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Essay text:
Once the Ka’s target is identified, Moynier can develop the product’s positioning, finalize its marketing strategy and begin planning tactics.
Relevant Facts & Issues:
Ka’s Non-Traditional Development: Due to the importance of the French small car market to their operations, Ford developed the Ka prior to researching consumer needs in order to quickly respond to the success of the Twingo, a stylish urban car developed by Renault. Twingo’s success enabled Renault to supplant PSA as the small car share leader in 1993. With a 36.6% share in 1995, Renault has significant leverage over Ford at 7...
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Common topics in this essay:
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