Resources

Mulitpronged Strategy Bolsters Ford's Market Share

To assist dealers in meeting goals, Ford implemented a multipronged strategy that included launching new models, realigning prices for key models, increasing management support, re-evaluating advertising and promotion, and introducing "The Chairman's Challenge" incentive campaign. The promotion featured a variety of successful motivation techniques, including development of reasonable goals, frequent communication, individualized feedback to qualifiers, involvement of spouses, and program fine-tuning.