &etroit *a hea6i#y dependent on #ar'e, #o"a##y %aed indutria# manua"turer and *hen "ompanie #e u""eu# than Ford *ere or"ed to upend operation, a %an$in' "rii de6e#oped The Ford Motor Company, and Ede# Ford perona##y, etended a%out B12 mi##ion in #oan to thee %an$ in an eort to maintain their o#6en"y ut thee eort ai#ed and the %an$ *ere or"ed to "#oe in Fe%ruary 1-.. Ford #ot o6er B.2 mi##ion in depoit and e6era# mi##ion more in %an$ e"uritie The prin"ipa# Ford %an$, uardian Nationa#, *a u%e=uent#y reor'anied %y Ford interet a the Manua"turer Nationa# an$ o &etroit Ford4 #ar'et %uine ri6a#, enera# Motor, ha6in' uered a imi#ar "rii, emer'ed *ith "ontro# o6er the Nationa# an$ o &etroit The imp#ementation o ?reident 5ooe6e#t4 Ne* &ea# made "ondition more a6ora%#e to the or'aniation o #a%or union ut +enry Ford, *ho had upported ?reident +oo6er in the e#e"tion, ad6ied hi *or$er to reit union or'aniation, and in 1- . raied the "ompany4 minimum *a'e to B per day /n 1-.A, the nited !utomo%i#e Dor$er (!D) union %e'an a "ampai'n to or'anie Ford *or$er %y ponorin' the emp#oyee o""upation o a Ford p#ant in 3ana City The "on#i"t *a reo#6ed *hen Ford oi"ia# a'reed to meet *ith union repreentati6e That ame year, there

*a trou%#e at the 5i6er 5ou'e "omp#e Se6era# men ditri%utin' !D pamph#et at the 'ate *ere e6ere#y %eaten %y unidentiied aai#ant, %e#ie6ed to ha6e %een a'ent o the Ford e"urity oi"e Fo##o*in' an in6eti'ation %y the Nationa# a%or 5e#ation oard, Ford *a "ited or numerou unair #a%or pra"ti"e The indin' *a "onteted, %ut e6entua##y uphe#d *hen the Supreme Court reued to hear the "ae !he "ar #ears

/n 1->0, +enry Ford, *ho oppoed !meri"an in6o#6ement in Dor#d Dar //, "an"e#ed a "ontra"t (arran'ed %y Ede#) to %ui#d ,000 5o##<5oy"e Mer#in air"rat en'ine or the ritih 5oya# !ir For"e, and .,000 more or the S !rmy /n time, ho*e6er, pu%#i" opinion #ed Ford to "han'e hi mind ?#an *ere made or the "ontru"tion o a #ar'e ne* 'o6ernment<ponored a"i#ity to manua"ture air"rat at Di##o* 5un, *et o &ear%orn nioniation a"ti6itie "#imaed in !pri# 1->1 *hen Ford emp#oyee *ent on tri$e The N5 "a##ed an emp#oyee e#e"tion, under the term o the Da'ner !"t, to eta%#ih a union repreentation or Ford *or$er Dhen the %a##ot *ere ta%u#ated in June, the !D dre* A0  per"ent o the 6ote +enry Ford, an a6o*ed opponent o #a%or union, udden#y a#tered hi tand +e a'reed to a "ontra"t *ith union repreentati6e *hi"h met a## *or$er demand The "ompany de6oted it reour"e to the "ontru"tion o the Di##o* 5un !ir"rat p#ant Ei'ht month #ater, in &e"em%er 1->1, the Japanee %om%in' o ?ear# +ar%or reu#ted in a de"#aration o *ar %y the nited State a'aint Japan, ermany, and /ta#y Di##o* 5un *a "omp#eted the o##o*in' May /t *a the #ar'et manua"turin' a"i#ity in the *or#d, o""upyin' 2 mi##ion =uare eet o #oor pa"e, *ith an aem%#y #ine three mi#e #on' !da"ent to the p#ant *ere han'ar, "o6erin' 12 mi##ion =uare eet, and a #ar'e airie#d The airp#ane produ"ed at thi a"i#ity *ere ourE i%erator %om%er, the Cono#idated !ir"rat 6erion o the oein' <2> ?rodu"tion o air"rat 'ot o to a #o* tart, %ut ater adutment the rate o  produ"tion *a raied to one p#ane per hour, 2> hour a day &urin' the *ar, other Ford Motor  p#ant produ"ed a 6ariety o en'ine, a *e## a tru"$, eep,<<> tan$,<<10 tan$ detroyer, and tranport '#ider The "ompany a#o manua"tured #ar'e =uantitie o tire, depite the remo6a# o  it tire p#ant to the So6iet nion Ede# Ford died unepe"ted#y in May 1->. at the a'e o >- !t the time o hi death, Ede# *a re"o'nied a a ar %etter mana'er than hi ather /ndeed, +enry Ford *a oten "riti"ied or repeated#y underminin' hi on4 eort to impro6e the "ompany, and the mana'eria# "rii *hi"h o""urred ater Ede#4 death i dire"t#y attri%uta%#e to +enry Ford4 peritent ai#ure to  prepare "apa%#e mana'er or uture #eaderhip o the "ompany Ede# had %een reponi%#e or mu"h o the "ompany4 *artime mo%i#iation and hi a%en"e *a deep#y e#t %y hi a'in' ather, *ho *a or"ed to reume the "ompany preiden"y /n need o aitan"e, +enry Ford ou'ht a pe"ia# di"har'e rom the Na6y or Ede#4 on +enry // The na6y "omp#ied, "itin' the pe"ia# need o Ford mana'ement durin' *artime +enry Ford 6i'orou#y prepared hi 'randon to u""eed him y the end o the *ar, *hen the Di##o* 5un  p#ant *a turned o6er to the 'o6ernment, Ford had produ"ed 8,00 <2>E %om%er and o6er A,000 air"rat en'ine

