Markus Christen

Access Services: Pricing for a Fitness Center

By  Markus Christen
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A fitness center targets customers with different valuations of its service (depending on the distance they need to travel). Customers also have different utilization rates. Depending on available capacity, more or less heavy users should be attracted. The only available variable is pricing.

    Published 01 Jan 2004

    Reference 5233

    Topic Marketing

    Industry Telecommunications,  Information Services

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    Access Services: Pricing for a Fitness Center

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    A fitness center targets customers with different valuations of its service (depending on the distance they need to travel). Customers also have different utilization rates. Depending on available capacity, more or less heavy users should be attracted. The only available variable is pricing.
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      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

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            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

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                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

                        Add to cart popular award
                        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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                              Launching New Coke

                              By  Markus Christen
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                              The case describes the introduction of New Coke in response to the Pepsi Challenge, an advertising campaign that used taste tests to support the claim that Pepsi Cola was a superior product. Instead of strengthening Coca-Cola's market share position, the product change resulted in a consumer rebellion and a publicity disaster for Coca-Cola.

                                Published 01 Jan 2001

                                Reference 4783

                                Topic Marketing

                                Industry Food and Beverages Production

                                Region North America

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                                Launching New Coke

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                                The case describes the introduction of New Coke in response to the Pepsi Challenge, an advertising campaign that used taste tests to support the claim that Pepsi Cola was a superior product. Instead of strengthening Coca-Cola's market share position, the product change resulted in a consumer rebellion and a publicity disaster for Coca-Cola.
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