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

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. The (B) case reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.

The Ford Ka case introduces students to the fundamental marketing problem of market segmentation and target selection. Ford’s situation does not fit the “textbook” model exactly and thus, the case is an opportunity for students to see how theory is applied in the real world. Ford’s problem is not unique. Often firms want to introduce an existing product into a new market. At a more detailed level, the case can be used to highlight the difference between segment formation and segment identification and the importance of considering implementation issues of a marketing strategy. The case also exposes students to typical market research tools used for market segmentation.

  • Segmentation
  • Segment Identification
  • Target Selection
  • Product Introduction in New Markets
  • Internal Marketing

Ford KA (B): The Early Results (French)

By   Markus Christen ,  David A. Soberman ,  Gigi Cothier

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

Christen

Markus Christen

Soberman

David A. Soberman

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Ford ka (b): the early results description.

Case B reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.

Case Description Ford KA (B): The Early Results

Strategic managment tools used in case study analysis of ford ka (b): the early results, step 1. problem identification in ford ka (b): the early results case study, step 2. external environment analysis - pestel / pest / step analysis of ford ka (b): the early results case study, step 3. industry specific / porter five forces analysis of ford ka (b): the early results case study, step 4. evaluating alternatives / swot analysis of ford ka (b): the early results case study, step 5. porter value chain analysis / vrio / vrin analysis ford ka (b): the early results case study, step 6. recommendations ford ka (b): the early results case study, step 7. basis of recommendations for ford ka (b): the early results case study, quality & on time delivery.

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Case Analysis of Ford KA (B): The Early Results

Ford KA (B): The Early Results is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Ford KA (B): The Early Results is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Ford KA (B): The Early Results case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Ford KA (B): The Early Results will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

Ford KA (B): The Early Results case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Ford KA (B): The Early Results, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The Ford KA (B): The Early Results case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Sales & Marketing Solutions

In the Texas Business School, Ford KA (B): The Early Results case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis. We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Ford KA (B): The Early Results

Step 1 – Problem Identification of Ford KA (B): The Early Results - Harvard Business School Case Study

The first step to solve HBR Ford KA (B): The Early Results case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Ford Segmentation is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Ford Segmentation, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Ford KA (B): The Early Results. The external environment analysis of Ford KA (B): The Early Results will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Ford KA (B): The Early Results case study. PESTEL analysis of " Ford KA (B): The Early Results" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Ford KA (B): The Early Results macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for Ford KA (B): The Early Results

To do comprehensive PESTEL analysis of case study – Ford KA (B): The Early Results , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact Ford KA (B): The Early Results

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Government policies have significant impact on the business environment of any country. The firm in “ Ford KA (B): The Early Results ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Ford Segmentation is operating, firms are required to store customer data within the premises of the country. Ford Segmentation needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Ford KA (B): The Early Results has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Ford Segmentation in case study Ford KA (B): The Early Results" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Ford Segmentation in case study “ Ford KA (B): The Early Results ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Ford Segmentation in case study “ Ford KA (B): The Early Results ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ Ford KA (B): The Early Results ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Ford Segmentation can compete against other competitors.

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Ford KA (B): The Early Results case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Ford Segmentation needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact Ford KA (B): The Early Results

Social factors that impact ford ka (b): the early results, technological factors that impact ford ka (b): the early results, environmental factors that impact ford ka (b): the early results, legal factors that impact ford ka (b): the early results, step 3 – industry specific analysis, what is porter five forces analysis, step 4 – swot analysis / internal environment analysis, step 5 – porter value chain / vrio / vrin analysis, step 6 – evaluating alternatives & recommendations, step 7 – basis for recommendations, references :: ford ka (b): the early results case study solution.

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Ford KA (A): Breaking New Ground in the Small Car Market ^ INS984

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

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Product Description

Publication Date: January 01, 1999

Source: INSEAD

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.

ford ka case study

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Ford KA (A): Breaking New Ground in the Small Car Market Harvard Case Solution & Analysis

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ford ka case study

In response to the changes in the European small car market , Ford decided to found a second little car, the Ford Ka. The Ford Ka has been developed, the output capacity ascertained, and the launch set for October 1996 in France. Ford Ka (A) Breaking New Grounds in the Small Car Market Case solution

He must determine who the target customer for the Ford Ka ought to be, before Gilles Moynier can get to the details of the marketing strategy.

