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Case Study: Ford Ka Breaking New Ground In The Small Car Market (Insead 599 038).

6029 words - 24 pages

This Case Study focusses on the Marketing of the Ford Ka.In this essay three questions are answered:1. What is the traditional segmentation in the Car Market.2. What is the new segmentation in the Car Market3. What is the best segmentation and positioning for the Ford Ka.GROEPSOPDRACHT 2MARKETING MANAGEMENTCASE FORD KARotterdam, 9 april 2003Studenten: Cindy Brouwerstudentnr. 119661e-mail adres cindy.brouwer@meespierson.comNico Geelhoedstudentnr. 274903e-mail adres nja.geelhoed@port.rotterdam.nlInhoudsopgave1.FORD KA FRANKRIJK32.TRADITIONELE SEGMENTATIE IN DE AUTOMOBIEL MARKT32.1BEOORDELING VAN DE TRADITIONELE SEGMENTATIE42.1.1Veranderingen m.b.t. Dimensie 1; traditionele segmentering naar grootte en prijs auto's42.1.2Veranderingen m.b.t. Dimensie 2; traditionele segmentering naar leeftijd en hoogte inkomen (demografische factoren)42.1.3Conclusie42.2SEGMENTATIE VOOR FORD KA52.2.1Segmentatie in drie subcategorieën52.2.2Segmentatie door het reclameburo Ogilvy en Mather53.ADVIES VOOR MARKTSEGMENTATIE63.1STAP 1 HET SELECTEREN VAN MARKT ATTRACTIEVE EN COMPETITIEVE POSITIE FACTOREN73.2SEGMENTATIE, POSITIONERING EN DIFFERENTIATIE83.2.1Stap 1 Identificeren van een relevante set van competitieve producten93.2.2Stap 2 Bepalen van doorslaggevende attributen93.2.3Stap 3 Vergaren van data over de percepties van klanten over een product93.2.4Stap 4 Analyseren van de huidige positie van het product93.2.5Stap 5 Bepalen van de meest geprefereerde combinatie van attributen103.2.6Stap 6 Fit voor mogelijke Positions met behoefte van de klant en attractiviteit van hetsegment103.2.7Stap 7 Positioning Statement103.3SEGMENTATIE, POSITIONERING EN MARKETING103.4VERHOUDING GEKOZEN DOELGROEPEN TEN OPZICHTE VAN DE ATTITUDINAL SEGMENTEN VAN OGILVY113.5MARKETINGMIX123.5.1Productlevenscyclus123.5.2Marketingmix Ford Ka123.5.2.1P1 Produkt: de Ford Ka123.5.2.2P2 Plaats: de distributiekanalen en verkooppunten waarop men zich wil richten.133.5.2.3P3 Promotie: de wijze waarop de reclame- en verkoopinspanningen worden aangepakt.133.5.2.4P4 Prijs: de prijs van de Ford Ka; de margebepaling.143.5.3Mogelijke implementatieproblemen141. Ford Ka FrankrijkIn 1995 heeft Ford een aandeel van 7.3% in de totale markt van passagiers auto's in Frankrijk. Hiermee is zij de grootste niet-Franse fabrikant achter PSA, die de eigenaar is van Peugeot (17.7%) en Citroen (12.5%) en Renault (29.2%). Met de introductie van de Ford Ka in 1996 streeft Ford naar een vergroting van haar marktaandeel. Vanuit het hoofdkantoor in de VS, is Ford Frankrijk verantwoordelijk gemaakt voor het in de markt zetten van de Ford Ka in Frankrijk. Brand Manager Gilles is hiertoe gevraagd een marketing strategie te ontwikkelen. Essentiële onderdelen van zijn marketing strategie voor de Ford Ka zijn segmentering, doelgroep bepaling en positionering. De automobiel industrie hanteert tot op dat moment een traditionele manier van segmentatie. In dit rapport wordt deze segmentatie onder de loep genomen en worden voorstellen...

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