Gigi Cothier

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 May 2004

Reference 4844

Topic Marketing

Region Europe

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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
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

View case
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

View case
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