PUBLICATION DATE : January 01, 1999 PRODUCT #: INS984-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETIN

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  • Performed quantitative analysis (financial metrics, data analysis)
  • Completed a SWOT analysis
  • Generated multiple feasible alternatives
  • Evaluated alternatives based on relevant criteria
  • Supported evaluations with data and logical reasoning
  • Selected the most viable alternative with a strong justification
  • Developed a detailed and practical implementation plan
  • Created a contingency plan to manage potential risks
  • Reflected on the case study process
  • Identified key lessons learned
  • Discussed future implications for the industry and business practices

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Once the guidelines are uploaded, clients are required to upload the case study PDF. This document contains the case study that needs to be analyzed and solved. Providing the case study in its PDF format allows the writer to thoroughly review and understand the context, background, and specifics of the problem at hand. This step ensures that the writer has all the necessary materials to begin the in-depth analysis.

Step 3: Converse with the Case Study Solution Writer

After the initial submission of guidelines and the case study, the next step involves direct communication between the client and the case study solution writer. This conversation is pivotal as it allows for clarification of any ambiguities and discussion of project deliverables. The writer can ask questions to gain a deeper understanding of the client’s needs, while the client can provide additional insights or preferences. This step ensures that both parties are on the same page and that the writer can tailor the analysis and solution to meet the client’s exact expectations.

Step 4: Delivery of the Case Study Solution

Upon completion of the analysis and drafting of the case study solution, the writer delivers the final product to the client. The delivery includes a comprehensive report that outlines the problem, detailed analysis, proposed solutions, and actionable recommendations. The case study solution is presented in a clear, structured format that is easy to understand and implement. This step marks the culmination of the writer’s efforts and provides the client with a well-crafted solution that addresses all the guidelines and expectations .

Step 5: Improvements (If Required)

After the delivery of the case study solution, clients have the opportunity to review the document and request any necessary improvements. This step ensures that the final product meets the client’s satisfaction and adheres to all specified requirements. The writer makes the required adjustments based on the client’s feedback, fine-tuning the analysis and recommendations as needed. This iterative process guarantees that the case study solution is of the highest quality and fully aligned with the client’s expectations.

Importance of Each Step in the Process

Filling the form and uploading guidelines.

This initial step is critical as it sets the direction for the entire project. Clear and detailed guidelines ensure that the writer understands the scope, objectives, and specific requirements, reducing the risk of misalignment and ensuring a focused approach.

Uploading the Case Study PDF

Providing the case study in its original format ensures that the writer has all the necessary context and background information. This step is crucial for a thorough understanding of the problem and accurate analysis.

Communication with the Writer

Direct communication allows for clarification of any doubts and ensures that both the client and the writer have a mutual understanding of the project deliverables. This interaction is essential for tailoring the solution to meet the client’s specific needs.

Delivery of the Solution

Delivering a comprehensive and well-structured case study solution provides the client with actionable insights and recommendations. This step showcases the writer’s expertise and ensures that the client receives a valuable product that addresses the case study’s challenges effectively.

Requesting Improvements

The opportunity for revisions ensures that the final product meets the client’s expectations and adheres to all requirements. This step adds a layer of quality assurance, ensuring client satisfaction.

The case study writing service process at Fern Fort University is designed to deliver high-quality, tailored solutions through a structured and client-focused approach. Each step in the process is carefully crafted to ensure clarity, thorough analysis, and client satisfaction. By following this comprehensive process, Fern Fort University guarantees that clients receive insightful and actionable case study solutions that meet their specific needs and contribute to their academic or business success.

