All Cases

Ford Motor Company 1
BAM 479-OB
All Cases: Ford Motor Company
Yesenia Serna
Case Statement
Henry Ford is the founder of Ford Motor Company that is the second-largest U.S
automaker behind General Motors. The company offers different vehicle models and has had many
ups and downs from previous years to learning from mistakes for the future. They care about
customer service and their employees in the workforce to the environment.
Vision statement:
Our vision statement at Ford Motor Company is based on One Ford, One Team, One Plan, and One
Goal. (David, 2012)
Ford’s mission statement:
Our mission statement at Ford Motor Company is to make people's lives better by making mobility
accessible and affordable. (Thompson,2019)
Mission-statement components:
1. Customers- Ford’s customers enjoy the reasonable priced vehicles and products.
2. Products & services- Ford provides better products everyday globally.
4. Technology- Ford keeps with up to date vehicles such as smart cars.
5. Survival, growth, and profitability- Ford provides financing for their product and services in
person or online.
6. Philosophy- Ford makes sure to provide to make lives better.
7. Self-concept- Ford provides not just locally but globally.
8. Public image- Ford has made it easier to travel.
9. Employees- Ford has helped train skilled employees. (Ford Motor Company, n.d.)
Mission Table Evaluation
Customers- yes
product/services- yes
Technology- yes
Any concerns(Growth, public image, employees)- yes
Philosophy- yes
Self Concept- yes
Ford Motor Company focuses on putting people first, caring for their employees by not
having discrimination or harassment tolerated as well as keeping them safe at work with a healthy
work environment. The company is against government violation of the following areas of forced
labor, child labor and human traffiking. (Putting People First, n.d.)
Another strategy at Ford Motor Company is Protecting Our Planet that the company supports
using better ways to build vehicle parts for the brand. Global warming is such a problem that
endangers us in the future. Making changes for positive outcomes for our health and our society is
part of putting people first too. (Protecting Our Planet, n.d.) The last strategy Ford Motor Company
is Creating Tomorrow Together, creating smart vehicles for a smart world that helps everyday
challenges. It could be such as expanding to newer technology, tools and concepts for the company
to create advantages towards it. (Creating Tomorrow, Together, n.d.)
Milestones
● Henry Ford came out with the first Quadricycle in 1896 that had four wheels, an engine
and only forward gear meaning it was unable to go in reverse.
● Ford Motor company goes long back to 1903 starting with 11 associate investors.
● In 1919 his wife and son later partnered with a company.
● Before the workshop Ford experiments at the mine has Detroit home in 1896.
● Ford expanded his plant in Missouri and England in 1911.
● In 1914 he introduced a $5 dollar a day minimum wage for his workers.
● Ford is the second largest family-owned company in the world.
● Ford's signature blue oval logo was introduced 4 years after already being in production.
● 1914, Ford paid his workers $5 daily which helped many workers to be considered
middle-class and there was less turnover for the company.
● Ford F-series was ranked number one in 2013 selling cars.
External Assessment
Key external factors Weight Rating Weighted score
Strengths:
Good price for small cars like Ford 0.035 1 0.035

Fiesta estimating as low as $15,000.
In 2015, Ford started two EcoBoost 0.055 3 0.165

engines- 2.0 & 2.3 liter.
Rates were increasing in 2014. 0.075 2 0.15
Higher tech vehicles will save 1.3 0.055 3 0.165

trillion yearly from accidents in the
U.S.
Crossover vehicles were at 26% 0.075 2 0.15

highest on the chart.
Ford invested 6 billion on increasing 0.055 3 0.165

local manufacturing.
Ford’s trucks increased in sales. 0.055 1 0.055
31.9% increase in sales by Ford 0.06 3 0.18

Mustangs being highest sales in the
month of February.
New Mustang model was the highest 0.06 3 0.18

selling sports car in America.
Developed a new 3 year strategic 0.075 2 0.15

plan.
Weaknesses:
In 2014, Ford’s European increased 0.17 4 0.68

by 8 %. It is expected to lose money
that same year.
In 2014, even with the lower prices 0.075 2 0.15

on gas, cars being sold were 2%
below.
In 2013, there were recalls on Ford’s 0.055 1 0.055

airbags.
In 2014, Auto loans were 11% higher 0.075 2 0.15

than previous year.
Ford’s brand fell sales of 1.7% in the 0.06 3 0.18

month.
Ford's two most popular vehicles 0.06 3 0.18

decreased in sales.
China sold more vehicles than the 0.055 1 0.055

U.S.
Pressure on other automakers. 0.075 2 0.15
Different economies to worry about. 0.075 2 0.15
Keep up with standard built-ins. 0.075 2 0.15
Ford’s shareholders were not satisfied 0.055 1 0.055

with all the losses within the
company.
Total 1.0 3.35
The External assessment for Ford Motor Company seems to have many strengths from
decent pricing for certain vehicles to being more environment friendly to safety concerns and
increase in sales.
The average price from other small vehicle brands like GM, Toyota, etc around $17,000 to
where the Ford small cars like the Ford Fiesta average as low as 15,000 making it more affordable
for those who are looking for a less pricier vehicle gives the opportunity for increased sales in that
department. (David, 2012) This is why it is rated at 1 because it is such a positive outcome for not
only the company for customers to be affordable. With more and newer vehicles coming out could
create a growing demand for the brand.
Ford Motor Company does a good job or being environmentally friendly by building the eco-
boost engines to produce fewer emissions within the car and saves from wasting fuel less than a
regular car. In the long run, it could benefit to pay less for an eco-friendly engine to not only save
from paying for the vehicle but having to worry about pumping fuel into it.
From saving money to safety is a big concern for an automobile company that wants to
improve people from having car accidents by focusing on the sensors on the vehicles within the
brand. Reducing the numbers of car accidents globally is a big part of why it would be rated 3.
(Login, n.d.)
Like any other company there are some increases and decreases when making sales, and
having the process of creating a three-year strategic plan can help a company like Ford Motor to
continue to stay a known brand even with competitors around. They have always promised to have a
positive impact on their outlook and want to keep increasing sales and focusing on Asia. They plan
to create more manufacturing facilities there which will expand for more job opportunities.
The threats within the company were an airbag defect on the Ford brand from the known
models of the Ford Escape to the c max. This could have led to car accidents or deaths but thankful
no one was injured through this defect of 692,500 models. Ford Motor handled the situation well and
spent over billions of dollars on penalties. (David,2012)
Internal Assessment
Key internal Weight Rating Weighted score

