Thousands of consumers submitted entries to be chosen as one of 100 digital influencers given the. Ford fiesta was the important product which brought consideration regarding fiestas elements among individuals in form, style and tech circles so that the product would be on the top of the customers mind when they become ready to buy a. Financial management case study with solution cloud 9 audit case study solution aes capital budgeting case study solution ford fiesta movement case study solution chads creative concepts case study solution. Ford fiesta fiesta is an spanish word which means festival orcelebration. Ford gave 100 consumers a car for six months and asked them to complete a. When ford launched the fiesta for 2011, they had a head start. The campaign that grew out of this scenario came to be known as the the fiesta movement, under the leadership of chantel lenard, fords. Statement of problem, opportunity, and objectives the ford fiesta case offers an interesting look into an innovative approach to content marketing for a product that has not yet been released. The official fan page for the ford fiesta movement. The ford fiesta case solution and analysis, hbr case study.
It was founded by henry ford and incorporated on june 16, 1903. I believe that ford needs to set up personal engagement and. According to the study, 44% of users across all 19 social networking sites are in. Case study ford motor company six sigma initiatives streamline operations ford motor company, one of the worlds largest automotive manufacturers, has worked with penske on several six sigma initiatives. Fiesta movement case study in social advertising slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Ford fiesta effortless technology results more than 16,000 photos were submitted to the fiestagram contest. The ford fiesta, chinese version 10 steps case study. Executives at ford wondered if social media could be the marketing solution for the. The ford fiesta case presented a creative and effective way of utilizing social. As its lead logistics provider llp, penskes quality team. Jan 11, 20 ford fiesta fiesta is an spanish word which means festival orcelebration. The ford fiesta case solution and analysis, hbs case study. Ford fiesta common problems solutions hints and tips. Leaders are those who are willing to take risk and inspire and empower those around them to do great things.
Executives at ford wondered if social media could be the marketing solution for the launch of the youthoriented 2010 fiesta. More than 3,300 people applied for the 100 slots through fords fiesta movement website by posting videos on youtube. In this case, adventures inspired by undercurrent and ford return as. Ford fiesta social media campaign linkedin slideshare. Ford fiesta movement mktg6677 the ford fiesta questions 1 2. This time ford fiesta movement aims at selling more fiestas. As its lead logistics provider llp, penskes quality team of associates are trained in six sigma practices and work. Digital marketing case studies suggest the innovative fiesta movement revolutionized how marketing teams looked at promotional strategies for millennial audiences. These agents are responsible for using their social media presence in order to illustrate to others the advanced features of the ford fiesta. The most likely problem is the shock absorber top mounts. Fords introduction of the fiesta is a case study in. This balance will give ford the greatest chance to prosper in this innovative technique. I won my ford fiesta yay take a look people in the video written, directed and edited by jason garfield olga kay htt. Ford fiesta case study for ecommerce and web design class.
Executives at ford asked whether social media marketing could be the solution for the introduction of the youth fiesta 2010. If you continue browsing the site, you agree to the use of cookies on this website. Thousands of consumers submitted entries to be chosen as one of 100 digital influencers given the keys to a fiesta for six months. The ford fiesta case solution,the ford fiesta case analysis, the ford fiesta case study solution, ford thought leaders, social media can be a marketing decision to launch youth 2010 fiesta. Additionally, ford can offer its leads the opportunity to preorder the car with a guaranteed delivery date to provide an incentive for preordering. First fiesta movement agents soon to blitz social media. How is the fiesta movement performing by the metrics reported in thecase. Appraise fords marketing strategy for the fiesta in the u. Ford recently wrapped the first chapter of its fiesta movement, leaving us distinctly wiser about marketing in the digital space. Before launching their new ford fiesta model in 2010, the company wanted to show potential customers what the car could do, and how people just like. Problem definition major us car manufacturers were infamous for the poor quality and spending. Petersens turnaround excel file, subjects covered change management leadership organizational change by nitin nohria, sandy e.
Ford also saw hundreds of thousands of visitors to the campaign hub on. The ford fiesta case solution case study analysis and solutions. Us ford fiesta movement campaign ge nerates a lot of buzz e. Situation analysis target groups strategy questions 3. Fiesta movement a successful digital marketing campaign. The ford fiesta case solution case study analysis and. Introductionoverview ford introduced ford fiesta in the us market in 2009 in an attempt to reposition itself in the automobile industry. The abovementioned case study is a proof that digital marketing can elevate your business growth if used optimally. The ford fiesta, chinese version case solution, this case is about leadership, sales publication date. This marketing campaign ford fiesta movement was one of its kind in the auto industry and we have tried to analyze the.
Ford fiesta case analysis ford motor company car scribd. The solution allows quick connection between coworkers and suppliers around the country with a push of a button, wireless phone functionality for longer conversations and text messaging to allow for fast responses when conversations are. The ford fiesta video case solution, hide from john deighton, leora kornfeld source. One of the most common digital marketing case studies is that of ford. It was a grassroots campaign that made heavy use of online social media to build awareness and buzz for the 2011 north american ford fiesta, a subcompact car that ford had not sold in north america for over a. After an awards ceremony held at the hollywood palladium, its clear that participants hard work. Ford could extend the ford fiesta movement with new agents and have those agents complete missions and hold events in the various locations the leads are located. Feb 19, 20 when ford launched the fiesta for 2011, they had a head start. Problem definition major us car manufacturers were infamous for the poor quality and spending habits in the past years and this resulted in a number of foreign player entering and establishing themselves in the past few years. Develop some alternatives, evaluate them and propose a specific recommendation for ford. Mar, 2009 i won my ford fiesta yay take a look people in the video written, directed and edited by jason garfield olga kay htt. Ford fiesta movement mktg6677 the ford fiesta questions. The ford motor company also known as ford is an american multinational automaker headquartered indearborn, michigan, a suburb of detroit. Strategic transformation of ford motor company a project submitted in partial fulfillment of the requirements for the degree of master of science natural resources and environment at the university of michigan december, 2006 tom gladwin, advisor john gearen sarah hines david hobstetter sathyanarayanan jayagopi nikolaos meissner josh nothwang.