/n Septem%er 1->, +enry Ford //, a'ed 28, *a named preident o the Ford Motor Company The ineperien"ed man "ou#d not ha6e tarted at a *ore time No #on'er upported %y 'o6ernment "ontra"t, the "ompany %e'an to #oe money at a rate o B10 mi##ion per month The our"e o the pro%#em *a +enry Ford /4 inan"ia# mana'ement po#i"y, pe"ii"a##y dei'ned to  perp#e the /nterna# 5e6enue Ser6i"e and di"oura'e audit The e6ere e"onomi" "ondition ater the *ar made Ford4 inan"e an a#%atro na%#e to %rin' the "ompany4 inan"e under "ontro#, +enry // hired Ernet 5 ree"h, a enera# Motor ee"uti6e and pat "hairperon o endi, in 1-> ree"h *a p#a"ed in "har'e o t*o 'roup<, died in !pri# 1->A at the a'e o 8. +enry // and Ernet ree"h *ere then a%#e to imp#ement their o*n trate'ie or re"o6ery, and thee in"#uded the adoption o the pro6en enera# Motor mana'ement tru"ture, and the de"iion to eta%#ih the Ford Motor Company in orei'n mar$et /n it irt year under ree"h, the "ompany re'itered a proit and it "ontinued to 'ain tren'th in the #ate 1->0 and ear#y 1-0 ree"h4 top priority *a tri"t adheren"e to a inan"ia# p#an *ith tron' proit mar'inH unortunate#y, thi pro6ed to %e at the epene o de6e#opin' automo%i#e or an in"reain'#y "omp#e mar$et G6er the pre6iou t*o de"ade, the Ford Motor Company had %een a nota%#e pioneer and a"hie6er in the indutry, and it *a the irt "ompany to "at a 7<8 en'ine %#o"$ (1-.2) Ford had  produ"ed it 2 mi##ionth automo%i#e in 1-.A and the o##o*in' year it in"o#n &i6iion introdu"ed the Mer"ury #ine, *hi"h pro6ed hi'h#y u""eu# in the 'ro*in' mar$et or medium<  pri"ed automo%i#e Ford4 'ood ima'e had %een urther enhan"ed %y it "ontri%ution to the !##ied eort in Dor#d Dar //H e6en Joe Sta#in had $ind *ord or the enterpriin' !meri"an "ompany eore he died, +enry Ford / had "reated t*o "#ae o Ford to"$ The  C#a *a reer6ed or ami#y mem%er and "ontituted the "ontro##in' >0 per"ent 6otin' interet The ordinary "ommon hare *ere to %e retained %y the "ompany unti# January 1-, *hen they *ere to %e oered to the pu%#i" or the irt time T*o year ater +enry /4 death, in 1->-, the "ompany un6ei#ed a num%er o ne* automati" ty#e ut *hi#e the "ar *ere pra"ti"a#, and to a de'ree ahiona%#e, the "ompany no #on'er appeared to %e a pioneerH indeed it 'ained a reputation, not *ho##y utiied, a %ein' an imitator o enera# Motor 5e'ainin' it initiati6e, the Ford Motor Company de"ided to introdu"e a ne* mode# to i## a 'ap in the mar$et %et*een the Ford and in"o#n10 horepo*er Ede# made it de%ut /t *a a terri%#e #op Ford4 mar$et reear"her had %een 6ery

