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Welcome to our support website for the business case “Ford Ka: The Market Research Problem”.

Our website will help you find suitable teaching materials, and easy to use de-briefing material.

Read an inspection copy of part A of the case.

This sheet contains the respondents' responses to the demographic questions.


Prizes and Awards

2010 - winner of the European Case Clearing House Award in category "Marketing".



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.


Pedagogical Objectives

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).


How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.