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Case Studies by Gigi Cothier

5 case studies

by Publication Date
published: 01 May 2004

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

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Abstract:
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.

Pedagogical Objectives:
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.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets, Internal Marketing

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published: 01 Jan 2003

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Abstract:
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).

Keywords:
Market Research, Marketing Strategy, Attitudinal Segmentation, Cluster Analysis, Mds, Qualitative Data Interpretation, Automobiles, Quantative Data Analysis, Marketing Process

Prizes won:
- 2014 Case Centre Best Selling Case in Marketing
- 2013 Case Centre Best Selling Case in Marketing
- 2012 ecch Best Selling Case in Marketing
- 2011 ecch Best Selling Case in Marketing
- 2010 ecch Best Selling Case in Marketing
- Winner of 2010 European Case Awards, Marketing Category
- 2005 ecch Best-selling Case in Marketing

Related:

published: 01 Nov 2001

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

Show details ...

Abstract:
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.

Pedagogical Objectives:
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.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets, Internal Marketing

Related:

published: 11 Jan 2001

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

Show details ...

Abstract:
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.

Pedagogical Objectives:
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.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets

Prizes won:
- 2018 Case Centre Best-selling Case in Marketing
- 2014 Case Centre Best Selling Case in Marketing
- 2012 ecch Best Selling Case in Marketing
- 2009 ecch Best Selling Case in Marketing
- 2008 ecch Best-selling Case in Marketing
- 2007 ecch Best-selling Case in Marketing
- 2006 ecch Best-selling Case in Marketing
- 2005 ecch Best-selling Case in Marketing
- 2004 ecch Best-selling Case in Marketing
- 2003 ecch Best-selling Case in Marketing

Related:

published: 11 Jan 2001

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

Show details ...

Abstract:
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.

Pedagogical Objectives:
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.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets, Internal Marketing

Related:

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