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Ford Ka: Breaking New Ground in the Small Car Market : Insead case on market segmentation
Title: Ford Ka: Breaking New Ground in the Small Car Market : Insead case on market segmentation
Category: Business & Economy / Marketing and Advertising
Details: Words: 1794 | Pages: 7.6 (approximately 235 words/page)
Ford Ka: Breaking New Ground in the Small Car Market : Insead case on market segmentation
Central Issue
With the small car market in France undergoing rapid change, the strategies of yore are making way for newer methodologies. No longer can a car manufacturer simply make a big car for the wealthy and a small car for the less fortunate. For Ford, it is critical that they determine their target market for a new addition to their lineup, the Ka. But first, Ford needs to determine who that target market is …showed first 75 words of 1794 total…
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…showed last 75 words of 1794 total…increase it sales staff and sales promotion efforts in the geographical markets currently being catered by these brands. With the 106 and Citroen AX both aging badly there is plenty of scope for picking up drivers looking to replace their three door models.
Future versions of the Ka should look to expand the range targeted by the Ka. A move into the luxury space may prove profitable; sports coupe model might also be a profitable option.
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