Strategic Audit Ford has a strong brand equity, has automated production facilities and a large franchised dealer network across the globe. Yet, it is rapidly losing passenger car market share, its profits are eroding, and its new vision is confusing. Furthermore, the company is facing a significant threat from well capitalized new competitors entering from the tech industry. Country Analysis The company, on the other hand, has enjoyed significant success in mainland China, where the demand for American automobiles continuous to be strong. Yet, the company needs to assume a cost leadership position and attempt to use this strategy to increase market share. World Strategy The adequate approach for the company appears to be a combination of market penetration in the domestic front, market expansion in Asia and other parts of the globe, and a product development approach that ushers cost reductions.