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.

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.

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.

Mercedes-Benz and Swatch create a new company, MCC, to build a revolutionary car for cities: the Smart. They also have to invent a new form of organization in the process.

British Airways British Caledonian Airways This is the principal case in a set of three (with British Airways and British Caledonian Airways) that describes the situation just prior to the privatisation of British Airways when the UK government was considering major structural and regulatory changes to the industry.