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福特汽车以客为主的经营理念(英文版)
Build Strong Brands
Through Consumer Insight
2
Objective
Understand Importance Of
Consumer Insight
And
Brand Building
To Your Business
3
Vision
Becoming The World’s Leading Consumer Company
4
A consumer is someone who has the potential to buy our product
What is the difference between a customer and a consumer
A customer is someone who is already buying our products
5
What is a consumer company?
An enterprise that is continuously gathering unfiltered consumer insights worldwide to :
Connect with potential customers
Translate consumer needs into competitive advantage
Build sustained relationships
Manage portfolio of brands
Grow shareholder value
6
Customer / Products Quadrant
7
Portfolio Approach To Managing The Business
8
What Does Transformation Mean?
Move from an internal
To an external consumer and shareholder focus
From bureaucratic
Become more nimble and entrepreneurial
From manufacture driven
To think from a consumer perspective
9
What Does Transformation Mean?
From focus on cost of production
To focus on the cost of ownership
From asset intensive
To less asset intensive
From follow
To lead
10