Ford Performance 1
Ford Performance Marketing: Driving Decisions
Rashad L. Anderson
School of Business, Liberty University
Market Research
Market research is the foundation of expanding this organizations potential and current
target audiences. Firstly, it is important analyze the opposition’s strengths and weaknesses while
annotating current and past trends. Additionally, selection of the target market is driven from
the in-depth target audience analysis. This will include variable such as potential buy behavior
analysis, market demand studies, and market segmentation studies. Internal and external
marketing intelligence are critical in marketing decision for this and any organization to drive
every course of action. Furthermore, this includes critical data such a past product pre/post
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testing results, surveys, and focus groups with the respective target audiences. Yet, external
force analysis also must be considered in all marketing decisions.
External Forces
External factors are often uncontrollable, yet must be evaluated and considered. They
often have an extensive effect on marketing decisions and if not evaluated, can render a
marketing plan ineffective. Economic conditions such as micro/macro economics are vital to the
marketing plan as they will help identify target audience trends and sentiments while providing
the large scale of strategic planning. Additionally, technology transformations in the automotive
industry constantly evolves. The Ford Performance marketing department must work hand-
inhand with the research and development (R&D) department to analyze both competition and
the organization’s technology trends. Lastly, government regulations such as emissions play a
crucial role in the R&D, engineering, and marketing departments as each department
compliments the next.
Customer Relation Management
Consequently, Ford Performance does not have a specific Customer Relation
Management (CRM) system, however, it utilizes the in-place Ford networks and platforms. The
current CRM layout for Ford consists of; FordDirect, VinSolutions, AI-powered CRM, and Dealer
Management Systems. These CRM systems could possibly be utilized in Ford Performance’s new
marketing plan in expanding their target audience. Finally, the “Friends of
Ford” community should be an integral part of the new marketing plan for Ford performance.
This newly launched (set. 2022) community plays a pivotal role in bringing together the
organization’s most passionate fans with its nearly 10,000 members (Vrazilek, Lauren , 2025).
Consumer Characteristics
Identifying what demographics of the target audience is a critical part of the marketing
team’s analysis. Attributes such as age, income, lifestyle, personality, and attitude are internal
factors to consider. While, culture, subculture, and social class are external factors when
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conducting target audience analysis. Additionally, the marketing team shall evaluate the
consumer decision making process and whether or not the product(s) poses to be a
remedy/replacement or are the alternative better suited for their lifestyle. Moreover, it is
important or provide the target audience with substantial arguments as to why Ford
Performance’s product(s) is the better choice.
Positioning
As the market segment is finalized by the Ford Performance marketing team, the product
positioning will then be considered. Final analysis of the target audience and their needs and
wants is thoroughly address with the product placement and narrative from the marketing
team. “Ford Performance provides unprecedented North American automotive innovation to the
European auto market. From the supercar enthusiast to the off-road hobbyist to the track teams,
we strive to bring you the heritage of performance. Our versatility sets us apart from our
competitors.” This positioning statement provides the narrative to the future market from the
organization’s team members’ passion for auto performance. Channeling Henry Ford’s drive for
excellence and commitment to pressing the competition. As studies have shown, brand
positioning is important to show consumers how the organization’s product has an advantage
over the completion (Allen, Sallie, 2024). Influence is an art within marketing, and target
audience analysis are the brush-stokes.
References
Allen, Sallie. (2024, OCT 29). Business Insights . Retrieved from Harvard Business School:
https://online.hbs.edu/blog/post/brand-positioning-statement
Vrazilek, Lauren . (2025, May 5). Friends of Ford: A Community of Passionate Fans . Retrieved
from From The Road: Ford:
https://www.fromtheroad.ford.com/us/en/articles/2025/friends-of-ford-a-community-
ofpassionate-fans
