Formal Lanage Image transcription textQ2) Giles Mo

Formal Lanage Image transcription textQ2) Giles Moynier has asked for youradvice on how to position Ford KaVis-a-Vis competition. Ple… Show more… Show moreImage transcription textThe Small Car Market in France Table 1 shows the typicalcategorisation of cars used by the industry as well as automotivemagazines in Europe. Apart from the emergence of… Show more… Show moreImage transcription textsmall car buyers into four target groups based on ?nancialconstraints and the presence of children. This is also shown inExhibit 3. In the past, manufacturers specialised in ce… Show more… Show moreImage transcription text“The traditional categories no longer mean anything today. Thetraditional product categories were based on car size, engineoutput and the price of a car. I think this categorisat… Show more… Show moreImage transcription textThese ongoing changes provided manufacturers withconsiderable latitude for innovative approaches to the small carmarket. Marketing propositions were introduced to di… Show more… Show moreImage transcription textAs a result, Ford decided to continue to sell the original version ofthe Fiesta targeted at the Basic—B buyer by offering basic, cheaptransportation. The original Fiesta possessed the neces… Show more… Show moreImage transcription textmaximise the interior space of the T wingo by designing anadjustable rear seat. This allowed customers the option of enlargingthe luggage compartment or extending leg—space for r… Show more… Show moreImage transcription textyounger people felt the Ka is too much of an image risk. Olderpeople liked it but thought it was for a younger person. Men sawit as a feminine car and women were concerned tha… Show more… Show moreImage transcription text”From the survey results we developed a series ofcorrespondence maps (Exhibit 1 I). These maps showsimultaneously the position of the di?’erent cars rel… Show more… Show moreImage transcription textThe agency argued that the Ka’s targets should be the first twogroups, who would help act as ambassadors to the third group.As Thierry Bonnet of Ogilvy and Mather had argued … Show more… Show moreFormal LanageArts & Humanities Communications Marketing

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