A global communication plan for Ford Motor Company

Abstract

This study centers on exploring the micro, macro, and meso environments of Ford Motor Company to comprehend its strategic challenges in the automotive industry. This examination is crucial for recognizing that the brand’s strong symbolic alignment, built through the “Raza Fuerte” narrative, remains fragmented and overly technical. Consequently, this thesis addresses the problem of limited institutional recognition outside Ford’s traditional base, which restricts its capacity to be perceived as a strategic partner in Argentina’s transition toward sustainable mobility. This investigation culminates in the “Ford Every Road” Global Communication Plan, a 15-month, multichannel strategy featuring 14 integrated tactics designed to strengthen institutional engagement across six key publics. The expected result is to be perceived by 75% of key publics as a company driving the transition towards a greener future, translating symbolic affinity into active institutional engagement.