factors
Strengths:
12 newer models by 0.06 3 0.18

2020, introducing
sports cars.
Sales increased by 0.06 3 0.18

70 % in the U.S and
16 % in Europe
More loyal 0.045 2 0.09

customers
60% of revenues 0.06 3 0.18

from the U.S.
Canada and Mexico
$400 million 0.06 3 0.18

program in Europe
to grow in 2015
$136 billion from 0.06 3 0.18

vehicle sales
Offering new 0.06 3 0.18

products in the
existing market but
expanding.
Net income 3,187 M 0.06 3 0.18

187,000 employees 0.045 2 0.09
EPS ratio .80 0.045 2 0.09
Weaknesses:
#1 75 % revenge 0.045 2 0.09

goes to raw materials
#2 $70,000 per 0.045 2 0.09

employee
Ford was second to 0.045 2 0.09

last in top five
automobile
manufactures
Toyota was better 0.045 2 0.09

than Ford on exhibit
6
Ford isn't the largest 0.065 1 0.065

car manufacturing
company in Detroit.
Rival forms at the 0.065 1 0.065

lowest from others
Lowest net income 0.045 2 0.09

of 3,187 M
Lowest Market 0.045 2 0.09

Capital of 63.4 B
Total equity 0.045 2 0.09

decreased from 2013
to 2014
Total 1.0 3.81
The internal assessment for the Ford Motor Company focuses on producing new vehicles and
increasing its products so the government would not take over the company like other competitors
such as GM. Ford Motor Company was able to bounce back after the poor strategic planning to
come out with better products such as better quantity and healthier environmental products. (David,
2012)
Since the beginning of the company, Ford Motor always had consideration about their
employees from being able to increase pay in the past for employees to become middle class in the
American lifestyle. From lifestyle to work-life they wanted to make a good difference for all their
facilities globally by achieving goals as one team and working together.
In 2014, Ford Motor Company was in the top five automobile manufactures which sold 680-
unit sales. The internal assessment focuses on producing new vehicles and increasing customers with
the company. Meaning in that given period they were able to create their greatest profit per unit.
The overall score for the external and internal assessment are 3.35 and 3.81 with all the
strengths and weaknesses. This provides how improving their strategic plans can be a better future
for Ford Motor. Having the right employees to the right management can make a difference for
better opportunity to grow in product and facilities.
SWOT Analysis
Strengths
-Known brand
- Globally
Weakness
-Too expanded
Opportunities
-American Brand
-Keep growing
Threats
-Competition
Industry Analysis
Porter’s Five Forces Model
Porter’s five forces model for industry analysis are five factors which study the difference within
the company’s profitability and attractiveness. This helps people to gain the inside view of how a
company like Ford Motor runs its company and how management uses these functions to determine
the current environment.
The five forces are:
1. Competitive rivalry or competition (strong force)
2. Bargaining power of buyers or customers (moderate force)
3. Bargaining power of suppliers (moderate force)
4. Threat of substitutes or substitution (moderate force)
5. Threat of new entrants or new entry (weak force)

Competitive Rivalry or Competition
This competitive rivalry factor is a strong force, and it compares the strengths of other
companies and how prices can be decreased for higher profitability for the future. Ford Motor
Company tends to have a tense level of competitors from other vehicle brands like in the external
and internal analysis (GM, Toyota, BMW, Honda, Volkswagen, Hyundai-Kia, Nissan, Mercedes,
and many more). Ford Motor Company needs to forcefully improve their products by marketing in
ways where they are aggressive with it to meet standards like other vehicle brands or even better. As
well as stepping up their game to selling the number of firms like comparing a big company like
General Motors. Competition in the car business would rather continue to compete with a company
like Ford since the cost of expenses are high and they would rather do that than close their
businesses. That means Ford must increase advantages to deal with external factors by coming up
with more unique ways to get customer’s attention to their products. Maybe even considering
working with the competitors to gain sales. (Ferguson, 2017)
In 2015 Ford Motor Company came out with a new performance vehicle (Ford GT) being a
supercar that is part of the total twelve to be out by 2020 like the Focus RS, F- 150 Raptor, Shelby
GT 350, and Shelby GT 350 R. The GT is the most eco boost engine and produces a v6 of more than
600 horsepower as well as being lightweight in carbon fiber construction. By producing more
advanced vehicles it benefits all cars having the opporting to be eco-friendly and reduce wasteful
products to the environment. (D,N. 2016)
The Ford GT supercar entered an automobile race in 2016 called the 24 Hours of Le
Mans and it was close to beating one of the strongest competitors Ferrall’s 488 GTE. The
company was proud to enter which it all began from a racetrack when Ford Motor Company
started rather than in a laboratory. (Glon, n.d)
Bargaining Power of Buyers or Customers
This factor of new bargaining power of buyers or customers impacts how they are able to
advertise more to potential customers by offering the best deals and products. Ford Motor
Company needs to live up to customers’ expectations for them to increase the number of larger
loyal customers. By increasing customer loyalty there is a better chance of giving out deals and
discounts to their customers by having a bigger platform. By creating new products every chance
they get they can grow into not having a huge turnover of customers choosing other brands in the
car industry. (Ferguson, 2017) Automobiles are considered big ticket items and by pricing them
fairly can reduce the chances of customers choosing other brands.
Reducing not only costs of the vehicles but many customers do not have the full amount
to purchase from dealers that sell the Ford Brand so considering an affordable loan or ways that
helps people to be able to take out vehicles for personal use.
Bargaining Power of Suppliers
This factor of bargaining power of suppliers focuses on how suppliers can control what
amounts of product is distributed to companies by either raising the price or lowering the supply. In
which many automobile companies have the advantage of having multiple suppliers to get raw
materials from. Many automobiles rely on manufacturers to produce most of their parts for vehicles.
It has been a decade since many automobile brands have expanded to other countries globally
making the auto suppliers increase from 56% in 1985 to almost 80% now. (Kallstrom, 2015)
For Ford Motor Company, managers hire multiple suppliers and this can be an advantage for
the company in the case because certain suppliers increase prices by the products and have a backup
of choosing more than one. As well as choosing the right suppliers to where they can reply on
trustworthy products being produced on time. (Department, n.d)
Threat of Substitutes or Substitution
This factor threat of substitutes in the car business is choosing one over another. Ford
Motor Company spends so much on keeping up to date in running a company which helps the
threats of substitutes be less likely but they can increase the standard of giving customers what
they need and not just focus on what will be a profit to the company. Maintaining a positive
attitude towards all customers and good customer service overall. (Department, n.d)
Another threat is people can choose to use public transportation and ride bikes to where
they need to go but that is limited to certain areas around the world. It is so much cheaper to use
other transportations if possible since many insurance companies are expensive and pay monthly
payments on the vehicle if not paid off.
Threat of New Entrants or New Entry

