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Ford Company Limited Case Analysis: Strategic Issues
Finance & Accounting
Pages 10 (2510 words)
FORD CASE ANALYSIS Company introduction Ford is an American Automaker. It is the third largest automaker in the world. Ford Company has been around for a period of 100 years. It was founded by Henry Ford in the year 1903. Initially the company was named Detroit Automobile Company.
He appointed Alan Mulally as the CEO of the company in 2006. Bill Ford was impressed with Alan Mulally leadership skills. Alan Mulally came into automobile business from metal bending business. Bill Ford appointed Alan Mullay as the CEO of Ford because he had the skills to overcome the problems Ford was facing. Alan Mulally had faced similar problems in Boeing so his experience would be useful to Ford. Alan Mulally vision was to provide customized automobiles to the customers. He brought in changes so that Ford would be a small and profitable business in future. He had convinced Bill Ford to take up loan of about $23 billion to avoid bankruptcy after he arrived from Boeing Company. In order to build up cash cushion the automaker had put up all the major assets as collateral. Mulally set plans to take loan from the market. He replaced "the bigger is better" policy of ford with "less is more approach." Ford concentrated more on cutting various costs and transforming the way ford was doing business. Former CEO Jacques Nasser emphasized on doing acquisitions in order to reshape ford but the daily activities of the company were ignored in this process. The policy followed by Jacques Nasser failed because plans were not prepared after thorough research. Bill Ford is a visionary. He appointed Alan Mulally so that he could bring in his experience to ford. ...
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