Question 1: Differentiation and marketing strategy analysis (20 marks) a) b) c) d) With the new strategy unveiled to drive growth at Ford, please write a positioning statement for Ford. (3 marks) Is Ford practising a differentiated or non-differentiated marketing strategy? Please support your answer with ONE piece of evidence from the case. (2 marks) Is the new strategy a sustainable strategy? Using the 4Cs of marketing strategy analysis relating to Company, Environmental Context, Competitors and Customers, please explain your rationale and provide evidence from the case to support your answer. (10 marks) As the marketing manager at Ford reviewing the competitor landscape, identify the TWO determinant attributes you would use to build a positioning grid for the new Mustang Mach-E. Please state THREE marketing benefits of using a perceptual map. (5 marks) Question 2: Measuring market opportunities (10 marks) a) Ford pivoted from building an all-new small SUV, a 5-passenger electric vehicle, to building the Mustang Mach-E. Using the six major evidence-based methods for estimating market potential and forecasting sales, which THREE methods did Ford use to help it identify and forecast the new market Page 6 of 7 Final Exams SP53, 2022 b) LB5122 Marketing Strategy, Analytics and Development opportunity of Mustang Mach-E? Please support your answers with evidence from the case. (6 marks) "Ford anticipated that Mustang loyalists might be sceptical and that the new electric version might polarise existing customers." As the marketing manager at Ford, what would you do to address this concern? Please provide TWO examples of what you would do and explain your rationale for each. (4 marks) Question 3: Business strategies and marketing implications (20 marks) a) b) c) "Empirical evidence shows when there is a good fit between a business's competitive strategy and the strategic marketing programmes of its various product or service offerings, the business will achieve better results (Walker & Mullins, 2015)." Ford Motor Company had achieved success with its new strategy, evidently bringing out the truth in this statement. Citing information from the case, please explain how Ford's marketing strategies had been a good fit with Ford's competitive strategy. (4 marks) Using Miles and Snow's four business strategies, compare the type of business strategy Ford had adopted before unveiling The Plan and after The Plan was unveiled. Please justify your answer using the definitions from Miles and Snow framework and support your answers with evidence from the case. (12 marks) Under the same environmental circumstances, such as market, technological and competitive conditions or the strengths of the business unit, different strategies do not necessarily work equally well. Please describe TWO environmental factors favourable to the type of business strategy adopted by Ford after The Plan was unveiled. (4 marks)