The Market Research Problem Case Study Analysis
Potential Problems
A market research had been conducted by Jeff Nesh and Matthew Sell, the representatives of Goldfarb Corporation, for Ford Ka small cars with the help of focus group and individual interviews to analyze the customer preferences. The trend was mix, as some customers liked Ford Ka and some did not. It had become very difficult to separate Ka’s chooser from its Non-Choosers, with respect to demographic variables because the results were polarized. In addition to this, for the purpose of differentiating the target market according to the psychographic attitudes, information had been collected with the help of 62 attitudinal designed questions. This specification with respect to attitudinal segment analysis were not enough. Moreover, the entire analysis was based over making a comparison with respect to ten related small cars. Whereas, the small car industry was fragmented and carried number of branded and non-branded small cars. The entire analysis was based over the comparison analysis of ten small cars. The analysis should address the individual involvement of the Ford Ka with respect to the customers’ preferences. Additionally, the features of the Ka car were not fully introduced to the market research sample,and the cars which had been selected for comparison analysis hadan already established market.
Recommendations
It is recommended to Gilles Moynier that Ford should adopt gorilla and mass marketing strategy to capture its target market. Whereas, its target market should be capturing both youngsters and senior citizens, and target small families with low level income group. In addition to this, Ford should make purchasing pattern easierwith an inclusion of the provision of free test drives and pre-order assumptions. Furthermore, Ford should conduct more structural analysis in order to evaluate the attractiveness of target market.It is estimated that small car market will increase by a wide margin, because of increased fuel prices and road congestion.
Conclusion
It is concluded that the car market was segmented according to the car sized tier but in Europe this trend was rapidly changing with a little consideration for traditional segmentation approach. It imposed a great deal of responsibility over Gilles Moynier with respect to Ford Ka, because France was the major market for Ford. It was difficult to separate the Ka’s chooser from its Non-Choosers, with respect to demographic variables because the results were polarized. Ka’s Choosers may include freedom lover and attention seeker because they want a product which could satisfy their individual needs with respect to the price charged. It is recommended to Gilles Moynier that Ford should adopt gorilla and mass marketing strategy to capture its target market..................................
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