Ford KA (A): The Market Research
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Publication Date:
January 01, 2003
Source:
INSEAD
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. The market research firm has conducted a series of studies among potential small car buyers and now the data must be analyzed and interpreted.
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Ford KA (A): The Market Research
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