strategic-management

EXHIBIT 1 Ford Motor Company Corporate Officers
John Fleming, Exec. V.P. &
Chairman/CEO Ford of Europe
Source: www.ford.com.
Lewis W. K. Booth, Exec. V.P.
&Chief Financial Officer
William Clay Ford, Jr.,
Executive Chairman
Alan Mulally, President & CEO
Michael E. Bannister, Exec. V.P.
Chairman/CEO, Ford Credit
EXHIBIT 2 Ford versus Toyota and the Industry
Mark Fields, Executive V.P. &
President, The Americas
Ford Toyota Industry
Market Capitalization $24.9B 135.3B 24.9B
# Employees 213,000 324,222 33,200
Revenue 113.8B 193.9B 14.5B
Gross Margin 7.69% 7.25% 17.83%
Earnings Before Interest and Taxes 2.95B 4.36B 176.2M
Net Income -5.22B -9.28B —
EPS -2.072 -5.92 -0.14
Note: M = million; B = billion
Source: Based on info at www.financeyahoo.com.
EXHIBIT 3 The U.S. Market Share of Top 11 Auto Firms (February 2009)
Company % of Market Share
General Motors Corp. 18.8
Toyota Motor Sales USA Inc. 16.9
Ford Motor Company 13.8
Chrysler LLC 10.9
American Honda Motor Co. Inc. 10.6
Nissan North America Inc. 8.0
Hyundai Motor America 4.1
Kia Motors America Inc. 3.3
Mazda Motor of America Inc. 2.4
Subaru of America Inc. 1.9
Mitsubishi Motors N A, Inc. 0.7
Source: Based on http://online.wsj.com/mdc/public/page/2_3022-autosales.html#autosalesD.
purposes as improving sites and acquiring real estate. Ford’s Motorcraft division offers
parts for its vehicles through the company’s Web site (www.ford.com).
Ford’s major competitors are General Motors, Toyota, and Chrysler. Ford and rival
General Motors are losing market share to Toyota and other foreign automakers. Exhibit 2 and 3
provide comparative information on Ford versus its rival firms. Note that Ford is number three in
market share in the United States. The 2009 Motor Trend truck of the year was the Ford F-150.
CASE 18 • FORD MOTOR COMPANY — 2009 177
John G. Parker, Executive V.P.
Asia Pacific & Africa