Ford Motor Company: Strengthening the Dealer Network

Posted: 7 Mar 2012

See all articles by V. Kasturi Rangan

V. Kasturi Rangan

Harvard Business School - Marketing Unit

Katharine L. Lee

Harvard Business School

Date Written: August 31, 2011

Abstract

The case describes a five-year effort (2006-2011) of distribution rationalization and consolidation at Ford. The financial crisis in the second-half of 2008 forced GM and Chrysler into bankruptcy. Having completed the distribution overhaul work by 2011, its senior managers wondered how the transformed distribution channel would meet the needs of its new product strategy developed in response to the financial crisis.

Learning Objective: To understand the process of building distribution strength.

Suggested Citation

Rangan, V. Kasturi and Lee, Katharine L., Ford Motor Company: Strengthening the Dealer Network (August 31, 2011). Harvard Business School Marketing Unit Case No. 511-132. Available at SSRN: https://ssrn.com/abstract=2017970

V. Kasturi Rangan (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States

Katharine L. Lee

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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