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Ford Winstar. Ford Winstar Case Analysis According to Ford Windstar?s market research,
their market base is split between a few different market segments. ...
Submitted by Badman8406 on October 12, 2006
Category: Business
Words: 1352 | Pages: 6
Views: 157
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Ford Winstar Case Analysis
According to Ford Windstar’s market research, their market base is split between a few different market segments. One third of their buyers are in the 35-49 age group and another third of their buyers are retired persons who expect a low maintenance vehicle. Recently, Ford Windstar’s market share had faced a significant decrease of almost 5 percent. That combined with various quality problems, such as the difficulties with Firestone’s tires on Ford vehicles, and increased competition, played a key role in the decline of Ford’s market share.
Faced with the possibility of a disastrous outcome, Ford is forced to reexamine their market research and realign their target market as well as their positioning to the new targeted market. Once this is established, possible advertising and promotional ideas must be made to promote Ford’s new brand image. With the analysis of the most current market data, Ford should focus their Windstar to persons in the 50+ age group and increase Tier 1 and 2 advertising, concentrating on selling price, value for money, and reliability as their brand image.
Stated previously, one third of Windstar buyers are in the 35-49 age group, however, Ford’s market share of this age bracket is rapidly decreasing mainly because they are also the targeted market for SUVs. This is why Ford should focus their efforts on a new targeted market including persons that are in the age range of 50-69. According to Exhibit 3, that age bracket is expected to have the largest growth increase from 2001 to 2006, with an 18.6 percent increase for persons ages 50-59 and an expected 15.3 percent increase for persons aged 60-69. This means that within the next few years, the targeted market would significantly increase, leading to a flourishing market base, if advertising and promotions are successful in selling the Windstar brand image of price, value for money, and reliability.
As seen in Exhibit 7, a...
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