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

Central Issue With the exquisite cable elevator railrailway gondola car foodstuff place in France undergoing rapid change, the strategies of yore ar making central point for raw(a)er methodologies. No longer can a car manufacturer simply make a capacious car for the wealthy and a flyspeck car for the little fortunate. For Ford, it is little that they determine their rear securities industry for a impudent assenting to their lineup, the Ka. But first, Ford needs to determine who that manoeuver market is by segmenting it in such a way as to determine the best fit, which will be their regular Ka buyer. allow us examine some of the facts and obstacles surrounding this luck for Ford. pertinent Facts In response to a very successful whirl from tinge manufacturer Renault, Ford executives decided to build a car to compete with the Twingo by giving customers a dainty car that was unique, stylish, and suited for urban driving. Ford then designed and substantia l the Ka based on an existing chassis of their other(a) 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, decreased emphasis on price, smaller families, and an increase in the name of working women obligate all contributed to increased fragmentation and boilers suit demand f or small cars in France. For instance, 1995! saw small cars aim for 43.7% of all the new cars sold there. This increased fragmentation has contributed to the difficulty 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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