This document analyzes Ford's competitive environment in the US automobile market. It provides information on the market structure, the largest competitors including GM, Toyota, Chrysler and Honda, and each competitors' US market share, revenue, income and brand portfolio. It also discusses trends in the external environment such as rising oil prices and environmental concerns, and Ford's plan to invest in improving fuel efficiency and developing hybrid and electric vehicles.

2. Competitive Environment Analysis

9. U.S. Market Share - 2008 Other 17 Co. Source : http :// www . usnews.com

10. U.S. Light Vehicle Sale - April 2009 ↓ 33% ↓ 42% Source: http :// online . wsj . co ↓ 48% ↓ 25% ↓ 31% Number

11. Total Revenue Source : http://finance.yahoo.com

12. Net Income Source : http://finance.yahoo.com

15. Core Competence Innovation in technology, safety, design TQM (Total Quality Management) Innovation in service and technology

19. Attractiveness of External Environment Industry Analysis Attractive External Environment Competitor Analysis