*ron'H there *a no 'ap in the mar$et or the Ede# to i## !ter ut t*o year, produ"tion o the i##<ated "ar "eaed<<110,8>A unit had %een produ"ed, at a #o o ome B20 mi##ion !he 19$s-%s

The 1-0 a* many "han'e at Ford: diatiied *ith hi e"ondary ro#e in the "ompan y de"iion
Ford Motor Company en"ountered e6ere e"onomi" #oe a a reu#t o a redu"tion in mar$et hare, a *e## a the hi'h "ot in"urred %y #a%or "ontra"t and the de6e#opment o automo%i#e that met the ne* edera# tandard /n 1-80, the "ompany #ot B1> %i##ion, depite tron' proit rom the tru"$ di6iion and European operation Ford #ot a urther B10 %i##ion in 1-81 and B8 mi##ion in 1-82 *hi#e tryin' to ee"t a re"o6eryH it mar$et hare e## rom . per"ent in 1-A8 to 1 per"ent in 1-81 Company oi"ia# tudied Japanee method o indutria# mana'ement, and *or$ed more "#oe#y *ith Toyo 3o'yo, the Japanee manua"turer o Mada automo%i#e (Ford 'ained a 2  per"ent hare o Toyo 3o'yo in No6em%er 1-A-, *hen a Ford u%idiary mer'ed *ith the "ompany) Ford imported Mada "ar and tru"$, and in many *ay treated Toyo 3o'yo a a ma## "ar di6iion unti# the E"ort, it u""eor to the ?into, rea"hed the ho*room Thi ne* "ompa"t *a mode#ed ater the Ford (Europe) Eri$aH another 6erion o it, the yn, *a  produ"ed %y Ford4 in"o#n, *ith "ot redu"ed, Ford tarted to repur"hae .0 mi##ion hare (a%out 10 per"ent o the "ompany4 to"$) /t produ"tion o "ar in Mei"o *a in"reaed, and throu'h it interet in 3ia Motor, output *a tepped up in South 3orea The o##o*in' year, Ford introdu"ed the Tauru (another 6erion, the Sa%#e, *a produ"ed %y it Mer"ury di6iion), a modern u##<ie automo%i#e *hi"h had ta$en i6e year to de6e#op at a "ot o B. %i##ion The Tauru pro6ed hi'h#y u""eu# and *on e6era# dei'n and aety a*ard Sa#e and proit rea"hed re"ord #e6e# in 1-8>, and in 1-8 Ford urpaed enera# Motor in in"ome or the irt time in"e 1-2> /n addition, Ford4 mar$et hare in"reaed to ut under 20  per"ent Ford Motor pur"haed e6era# "ompanie in the mid<1-80, in"#udin' the Firt  Nation*ide Finan"ia# Corporation and the Ne* +o##and tra"tor di6iion o Sperry, *hi"h *a #ater mer'ed *ith Ford Tra"tor Ford a#o pur"haed a .0 per"ent hare o Gtoan, the automoti6e u%idiary o the Tur$ih 3o roup The attempted a"=uiition o the /ta#ian "ar ma$er !#a 5omeo in 1-8 ai#ed, due to a ri6a# %id rom Fiat Challenging &arly 199s

