FORD Case Study- Smart Mobility in UK

Description

To confront the challenges identified, Ford Motor Company has requested that to examine the services embedded within Ford Pass and evaluate their impact on the company with the aim of identifying potential areas where the data collected could be used to redefine the strategic aims of the organisation and the potential impact that this will have on the products and services the company offers. The task is not simply to analyse the Ford Pass application in isolation as a response to changing global trends but you must also honour Ford’s brand, its century-long history, its belief in social and environmental responsibility and its commitment to constant innovation. You will be expected to draw on the course material and consider insight into the following areas: • Motivations for data collection; • Understanding of the data collected and how it will be prepared, analysed and stored; • Data mining process and methods available; • Strategic implications; and • Consideration of future trends. Your report will comprise of the following sections: (a) An Executive Summary that includes findings, process undertaken and recommendations. (b) An Introduction to the report which sets out the task and the analysis undertaken. (c) An analysis of Ford Pass with the aim of highlighting key areas of value where and how data can be harvested for strategic gain. (d) A Conclusion section outlining strategic recommendations (gaps and future opportunities) considered relevant to the future of the Ford Pass Application and the Ford Smart Mobility project. . It should be supported by clear citations of papers, web-sites, and other evidence. It should be evaluative, critical and reflective; a purely descriptive essay will not suffice. As in real life, anomalies may be found in this case study. Please simply state your assumptions where necessary when addressing the deliverables. Students will be tested on their overall understanding of the case and its key issues, not on minor details.