Ford KA (A): Breaking New Ground in the Small Car Market

Name: Ford KA (A): Breaking New Ground in the Small Car Market (English version)
SKU: IN-S984

Christen, Markus;Soberman, David A.;Cothier, Gigi

Product #:IN-S984

Supplier:INSEAD

Discipline:Marketing

Setting:Europe

Details:Case (PDF) • 31 pages • 1999-01-01 (Rev: 2001-01-01)

Subjects:

Marketing Market segmentation Product introduction

Geography:

Europe

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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.