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

Central Issue With the exquisite cable elevator automobile trade in France undergoing rapid change, the strategies of yore ar making focal point for raw(a)er methodologies. No longer can a cable auto manufacturer simply make a capacious car for the wealthy and a flyspeck car for the little fortunate. For Ford, it is captious that they determine their rear commercialize for a impudent extension to their lineup, the Ka. But first, Ford needs to determine who that rate market place 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 offer from tinge manufacturer Renault, Ford executives decided to build a car to compete with the Twingo by giving customers a minuscular car that was unique, stylish, and suited for urban driving. Ford then knowing and substantial the Ka based on an existing chassis of their another(prenominal) 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, rock-bottom emphasis on price, smaller families, and an increase in the figure of speech of working women obligate all contributed to increased fragmentation and overall demand for small cars in France. For instance, 1995 saw small cars storey for 43.7% of all the new cars sold there. This ! increased fragmentation has contributed to the impediment 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: OrderEssay.net

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