This factor threat of new entrants is having to be up to date with the trends of the models
and outlooks of the vehicles. The challenge for Ford Motor Company is to have well- marketed
strategies to focus on the prices with each car model and how well it works for the customers.
Each year there are newer models that come out from every car brand which makes an eye-
catching technique for new customers to purchase and also makes the remaining loyal customers
be proud of purchasing from a brand like Ford Motor. The company can focus on researching
what will be best for the company then and for the future to keep up with the increase in sales.
(Department, n.d)
Competitive Strategies
SWOT Matrix
The Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix is an important matching
tool that helps managers develop four types of strategies: SO (strengths-opportunities) strategies,
WO (weaknesses-opportunities) strategies, ST (strengths-threats) strategies, and WT (weaknesses-
threats) strategies. (David, 2012)
FORD MOTOR COMPANY

Strengths Weaknesses
● Strong known brand ● Limited production

● Global brand network
● Effective innovation ● More expensive than
processes competitors
● Overseas
Opportunities SO WO
● Global ● Growth expansion ● Try to reduce costs

● Growth within ● Growth in ● Trying other options
company eco production to use
friendly
Threats ST WT
● Aggressive ● They need to be ● Finding ways to keep

competitions unique from others on being successful
● Newer higher ● They to be more ● Producing cheaper
technology advance by the time than competitors
Strengths
Ford Motor Company has many strengths globally being the fifth largest in the world to sell
vehicles. The company has expanded from being the normal entry- level of vehicles of cars and
trucks to luxury cars like the Ford GT brought up in the beginning of the section. From section
expansion the company has also considered a car-share program where 14,000 loyal customers who
finance through the Ford brand from 6 cities in the United States and London will have the
opportunity to rent cars for a period of time. (David, 2012)
In the financial result, Ford Motor Company has had the best quarterly profit since the year
of 2000. Tt has grown from 7.6% up to one- tenth from the year of 2014. In the income statement, it
has increased in net income from 3,187 million to 7,182 million which is a big gap to increase from
one year to another. ( David, 2012)
The company has overall had good innovations compared to other competitors, they have
introduced many different projects such as new Ford Sync communication and entertainment
systems. It benefits customers to enjoy their time in the vehicles by having to touch a screen.
Weaknesses
Some of the major weaknesses that Ford Motor Company deals with limitations of
production factories than other competitors like Toyota by having a strong supply chain. The
disadvantages of overseas production has made Ford Motor lose lots of money from management
run there. It was estimated that 4.3 million dollars were lost from 2012 to 2014. By losing that much
money in an international country makes it harder to recover the lost amount. By the lostment of
money it has been hard to be on an average of price for the vehicles being made than many other
competitors. (Miller, 2015) That is why In recent years they had to close down product facilities in
Europe due to cut cost, that is about 20 percent of production facilities there and much of the
reasoning is how cars are being so advanced to the point there are cars like the Tesla that drives
itself. Cars are becoming less human driven. That will be one of Ford Motor’s main weaknesses in
the future and they need to become more advanced than competitors. (Naughton, 2019)
Luxury vehicles are nice but that is another weakness Ford Motor is struggling with keeping
up with all the models being sold successful globally. Although they are doing well with the
innovation process they are spending too much money on structure which takes away from focusing
on other most important problems in the company. Even with the high spending on the structure they
can't seem to be on top from others competitors in the car business. In the financial process they
need to step up their game to increase profit for themselves. They are not doing too bad but they
could be doing better.
Opportunities
Ford Motor Company has many opportunities to advance globally with countries like
China and India since they have a large population and make an appearance for the company. It is
planning a 760- million- dollar plant in China to where it will double passages car caption already
having 100 cars for 1000 people on the road. (Miller,2015) It is yet to be the largest expansion done
in the last 50 years. Nowadays being more eco- friendly can be a major positive opportunity to get
more customers who would rather see a benefit to the earth and purchase that product even if it is a
bit more pricey with Ford Motor Company being higher priced than others, that can be their benefit
to being higher in the long term. The company is already going green by being the first U.S.
automobile brand using 100 percent recycled fabric for their seats. Not only focusing on making the
car more usable using recycled objects they also planted gardening around their corporate properties.
(Wires, 2007)
Threats
Ford Motor Company operating from different countries creates a currency fluctuation from
different exchange rates that can really affect the way of running the company time and value. Also
having too many facilities opened can be harder to keep up with than the competitors. They also
have threats of companies like Apple or google coming out with vehicles so newer brands that are
known that would be able to take over. There are a lot of threats from General Motors and Toyota
having a better structure than Ford Motor. (Department, n.d.)
SO Strategies
Ford Motor Company has models that are considered luxury vehicles that can be the right fit
to be the first ones to consider more environmentally friendly advertisements for luxury vehicles
made out of recycled parts because many other brands advertise more of how the engine has in the
vehicle. It can shift any downfalls the company has endorsed by promoting those types of cars
globally around the world. It is an opportunity for expansion of customers to engage in a brand that
keeps improving their innovations. By having more environmentally friendly parts made by the
manufacturers it saves the company money to have more creation in the future such as flying cars as
many people believe that someday that will be the case.
WO Strategies
Ford Motor Company has many opportunities being global around the world but making
options such as reconsidering focusing where it all started in the small city of Detroit, Michigan
would be an option for Americans to have more manufacturing plants here rather than overseas
because there are ways that they can save money that it is harder to run overseas such as worrying
about currency rates and the management there.
ST Strategies
Ford Motor Company needs more positive ways to not have to close down production due to
expenses losses. They have the strengths of selling different types of models that helps them focus
on those specific products. Maybe by having the business be more included in new technology like
going online more than in person to purchase a vehicle could make it different from a car model like
Tesla that will deliver their cars. Since a company like Tesla is already doing it it can backfire to not
gain anything from that.
WT Strategies
Ford Motor Company needs to put better management in charge to where there is more positive
change within the company globally. Being higher than other car brands is a huge weakness and
threat to them. There can be problems such as having not as motivated team members even though
they spend a good amount of money going to those programs to take from learning. By not having
the best workers on the team can slow down production. Which causes production facilities to close.
Growth Rates
The growth rate for any company typically measures any increase in revenue over time. It
is calculated by the specific companies profitability and sustainability. It could be calculated over a
set period of time from weekly, monthly or yearly. Ford Motor Company's growth rate in 2015 was
12.21% which is higher than the industries surrounded by it being at 4.25% growth rate from all
industries. (MSN, 2015) This indicates that the company has done good in the overall performance
within the period.

