As a response to different alterations noticed in European small car market and the success of Renault Twingo, Ford decided to establish a new little car, the Ford Ka. Gilles Moynier must decide how to segment the market and who to target. The market research firm has conducted a number of studies among potential auto buyers that were small and now the data must be analyzed and interpreted.
PUBLICATION DATE: January 01, 2003 PRODUCT #: INS701-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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