FORD WINDSTAR CASE ANALYSIS
SUMMARY
Minivan history and development Minivans designed for families, for people with two or more children and who were tired of cramming into sedans for long and short-hour trips. Minivan is divided into 2 categories: LWB and SWB. It was first introduced by Dodge Caravan on 1983 and then followed by General Motors and Ford.
SUMMARY
Ford Windstar o Ford Windstar was introduced in Canada in 1991. o Windstar was the first to be given 5 stars rating by NHTSA o Windstar is way back behind when it comes to introducing product innovations. sliding fourth door flip-fold seat o Quality problems and product recall. o Limited choice
Ford Windstar
Pontiac Montana
Honda Odyssey
Grand Caravan
Chevrolet
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• Value pricing • Leasing • Cash Offers
Repositioning Trough Advertisement by using structure Tier 2
Associated manufacturer and dealers, cost will be shared by them Promoting Windstar and price promotion Attacking region by region and also globally.
Value Pricing
Create excitement by creating the value package Also can be swap in Tier 2 advertising instead of Tier 1. Improve sales mix
Leasing
55 % Windstar in Canada were leases Offered longer lease rate . Up to 60 months Will lower customer monthly outlay Lower interest rate- 2% Sales mix will be larger in proportion
Cash Offers
Cash discount to buyer/salesperson Increased in volume in next 3 months 70% of non-leased vehicles were financed. Each $1000- will produce additional 2% in volume.
Ford Windstar
Question 2: Assess the alternatives in terms of their attractiveness to target consumers and the effect on the Ford Windstar brand?
Windstar and Safety
• SAFETY
– Important element of the Windstar
5-star rating by NHTSA Led the industry Personal Safety System (PSS)
– Important consideration for families
Purchase Consideration
14 Important Attributes*
0.18 0.23 0.23 0.27 0.28 0.3 0.3 0.31 0.31 0.34 0.35 0.39 0.42 0.45 0 0.1 0.2 0.3 0.4 0.5
Have luxurious interior finish Drive like a car Distinctive styling Are versatile Easy to convert for people or cargo
Attributes
Power to keep you out of harm's way Full of innovative ideas One of the safest minivan Superior ride
2. Based on HEV sales to date, how would you describe U.S. buyers of electric passenger cars?
The opportunities that afford us are enormous! This is the first product on the market and since this is a technology society, it will create excitement in our culture. The purpose of this product is to provide a more convenient product for parents to help in transporting the child from place to place in a safe manner. The car can be operated while the parent is driving the by the car seat remote control. The
1 2 3 4 1 2.7 2.3 2.6 2.7 2.575 0.4 2 2.6 2.4 2.6 2.8 2.6 0.4 3 2.3 2.3 2.4 2.4 2.35 0.1 4 2.8 2.3 2.4 2.7 2.55 0.5 5 2.6 2.5 2.6 2.8 2.625 0.3 6 2.2 2.3 2.7 2.6 2.45 0.5 7 2.2 2.6 2.4 2.3 2.375 0.4 8 2.8 2.6 2.6 2.5 2.625 0.3 9 2.4 2.8 2.4 2.3 2.475 0.5 10 2.6 2.3 2 2.4 2.325 0.6 11 3.1 3 3.5 3 3.15 0.5 12 2.4 2.8 2.2 2.5 2.475 0.6 13 2.1 3.2 2.5 2.8 2.65 1.1 14 2.2 2.8 2.1 2.4 2.375 0.7 15 2.4 3 2.5 2 2.475 1 16 3.1 2.6 2.6 2.1 2.6 1 17 2.9 2.4 2.9 1.8 2.5 1.1 18 1.9 1.6 2.6 3.3 2.35 1.7 19 2.3 2.6 2.7 3.2 2.7 0.9 20 1.8 2.8 2.3 2.9 2.45 1.1 Total 50.675 13.7 Grand Mean= x ̿ = (∑▒X)/(no of samples) = 50.675/20
o 2.37, 2.38, 2.44, 2.46, 2.54, 2.64, 2.68, 2.79, 2.85, 2.89, 2.93, 2.94, 2.106, and 2.108
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2.52 0.63 49.19 3.50 74.31 39.83 69.86 96.97 5.34 1.46 0.65 0.57 5.73 1.47 35.22% 13.06% 7.01% 12.42% 29.41%
2 3 175 0.080 951 0.43 195 245 658 335 170 3.4 0.9 57.0 9.2 0.21 61.4 1,718 530 1.1 2,520 92,000 583 14 22 6 19 15 927 765 12,280 22
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