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This delineation resulted in less competition.
In addition, regional level marketing was practiced.
Cons: Consumer surplus is not exploited because a fleet of cars to service a range of geographic, demographic, psychographic, behavioral and attitudinal segments is unavailable.
Which segmentation approach should be used for the Ford Ka?
Demographic segmentation was advocated by management due to its historical success and the fact that data was accessible.
However, demographic focus group results contradicted management’s view. The 40-44 year old group comprised a 32% share.
The data suggests that Ford’s view of how the market was segmented is not how it is segmented...
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