Subject category:
Marketing
Published by:
INSEAD
Version: 06/2023
Revision date: 9-Jun-2023
Length: 35 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
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
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