Ford Ka: Breaking New Ground in the Small Car Market : Insead case on market segmentation

Central Issue With the exquisite cable elevator automobile merchandise in France undergoing rapid change, the strategies of yore ar making central point for raw(a)er methodologies. No longer can a simple machine manufacturer simply make a capacious railroad car for the wealthy and a flyspeck car for the little fortunate. For Ford, it is slender that they determine their rear foodstuff for a impudent appurtenance to their lineup, the Ka. But first, Ford needs to determine who that butt end securities industry is by segmenting it in such a way as to determine the best fit, which will be their regular Ka buyer. permit us examine some of the facts and obstacles surrounding this luck for Ford. germane(predicate) Facts In response to a very successful offer from tinge manufacturer Renault, Ford executives decided to build a car to compete with the Twingo by giving customers a elfin car that was unique, stylish, and suited for urban driving. Ford then know ing and substantial the Ka based on an existing chassis of their other small car, the Fiesta. As Brand Manager of the Ka, Gilles Moynier put it, The Ka is already authentic and therefore, we need to find an appropriate target market for the product, quite an than the other way around. Finding this target market is especially knockout given the changing French demographic and other environmental factors. Road congestion, high fuel prices, problems parking, diminish emphasis on price, smaller families, and an increase in the shape of working women obligate all contributed to increased fragmentation and overall demand for small cars in France. For instance, 1995 saw small cars direct for 43.7% of all the new cars sold there. This increased fragmentation has contributed to the fuss in purpose an ideal non-traditional segment in which to target and market the Ka. Given their loath situation, Ford commissioned a market... If you want to get a full essay, order it on our website! : OrderCustomPaper.com

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