Prizes & Awards
2018 Case Centre Best-selling Case in Marketing
2014 Case Centre Best Selling Case in Marketing
2012 ecch Best Selling Case in Marketing
2009 ecch Best Selling Case in Marketing
2008 ecch Best-selling Case in Marketing
2007 ecch Best-selling Case in Marketing
2006 ecch Best-selling Case in Marketing
2005 ecch Best-selling Case in Marketing
2004 ecch Best-selling Case in Marketing
2003 ecch Best-selling Case in Marketing
2002 ecch Best-selling Case in Marketing
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.
The Ford Ka case introduces students to the fundamental marketing problem of market segmentation and target selection. Ford's situation does not fit the textbook model exactly and thus the case is an opportunity for students to see how theory is applied in the real world. Ford's problem is not unique. Often firms want to introduce an existing product into a new market. At a more detailed level, the case can be used to highlight the difference between segment formation and segment identification and the importance of considering implementation issues of a marketing strategy. The case also exposes students to typical market research tools used for market segmentation.
- Segment identification
- Target selection
- Product introduction in new markets
- Internal marketing.