Ford Ka Case

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1. What is your opinion of Ford’s strategy (up to and including the development of the Ka) in the small car market in France? i) Ford made its presence in small segment car (less than 390 cms) with its Ford Fiesta model which was one of the top 5 selling cars in small segment in France and top 3 in Europe. ii) With market getting highly segment and competitors’ move to come up with models as per requirement of highly fragment segment made Ford to decide to come up with new model to target emerging segment Trend-B market. iii) Renault was the first to move to target this emerging segment with Twingo model, which took every one with surprise and it was well accepted by the segment. They offered more forcing competitors to offer …show more content…

* Factor analysis can be analyzed to understand the important factors on which purchase intentions of the consumers can be predicted. * Along with this Ford should also understand and analyze recent moves of customer and try to differentiate it product from customer in this highly segment market to catch up with market and hold maximum market share. This can be said because Ford Ka was initially perceived as car similar to Renualt’s Twingo with less interior space. So fight for market share in this segmented market Ford has to differentiate its product from competitors while keeping factors affecting purchase intention of consumer obtained from factor analysis.

SPSS Outputs

FACTOR /VARIABLES q2 q10 q5 q12 q39 q40 q46 q48 q54 q57 q58 /MISSING LISTWISE /ANALYSIS q2 q10 q5 q12 q39 q40 q46 q48 q54 q57 q58 /PRINT INITIAL EXTRACTION /FORMAT SORT BLANK(0.5) /CRITERIA MINEIGEN(1) ITERATE(25) /EXTRACTION PC /ROTATION NOROTATE /METHOD=CORRELATION.

Factor Analysis

Notes | Output Created | 26-Sep-2010 21:08:32 | Comments | | Input | Data | | | Active Dataset | DataSet1 | | Filter | | | Weight | | | Split File | | | N of Rows in Working Data File | 250 | Missing Value Handling | Definition of Missing | MISSING=EXCLUDE: User-defined missing values are treated as missing. | | Cases Used | LISTWISE: Statistics are based on cases with no missing values

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