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FORD KA CASEAndi Bagus Ruhendra
Awliyah RohmaDewi Murdiawati
Putu Dewi Wahyuni N.Kezia Oktiadiarti
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
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
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
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
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
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
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
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%
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
THANK YOU