FORD MOTORS Question 2 2 The Marketplace Context If analyzing a companys performance were only about the numbers, predicting the performance of a company would be easy Performance, success and failure are outcomes that are affected by the marketplace Your company does not exist inside a vacuum It lives alongside other companies actively struggling to protect existing customer relationships and working to create new customers Often companies will compete for the same customers For some companies the competitors are easily identifiable Your companys SIC code can help you identify its competitors They will have the same SIC code Other companies compete indirectly with alternative products or technologies making it difficult to identify competitors Consider FedEx with both direct and indirect competitors The answer to the following questions may be found in either the Annual Report to Stockholders or on the SEC Form 10 K It may also be necessary for you to use other sources To fully answer the questions, you must identify the source for your information and also include the answer If the question is not applicable to your company, place NA as the answer To identify the source use AR for Annual Report to Stockholders and 10K for the SEC Form 10 K If something else, use Other and include the identification at the end of your answer 2 2 The Marketplace Context Question Source Answer A What is the Standard Industrial Classification and the SIC Code for your company List all that may apply B What is the companys primary product, product group or business segment C Is there a single customer that accounts for more than 10 of total net sales D What is the major customer profile for your company E Is there a competitor larger than your Company F Which company is the most significant competitor for your Company G What is the country of origin for this competitor H During the past 2 years, has your Company launched a significant new product or service If yes, what is the product or service I During the past 2 years, has your company entered a new market If yes, what is the market and where is located J During the past 2 years, has your Company launched a new technology If yes, what is it K What are the technological issues for your Company How are they described Describe the significant marketplace issues identified in the Annual Report for Stockholders and the Form 10 K for your company For each issue Include the marketplace category The description of the issue as it appeared in the Annual Report for Stockholders and the Form 10 K for your company Your interpretation of its significance to the company, what the importance is to the company and if management is capable of creating a positive outcome 2 3 Challenges and Success for Your Company Marketplace Issue Description of the Issue Significance A B C D

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FORD MOTORS Question 2.2 - The Marketplace Context If analyzing a companys performance were only about the numbers, predicting the performance of a company would

FORD MOTORS

Question 2.2 - The Marketplace Context

If analyzing a companys performance were only about the numbers, predicting the performance of a company would be easy. Performance, success and failure are outcomes that are affected by the marketplace. Your company does not exist inside a vacuum. It lives alongside other companies actively struggling to protect existing customer relationships and working to create new customers. Often companies will compete for the same customers. For some companies the competitors are easily identifiable. Your companys SIC code can help you identify its competitors. They will have the same SIC code. Other companies compete indirectly with alternative products or technologies making it difficult to identify competitors. Consider FedEx with both direct and indirect competitors.

The answer to the following questions may be found in either the Annual Report to Stockholders or on the SEC Form 10-K. It may also be necessary for you to use other sources. To fully answer the questions, you must identify the source for your information and also include the answer. If the question is not applicable to your company, place NA as the answer. To identify the source use AR for Annual Report to Stockholders and 10K for the SEC Form 10-K. If something else, use Other and include the identification at the end of your answer.

2.2 - The Marketplace Context

Question		Source	Answer
A	What is the Standard Industrial Classification and the SIC Code for your company? List all that may apply?
B	What is the companys primary product, product group or business segment?
C	Is there a single customer that accounts for more than 10% of total net sales?
D	What is the major customer profile for your company?
E	Is there a competitor larger than your Company?
F	Which company is the most significant competitor for your Company?
G	What is the country of origin for this competitor?
H	During the past 2 years, has your Company launched a significant new product or service? If yes, what is the product or service?
I	During the past 2 years, has your company entered a new market? If yes, what is the market and where is located?
J	During the past 2 years, has your Company launched a new technology? If yes, what is it?
K	What are the technological issues for your Company? How are they described?

Describe the significant marketplace issues identified in the Annual Report for Stockholders and the Form 10-K for your company. For each issue:

Include the marketplace category.
The description of the issue as it appeared in the Annual Report for Stockholders and the Form 10-K for your company.
Your interpretation of its significance to the company, what the importance is to the company and if management is capable of creating a positive outcome.