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Prize winner
Case
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Reference no. 503-082-1
Subject category: Marketing
Published by: INSEAD
Originally published in: 2003
Version: 06.2014
Revision date: 08-Sep-2014
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is part of a case series. 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. This case series introduces students to strategic, conceptual and information issues of market segmentation and target selection - the core concept of marketing theory. The modular nature of the case allows the instructor to focus either on individual issues or on the process of market segmentation and marketing strategy development. The market research data enables students to get unique hands on experience in dealing with market research data and a wide range of statistical tools (cross-tabulations, cluster analysis, multidimensional scaling, regression analysis).

Time period

The events covered by this case took place in 1996.

Geographical setting

Region:
World/global
Country:
France

Featured company

Ford
Industry:
Automobiles

Featured protagonist

  • Gilles Moynier (male), Brand Manager

About

Abstract

This is part of a case series. 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. This case series introduces students to strategic, conceptual and information issues of market segmentation and target selection - the core concept of marketing theory. The modular nature of the case allows the instructor to focus either on individual issues or on the process of market segmentation and marketing strategy development. The market research data enables students to get unique hands on experience in dealing with market research data and a wide range of statistical tools (cross-tabulations, cluster analysis, multidimensional scaling, regression analysis).

Settings

Time period

The events covered by this case took place in 1996.

Geographical setting

Region:
World/global
Country:
France

Featured company

Ford
Industry:
Automobiles

Featured protagonist

  • Gilles Moynier (male), Brand Manager

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