Seh-Woong Chung

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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