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FORD KA CASE Andi Bagus Ruhendra Awliyah Rohma Dewi Murdiawati Putu Dewi Wahyuni N. Kezia Oktiadiarti

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Page 1: Ford ka case

FORD KA CASEAndi Bagus Ruhendra

Awliyah RohmaDewi Murdiawati

Putu Dewi Wahyuni N.Kezia Oktiadiarti

Page 2: Ford ka case

Overview• Ford merupakan perusahaan manufaktur mobil dan truk

terbesar kedua setelah General Motors pada tahun 1995.

• Manajemen Fors merasa bahwa merek Fiesta tidak bisa bersaing dengan Renault Twingo

• Lahirlah Ford Ka yang diatributkan untuk Jack Nasser• Sehingga dibutuhkan riset pasar untuk menemukan

target pasar dari produk baru

Page 3: Ford ka case

Variabel Demografis Terhadap Pemilihan Ford Ka

1 2 30%

10%

20%

30%

40%

50%

60%

42%

28%31%

52%

30%

18%

Persentase Gender Terhadap Grup

MaleFemale

Grup

Pers

enta

se

Page 4: Ford ka case

1 2 30%

10%

20%

30%

40%

50%

60%

52%

27%

21%

50%

21%

29%

38%

34%

28%

Persentase Marital Status Terhadap Grup

MarriedLiving TogetherSingle

Grup

Pers

enta

se M

arita

l Sta

tus

Page 5: Ford ka case

1 2 30%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

35%

22%

43%

48%

30%

22%

Persentase 1st Time Purchase Terhadap Grup

1st Time PurchaseNo 1st Time Purchase

Grup

Pers

enta

se 1

st T

ime

Purc

hase

Page 6: Ford ka case

1 2 30%

10%

20%

30%

40%

50%

60%

42%

13%

46%

42%

30%28%

49%

26% 26%

35% 35%

29%

57%

24%

19%

43% 43%

14%

Persentase Age Category Terhadap grup

>2525 - 2930 - 3435 - 3940 - 44>44

Grup

Pers

enta

se A

ge C

ateg

ory

Page 7: Ford ka case

1 2 30%

10%

20%

30%

40%

50%

60%

70%

42%

30%28%

60%

25%

15%

46%

28%26%

Persentase Children Category Terhadap Grup

0 anak1 anak>1 anak

Grup

Pers

enta

se C

hild

ren

Cate

gory

Page 8: Ford ka case

1 2 30%

10%

20%

30%

40%

50%

60%

48%

22%

30%

41%

33%

26%

39%

35%

26%

41%

35%

24%

55%

24%22%

55%

21%24%

Persentase Income Category Terhadap Grup

<100FF100FF - 150FF150FF - 200FF200FF - 250FF250FF - 300FF300FF - 350FF

Grup

Pers

enta

se In

com

e Ca

tego

ry

Page 9: Ford ka case

Persentase Ford Ka Choosers & Non Ka Choosers Terhadap Pertanyaan

Q StatementKa Choosers

Ka Non Choosers

1 26 - 7 1 - 2 6 - 7 1 - 2

1 I want a car that is trendy. 47% 3% 31% 7%15 I want the most equipment I can get for my money. 42% 5% 35% 6%17 I want a car that is nippy and zippy. 43% 22% 35% 35%21 Good aerodynamics help fuel economy. 41% 3% 33% 6%22 Small cars are much safer nowadays. 41% 2% 31% 1%24 I want a car that drives well on country roads. 0% 59% 1% 47%26 Small cars are for kids. 4% 43% 3% 39%28 Domestic made is best made. 6% 43% 4% 32%31 I want a comfortable car. 38% 29% 42% 21%35 I have always been fascinated by cars which have a cult following. 22% 6% 44% 4%37 I prefer cars with high performance. 35% 2% 44% 7%38 I do not believe that a Swatch branded car will be successful. 27% 7% 40% 4%41 In today's world it is anti-social to drive big cars. 29% 36% 19% 43%42 Many manufacturers do not really care about their customers needs. 4% 40% 6% 36%43 I would rather deal with a manufacturer's rep than a salesperson. 5% 29% 4% 40%

Page 10: Ford ka case

Kesimpulan• Variabel demografis dapat menyebabkan pembagian

Ford Ka Choosers dan Ford Ka Non Choosers• Terdapat perbedaan persepsi antara Ford Ka Choosers

dan Ford Ka Non Choosers dalam memandang pasar mobil kecil yakni Hemat bahan bakar karena modelnya aerodinamis, lebih aman dibandingkan mobil besar, model yang trendi merupaka keunggulan yang ditawarkan oleh mobil mungil. Namun kenyamanan yang ditawarkan mobil kecil tidak senyaman mobil besar

Page 11: Ford ka case

THANK YOU