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商品編號： INS701 出版日期： 2003/01/01 作者姓名： Christen, Markus;Cothier, Gigi;Soberman, David A.;Chung, Seh-Woong 商品類別： Marketing 商品規格： 24p 再版日期： 地域： Europe 產業： Automotive industry 個案年度： -
商品敘述：
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. Please copy and paste the following url into a browser http://cases.insead.edu/ford-ka/ to access additional teaching material.
涵蓋領域：
Market research;Marketing strategy;Consumer marketing;Competitive strategy;Market segmentation
相關資料：
, (INS704), 18p, by Markus Christen, Gigi Cothier, David A. Soberman, Seh-Woong Chung
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