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UNIT 1 MAKE OR BREAK The ford Ka was marketed as an innovative, bold design and inspired ergonomics (taken from www.ford .com ). They decided to make a car appealing to a variety of people namely women, old people, and city car users, as it was a cheap car to run. Ford also did a lot of research into the market segmentation to see where the market niche was, they decided that small city car was needed and I think it was needed. I think that because we have bigger families with bigger incomes, we are starting to have two or three cars per household and one will inevitably be small. Ford also advertised different special features for the different market segments they were appealing to. I.e. power steering for the old, air-conditioning for the rich, different classy colours and for families' child locks. We can know see that Ford did careful marketing...

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