Ford Ka

1a) Our team recommends that Ford’s Ford Ka targets professional single women living in urban area. She believes herself to be independent and stylish. We feel that these customers will provide the highest value. This segment niche have different preference from the other segments, is currently underserved in the market, and can be specifically targeted without reaching other segments.

b) We used a combination of demographic, and psychographic because of several reasons. We wanted to portray a unique and understandable image for Ford Ka and in order to do so, we have to target a specific target segment. A specific target segment will allow us to build our marketing mix based on the segments wants and needs and thereby strengthen our brand image.

We chose to use demographics because we were presented with a large amount of data on the demographics of a variety of small cars. Furthermore, we felt that Ford, having in the market for centuries, have a large amount of data as well. Additionally we found demographic trends in the small car market, which helped us, predict Ford Ka’s most valued customers. For example, a younger like the Renault Twingo and Oper Corsa attracted more women than men. However, we felt that being in a particular demographic group does not necessarily mean that they will purchase a Ford Ka. Additionally, we wanted to specify why professional single women wanted to buy a Ford Ka.

To strengthen our segmentation, we further segmented our groups using psychographic categories. We wanted to market an image not only based on demographic but also based on the segment’s lifestyles. We felt that Ford Ka represents freedom, independency, and style and our highest valued consumer can relate to these attributes. We wanted to create an identity for Ford Ka that will differentiate itself from the other cars. The weakness for this segmentation method includes increase risk for error in interpreting our segment and in the end it might be completely...