Next, comparing the net income focuses on earnings before taxes and the potential of
other payroom deucations for a company like Ford Motor Company helping to analyze profitability.
In 2015 they were at the net income of 16.58% to where the comparison of the industry net income
was -34.36% which put Ford Motor Company in a good margin compared to many others being
towards the negative margins doing not so well in sales. (MSN, 2015)
Price Ratios
The Price ratios simply focus on The Current Price Earnings (P/E) and The Price/Sales
Ratios that tell whether the difference between the stocks of it being over or undervalued. They use
this prediction to know where they are headed to in the future. When stocks are undervalued it
means the price ratios are low and could be caused by such financial trouble or labor problems from
products not being delivered on time. Overvalued stocks can be caused by having high expectation
growths for the future.
For Ford Motor Company it’s priced earnings ratio was 19.31% to where the rest of the
industry was 11.34% which seems probable to know how much the company actually earns within a
year. (Marks, 2017 )
The Price Sales Ratio for Ford Motor is at 0.34 to where the rest of the industry’s priced ratio
is at 0.24 which shows good earnings to the investments made in 2015. It could be because of cutting
cost Ford Motor did during the year to have such a high number outcome.
Profitability Ratios / Profit Margins

Profitability Ratios brings out the earnings of operating cost and focusing on the analysis
of the earnings. This technique is used to compare easier to other companies that are either doing
well or not so well In the financial aspect. To see the improvement in management needs to increase
cells and reduce cost. (Kenton, 2020)
This profitability ratio discussed for Ford Motor Company will include pre-tax profit margin
and the net profit margin.
Starting with the pre tax margin requires the income statement and the income before
taxes. This gives useful techniques for companies to know how successful they are now and for the
future people like investors and analysis focus on this main technique. When there are high pre-tax
profit margins that means it's good for the company but when it is low that means it's not good for
the company. (Kenton,2020) Ford Motor Company’s pretax margin is 3.58% to where the pre tax
margin for other industries is at 5.74% it is lower than others but still it is good for it not being in the
negatives.
The net profit margin is very important on the financial side because it basically tracks
what the current operations are doing is working either seeing the increase and decrease in
engineering Revenue. The net profit margin is either in percentage or decimal to see profit. Ford
Motor Company’s net profit margin is 5.25% to where other industries are 4. 11% indicates that
Ford Motor is doing good in that section by tracking profits. (F.,n.d.)
Financial Condition
The financial condition is the report of performance within the company and value to the
company in its ways to know how they're going to survive future downfalls and how they are going
to be able to improve if there is a downfall. There will be that equity ratio and the book value per
share on Ford Motor Company
The debt equity ratio plays in part of the financial condition where it compares the total
liabilities and the total shareholder equity. It is basically how much debt the company keeps running
its business to success sales. Bankers and investors focused more on this side of the condition. For
Ford Motor Company their debt equity ratio was at 4.69% which is not too bad.
The book value per share (BVPS) is the second part of the financial condition where
investors use this to their total assets and it focuses on fairly shares within the company. It is easy to
compare to other companies being undervalued or overvalued. It does have limitations to only seeing
current values than to seek future values. For Ford Motor Company the book value is $6.28 to where
the other industries is $6.18 which is good for the company to be at its current value.
Investments Returns
Investments Returns is money made or lost on the investment which puts your company
on risk with certain accomplishments for that period.
Return on Assets (ROA) is related to the total assets from an investment being earned at
the end of the year. The ROA indicates how well a company is running operations in the profit
aspect. The higher the return the better for a company to benefit from and the lower it is the less
benefit it is for it. The return on assets ratio for Ford Motor Company is 3.4% and for the rest of the
industry is 4.9% which is average for them and even beyond average than the rest of the others.
(Kenton, 2020)
Return on Equity (ROE) measures equity and it is a good tool to compare to others of how
they are doing in the industry. It is the same as return on assets because it has the difference of ROA
seeing the good in the company to where the ROE could lead more into seeing the negative. Ford
Motor Company’s return on equity is at 5.45% which is very low compared to the industry of 19.28
which the average of it being good ranges from 10-20 percent and was not met by the Ford Motor
Company. (F, n.d.)
Return on Capital focuses on the funds measuring percentages for the company growth in
many cases. The benefit of using this could show the future growth. For Ford Motor Company the
return on capital is 8.80% which is average and for the industry it is 13.77%. (F.,n.d.)
Management Efficiency
Management Efficiency focuses on how well a company manages everything into one and
there could be different techniques to measure the efficiency. Either technique there could be loss of
income when calculating. Ford Motor Company income per employee is at $810,787k and the
insdursts income per employee is at $715,414k which means that Ford Motor is making revenue and
will continue to do so with the specific technique that they are using for this. (F.,n.d.)
5 Year Summary
Ford Motor’s Company’s yearly revenue from 2006 and 2010 increased from 35.876 B
237.263 b since there is an increase. Over the years it has shown the increase and decrease over time
which the years 2008-2010 it was at the lowest of decrease for the company throughout those years
there was the lowest point of -43.66% growth. The year 2010 was the best with an increase of
38.80% from sales which dropped going towards the year of 2011. It picked back up in the year
2012 with 5.35% to later decreasing in 2014. The year 2015 was third greatest growth from the
decade to increase. (macrotrend, n.d)
In addition to Ford Motor Company’s revenue, introducing ways that can benefit the
company to growth in customer excellence such as expanding in ways for a better future. Focusing
on the main subject such as customers' opinions with the company to improve their downfalls of
matters such as products or service within the brand. Ways that are going to stop potential customers
of choosing competitors over the brand. Creating more options that ought to be known as luxury
going beyond average necessaries in a model. Global expansion of reaching different backgrounds of
cultures and potential opportunities in third world countries.
Strategic Alternatives
QSPM
Key external factors Weight Global vehicle Competition

industry development
Strengths: AS TAS AS TAS AS TAS
Good price for small cars like 0.035 2 0.12 3 .18 1 0.055
Ford Fiesta estimating as low
as $15,000.
In 2015, Ford started two 0.055 2 0.12 3 .18 1 0.055

