Abstract
Ford Motors Company has been founded in 1903 by Henri T. Ford and 11 associates.Over the years, the company developed and expanded its automotive activities (design, development, manufacture, sale and service of cars and trucks). The Company had the credit in financing a wide variety of automotive products through automotive dealers to Europe during the 1960s and then to China between 2002-2003. But, by 2006, because of huge loss ($12.7 billion), the top management of Ford decided to start the "Way Forward Plan", which dealt with factories shut down, a focus on the main activities of the company, and also on innovations, in order to reduce costs and minimize losses.
Nowadays, Ford is still one of the Big Three Companies, i.e. the three main cars and trucks manufacturers in the US (with General Motors and DaimlerChrysler). Ford's brand portfolio has been reduced overtime: now, it comprises only Ford and Lincoln, since it stopped the production of the Mercury luxury cars in the year 2010. However, the company is still losing money: in 2009, Ford's total revenues suffered from a loss of $19 billion. That is why there is a strong need to adapt to the - then strategy of Ford, in order to be as successful as in the old times.
