This website uses cookies to ensure you have the best experience. Learn more

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. Promotie: de wijze waarop de reclame- en verkoopinspanningen worden aangepakt. 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...

Find Another Essay On Case Study: Ford Ka - Breaking new ground in the Small Car Market (Insead 599-038).

Toyota Lexus Case Study- In relation to Toyota Lexus and their rival car brands in the New Zealand's luxury auto market

1911 words - 8 pages owning one.A change in reference groups will impact on a consumer's lifestyle and also alter their desires, as they will feel the need to match the new standards of the group. The consumer will want to be socially accepted amongst his peers in the group. In this case it would not have a significant impression over these car brands, as they are all pursuing the same market.Household characteristics including the existence and number of children will

Tesco INSEAD case study

1491 words - 6 pages the shoppers of each chain was different, with Sainsbury at the top end, and Kwik Save at the bottom, most chains had a sub-brand (eg. Sainsbury with Savacentre; Safeway, with Presto) which targeted their competitors' market. As a result, margins were razor thin in the industry.Suppliers: Due to limited shelf space and the abundance of products to be displayed, supermarkets had traditionally strong bargaining position vis-à-vis the

The Ground-breaking Movie, Philadelphia

1688 words - 7 pages to the new drugs that have been created, but it is still much lower than a healthy individual. That person is also at a higher risk of dying from an infection or virus due to a weakened immune system. AIDS affected his development because he experienced many of the developmental changes that occur in middle adulthood at an earlier time in the life stage. His motor functioning and eyesight declined because of the virus. His skin and hair also

Small Business Case Study

2008 words - 8 pages Enterprise & Entrepreneuralism Bridgetown Newsagents - A Small Business Case Study Introduction Dillons newsagents is a late closing local shop with a 'Mini-Mart' service. The 'Mini-Mart' side of the business is franchised from Dillons to a registered partnership: Mr Charles Pettifer and Mr Marc Devis. Full services are provided in the shop, a paper delivery service is also available along with the full complement of groceries, fresh

Ford and GM case study

2220 words - 9 pages resources where it is available at law cost.The several factors for the Ford and GM moved to Russian market, out of above mentioned are as follow:- The demand for cars and light commercial vehicles remained relatively stable prior to, and implementation of market reforms in 1992, For example as per the case study data in 2002 about 1.5 million new and used cars were bought in Russia, about 0.5 million were the car made from foreign manufacture

Ford Motor Company Case Study

3823 words - 15 pages consideration, for they are showing an ability to be at least a minor competitive force. For example, look at recent changes in U.S. market shares While Ford and GM show a small but steady decline in market share over the last five years, it is the Korean and European carmakers grouped under "All Other" that show the largest increase. Toyota and Honda, while relatively larger than those companies, also show slight increases in their market shares (Ford

Irrational Pollution & Ethics: A Case Study of the Ford Excursion

1206 words - 5 pages , nine-passenger vehicle achieves a pitiful 10-15 miles per gallon. Ford on the other hand boasts that the Excursion pollutes 43% less than the worst polluter in its class, and 20 % of the vehicle originated from recycled materials, while 85% of the total vehicle is recyclable. In fact Ford's CEO, vowed in 1998 to make the company, "the world's most environmentally friendly auto maker." Environmentalists sight the hypocrisy in this statement, since

The Ford Pinto Case

749 words - 3 pages Business Case (The Ford Pinto) There was strong competition for Ford in the American small-car market from Volkswagen and several Japanese companies in the 1960’s. To fight the competition, Ford rushed its newest car the Pinto into production in much less time than is usually required to develop a car. The regular time to produce an automobile is 43 months but Ford took 25 months only (Satchi, L., 2005). Although Ford had access to a new

Marijuana Today: The Under Ground Market

1307 words - 5 pages , and anxiety. Marijuana makes people feel a sense of euphoria, and relaxation. It also increases a person’s laughter as well as their talkativeness. Economically, many believe that the legalization of marijuana can make it become the new cash crop of the country. In the underground market, marijuana generates over 100 billion dollars annually according to The Huffington Post. Marijuana can help save money due the loss of arrests and

Queen Ka`ahumanu Fulfilled the Destiny for Change in Hawaii

1216 words - 5 pages Hawaiian ways. Queen Ka`ahumanu contributed to the downfall of Hawaiian society because she dismantled the kapu system, supported the American Christian missionaries, and made a new set of laws that banned many Hawaiian customs. Throughout her life, Ka`ahumanu was always around power. She was born in 1768 in Hana, Maui to Ke`eaumoku, who was a chief of Kona, and Namahana, whose family reigned on Maui. Her father was a close supporter of King

The New VW Beetle Case Study

1733 words - 7 pages attention. Pricing of the Car :- The Company faced a typical problem with the pricing because the brand was always perceived to be an affordable and a low priced car. But in the small size car segment prices ranged from as low as $11,035 for a 2 door Saturn coupe to $17,239 for a Sentra SE 4 door sedan. The New Beetle had a base price tag of $15,200 and till it reaches the end customer it would range in the price range of $17,000 to $ 18,000

Similar Essays

Ford Ka: Breaking New Ground In The Small Car Market : Insead Case On Market Segmentation

1751 words - 7 pages Central IssueWith 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 by segmenting it in such a way

The Small Car Market In India: Research Study

747 words - 3 pages IMPORTANCE AND PURPOSE OF THE STUDY India is likely to evolve into a global hub for small-car manufacturing. Currently, India is one of the largest producers of small cars with the small car segment accounting for about three-fourths of the Indian car market. The fast-growing small-car market has encouraged several global auto companies (Renault Nissan, Toyota, and Hyundai) to announced plans for launch of small cars in India. The Indian auto

Anti Lock Brakes: Breaking New Ground In The Motorcycle Community Uti Brakes Essay

561 words - 3 pages Anti-lock Brakes: Breaking New Ground in the Motorcycle Community Since its inception is the 1950s on aircrafts, to its use on production automobiles in the late 1970s, ABS has made major progress. Anti-lock brakes, commonly referred to as "ABS," is a concept that is nothing new to most people when it comes to automobiles. However, when we begin to discuss anti-lock braking systems and their use within the motorcycle industry, the topic tends

Cloning: Breaking New Ground And Old Notions

991 words - 4 pages The rejection of a transplanted organ by a patient’s immune system can be dangerous at best, and deadly at worst. Although advancements in modern medicine have decreased occurrences in transplant rejection drastically, it is still a looming threat among those with transplanted tissue matter. The three types of transplant rejection and the point at which each occurs after surgery is best explained by Paula J. Busse and David Zieve: Hyperacute