The company I researched is the Ford motor company. Their Facebook page informed me of the re-launch of their mid-size truck- the Ford Ranger. It will be the 2019 model year, and by reading through the comments, I have gathered that there are some mixed reactions regarding the launch of their once popular truck.
Ford's value proposition lies in their slogan 'Built Ford Tough.' However, some people have voiced their concern over the quality of the new truck. Russell West said "Yeah, that's not a Ranger. My 97 model would eat that piece of Mexican made garbage in longevity and quality." Ford representatives were quick to inform Russell that the Ford Ranger is going to be made in the U.S. Others are skeptical about the pricing, despite being excited about the truck coming out. Justin Walker said " Been holding out of buying a small truck until the new Ranger rolls out being that I'm a die hard Ford guy owning 5 in total. I really hope it's not priced out of the market for the everyday working man." Barb Cowley is another Ford fan excited for the release of the Ranger. He said "Been waiting for this. We have a 2010 Ranger and will keep it until the new one is available. The F 150 is too big." By analyzing these comments, it is clear that while there is some skepticism regarding the quality of the new Ranger, this is mostly due to people not being informed. Overall, I sense a feeling of excitement among the Ford community, and I foresee the Ford Ranger being a hit when it rolls out on the market in 2019.
Some key aspects that relate to marketing in this example are the use of social media to inform the public of the new vehicle offering, interaction between customers on the social media platform, and responses by the Ford company. The Ford community has voiced their concern over the size of the new truck. Many of the past buyers of the Ford Rangers have sought out the vehicle specifically for the "mid-size truck" aspect of the Ranger. It will be interesting to see how the community responds when the vehicle is released.
If I were the brand manager at Ford, I would be focusing my marketing efforts toward past customers of the Ford Ranger. One of my main objectives would be to persuade them that the new size of the truck is beneficial. After reading some of the comments on Facebook, it seems that there are a number of customers that believe the Ford Ranger will be made out of country. I would make sure that these people are correctly informed to try and avoid the amount of false rumors going around about the vehicle being made outside the U.S. Finally, I would ensure customers that while the new Ford Ranger has undergone a face-lift, it is still has the same quality and dependability that Ranger owners have come to know and love.
Ford's value proposition lies in their slogan 'Built Ford Tough.' However, some people have voiced their concern over the quality of the new truck. Russell West said "Yeah, that's not a Ranger. My 97 model would eat that piece of Mexican made garbage in longevity and quality." Ford representatives were quick to inform Russell that the Ford Ranger is going to be made in the U.S. Others are skeptical about the pricing, despite being excited about the truck coming out. Justin Walker said " Been holding out of buying a small truck until the new Ranger rolls out being that I'm a die hard Ford guy owning 5 in total. I really hope it's not priced out of the market for the everyday working man." Barb Cowley is another Ford fan excited for the release of the Ranger. He said "Been waiting for this. We have a 2010 Ranger and will keep it until the new one is available. The F 150 is too big." By analyzing these comments, it is clear that while there is some skepticism regarding the quality of the new Ranger, this is mostly due to people not being informed. Overall, I sense a feeling of excitement among the Ford community, and I foresee the Ford Ranger being a hit when it rolls out on the market in 2019.
Some key aspects that relate to marketing in this example are the use of social media to inform the public of the new vehicle offering, interaction between customers on the social media platform, and responses by the Ford company. The Ford community has voiced their concern over the size of the new truck. Many of the past buyers of the Ford Rangers have sought out the vehicle specifically for the "mid-size truck" aspect of the Ranger. It will be interesting to see how the community responds when the vehicle is released.
If I were the brand manager at Ford, I would be focusing my marketing efforts toward past customers of the Ford Ranger. One of my main objectives would be to persuade them that the new size of the truck is beneficial. After reading some of the comments on Facebook, it seems that there are a number of customers that believe the Ford Ranger will be made out of country. I would make sure that these people are correctly informed to try and avoid the amount of false rumors going around about the vehicle being made outside the U.S. Finally, I would ensure customers that while the new Ford Ranger has undergone a face-lift, it is still has the same quality and dependability that Ranger owners have come to know and love.
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