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    Ford (Ka) Case Analysis

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    Aryan Bhat
    The document provides a case study analysis of the Ford Ka (C) small car. It discusses the history of Ford Motor Company and provides details about the Ford Ka such as its body style and generations. The document also examines the Ka's brand strategy including its target market of fashionable urban individuals, its positioning statement, and marketing mix of product, price, promotion, and place. Additionally, it presents a SWOT analysis and market research on small car sales. The conclusion emphasizes using market research and analysis to identify targeted market segments for the Ford Ka.

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    Ford (Ka) Case Analysis

    Uploaded by

    Aryan Bhat
    618 views19 pages
    The document provides a case study analysis of the Ford Ka (C) small car. It discusses the history of Ford Motor Company and provides details about the Ford Ka such as its body style and generations. The document also examines the Ka's brand strategy including its target market of fashionable urban individuals, its positioning statement, and marketing mix of product, price, promotion, and place. Additionally, it presents a SWOT analysis and market research on small car sales. The conclusion emphasizes using market research and analysis to identify targeted market segments for the Ford Ka.

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    Analysis of the case

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    FORD (KA) CASE ANALYSIS PPT

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    The document provides a case study analysis of the Ford Ka (C) small car. It discusses the history of Ford Motor Company and provides details about the Ford Ka such as its body style and generations. The document also examines the Ka's brand strategy including its target market of fashionable urban individuals, its positioning statement, and marketing mix of product, price, promotion, and place. Additionally, it presents a SWOT analysis and market research on small car sales. The conclusion emphasizes using market research and analysis to identify targeted market segments for the Ford Ka.

    Copyright:

    © All Rights Reserved
    618 views19 pages

    Ford (Ka) Case Analysis

    Uploaded by

    Aryan Bhat
    The document provides a case study analysis of the Ford Ka (C) small car. It discusses the history of Ford Motor Company and provides details about the Ford Ka such as its body style and generations. The document also examines the Ka's brand strategy including its target market of fashionable urban individuals, its positioning statement, and marketing mix of product, price, promotion, and place. Additionally, it presents a SWOT analysis and market research on small car sales. The conclusion emphasizes using market research and analysis to identify targeted market segments for the Ford Ka.

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    © All Rights Reserved
    of 19

    CASE STUDY ANALYSIS OF FORD KA (C)

    Presented By: Group 8


    Aryan Bhat
    Rahul Kakwani
    Kiran Prasad
    Pravesh Nautiyal
    Aditya Juyal
    CONTENT‘S
    History
    About Ford
    Facts
    Brand Strategy
    SWOT
    Market Research
    Conclusion
    HISTORY OF FORD
    Henry Ford built his first experimental car in a workshop behind his home in Detroit
    in 1896.
    Ford motor company, American automotive corporation founded in 1903 by Henry
    Ford and 11 associate investors.
    Fords first production in July1903 at the Mack Avenue plant , the model A , with as
    under the floor engine selling for $850.In the first season it sold 1708 cars.
    In 1911, Ford opened first factory outside North- America in Manchester ,England.
    ABOUT FORD KA (C )
    Ford Ka(c) is a small car which is manufactured by the Ford Motor company from 1996 to
    2016 as a city car , and from 2016 onwards as a sub concept car .
    It entered its second generation in 2008,being produced by Fiat in Tychy, Poland . A third
    generation was introduced in 2016.
    The first two generations have a three- door hatchback body style, with the first
    generation also having a two-door convertible version that was marked as the street Ka .
    It also introduced a hatchback version known as Sport Ka.
    SMALL CARS
    Market Share in 1995
    1995 - GM 7.6 %
    Manufacturing Ford 7.6 %
    8%
    Fiat 11 %
    Market Share in
    Renault
    Re… 20.1 % 1995
    Peugeot
    Citreon 0 20 40
    18.1
    % 36.6
    %
    SALES IN EUROPE
    2015 2016 2017 2018
    January 3677 3163 39 1
    February 3748 2801 25 13
    March 7159 4445 22
    April 3508 2623 4
    May 3939 2118 6
    June 3980 2471 16
    July 4701 1734 1
    August 2851 696 50
    September 5079 699 7 1
    October 3727 323 5
    November 3068 177 1 Source: http://carsalesbase.com/car-sales-
    December 2931 83 29 comparison/
    THE TOP TEN UK SELLERS, 2018
    • Ford Fiesta 95,892
    • VW Golf 64,829
    • Vauxhall Corsa 52,915
    • Nissan Qashqai 50,546
    • Ford Focus 50,492
    • VW Polo 45,149
    • Mini 44,904
    • Mercedes-Benz A-Class 43,527
    • Ford Kuga 40,398
    • Kia Sportage 35,567

    Source: https://www.best-selling-cars.com
    BRAND
    STRATEGY
     Target Market
     Positioning Statement
     The 4 P’s
    TARGET MARKET
    POSITIONING STATEMENT
    The Ford Ka is for the fashionable urban individual. Men & Women, who
    considers themselves to be lively, uninhibited, and always one step ahead of
    the curve.
    The Ka is for the polished professionals who is young at heart and thrives off
    of living life in the fast lane
    THE 4 P’S
    Product- Customizability & Luxury Price
    Customize your product: Optional Product Pricing
    •Paint Color •Include premium for the customization
    in base price.
    •Sound System
    •Discount the customization
    •Power Windows
    •Customer perceives customizations as
    •Wheels good deal
    •Convertible/ Sun Roof
    •Interior The Ka will give the customer luxury
    •Gas or Diesel feature for lower category price.
    THE 4 P’S
    Promotion Mix Place
    •Advertising Ford dealerships only in major cities
    (Print ads, TV commercials, Helps in differentiate from Twingo
    City Billboards)
    •Public Relations
    (Press Releases, Celebrity
    Pre- orders, Staged
    Photo-shoots)
    •Sales Promotion
    (Bundling Customizations
    SWOT
    ANALYSIS
    Strength Opportunities (SO) Strength Threats (ST) Strategies
    Strategies

    Leveraging brand recognition in Investing into R&D to thwart Sales &


    new segments Marketing industry disruptors

    Weakness Opportunities (WO) Weaknesses Threats (WT)


    Strategies Strategies

    Investing into customer oriented Get out of the business and focus
    services and supply chain on growth areas
    Market Research
    CONCLUSION

    Only through a combination of market research , in


    conjunction with a quality interpretive analysis, can Ford
    France arrive at a targeted market segments.
    THANKS!!

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