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Fords Hybrid SUV Team Races to Finish1Fords Hybrid SUV Team Races to Finish

Group 2MembersFaculty: Mahbub AlamMGT701, Spring 2014BRAC UniversityA.K.M Nasimul Hoda Student ID: 133 74 001Zayn AhmedStudent ID: 1417 4023

Irin SultanaStudent ID: 132 74 032CyrusStudent ID: 133 74 007

Scope of PresentationFord Motor Company as an Organization Background of the Case StudyProject ManagementCase DiscussionFindings & RecommendationConclusionQ & AIntroductionFord Motor Limited, established in 1903 is one of the oldest automobile manufacturers.

Ford Motor Limited has plants and operations in 90 countries worldwide, and is renown for its global supply chain management, strategic management and production capabilities.

Ford generated $118.3billion in revenues in 2009, Ford produced 5.532million automobiles and employed about 213,000 employees in 2008.Ford has been advertising for a couple of years to launch a new, environmentally friend, balanced hybrid SUV- ESCAPE in the automobile history. The Project is expected come into light by 2004. The management has focused on successful launching of the car by effective management of innovative ideas, skills, expertise & resources.

4Ford was founded by HENRY FORD on June 16, 1903

6Fords Brief History1903 Ford Motor Company founded in Michigan1908 Model T introduced1913 first moving automobile assembly line in the world1956 Fords stocks go on sale (10.2 million shares sold the first day)1987 beginning of the acquisitions of other brands1988 Ford Motor Company reached the peak

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The head Quarter of FORD Motor Company situated in Dearborn , Michigan

Mission of the FORDTo become the world's leading consumer company for automotive products and services.Different Model of Ford SUV

Overview of Ford Escape Hybrid SUV Muscular V-6 engineYet, sip 36 miles per gallonEmissions minisculeTwo motors: One gas; One electricAn array of computers to determine which motor can drive the wheels most efficientlyPerfect balance between power & acceleration and mileage & emission Roominess & ComfortableFord Motor Ltd. had initiated a project to launch a Hybrid SUV, Escape in the Fall of 2004.

The project was the most technically advanced automobile that Ford had ever attempted to manufacturer.

The Escape Hybrid SUV project was to be the symbol & embody of the new vision and objectives of Ford Motor Ltd, an environmental and social conscious organization.

Background of the Case Study12Problem StatementIn Spring 2003, the Head of Product Development realized that the project was behind schedule and would miss the launch date at the current rate of progression.

The current project team though qualified had little or no launch experience.

Nine new technologies were incorporated into the product and the complex global supply chain system, challenged the project team to convert prototype into main stream production

13Project ManagementRealizing the problem to the successful and smooth launch of the project, Head of Product Development hired another project manager, Mary Ann Wright for the Hybrid SUV project.

14Project Management Organization Structure15Project TeamThe project team was a hybrid itself.

Cross functional team, scientist and engineers worked together in this project. First time in the history of Ford.

Two project managers for the Escape Hybrid SUV Project.

Patil, a qualified scientist, in charge of innovation & technology of the project.

Mary Ann Wright, with legendary record for supply chain management and project launch management.

16Q1: What are the challenges for a project manager of such a high visibility high risk project?

Challenges & Risks Of the Project The attention and hype generated for this project added a lot of pressure, on top of the technological challenges of the project.

The Escape Hybrid SUV was to be a pioneer project for Ford, driving into the Hybrid segment.

The Chairman had touted about the project for a long time aligned with its new vision and objectives. This generated huge expectation.

Technology risk was involved as nine new technologies were incorporated into the product. The integration global suppliers induced operational risk.

The product design was very complex and possessed great challenge to put into main stream production without any flaws.

The lack of launch experience of the project team was a big challenge

Lastly, the organization itself had little experience in the hybrid segment.

Answer with explanation 18 Q.2 Is having two managers for a single project effective?

Balance between Innovation and Efficiency

Answer with explanation Two project managers for one particular project can lead to mismanagement and conflicts among project managers

Patel, with his scientific expertise, developed a product with the perfect balance between power speed, and low fuel consumption.

Whereas, Mary Ann Wright, with her disciplinary record and launch experience, was the right person to make sure, every stage of the project was being completed and the team were focused to complete the project on time.20New product launch with PDCA Cycle

Management Patil PatilMary AnnQuality of the team & project Q.3 Would our group have liked to be a part of this team?

22Answer with explanation The Escape Hybrid SUV project was a initiative by one of the most reputed and well known automobile manufacturers in the world.The project aimed to revolutionize the automobile industry.The social and environmental impact of the project was appealing.The success of such a high visibility project would cement the reputation of the project team. Enhance the career of the project team members.

23FindingsFord built 17,000 Escape Hybrids in the second half of 2004, four times more than originally planned.

The Ford Escape Hybrid SUV won the North American truck of the year award in 2005.

According, to EPA the Ford Escape Hybrid is said give 75% more efficiency.

The second generation Ford Escape Hybrid came out in 2009.

But in 2012, Ford discontinued the Escape Hybrid Model for third generation Escape with plug in hybrid features.24RecommendationsThe process of project life cycle management was very evident in this case study.The planning and control parameters of a project was effectively deployed in this project.Management By Objectives steps were taken to ensure timely review and proper progress of the project. This case study demonstrates the different Project Management measures that can be taken to increase the chance of success of a project.The importance of management measures as a tool to success.

25ConclusionMost challenging project in the automobile industry at that time.

Fords Strategic plan was completely aligned with this project.

Gnaat Chart schedule was a key management technique used to identify the need for another manager to finish the project on time.

Continuation

The importance of Project Life Cycle and project planning activities was demonstrated in this project

Management By Objective (MBO) system & Project Evaluation system was effectively utilized

All the key project management techniques and tools combined with adequate resources made the project a success.

Questions???

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