Ch. 8 - Segmenting and Targeting Markets

Ford Motor Company adapts several different Marketing strategies to promote their product lines. Because Ford offers vehicles that range from Compact to Trucks, it is necessary to use the concentrating targeting strategy. What might be a hot seller in NYC might not sell well elsewhere. At the Ford dealership in Manhattan, you are not going to find a wide selection of Trucks, but more Compact cars. Commercials and print adds for NYC are going to be geared toward smaller vehicles. On the other hand, Ford would most likely advertise their Truck line in Northern Michigan where it snows a lot and consumer have a need for a vehicle of this size and ability.