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The Case Centre’s top 40 bestselling cases

Twenty-fifth place - Ford Ka (A): Breaking New Ground in the Small Car Market
The case
Case: Ford Ka (A): Breaking New Ground in the Small Car Market Shouldice Hospital Ltd.
Authors: Markus Christen, David A. Soberman and Gigi Cothier
Institution: INSEAD
Ref: 599-038-1
Date published: 1999

The Ford Ka was scheduled for launch at the Paris Motor Show in October 1996. But Brand Manager, Gilles Moynier, needed to decide on the target market for the new product. The car industry was traditionally segmented into size tiers, but Europe’s market for small cars was changing rapidly and even alternative segmentations did not reveal a clear target for the Ka.

This 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 so the case is an opportunity to analyse how theory can be applied in the real world; the difference between segment formation and segment identification; and typical market research tools used for market segmentation.

The authors

Markus Christen is Associate Professor of Marketing, INSEAD.
e markus.christen@insead.edu

David A. Soberman is Visiting Professor of Marketing, INSEAD.
e david.soberman@insead.edu

Gigi Cothier now works for Speak First.

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