Ford Motor Co.: The Product Warranty Program (B)

Name: Ford Motor Co.: The Product Warranty Program (B) (English version)
SKU: 589057

Menezes, Melvyn A.J.

Product #:589057

Supplier:Harvard Business School

Discipline:Marketing

Details:Supplemental Case (PDF) • 2 pages • 1989-05-17 (Rev: 1990-06-15)

Subjects:

Business ethics Business law and ethics Sales and marketing Marketing

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Raises some exciting issues concerning the role of product warranty as a strategic marketing tool. General Motors, in response to a sharp drop in its market share, makes a dramatic change in its warranty policy. Ford has to decide how best to respond to this change.