The Ford Motor Company
The Ford Motor Company
Part One: Data Collection
Data Collection and Market-Product Grid
Market Segment Product
General Group with Need Luxury Sedan Lincoln SUV Expedition Mini-Van Freestar Economy Sedan Focus Hybrid Escape Hybrid Pick-up Truck F-150
Safety Conscious Consumers Families with children P
Older (Elderly) People S
Financially Conscious Consumers Students P S
Young Adults P S
Families with children S P S
Older (Elderly) People P S
Physical Power Conscious Consumers Construction Workers S P
Oilfield Consultants S P
Image Conscious Consumers Business Professionals P P
Middle Aged Adults P P
Older (Elderly) People P S
Environmentally Conscious Consumers Students S P S
Families with children S P
Environmentally Aware S P P
P = primary market
S = secondary market
Note: This particular student selected a specific model from each product category. In reality, there would probably be a chart for each product or brand. The categories under “Group with Need” should be consistent. That is, they could all be demographic, e.g., Young Adults, etc. and then there could be another sub-column besides identifying occupations, gender or whatever.
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Ford Motor Company is one of the major automotive manufacturers in America. In Canada, Ford operates as Ford Motor Company of Canada. Ford sells vehicles both domestically and internationally, and has done so for many decades. Despite many types of competition, Ford continues to survive in the automotive industry as one of the “Big Three” which includes Daimler Chrysler and General...
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