The di6erii"ation into inan"ia# er6i"e that %e'an in the mid<1-80 "ontinued in earnet throu'hout the ret o the de"ade, a ea"h o the maor S "ar manua"turer ou'ht to inu#ate theme#6e a'aint the "y"#i"a# nature o their %uine Ford pent B  %i##ion a"=uirin' aet or it inan"ia# er6i"e 'roup durin' the #atter ha# o the de "ade, in"#udin' a B.> %i##ion  pur"hae in 1-8- o The !o"iate, a &a##a<%aed inan"e "ompany That a"=uiition, "omp#eted the ame year Ford pur"haed the 6enera%#e ritih "ar manua"turer Ja'uar Car td

or B2 %i##ion, made Ford the "ountry4 e"ond #ar'et pro6ider o di6eriied inan"ia# er6i"e, ran$in' on#y %ehind Citi"orp Dith p#an to e6entua##y deri6e .0 per"ent o the "ompany4 proit rom inan"ia# er6i"e to %etter repond to the "han'in' e"onomi" tru"ture o the numerou "ountrie in *hi"h Ford operated a"i#itie 5e'iona# tradin' area, rather than nation tate, *ou#d repreent the primary o"u o Ford4 uture eort, a dire"tion the "ompany mo6ed to*ard *ith it *or#d*ide reor'aniation in 1--> Ford4 nota%#e a"hie6ement durin' the #atter ha# o the 1--0 *ere phi#oophi"a# in nature, a the "ompany attempted to rep#a"e the "orporate "u#ture o it pat *ith a ne* *ay o thin$in' or  the uture The proponent o Ford4 ne* 6iion *a e%anee<%orn, Me#%ourne, !utra#ia
ami#y "hie ee"uti6e in the "ompany4 hitory< per"ent in 1--) and it B> %i##ion a"=uiition o S*edih auto ma$er 7o#6o in 1--- !he 'e( Millennium

+o*e6er, Ford a"ed maor "ha##en'e in the ear#y year o the ne* mi##ennium Dhi#e it "ontinued to #ay the 'round*or$ or uture 'ro*th %y pinnin' o it 7iteon unit, a"=uirin' MD4 and 5o6er S7 %uine, and pur"hain' the remainin' hare o +ert that it did not a#ready o*n, it *a dea#t a i'nii"ant %#o* *hen rid'etone re"a##ed o6er  mi##ion Firetone  %rand tire< %i##ion Naer *a outed in #ate that year, #ea6in' Di##iam C#ay Ford, Jr, at the he#m The ta$ et %eore him *a monumenta#H he a"ed a#terin' emp#oyee mora#e, maor =ua#ity iue, #u''ih a#e, and intene pri"e *ar /n ear#y 2002, Ford #aun"hed a maor retru"turin' eort that in"#uded the "#oure o i6e p#ant,

