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Decisions to be Made:
The primary decision Gilles Moynier must make is determining the target market for the Ford Ka. Effective targeting is highly dependent on meaningful segmentation, so selecting an appropriate segmentation methodology from the variety of alternatives is another important decision Moynier must make. Moynier’s decisions must align with Ford’s objectives and also unite all the major stakeholders behind the Ka. Once the Ka’s target is identified, Moynier can develop the product’s positioning, finalize its marketing strategy and begin planning tactics.
Relevant Facts & Issues:
Ka’s Non-Traditional Development: Due to the importance of the French small car market to their operations, Ford developed the Ka prior to researching consumer needs in order to quickly respond to the success of the Twingo, a stylish urban car developed by Renault. Twingo’s success enabled Renault to supplant PSA as the small car share leader in 1993. With a 36.6% share......

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Approximate Word Count: 2511
Approximate Pages: 11 (250 words per double-spaced page)

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