EcoBoost engines- 2.0 & 2.3
liter.
Rates were increasing in 0.075 2 0.12 3 .18 1 0.055

2014.
Higher tech vehicles will save 0.055 3 0.18 3 .18 1 0.055

1.3 trillion yearly from

accidents in the U.S.
Crossover vehicles were at 0.075 3 0.18 2 .12 2 .12

26% highest on the chart.
Ford invested 6 billion on 0.055 3 0.18 2 .12 1 0.055

increasing local
manufacturing.
Ford’s trucks increased in 0.055 2 0.12 3 .18 2 .12

sales.
31.9% increase in sales by 0.06 3 0.18 2 .12 2 .12

Ford Mustangs being highest
sales in the month of
February.
New Mustang model was the 0.06 2 0.12 3 .18 2 .12

highest selling sports car in
America.
Developed a new 3 year 0.075 3 0.18 2 .12 1 0.055

strategic plan.
Weaknesses:
In 2014, Ford’s European 0.17 2 0.12 1 .055 1 0.055

increased by 8 %. It is
expected to lose money that
same year.
In 2014, even with the lower 0.075 1 0.055 2 .12 1 0.055

prices on gas, cars being sold
were 2% below.
In 2013, there were recalls on 0.055 2 0.12 1 .055 1 0.055

Ford’s airbags.
In 2014, Auto loans were 11% 0.075 1 0.055 2 .12 1 0.055

higher than previous year.
Ford’s brand fell sales of 0.06 1 0.055 2 .12 1 0.055

1.7% in the month.
Ford's two most popular 0.06 2 0.12 1 .055 1 0.055

vehicles decreased in sales.
China sold more vehicles than 0.055 1 0.055 3 .18 2 .12

the U.S.
Pressure on other automakers. 0.075 2 0.12 1 .055 3 .18
Different economies to worry 0.075 1 0.055 2 .12 3 .18

about.
Keep up with standard built- 0.075 2 0.12 3 .18 1 0.055

ins.
Strengths
Ford’s shareholders were not 0.055 2 0.12 3 .18 1 0.055

satisfied with all the losses
within the company.
12 newer models by 2020, 0.06 3 0.18 2 .12 2 .12

introducing sports cars.
Sales increased by 70 % in the 0.06 2 0.12 2 .12 3 .18

U.S and 16 % in Europe
More loyal customers 0.045 3 0.18 3 .18 3 .18

60% of revenues from the 0.06 2 0.12 3 .18 3 .18

U.S. Canada and Mexico
$400 million program in 0.06 3 0.18 2 .12 3 .18

Europe to grow in 2015
$136 billion from vehicle 0.06 2 0.12 2 .12 3 .18

sales
Offering new products in the 0.06 1 0.055 3 .18 2 .12

existing market but
expanding.
Net income 3,187 M 0.06 2 0.12 1 .055 3 .18
187,000 employees 0.045 2 0.12 2 .12
EPS ratio .80 0.045 1 0.055 1 .055 2 .12
Weaknesses:
#1 75 % revenge goes to raw 0.045 1 0.055 1 .055 2 .12

materials
#2 $70,000 per employee 0.045 1 0.055 1 .055 2 .12
Ford was second to last in top 0.045 1 0.055 1 .055 3 .18

five automobile manufactures
Toyota was better than Ford 0.045 1 0.055 2 .12 3 .18

on exhibit 6
Ford isn't the largest car 0.065 1 0.055 1 .055 1 0.055

manufacturing company in
Detroit.
Rival forms at the lowest from 0.065 1 0.055 1 .055 1 0.055

others
Lowest net income of 3,187 0.045 1 0.055 1 .055 1 0.055
Lowest Market Capital of 0.045 1 0.055 2 .12 1 0.055

63.4 B
Total equity decreased from 0.045 1 0.055 1 .055 2 .12

2013 to 2014
Total 1.0 5.68 4.68 4.29
Strategic Alternatives Recommendations
This section focuses on the decision making for the company to grow with the use of SWOT
and QSPM. The attractiveness focus on Ford Motor Company wants to become the most trusted
automobile company by designing smart vehicles for a smart world as stated before. It’s goal is to
revisit revenue growth and come up with different ways to operate its company. Capital towards
creating less room passage space and more bigger vehicles such as trucks and SUVS. To include
better smart digital systems in their brand. (Login, n.d)
There could be many opportunities such as market penetration, Ford Motor Company has
worked in the race car industry to continue and possibly expand to other sponsor events globally.
There many people who still watch the traditional way of watching television and creating more
advertisements there could boost sales for the older generation. As well as including more blogs for
the younger generation to read and get more interested with the brand. It is one of the most fuel-
efficient vehicle brands and continuing to pursue more models in the vehicle can uplift their brand in
ways that other competitors are not.
Implementation Plan
Ford Motor Company’s implementation plan has to do with new programs and areas that are
the brands main focus of improving technology within the vehicles models to testing new programs
such as initial research experiments in the U.S and London.
Executives:
● Management should focus on its goals
● Keep all management up to date with plans
● Meeting frequanty for potential setbacks
Finance:
● Focus on monitoring the financial aspects for the company
● Focus on the main goals for success
Marketing:
● Focus on the target market and advertise campaigns
● Partnerships
● Include more digital social media
Research & Development:

● Look into more reward programs
● Study and draw conclusions
● Enhancing existing products
● Help communities
Human Resources:
● Focus on hiring the right fit for the company and the work environment
● Make sure training and talent checks are being taken into consideration with upper
management
For a company's implementation plan it is important for executives to create plans that
will help the company grow financially and budget plans for the future. Whether the plans are
short term or long term reaching the goals and making sure everyone within the company can
agree with decisions being made. Handling the general requirements for contractors in hiring
within the company. Overall making sure it runs smoothly from every aspect to every
management position. Taking care of challenges within.
Chief Executive Chairman William Clay Ford Jr. has taken many steps into keeping Ford
Motor Company traditional from where it started but as well as changing it up to more energy
saving efficient vehicles. He believes the purpose of a company is to make people's lives better. (
Login. (n.d.) That is why Ford Motor Company came up with “ The Bill Ford Better” and
introduced the “Ford Smart Mobility.”