the e#imination o .,000 o%, o6er B- %i##ion in "ot "uttin' meaure, and the hutterin' o e6era# "ar #ine in"#udin' the Mer"ury Cou'ar and the in"o#n Continenta# /n"#uded in the p#an *ere eort to %oot the mora#e o emp#oyee /n a pee"h =uoted in a No6em%er 2002 Fortune arti"#e, CEG Ford reminded hi *or$ or"e KDe46e "ome %a"$ rom ad6erity many time in our hitory De4re 'oin' to do it a'ain Gn the e6e o our 100th anni6erary, the ta'e i et or a dramati" return to 'reatne De tarted the o%H no* #et4 inih itK The "ompany or'ed ahead in 2002 "uttin' it #oe to B- mi##ion Mar$et hare "ontinued to a##, ho*e6er, ho6erin' at 21 per"ent 6eru the 2 per"ent it he#d in 1--8 /n repone, Ford o#d ome non<"ore aet and ramped up ne* produ"t de6e#opment, #aun"hin' the Ford Fo"u C< M! in Europe, the Ja'uar J, the 7o#6o S>0, a ne* Ford F<10, the Ford Freetar, and the Mer"ury Monterey in 200. Ford anti"ipated #aun"hin' >0 ne* produ"t in 200> in"#udin' the ne* Mutan' and the E"ape +y%rid, the irt 'ao#ineLe#e"tri" S7 G6era##, the "ompany  p#anned to ha6e 10 ne* produ"t in the mar$etp#a"e %y mid, and Di##iam C#ay Ford, Jr, indeed a"ed a #on' road ahead 5etorin' Ford4 ima'e and 'ettin' the "ompany %a"$ on a u""eu# inan"ia# path *ou#d no dou%t %e their o"u in the year to "ome ?rin"ipa# Su%idiarie: Ford rai# tdaH Ford Capita# 7 (Nether#and)H Ford Motor Company (e#'ium) N7H Ford Epana S!H Ford European +o#din', /n"H Ford +o#din' CH 7o#6o Car +o#din' ermany m%+H Ford Motor and &e6e#opment CorporationH The +ert CorporationH Ford #o%a# Te"hno#o'ie, CH Ford /nternationa# Capita# CorporationH Ja'ua r tdH Ford /ta#ia Sp!H Ford Mei"o +o#din', /n"H Ford Motor Company o Canada, tdH and 5o6er +o#din'H Ford Motor Company o Southern !ri"a (?ty) tdH Ford Motor Company o !utra#ia tdH Ford &eut"h#and +o#din', m%+H Ford Motor Credit CompanyH Ford Credit Canada tdH Ford Motor Ser6i"e CompanyH Ford Motor 7ehi"#e !uran"e CompanyH Ford Tradin' Company, CH roupe FMC Fran"e S!SH 7o#6o Car o North !meri"a, C -----------------------------------------------------------------------------------------------------------------------------------------

why companies want relationships with customers Successful customer relations require a fine balance of being close enough to the customer to understand them and being sufficiently distant so that they don't think they're simply a source of easy money for the supplier.

!d6ertiement There are many 4prin"ip#e4 and 4ru#e4, *hi"h are aid to %e undamenta# to the pro"e o  %uine Gne o thee i ometime $no*n a 4The o#den 5u#e4 Dhat i the o#den 5u#e

?ut imp#y, it tate that 4he *ho ha the 'o#d, ma$e the ru#e4 uinee are et up to produ"e money in the orm o proit rom their "ommer"ia# a"ti6itie The money produ"ed i or the %eneit o the hareho#der or o*ner, *ho ha6e ri$ed their in6etment o time and money, and a#o or the %eneit o the *or$or"e in the orm o payment or the ne"eary *or$ that they do uinee produ"e money %y e##in' 'ood or er6i"e to "utomer *ho ee$ reo#ution to pro%#em and the atia"tion o their deire Cutomer ha6e the money *hi"h %uinee ee$, and are thereore the #ie<%#ood o e6ery %uine, The attitude and re#ationhip %et*een a "utomer and upp#ier i thereore undamenta# to the properity o any %uine &urin' the pat ten year there ha %e a 'ro*th in *hat i 'enera##y $no*n a "utomer re#ationhip mana'ement (C5M) C5M ytem are ued to "ompi#e a mu"h inormation a  poi%#e a%out "utomer, in order to tai#or produ"t and er6i"e oer more pre"ie#y to their  per"ei6ed need and apiration, reu#tin' in a 'reat in"reae in perona#ied e##in' Cutomer inormation i "o##e"ted in 6ariou *ay, epe"ia##y in the retai# "onumer e"tor Supermar$et ue ana#yi o tore "ard and "redit pur"hae to eta%#ih the proi#e o e6ery "utomer, their  %uyin' preeren"e, re=uen"y o pur"hae, ie o order and other inormation Simi#ar#y, "utomer o on<#ine pur"hae are ana#yed or their ear"hin' and pur"hae pattern, o that tai#oredO oer may %e preented %eore they are re=ueted !maon ue "utomer ana#yi to  preent other produ"t *hi"h may %e o interetO ?erona#ied e##in' mea'e are then de#i6ered in an in"reain' 6 ariety o *ay to the indi6idua# potentia# "utomer 6ia e