Ford Motor Company in India: Developing the Ford Figo
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(Case Code: MKTG299) click on the button below and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG299 |
For delivery in electronic format:
Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extraThemes
Customer Service /
Customer Relationship Management
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| Case Length |
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20 Pages |
| Period |
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2007-2009 |
| Pub Date |
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2012 |
| Teaching Note |
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Not Available |
| Organization |
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Ford India |
| Industry |
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Automobiles |
| Countries |
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India |
Abstract:
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This case study primarily deals with the concept of new product development. The case outlines the research and development behind the Ford Figo- small car. The case unfolds the steps taken by Ford to identify the target customer, decide the features of Ford Figo to meet the needs of target customer.
Ford conducted marketing research to understand Indian customer for its new product Figo. However, the challenge before Ford was how to launch and market Figo in the highly competitive Indian small car market.
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Issues:
The case will help the students:
» Understand issues and challenges in launching a new product.
» Study the multi-pronged introduction strategy of Figo.
» Understand various issues and challenges in target marketing.
» Analyze Figo's marketing strategies and explore ways in which the marketing should be evolved to keep the brand relevant to the target audience.
Contents:
Keywords:
Product Management, New product development, New product development process, New product development decisions, Identify the needs of Target Customer ,
International Marketing, Marketing research, Consumer research, Design process , Target Marketing, Launch strategy, Ford Figo
Introduction
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