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Introduction
Today, most businesses have understood the significant importance of carrying out marketing research with a view of analyzing the market. Among its benefits, there is a significant improvement in the quality of the product and service line resulting in an increase in market share, and understanding the consumer tastes and preferences better (LearnMarketing.net 2011). The United States motor market has developed in terms of its needs, number, and complexity.
Today, any vehicle developed endeavors not just to transport one from one place to another, but also to make such movement as exciting, comforting, relaxing, and convenient as possible. The same applies to the wider international market in light of increasing globalization. Today, the majority of the population seeks a car that is easy to drive, park, latest technology coupled with an intriguing sleek, fun, and sporty design (Grewal and Levy, 2012).
Analyzing the Market in the Reintroduction of the Ford Fiesta
Ford Fiesta was first developed in 1976 at a time when the fuel prices were too high. In this effort, the fiesta was meant to have minimum fuel consumption. The car experienced high sales in Europe unlike in the United States. Nevertheless, the history of this car does not end at this time. In late 2000, Ford reintroduced the Ford Fiesta with a view of meeting the market needs and preferences. The Ford Fiesta targeted the younger customer of the millennium age (1979 -1994).
The fiesta was reintroduced in the United States market in late 2000 in light of the growing number of personal cars. These cars were preferred because of fuel efficiency as well as its cheaper price. In this respect, the launching of the Ford Fiesta came with an intensive and extensive analysis of the market including macro-environmental factors, political environment, and competitors among others.
Ford analyzed the market with a sense of innovativeness and customers in mind. Since the company targeted the young Millennial customers in a model called Kristen, in 2008, key macroeconomic factors considered were the social trend, culture, demographics, political and economic condition (Kotler and Lane, 2006 p. 89).
Ford analyzed the market and targeted the millennial customers modeled as Kristen who constituted a significant number of individuals purchasing cars. This segment liked to buy subcompact cars with aspects beyond the normal basic features. The market had potential demand and Ford wanted to direct this demand for compact cars to the fiesta. As such, to reach Kristen, the features of the Fiesta were designed for a youth from college who consider communication and social media as important needs of her life worth finding in a car.
The fiesta was also developed to meet the needs of a user in the urban areas. The world today is defined by increasing economic recession and inflation. Fuel prices are not an exception, as such, the Ford Fiesta targeted customers in the city who ran their vehicles regularly. Car fuel consumption is efficient. Again, it is easier to park small compact and one can easily manoeuver in the city. With fully-sized features of the Ford, its prices were also competitive. To penetrate the market, the car was designed in different colors featured in different parts of the car. For instance, the lighting had red colors while the vehicle came in green, white, orange, etc. colors (Marconi, 2000).
According to Grewal and Levy (2012), technology is important in penetrating the market and enabling customers to continuously grow in number and loyalty. In an effort to reach the market, considered both technologically endowed customers and those that had little information about technology. As such, the Fiesta was made simple and easy to understand for the user. This comes with exciting features like the moon roof, forward sing system. For instance, the forward sing system enabled the customer experience with the vehicle to be more exciting and convenient. This is a great in-car hands-free communication facility that also enables the customer to get in touch with friends and relatives.
The social trends today point to environmental conservation and preservation. This is a significant feature in analyzing the market (Marconi, 2000). The Ford Fiesta launch in late 2000 integrated this feature in fuel efficiency. The effectiveness and efficiency of the fiesta come with its ability to consume less fuel as per the US environmental standard of 40 miles per gallon (mpg), significantly beating the 35.5 mpg.
Conclusion
Analyzing the market is significant in developing a quality product or service that increases market share and enables one to understand consumer tastes and preferences (Grewal, and Levy, 2012). Cars developed today are meant to transport one in the best exciting, comforting, relaxing, and convenient experience. The success of the fiesta since its reintroduction in late 2000 reflects in the efficiency, extensiveness, and intensiveness of the market analysis undertaken by Ford.
The Ford Fiesta targeted the younger customer of the millennium age (1979 -1994). In this respect, the launching of the Ford Fiesta came with an intensive and extensive analysis of the market including macro-environmental factors, political environment, and competitors among others.
References
Grewal, D., & Levy, M (2012). Marketing, (3rd Ed.). New York: McGraw-Hill Irwin.
Kotler, P., & Lane, K (2006). Marketing Management, (12 edn). Pearson Education, Inc.: Published by Prentice-Hall, 60-190.
LearnMarketing.net. (2011), Factors influencing the behavior of buyers. Web.
Marconi, J. (2000). The brand-marketing book in creating, managing, and extending the value of market analysis. London: McGraw-Hill Professional.
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