Ford Edsel

1. Describe the marketing strategy for the Edsel.

The marketing strategy for the Edsel was very specific because of the intensive planning process. To begin, the product was a “smart car for the younger executive or professional family on its way up.” This was the Edsel’s target market. It was a midsized vehicle that was supposed to be “distinctive and discreet,” while it had an excessive amount of horsepower. The Edsel also included many upgrades from the previous lower-end cars, such as push buttons. This car is Ford’s product to move into a new market because they previously only sold one type of car.

The price point was in the medium-price field. This was because people seemed to be buying less of the lower-priced vehicles that Ford had originally succeeded with. This price point was a new concept for Ford and the company was trying to expand to more customers.

The places that Edsels were sold had to have passed an application process that screened on such things as: “reputation, adequate finances, adequate facilities, demonstrated management ability, the ability to attract and direct good people, sales ability, proper attitude toward ethical and competitive matters, and type of person to give proper consideration to customers in sales and service.” Most of the 1200 dealerships chosen were only to work with the Edsel, meaning it was a separate division and didn’t converge with other names.

Finally, the way the Edsel was promoted was very extensive. First, the car had a two-page, black and white spread in “Life” magazine. The Edsel’s appearance was kept a secret until it was revealed in August. This was intended to build up public interest and anticipation. There were also promotions in newspapers, magazines, TV and radio, and outdoor billboards to get the public familiar with the product.

2. What were the reasons the Edsel failed?

There was not one single reason why the Edsel failed; there were many. First, the Edsel was introduced at...