The Bill Ford Better is a global program that funds employees to connect with local non
profit programs to help in such as running water, food and shelters. These types of charity works
are run and planned by the employees at Ford Motor Company who receive annual rewards for
the types of charies planned. This gives employees to work within the communities of need by
making good choices to make change, possibly coming together to help one another in many
ways that improves lives. The Bill Ford Better program has raised over 1.4 million in grants to
help all over the world: Mexico, India, Thailand, the United States and South Africa. (User, n.d)
The city of Detroit has vending machines where there are first aid kits,hygiene products
and many more things provided to the community for those in need. In many countries the
company has made many differences in the water project in South Africa where 156 gallons of
water is able to come out of the system to Mexico where people are able to drink safe water and
not worry of the toxic chemicals. India was able to install 300 SMART toilets for people to have
more privacy when using the restroom which was not a norm for the people before this project.
Thailand cleaning water has benefited up to 13 schools and the production of planting fruits and
vegetables which was done by over 200 volunteers of Ford Motor Company. (User, n.d)
These are some of the ways of making lives better around the world with the right
management of Chief Executive William Clay Ford Jr. in 2015 he was given the Ambassador for
Humanity Award by the USC Shoah Foundation Institute.
The Ford Smart Mobility LLC of new programs is focused on the way the world moves.
It is expected to grow in new mobility service by expanding its brand. The establishment was
done by Chairman Jim Hackett in California and Michigan to later be taken over by CEO Mark
Fields two main key areas of mobility are flexible use and ownership. By this project it is
shifting the company to automotive in a more mobility way.
The Ford Smart Mobility LLC, the company’s plan to be a leader in connectivity,
mobility, autonomous vehicles, the customer experience and data and analytics. (Login, n.d) This
plan was focused to learn more about what consumers expect for the brand such as including wifi
internet in the vehicles to more or less space in the vehicles. The company will continue to
improve on products and technology. Expected to make $5.4 trillion in annual revenue and to
grow by $43 million in 2020. (Login, n.d) The process includes vehicle connectivity, mobility,
autonomous vehicles, consumer experiences and data/analytics.
Vehicle connectivity includes the entertainment and communication system:
● Free capability for Apple users
● Updated wifi
● SYNC 3 on certain models/ Sync connect
Mobility is focused on driving and parking techniques in the system which helps find parking
spaces in areas of larger busier cities.
● GO Park
● GO drive
Autonomous vehicles adaptive cruise control, active park assist, lane-departure warning, lane-
keeping aid, pedestrian detection, Pro Trailer Backup Assist and vehicle-to-vehicle connection
technology. (Login, n.d) To be tested in states in:
● Arizona
● California
● Michigan
Consumer experiences focuses on free digital FordPass that includes four benefits that are
● Marketplace
● Appreciation
● Ford Guide
● FordHubs
Data/analytics is focused on understanding customers wants and needs within a matter of 10-15
seconds using data science.
Former chief transformation officer Marcy Klevorn was the executive vice president and
president of Ford Mobility which she outlined the plans to continue the global data and analytics.
Vice President of autonomous vehicle solutions was Laura Morlary, she was responsible for the
software of the internet fixing any problems that have to do with the technology.Another chief
executive is Raj Rao who has many roles in the Ford Smart Mobility LLC as a marketer and
financial executive. With all the help of every executive in the process Ford Motor Company
ended up raising 3 million after completing the program.
Financing
There are three alternatives for Ford Motor Company to raise capital: debt, equity or a
combination of debt and equity. To consider the financing options of developing a better
programs for the company and more advanced vehicles, the following assumptions have been
considered in the EPS/EBIT analysis

● Amount required: $3 billion
● EBIT range: $10-20 billion
● Interest rate: .6%
● Tax rate: 39%
● Stock price: $10.72 per share
● Shares Outstanding: 4,002,100,000
EPS/EBIT Analysis
Common Stock Financing Debt Financing
Recession Normal Boom Recession Normal Boom
EBIT 10,000,000 15,000,000 20,000,000 10,000,000 15,000,000 20,000,000
Intertest - - - 10,000 10,000 10,000
EBT 10,000,000 15,000,000 20,000,000 9,990,000 14,990,000 19,990,000
Taxes 3,900,000 5,850,000 7,800,000 5,994,000 8,994,000 11,994,000
EAT 6,100,000 9,150,000 12,200,000 4,006,000 6,006,000 8,006,000
Shares 7,002,100,011 7,002,100,011 7,002,100,011 4,002,100, 4,002,100,0 4,002,100,00

000 00 0
EPS 1.08 1.13 1.17 1.10 1.15 1.02
70% Stock - 30% Debt
Recession Normal Boom
EBIT 10,000,000 15,000,000 20,000,000
Interest 5,400,000,000 5,400,000,000 5,400,000,000
EBT 5,390,000,000 5,385,000,000 5,380000,000

Taxes 2,102,100,000 2,100,150,000 2,098,200,000
EAT 3,287,900,000 3,284,850,000 3,281,800,000
Shares 4,197,995,552 4,197,995,552 4,197,995,552
EPS 1.10 1.13 1.16
70% Stock - 30% Stock
Recession Normal Boom
EBIT 10,000,000 15,000,000 20,000,000
Interest 1,260,000,000 1,260,000,000 1,260,000,000
EBT 1,250,000,000 1,245,000,000 1,240,000,000
Taxes 487,500,000 485,550,000 483,600,000
EAT 762,500,000 759,450,000 756,400,000
Shares 4,086,055,224 4,086,055,224 4,086,055,224
EPS 1.3 1.6 1.9
This analysis shows that the common stock is the best option for Ford Motor Company
to persuade since the earnings per share is close to highest compared to the debt financing and
the debt/stocks. From the first two tables it shows how close they are in the earnings per share
normal and boom category by a difference of one or a few numbers. The debt and stock tables
are far from the recession to the boom from 1.3 to 1.16.
Projected Financial Statement
Income Statement
The projected income statement above shows the data from 2014 to 2018 expected to
increase more than 46 percent of better programs for the company and more advanced vehicles.
Expenses should vary to know if the taxes increase or decrease over the next few years from
the graph being unsteady from the past years.
Conclusion
In conclusion, Ford Motor Company will be successful if they continue to grow and have the
right management for each department to run the company to the suggested strategies in the
departments of marketing, operations and finance. Understanding the importance of helping the
community around the world to the improvements of customer needs with the company. Expansion
of many more opportunities will help it to succeed in the future. Being clear with plans to succeed in
reaching goals for the company. Having the right amount of funding to help within the company
and the benefits for advancement for it.

