Ford Hybrid Marketing Plan
Introduction
The push for green cars comes from people looking for ways to lessen their impact on the environment and become less dependent on oil. The research into alternative and more efficient energy is ongoing, but there is technology available for those who are willing to help. At the individual level, personal automobiles are one of the easiest ways for people to help with the movement. As more people are becoming informed and taking action, companies are feeling pressure from the government and customers to make changes. The change process has been relatively slow and not all countries feel passionate about making changes. In Greece, the change has been slow to sell more green cars. Our consulting group has been assigned the task of helping the Vrohidis-Hatzis Ford dealership find ways to sell green cars in Greece to gain a competitive advantage in the automobile market.
Background
Our client, The Vrohidis-Hatzis Ford dealership opened its doors in 1996. Tasos Hatzis is the current owner of the company located on Γεωργική Σχολή in Thessaloniki. The company has maintained high sales from year to year and last year the company sold 1,800 cars. There are currently a total of four Ford dealerships in the area, all competing for the same market. To increase sales and gain a first mover advantage, the dealership is exploring the possibility of green vehicles. As mentioned, Greece is slow to adopt these more environmentally friendly vehicles. However, the Ford Motor Company states on their website they are committed to improving fuel economy and reducing greenhouse gas emissions. Around the world, and in the United States especially, there has been high demand for the Ford Escape hybrid and other vehicles.
Ironically, the problem our client faces comes from the European headquarters in Germany. They are not convinced the hybrid cars will sell in Greece and refuse to ship any of...
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