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Case
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Reference no. 9B03A005
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2003
Version: 2006-02-08
Length: 25 pages
Data source: Field research

Abstract

Ford of Canada is a division of the Ford Motor Company - one of the ''Big Three'' automobile manufacturers in North America. The brand manager of the Windstar was concerned that its only brand in the minivan category would not meet its annual sales target. Since the Windstar''s launch in the early 1990s, it had become one of the largest selling auto brands in Canada and was synonymous with safety and family travel. During the past few years, the popularity of purchasing a Windstar had declined with the minivan market becoming very competitive, the recession, quality problems and several product recalls. The brand manager must create a promotional strategy that will maintain Windstar sales and profitability and attempt to maintain the brand image. (Also available is the video, ''Ford Windstar'' (7B03A005.)
Location:
Size:
Large
Other setting(s):
2001

About

Abstract

Ford of Canada is a division of the Ford Motor Company - one of the ''Big Three'' automobile manufacturers in North America. The brand manager of the Windstar was concerned that its only brand in the minivan category would not meet its annual sales target. Since the Windstar''s launch in the early 1990s, it had become one of the largest selling auto brands in Canada and was synonymous with safety and family travel. During the past few years, the popularity of purchasing a Windstar had declined with the minivan market becoming very competitive, the recession, quality problems and several product recalls. The brand manager must create a promotional strategy that will maintain Windstar sales and profitability and attempt to maintain the brand image. (Also available is the video, ''Ford Windstar'' (7B03A005.)

Settings

Location:
Size:
Large
Other setting(s):
2001

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