Professional Case Study Writers | Business Case Study Writing Service

Fern Fort University’s professional case study solution writers have the following attributes that can help you to boost your academic and professional growth --

1. Analytical Skills : Professional case study solution writers at Fern Fort University possess exceptional analytical skills. They can break down complex problems into manageable parts, identify key issues, and understand the underlying factors influencing the situation. This enables them to provide a deep and insightful analysis that addresses the core of the problem.

2. Research Proficiency : Our writers excel in conducting thorough and rigorous research. They are adept at gathering relevant data from credible sources, including academic journals, industry reports, and case-specific documents. Their research proficiency ensures that the case study solutions are well-informed and supported by solid evidence.

3. Critical Thinking : Critical thinking is a hallmark of Fern Fort University’s writers. They evaluate information from multiple perspectives, assess the validity of sources, and develop logical, well-reasoned conclusions. This skill allows them to craft nuanced solutions that consider various possible outcomes and implications.

4. Writing Clarity : Our writers are known for their clear and concise writing style. They present complex ideas in an understandable manner, ensuring that the case study solutions are accessible to a broad audience. This clarity helps communicate the findings and recommendations effectively.

5. Industry Knowledge : Writers at Fern Fort University have a deep understanding of the industries they write about. Whether it’s finance, healthcare, technology, or any other sector, they bring industry-specific insights that enrich the case study analysis and make the solutions relevant and practical.

6. Attention to Detail : Attention to detail is critical in case study writing, and our writers excel in this area. They meticulously ensure the accuracy of data, adherence to guidelines, and completeness of the analysis. This thoroughness prevents errors and enhances the credibility of the solutions.

7. Problem-Solving : Our writers are skilled problem-solvers. They go beyond identifying issues by proposing actionable and realistic solutions. Their recommendations are practical and tailored to the specific context of the case study, providing clients with clear steps to address the challenges.

8. Communication Skills : Effective communication is vital for conveying complex ideas and solutions. Writers at Fern Fort University are adept at communicating their findings and recommendations clearly and persuasively. They can articulate their points in a way that resonates with stakeholders.

9. Time Management : Delivering high-quality case study solutions within tight deadlines is a standard practice at Fern Fort University. Our writers are efficient and organized, managing their time effectively to meet deadlines without compromising on the quality of their work.

10. Adaptability : Our writers are highly adaptable, capable of tailoring their approach to meet the unique needs of different cases and clients. Whether it’s a change in scope, new information, or specific client preferences, they adjust their strategies to deliver customized and relevant solutions.

Fern Fort University’s professional case study solution writers deliver comprehensive, insightful, and actionable case study solutions that meet the highest academic and professional standards.

Where Can I Find a Case Solution for Harvard Business Cases or HBR Cases? | Pre-written Solutions

At Fern Fort University, you can find comprehensive case analysis solutions for Harvard Business School (HBS) or Harvard Business Review (HBR) cases. These solutions are different from custom case study solutions. They are provided to help clients to prime their research and analysis. These pre-written HBR case study solutions are designed to help you in several ways:

  • Thorough Analysis : Each solution includes a detailed examination of the case, identifying key issues, challenges, and opportunities.
  • Structured Approach : The solutions are organized in a clear, logical manner, making it easier for you to follow and understand the analysis process.
  • Actionable Recommendations : Practical and realistic recommendations are provided, offering clear steps to address the case’s problems.
  • Insightful Learning : By studying these solutions, you gain insights into effective problem-solving techniques and strategic thinking.

How Pre-Written Solutions Can Help You:

  • Time-Saving : Access to pre-written solutions saves significant time that you would otherwise spend on researching and writing.
  • Learning Tool : These solutions serve as excellent learning tools, helping you understand how to approach case analysis methodically.
  • Enhanced Understanding : You gain a deeper understanding of various business scenarios and how to address them.
  • Quality Reference : High-quality solutions can act as a benchmark for your own case study analyses, ensuring you maintain a high standard.
  • Academic Success : Using these comprehensive and well-researched solutions can improve your academic performance by providing clear examples of successful case analyses.
  • Professional Development : These solutions also help in professional settings by demonstrating how to tackle real-world business challenges effectively.

