Markus Christen, David A. Soberman
INSEAD (INS702-PDF-ENG)
January 01, 2003
In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to bring a new small car to market, the Ford Ka. Before Gilles Moynier can go into the details of the marketing strategy for the Ford Ka launch, he must decide how to segment the market and who to target. The market research company has carried out a series of studies among potential buyers of small cars, now it is necessary to analyze and interpret the data.
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