... What approach to segmentation had Ford (and other manufacturers in the automobile industry) taken prior to the developments in this case? ... Should the same segmentation approach be used for the Ford Ka? ...
I recommend that Ford Ka take the attitudinal segmentation approach. ... According to this segmentation approach, the Ford Ka should target both the “freedom lovers –outgoing, social, active” and the “Attention seeker” groups, both of these two groups are likely to be self-conscious and are looking for a relatively inexpensive car that will bring them great image.
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