Ford Ka: Breaking New Ground in the Small Car Market : Insead case on market segmentation
Date Submitted: 05/27/2004 02:58:20
Category: / Business & Economy / Marketing and Advertising
Length: 6 pages (1757 words)
Category: / Business & Economy / Marketing and Advertising
Length: 6 pages (1757 words)
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 …
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…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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