1 . What is your view of Ford's strategy (up to and including the progress the Ka) in the tiny car industry in Portugal? i) Honda made their presence in small segment car (less than 390 cms) using its Ford Fiesta unit which was among the top 5 offering cars in small portion in Portugal and leading 3 in Europe. ii) With market getting remarkably segment and competitors' proceed to come up with designs as per dependence on highly explode segment manufactured Ford to decide to come up with fresh model to target emerging segment Trend-B market. iii) Renault was the initial to move to focus on this appearing segment with Twingo version, which took every one with surprise and it was very well accepted by segment. They offered even more forcing competition to offer a lot more than basic transportation. To respond for this competition Honda decided to come with Ford-Ka style to compete in the same segment while Twingo iv) In response to develop the car quickly with low turn over as well as development expense, Ford chose to manufacture Ka with the chassis of older Fiesta unit, which proved economical nevertheless hindered the technical creativity. v) Twingo had altered perception of folks to what to anticipate from a small car, so Honda even though challenged to be a spacious car, it absolutely was not recognized by consumers, according who Ka was just big in appearance from obtain it but not decorations. vi) Ford's Ka could hardly communicate highly the message to the concentrate on consumer. Customers were mistaken for the setting of the car. Due to deficiency of strong conversation message this lead to an altered perception of Ford Ka's image in consumers' brain. vii) Honda also returned to sell previous versions of Vacacion in the segment of little cars because it could not catch up with the raising demands of highly fragmented consumer basic and with competition capturing up competitors were rendering more to get value of money of client. Ford was obviously a bit late to react to this and so lacked to capitalize inside the segmented market. viii) In the case it truly is relevant ford was under no circumstances firm with decision, we were holding always in Yes-No situation, which will cost them a lot because they were never made firm move to capitalize the portion market. This set of approach also led ford for making hasty and wrong decisions.

2 . What were some of the significant car-buying proportions that appeared from the psychographics study? The information are provided in the Ford Ka Psychographics document posted on TLE. Perform a component analysis on the answers to Questions 2, 10, 5, 12, 39, 40, 46, 48, 54, 57, and 58 and interpret the results. Contain labels to get the elements that emerge.

* After executing factor research on the provided set of concerns we examined that 76% of the psychographics data is usually covered by top 4 parts. After studying the 4 factors, the following conclusions can be made 5. The initial factor can be categorized as ‘fashion/trendy'. It shows that design and style, image and looks of the car are important. * The second component can be categorized as ‘Compact/Size'. It describes that size with the car is among the important factor. * The third factor can be categorized as ‘Individualistic/Character'. It shows that car is usually taken as image of figure to reflect independence/freedom. 2. The fourth element can be categorized as ‘Economic/Reliability'. It reveals economic car which is dependable plays a crucial role in factoring the given info. * After performing rotation factor research the results were very similar showing same trend. 3. Based on the psychographics data, is there distinct attitudinal segments? Perform a cluster research on the attitudinal response data (Questions you through sixty two in the info file) and interpret the results. Limit your examination to alternatives with four clusters. Give your own names and brief information for any clusters that come out. * After running bunch analysis with 4 clusters we can see in the result there are definitely distinctive attitudinal segments according to the...