Chaz Mostert let loose in the new Focus RS on RPM

[WASP]

I am confused. Is Aust out of motorsport or not?

Officially, Yes. Unofficially, No. Half-arsed, Likely.

[HSE2]

Officially, Yes. Unofficially, No. Half-arsed, Likely.

So as someone who works in marketing, can you explain the effectiveness of the decision to pull out and the subsequent political decisions and sensitivities that necessitated during Falcons closing year?

[WASP]

So as someone who works in marketing, can you explain the effectiveness of the decision to pull out and the subsequent political decisions and sensitivities that necessitated during Falcons closing year?

Its a very interesting decision Ian. When sponsoring an event or activity like Motorsport there are many aspects involved from an organisation sponsor stand point.

1) You have the direct cost which is outlaid to the parties receiving the support.
2) You have the cost and effort put in by Ford's resources to participate, work on and be involved in the relative activities.
3) You have the third party cost incurred to implementing marketing and advertising campaigns, running events, creating experiences etc
4 ) You have the opportunity cost. This is the cost the business accepts from directing resources and capital which are not infinite, in one direction at a the cost of another.

Points 2 & 3 are necessary to enable Ford to capitalise on their investment (point 1). These parts typically cost much more the first point to activate. I cant not speak for Ford, but I would fair guess that a lot of their decision to withdraw from Motorsport was driven by points 2, 3 & 4. Meaning, they DO see the relevance and importance of Motorsport to their fans and brand, however weighting on the other factors which determine where their resources and capital will be focused is considered greater.

Put simply, the activation and opportunity cost to continue officially in local Motorsport is too great to justify at this current time. This would be part of a short term business strategy, and course of action.

As part of a longer time strategy they have maintained a relationship with the category through associations with their various brand elements and support for drivers etc in a less official capacity. There would be less expectation placed on the measurement and return of that investment and as a result easier to justify. The problem this presents from an effectiveness perspective is the value derived from this involvement may not be entirely known, or evident. This approach however does enable Ford to stay connected with the category, supporters and fans without the associated costs involved with having their resources and capital working hard in this area at the expense of others.

[WASP]

For me, I am not convinced Ford have visibility of the true opportunity costs incurred from withdrawing from local Motorsport. I can only speculate that Ford may not have effective strategies in place to enable to them to track and measure the impact this has on their brand experience.

[4Vman]

For me, I am not convinced Ford have visibility of the true opportunity costs incurred from withdrawing from local Motorsport. I can only speculate that Ford may not have effective strategies in place to enable to them to track and measure the impact this has on their brand experience.

Id suggest that's a very accurate assessment....

[FTe217]

Their look on local motorsport after the pioneering halycon days of investment has been half baked cakes onwards.....
Only once GP came in obviously being a local did the rudder straighten for that period of time !
No racing manager, no this no that - half baked once again.
The difference between both US owned aussie based companies is like chalk and cheese as we know.
The Blue side is a manufacturer (<yet in the US its a different storey) the other both ie incl marketing.
All good points Colville but when you really don't wish to spend anything over long periods of time then incl packing up the plant as far as they are concerned Thank god thats finally over, a country with some $1m units sales p/a, our market share of that ?, WGAF .
Oh hang on I better put on my corporate response - I'll work on my power point and speak with my arts crafts dept and can we review/discuss 9am Monday 9 Oct 2050.