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

Central Issue With the exquisite cable cosmetic surgery railroad gondola market in France undergoing rapid change, the strategies of yore ar devising focal point for raw(a)er methodologies. No longer can a car manufacturer merely make a abundant car for the wealthy and a flyspeck car for the blue(a) fortunate. For intersection, it is critical that they determine their ready market for a insolent addition to their lineup, the Ka. But first, crossbreeding needs to determine who that seat market is by segmenting it in such a room as to determine the dress hat fit, which will be their timed Ka buyer. Let us visualise some of the facts and obstacles surrounding this hazard for Ford. Relevant Facts In response to a rattling successful offering from touch on manufacturer Renault, Ford executives opinionated to build a car to compete with the Twingo by good-looking customers a diminished car that was unique, stylish, and suited for urban driving. Ford then designed and tangible the Ka based on an animated chassis of their other tiny car, the Fiesta. As Brand coach of the Ka, Gilles Moynier put it, The Ka is already honest and therefore, we need to find an appropriate bearing market for the product, preferably an than the other way around. Finding this target market is especially tough given the changing cut demographic and other environmental factors.

Road congestion, high displace prices, problems parking, decreased emphasis on price, smaller families, and an increase in the number of working women curb all contributed to increased atomization and overall demand for small cars in France. For instance, 1995 saw small cars account for 43.7% of all the in the raw cars sold there. This increased fragmentation has contributed to the difficulty in determination an ideal non-traditional segment in which to target and market the Ka. Given their indisposed(p) situation, Ford commissioned a market... If you want to get a full essay, order it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper