Ford has several different target markets to focus on. They certainly know that offering a variety of well priced, high quality vehicles is important. When looking at Ford as a whole though, you must compartmentalize the company; SUV/Trucks, Sedans/Full Size cars and the Small/Compact line. Ford targets consumers for their product lines based on such things as race, age, education, etc.
The best example of this is the campaign for 2011 is the Fiesta compact car. The slogan “It’s a pretty big deal” set out to attract the young African American and Hispanic buyers though social media and webinars. By offering these methods to reach the market, Ford was able to also introduce features the Fiesta has that other small cars in the market do not. In a market where fuel efficiency, cost and practicality are an absolute to an automakers survival and to a buyers happiness with the product they are purchasing, Fords target market plan for their compact line seems to be well thought out and moving in the right direction.
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