References
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become-most-trusted-mobility-company.html
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Appendix A
Ford Motor Company Income Statement
Income Statement
Fiscal year is January-December.
All values USD Millions. 2019 2018 2017 2016 2015

Sales/Revenue 155,900 160,338 156,776 151,800 149,558
Sales Growth -2.77% 2.27% 3.28% 1.50% -
Cost of Goods Sold (COGS) incl.

136,790 137,582 132,824 128,725 119,556
D&A
COGS excluding D&A 128,300 129,274 124,371 120,008 111,590
Depreciation & Amortization

8,490 8,308 8,453 8,717 7,966
Expense
Depreciation 9,689 9,280 9,122 9,023 7,993
Amortization of Intangibles (1,199) (972) (669) (306) (27)
COGS Growth -0.58% 3.58% 3.18% 7.67% -
Gross Income 19,110 22,756 23,952 23,075 30,002
Gross Income Growth -16.02% -4.99% 3.80% -23.09% -
Gross Profit Margin 12.26% - - - -
SG&A Expense 18,561 19,603 19,527 19,496 21,699
Research & Development 7,400 8,200 8,000 7,300 6,700
Other SG&A 11,161 11,403 11,527 12,196 14,999
SGA Growth -5.32% 0.39% 0.16% -10.15% -
Other Operating Expense - - - - 417
EBIT 549 3,153 - 3,579 7,886
Unusual Expense 181 (24) 197 (1,163) (969)
Non Operating Income/Expense (829) 1,616 3,678 1,244 413

Non-Operating Interest Income 809 667 459 291 309
Equity in Affiliates (Pretax) 32 123 1,201 1,780 1,818
Interest Expense 1,020 1,238 1,407 1,261 1,143
Interest Expense Growth -17.61% -12.01% 11.58% 10.32% -
Gross Interest Expense 1,020 1,238 1,407 1,288 1,163
Interest Capitalized - - - 27 20
Pretax Income (640) 4,345 8,159 6,796 10,252
Pretax Income Growth -114.73% -46.75% 20.06% -33.71% -
Pretax Margin -0.41% - - - -
Income Tax (724) 650 402 2,189 2,881
Income Tax - Current Domestic (68) 69 (40) (110) 92
Income Tax - Current Foreign 738 690 868 630 572
Income Tax - Deferred Domestic (1,324) (348) (1,019) 1,548 1,745
Income Tax - Deferred Foreign (70) 239 593 121 472
Consolidated Net Income 84 3,695 7,757 4,607 7,371
Minority Interest Expense 37 18 26 11 (2)
Net Income 47 3,677 7,731 4,596 7,373
Net Income Growth -98.72% -52.44% 68.21% -37.66% -
Net Margin 0.03% - - - -

Net Income After Extraordinaries 47 3,677 7,731 4,596 7,373
Net Income Available to Common 47 3,677 7,731 4,596 7,373
EPS (Basic) 0.01 0.92 1.93 1.15 1.84
EPS (Basic) Growth -98.73% -52.33% 67.83% -37.50% -
Basic Shares Outstanding 3,972 3,974 3,975 3,973 3,969
EPS (Diluted) 0.01 0.92 1.93 1.15 1.84
EPS (Diluted) Growth -98.72% -52.44% 68.25% -37.62% -
Diluted Shares Outstanding 4,004 3,998 3,998 3,999 4,002
EBITDA 9,039 11,461 12,878 12,296 15,852
EBITDA Growth -21.13% -11.00% 4.73% -22.43% -
EBITDA Margin 5.80% - - - -
EBIT 549 3,153 - 3,579 7,886
Appendix B
Ford Motor Company Balance Sheet
Balance Sheet
Fiscal year is January-
December. All values USD
Millions. 2019 2018 2017 2016 2015
Cash & Short Term

34,651 33,951 38,927 38,827 35,176
Investments
Cash Only 17,504 16,718 18,492 15,905 14,272
Short-Term Investments 17,147 17,233 20,435 22,922 20,904
Cash & Short Term

2.06% -12.78% 0.26% 10.38% -
Investments Growth
Cash & ST Investments /

13.40% 13.23% 15.06% 16.32% 15.64%
Total Assets
Total Accounts Receivable 63,139 65,812 63,049 57,591 101,975
Accounts Receivables, Net 62,888 65,548 62,809 57,368 101,975
Accounts Receivables, Gross 63,579 66,231 63,818 58,244 102,348
Bad Debt/Doubtful
(691) (683) (1,009) (876) (373)
Accounts
Other Receivables 251 264 240 223 -
Accounts Receivable
-4.06% 4.38% 9.48% -43.52% -
Growth
Accounts Receivable
2.47 2.44 2.49 2.64 1.47
Turnover
Inventories 10,786 11,220 11,176 8,898 8,319
Finished Goods 6,384 6,684 6,779 5,943 5,254
Raw Materials 4,402 4,536 4,397 3,843 4,005
Progress Payments &

- - - (888) (940)
Other
Other Current Assets 5,471 3,666 3,649 3,145 -
Miscellaneous Current
5,471 3,666 3,649 3,145 -
Assets
114,04 116,80
Total Current Assets 114,649 108,461 145,470
7 1
Net Property, Plant &

67,114 65,297 63,562 60,901 57,256
Equipment
Property, Plant & Equipment 103,90

101,683 99,422 94,319 89,316
- Gross 2
Buildings 11,900 11,477 11,096 10,308 9,942
Land & Improvements 421 445 411 391 344
Machinery & Equipment 38,939 38,720 37,533 34,149 33,164
Construction in Progress 1,710 2,066 2,608 2,170 1,750
Computer Software and

3,691 3,349 3,118 2,803 2,241
Equipment
Leased Property 33,386 33,557 32,659 32,823 31,687
Other Property, Plant &

12,440 12,069 11,997 11,675 10,188
Equipment
Accumulated Depreciation 36,788 36,386 35,860 33,418 32,060
Total Investments and

3,894 3,148 3,594 3,523 3,224
Advances
LT Investment - Affiliate
3,719 2,959 3,448 3,523 3,224
Companies
Other Long-Term
175 189 146 - -
Investments
Long-Term Note Receivable 53,703 55,544 56,182 49,924 209
Intangible Assets 278 442 288 248 124
Net Goodwill 278 264 75 50 -
Net Other Intangibles - 178 213 198 124
Other Assets 7,638 7,048 7,307 5,189 7,133
Tangible Other Assets 7,638 7,048 7,307 5,189 7,133
258,53 258,49
Total Assets 256,540 237,951 224,925
7 6
Assets - Total - Growth 0.78% -0.76% 8.63% 5.79% -
Asset Turnover 0.61 - - - -
Return On Average Assets 0.02% - - - -