Fords great experiment in social media marketing, the fiesta movement, has come to an end. With attempts online through social media, ford didnt get the reaction they needed. Social media branding is the creation of a conversation between friends. The fmm campaign was unlike any other used by ford since being incorporated in june 1903. To understand the complete manner in which digital marketing can help you grow, enroll in our certified digital marketing master course. Oct 02, 2009 while ford has had several initiatives, by far their most ambitious one has been the ford fiesta movement, a grassroots social media campaign to promote the new fiesta model by placing fiestas in. The ford fiesta, chinese version case solution and analysis. The ford fiesta case analysis, the ford fiesta case study solution, the ford fiesta xls file, the ford fiesta excel file, subjects covered advertising campaigns brands leadership market entry sales by john deighton, leora kornfeld source. Two years earlier in 2009, theyd brought 100 european fiestas to the u. Which other metrics, if any, should have been used. It not only effected an increase in prelaunch brand awareness and brand engagement, which in themselves are key metrics for success, but also led to an increase in actual sales. Feb 15, 20 ford fiesta case study for ecommerce and web design class ford fiesta movement case study 9369897. This launch was an attempt to reintroduce a class b vehicle and company also launched a new marketing campaign.
The fiesta movement 6month experiment in promoting a new car. Ford motor company leadership case study leadership is defined as a person being able to successfully get others to follow them. What were the important elements of the fiesta movement. The ford fiesta case presented a creative and effective way of utilizing social networking and viral marketing to create interest and demand for a product in a cost effective manner. The case study also gives an insight to the fords efforts to establish each of their individual brands, especially the ford fiesta as an international product, the ford figo in the asian markets as opposed to the highend luxury automobiles generally aimed at the european markets, and the ford fusion, which was first solely marketed. Ford fiesta movement uf marketing management case slideshare. During the sixweek campaign, ford gained more than 120,000 new facebook fans across europe. This marketing campaign ford fiesta movement was one of its kind in the auto industry and we have tried to analyze the pros and cons of the new movement by ford in the discussion that follows. Ford fiesta common problems solutions hints and tips united. Ford fiesta case solution and analysis, hbr case study solution. The ford fiesta case study solution, the ford fiesta case study analysis, subjects covered advertising campaigns brands leadership market entry sales by john deighton, leora kornfeld source.
Ford fiesta case solution and analysis, hbr case study. Ford fiesta was the important product which brought consideration regarding fiestas elements among individuals in form, style and tech circles so that the product would be on the top of the customers mind when they become ready to buy a new vehicle to complement their. Fords goal was to get customers interested in their new product line of ford fiesta. Fords original fiesta movement in 2009 was hailed for raising awareness of the fiesta which was coming off a new global platform to the u. The ford fiesta video case solution and analysis, hbs case. Some at the company believed that if ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken.
Ford fiesta case solution and analysis, hbs case study. The ford fiesta, chinese version case solution and. Situation analysis ford fiesta movement we promoted the new fiesta model by selecting 100 social agents to show off the fiesta through. For the fiesta movement campaign, ford also organized the worlds largest tweetup by bringing together friends and family of the selected test drivers.
Ford to offer 100,000 test drives as part of fiesta movement. While ford has had several initiatives, by far their most ambitious one has been the ford fiesta movement, a grassroots social media campaign to. How is the fiesta movement performing by the metrics reported in the case. Were not sure when guinness book of records started acknowledging tweetups, but they did, and this one is marked as the worlds largest tweetup. Apr 09, 2016 ford fiesta movement uf marketing management case 1. Ford is betting the success of the fiesta subcompact on the blogs, tweets and facebook updates of 100 people who will live with the cars and share their experiences online. Revised and updated new shock absorber top mounts should be fitted. I believe that ford needs to set up personal engagement and see what the customers like, and how they react. Statement of problem, opportunity, and objectives the ford fiesta case offers an interesting look into an innovative approach to content marketing for a product that has not yet.
Ford fiesta movement uf marketing management case 1. This campaign put ford in an interesting dilemma as they are spending substantial funds on gajeski 1. The american automobile manufacturer wanted to reenter the compact car market in the us after a gap of years. Situation analysis ford fiesta movement we promoted the new fiesta model by selecting 100 social agents to show off the fiesta through promotion on social media networks. The us automotive industry is highly penetrated with a number of giant player in operating in the industry and fighting over the market share. The marketing campaign of the company involves a number of marketing activities and programs that have helped the company in attaining an increase market share in the highly competitive and the saturated industry of us automotive. Some accepted at the company that if ford had wanted to move opportunities through its conservative image of the brand for the launch of the new small car to be taken. The ford fiesta movement case customer experience the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier to catch the emotional part of customers in order to develop awareness, discovery. Ford recently wrapped the first chapter of its fiesta movement, leaving us. Ford gave 100 consumers a car for six months and asked them to.