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Prize winner
Case
-
Reference no. 599-038-1
Subject category: Marketing
Authors: Markus Christen; Gigi Cothier; David Soberman
Published by: INSEAD
Originally published in: 1999
Version: 06/2023
Revision date: 9-Jun-2023
Length: 35 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

This is the first of a two-case series. 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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 1996-1997.

Geographical setting

Region:
Europe
Country:
France

Featured company

Ford
Industry:
Automobile

Featured protagonist

  • Gilles Moynier (male), Brand Manager
Teaching note
-
Reference no. 599-038-8
Subject category: Marketing
Authors: Markus Christen; Gigi Cothier; David Soberman
Published by: INSEAD
Originally published in: 2001
Version: 07.2015
Revision date: 29-Jan-2016
Length: 15 pages
Data source: Field research
View full details
Compact case
Case
-
Reference no. 599-039-1
Subject category: Marketing
Authors: Markus Christen; Gigi Cothier; David Soberman
Published by: INSEAD
Originally published in: 2001
Version: 07.2015
Revision date: 29-Jan-2016
Length: 5 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
-
Reference no. F599-038-1
French language
Subject category: Marketing
Authors: Markus Christen; Gigi Cothier; David Soberman
Published by: INSEAD
Originally published in: 1999
Version: 11.2001
Length: 33 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

This is the first of a two-case series. 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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 1996-1997.

Geographical setting

Region:
Europe
Country:
France

Featured company

Ford
Industry:
Automobile

Featured protagonist

  • Gilles Moynier (male), Brand Manager

Related

Teaching note
-
Reference no. 599-038-8
Subject category: Marketing
Authors: Markus Christen; Gigi Cothier; David Soberman
Published by: INSEAD
Originally published in: 2001
Version: 07.2015
Revision date: 29-Jan-2016
Length: 15 pages
Data source: Field research
View full details
Compact case
Case
-
Reference no. 599-039-1
Subject category: Marketing
Authors: Markus Christen; Gigi Cothier; David Soberman
Published by: INSEAD
Originally published in: 2001
Version: 07.2015
Revision date: 29-Jan-2016
Length: 5 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
-
Reference no. F599-038-1
French language
Subject category: Marketing
Authors: Markus Christen; Gigi Cothier; David Soberman
Published by: INSEAD
Originally published in: 1999
Version: 11.2001
Length: 33 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
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