Liabilities & Shareholders' Equity
All values USD Millions. 2019 2018 2017 2016 2015
ST Debt & Current Portion LT

54,313 53,493 51,621 49,669 42,998
Debt
Short Term Debt 14,399 15,319 18,549 16,654 12,941
Current Portion of Long

39,914 38,174 33,072 33,015 30,057
Term Debt
Accounts Payable 20,673 21,520 23,282 21,296 20,272
Accounts Payable Growth -3.94% -7.57% 9.33% 5.05% -
Other Current Liabilities 23,146 20,556 19,697 19,316 17,992
Accrued Payroll 2,374 2,298 2,238 2,065 2,130
Miscellaneous Current
20,772 18,258 17,459 17,251 15,862
Liabilities
Total Current Liabilities 98,132 95,569 94,600 90,281 81,262
Current Ratio 1.16 1.20 1.23 1.20 1.79
Quick Ratio 1.05 1.08 1.12 1.10 1.69
Cash Ratio 0.35 0.36 0.41 0.43 0.43
Long-Term Debt 102,408 100,720 102,666 93,301 89,856
Long-Term Debt excl.

101,280 100,720 102,666 93,301 89,856
Capitalized Leases
Non-Convertible Debt 101,280 100,720 102,666 93,301 89,856

Capitalized Lease Obligations 81 - - - -
Provision for Risks & Charges 16,722 15,723 16,892 16,915 15,929
Deferred Taxes (11,373) (9,815) (9,947) (9,014) (11,007)
Deferred Taxes - Credit 490 597 815 691 502
Deferred Taxes - Debit 11,863 10,412 10,762 9,705 11,509
Other Liabilities 7,555 7,865 7,819 7,480 8,625
Other Liabilities (excl.

3,364 3,880 3,990 3,793 5,792
Deferred Income)
Deferred Income 4,191 3,985 3,829 3,687 2,833
Total Liabilities 225,307 220,474 222,792 208,668 196,174
Total Liabilities / Total Assets 87.15% 85.94% 86.19% 87.69% 87.22%
Common Equity (Total) 33,185 35,932 35,578 29,170 28,642
Common Stock Par/Carry

41 41 41 41 41
Value
Additional Paid-In
22,165 22,006 21,843 21,630 21,421
Capital/Capital Surplus
Retained Earnings 20,320 22,668 21,906 15,634 14,414
Cumulative Translation
Adjustment/Unrealized For. (4,626) (4,800) (4,277) (4,593) (3,570)
Exch. Gain
Unrealized Gain/Loss 71 (59) (48) (14) (6)

Marketable Securities
Other Appropriated
(3,173) (2,507) (2,634) (2,406) (2,681)
Reserves
Treasury Stock (1,613) (1,417) (1,253) (1,122) (977)
Common Equity / Total

12.84% 14.01% 13.76% 12.26% 12.73%
Assets
Total Shareholders' Equity 33,185 35,932 35,578 29,170 28,642
Total Shareholders'
12.84% 14.01% 13.76% 12.26% 12.73%
Equity / Total Assets
Accumulated Minority Interest 45 134 126 113 109
Total Equity 33,230 36,066 35,704 29,283 28,751
Liabilities & Shareholders'

258,537 256,540 258,496 237,951 224,925
Equity

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Ford Motor Company 1

All Cases: Ford Motor Company

customer service and their employees in the workforce to the environment.

Goal. (David, 2012)

Ford’s mission statement:

accessible and affordable. (Thompson,2019)

Mission Table Evaluation

Any concerns(Growth, public image, employees)- yes

Self Concept- yes

to create advantages towards it. (Creating Tomorrow, Together, n.d.)

and only forward gear meaning it was unable to go in reverse.

● In 1919 his wife and son later partnered with a company.

● Ford expanded his plant in Missouri and England in 1911.

● In 1914 he introduced a $5 dollar a day minimum wage for his workers.

● Ford is the second largest family-owned company in the world.

middle-class and there was less turnover for the company.

● Ford F-series was ranked number one in 2013 selling cars.

Key external factors Weight Rating Weighted score

Good price for small cars like Ford 0.035 1 0.035

In 2015, Ford started two EcoBoost 0.055 3 0.165

Rates were increasing in 2014. 0.075 2 0.15

Higher tech vehicles will save 1.3 0.055 3 0.165

Crossover vehicles were at 26% 0.075 2 0.15

Ford invested 6 billion on increasing 0.055 3 0.165

Ford’s trucks increased in sales. 0.055 1 0.055

31.9% increase in sales by Ford 0.06 3 0.18

New Mustang model was the highest 0.06 3 0.18

Developed a new 3 year strategic 0.075 2 0.15

In 2014, Ford’s European increased 0.17 4 0.68

In 2014, even with the lower prices 0.075 2 0.15

In 2013, there were recalls on Ford’s 0.055 1 0.055

In 2014, Auto loans were 11% higher 0.075 2 0.15

Ford’s brand fell sales of 1.7% in the 0.06 3 0.18

Ford's two most popular vehicles 0.06 3 0.18

China sold more vehicles than the 0.055 1 0.055

Pressure on other automakers. 0.075 2 0.15

Different economies to worry about. 0.075 2 0.15

Keep up with standard built-ins. 0.075 2 0.15

Ford’s shareholders were not satisfied 0.055 1 0.055

Total 1.0 3.35

create a growing demand for the brand.

spent over billions of dollars on penalties. (David,2012)

Key internal Weight Rating Weighted score

12 newer models by 0.06 3 0.18

Sales increased by 0.06 3 0.18

More loyal 0.045 2 0.09

60% of revenues 0.06 3 0.18

$400 million 0.06 3 0.18

$136 billion from 0.06 3 0.18

Offering new 0.06 3 0.18

Net income 3,187 M 0.06 3 0.18

187,000 employees 0.045 2 0.09

EPS ratio .80 0.045 2 0.09

#1 75 % revenge 0.045 2 0.09

#2 $70,000 per 0.045 2 0.09

Ford was second to 0.045 2 0.09

Toyota was better 0.045 2 0.09

Ford isn't the largest 0.065 1 0.065

Rival forms at the 0.065 1 0.065