By leveraging the pre-written case study solutions from Fern Fort University, you can enhance your academic and professional capabilities, ensuring that you are well-prepared to address complex business problems.

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IMAGES

  1. Ford Ka (B)

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  2. Case Study: Ford Ka

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  3. Case Study: Ford Ka

    ford ka case study

  4. Case Study: Ford Ka

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  5. Ford ka Ford ka Ford ka

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  6. Ford Ka Concept on Behance

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VIDEO

  1. FORD KA S 1.5 5 Puertas

  2. FORD KA

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  4. Ford Ka FOR SALE

  5. Ford KA

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COMMENTS

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

    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. ... The Ford Ka case introduces students to the fundamental marketing problem of ...

  2. Ford Ka (A)

    Case Study WK 8 - Pedigree; BRITA Case Study Marketing Strategy - Tutorial week 5; Ford Ka Case study; Exhibit 13 Summary - The Creative Search for an Insight in Account Planning: An Absorptive Capacity Approach; Exhibit 11 Summary - Psychological and social factors influencing motorcycle rider intentions and behaviour; mktg303 case analysis

  3. Ford Ka Case

    Ford Ka choosers account for 47% of the combined segments while Ka Non-Choosers only account for 15% while the combined segments represent 44% of the population surveyed. Although there are risks associated with targeting two market segments, it can be achieved by focusing on the dimensions of style, lifestyle and personality characteristics ...

  4. Ford KA: The Market Research Problem (A)

    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 ...

  5. Ford KA (A): The Market Research

    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 ...

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

    The Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers. View case.

  7. Ford Ka (A): Breaking New Ground in the Small Car Market (French)

    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. The (B) case reveals that Ford chose an attitudinal segmentation and presents ...

  8. Ford Ka: The Market Research Problem (A)

    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.

  9. Ford KA (B): The Early Results Case Study Solution [7 Steps]

    Ford KA (B): The Early Results case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Ford KA (B): The Early Results will also provide insight into areas such as - wordlist , strategy, leadership, sales and marketing, and negotiations. ...

  10. Case Study: Ford KA (A): The Market Research (English version)

    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 t

  11. Ford Ka (A)

    The Ka brand manager at Ford France had a great deal of responsibility as it was considered to be a major initiative in the French market. 4 1 A concept version of the car was introduced to the world during the 1994 Geneva Motor Show. 2 The prevailing exchange rate for the French franc in early 1996 was roughly FF5 per US$. 3 Ford acquired ...

  12. Ford Ka (B)

    Ford Ka (B) - Case Study. University: Macquarie University. Course: Marketing Strategy (MKTG303) 38 Documents. Students shared 38 documents in this course. Info More info. Download. Save. INS702 . Ford Ka (B): The Market Research Proble m . 07/2014-5066.

  13. (PDF) Ford Ka, Part 1 -Suggested Solution

    In 2003 the Ka brand was diversified, with the addition of a new SportKa featuring a sporty body kit, and a convertible model called StreetKa. 14 Ford StreetKa • In 2008, the Ka was replaced with a new model developed in alliance with Fiat. New Ford Ka 15 The Launching of the Super Bock "Mini" (A) - Suggested Solution Bram Foubert 1.

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

    Product Description. 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 ...

  15. Ford Ka (A): Breaking New Ground in the Small Car Market

    This is the first of a two- case series (599-038-1 and 599-039-1). 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 ...

  16. Ford Ka (A): Breaking New Ground in the Small Car Market

    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.

  17. Ford KA (A): Breaking New Ground in the Small Car Market Harvard Case

    The Ford Ka has been developed, the output capacity ascertained, and the launch set for October 1996 in France. Ford Ka (A) Breaking New Grounds in the Small Car Market Case solution He must determine who the target customer for the Ford Ka ought to be, before Gilles Moynier can get to the details of the marketing strategy.

  18. [Marketing Strategy]Ford KA (B): The Market Research Case Study

    Ford KA (B): The Market Research is a Harvard Business Review case study written by Markus Christen, David A. Sobermanfor the students of Sales & Marketing. The case study also include other relevant topics and learning material on - Market research