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

Central Issue With the exquisite cable elevator railway machine commercialize in France undergoing rapid change, the strategies of yore ar making central point for raw(a)er methodologies. No longer can a railcar manufacturer simply make a capacious car for the wealthy and a flyspeck car for the little fortunate. For Ford, it is full of life that they determine their rear trade for a impudent accompaniment to their lineup, the Ka. But first, Ford needs to determine who that show marketplace 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. applicable Facts In response to a very successful oblation from tinge manufacturer Renault, Ford executives decided to build a car to compete with the Twingo by giving customers a shrimpy car that was unique, stylish, and suited for urban driving. Ford then intentional and substantia l the Ka based on an existing chassis of their early(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, decrease emphasis on price, smaller families, and an increase in the hail of working women obligate all contributed to increased fragmentation and overall demand for sma ll cars in France. For instance, 1995 saw s! mall cars identify for 43.7% of all the new cars sold there. This increased fragmentation has contributed to the hassle 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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