EXECUTIVE SUMMARYIn early 1999, Ford announced an integrated e-commerce strategy, with the goal of creating an interface between customers, dealers, sellers, and even competitors. SWOT analysis was studied for the development of the strategy, as well as the chances of success of such a strategy. With Ford's desire to move from "dealer-centric" to "consumer-centric" selling, we looked at typical online customer characteristics and how dealers might reinvent themselves to stay relevant in an evolving automotive industry. Ford's quest to become the world's leading consumer company providing automotive products and services has required Ford to adopt an integrated e-commerce strategy by connecting with consumers through multiple touchpoints, including services Ford related to automobiles. (i.e. Hertz, Ford Credit and Kwik Fit) Ford has also revised its competitive advantage over its competitors to stay on course with its vision: “To become the world's leading consumer products and services company automobiles”. INTRODUCTION With the rapidly evolving technologies occurring in modern businesses, organizations must be ready and able to adapt in an ever-changing environment. It is true that, in all sectors, to remain competitive, organizations must be able to use the different tools offered by technology. Technological factors have become increasingly important, particularly in recent years. A major factor involved in these technological problems is the use of the Internet as a major challenge for modern organizations. The Internet has grown rapidly since its inception and is now commonly used in all sectors of society, in all corners of the world...... middle of paper ......it affects other parts of the organizations. It is also important to understand the impact of their strategic plan on the company. Is promoting more Internet users irresponsible? Perhaps promoting regular computer use affects the general health of the consumer. Although such a suggestion seems rather extreme, it is possible to assume that such ideals warrant further investigation.References:1. Ford's e-commerce strategy, by Vivek Gupta and D Sirisha of ICFAI Center for Management Research (ICMR), Hyderabad, India2. Ford e-Business Strategy, UVA-BC-0145, May 5, 2000, Edward, WD and BR Allen3. Taking Ford into high cyber gear, Brian Kelley, BW e.biz—2/2/00—Movers & Shakers4. ChannelNet attracts customers to Ford dealerships online, by Jon Hewett5. Ford connects with consumers through e-commerce, DEARBORN, MI USA 09/15/1999