Ford Motor Company: Strengthening the Dealer Network
Posted: 7 Mar 2012
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: 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
Katharine L. Lee
Harvard University - Business School (HBS) ( email )
Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States
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