David A. Soberman

Ford KA: The Market Research Problem (A)

By  Markus Christen,  David A. Soberman,  Seh-Woong Chung,  Gigi Cothier
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In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target.

    Published 01 Jan 2003

    Reference 5066

    Topic Marketing

    Industry Automotive,  Transportation/Trucking/Railroad

    Region Europe

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    Ford KA: The Market Research Problem (A)

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    In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target.
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      Ford KA: The Market Research Problem (B)

      By  Markus Christen,  David A. Soberman,  Gigi Cothier
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      In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target.

        Published 01 Jan 2003

        Reference 5066

        Topic Marketing

        Industry Automotive,  Transportation/Trucking/Railroad

        Region Europe

        View case

        Ford KA: The Market Research Problem (B)

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        In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target.
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          Ford KA: The Market Research Problem (C)

          By  Markus Christen,  David A. Soberman,  Gigi Cothier
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          In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target.

            Published 01 Jan 2003

            Reference 5066

            Topic Marketing

            Industry Automotive,  Transportation/Trucking/Railroad

            Region Europe

            View case

            Ford KA: The Market Research Problem (C)

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            In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target.
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              Ford KA (B): The Early Results (French)

              By  Markus Christen,  David A. Soberman,  Gigi Cothier
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              In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France.

                Published 01 Nov 2001

                Reference 4844

                Topic Marketing

                Region Europe

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                Ford KA (B): The Early Results (French)

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                In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France.
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                  Ford KA (A): Breaking New Ground in the Small Car Market

                  By  Markus Christen,  David A. Soberman,  Gigi Cothier
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                  In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France. Before Gilles Moynier can get to the specifics of the marketing strategy, he must decide who the target customer for the Ford Ka should be.

                    Published 11 Jan 2001

                    Reference 4844

                    Topic Marketing

                    Industry Automotive,  Transportation/Trucking/Railroad

                    Region Europe

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                    Ford KA (A): Breaking New Ground in the Small Car Market

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                    In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France. Before Gilles Moynier can get to the specifics of the marketing strategy, he must decide who the target customer for the Ford Ka should be.
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                      Ford KA (B): The Early Results

                      By  Markus Christen,  David A. Soberman,  Gigi Cothier
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                      Case B reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.

                        Published 11 Jan 2001

                        Reference 4844

                        Topic Marketing

                        Industry Automotive,  Transportation/Trucking/Railroad

                        Region Europe

                        View case

                        Ford KA (B): The Early Results

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                        Case B reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.
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                          McDowell's Vintage Classic Premium Whisky

                          By  David A. Soberman,  Ganesh Iyer
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                          The case focuses on the launch of McDowell’s Vintage Premium Indian Whisky in the mid-1980’s (the dates used in the case are later and exchange rates and prices have been adjusted accordingly. The essence of the marketing challenge faced by the marketing manager is unaffected by the later dates).

                            Published 08 Jan 2001

                            Reference 4953

                            Topic Marketing

                            Industry Wine and Spirits

                            Region Asia

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                            McDowell's Vintage Classic Premium Whisky

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                            The case focuses on the launch of McDowell’s Vintage Premium Indian Whisky in the mid-1980’s (the dates used in the case are later and exchange rates and prices have been adjusted accordingly. The essence of the marketing challenge faced by the marketing manager is unaffected by the later dates).
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                              Analysing Marketing