Ford Motor Company in India: Developing the Ford Figo

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG299 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Customer Service / Customer Relationship Management
Case Length : 20 Pages
Period : 2007-2009
Pub Date : 2012
Teaching Note : Not Available
Organization : Ford India
Industry : Automobiles
Countries : India


This case study primarily deals with the concept of new product development. The case outlines the research and development behind the Ford Figo- small car. The case unfolds the steps taken by Ford to identify the target customer, decide the features of Ford Figo to meet the needs of target customer.

Ford conducted marketing research to understand Indian customer for its new product Figo. However, the challenge before Ford was how to launch and market Figo in the highly competitive Indian small car market.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


The case will help the students:
Understand issues and challenges in launching a new product.
Study the multi-pronged introduction strategy of Figo.
Understand various issues and challenges in target marketing.
Analyze Figo's marketing strategies and explore ways in which the marketing should be evolved to keep the brand relevant to the target audience.


  Page No.
Introduction 1
The Small Cars Segment of the Passenger Vehicle Market in India 1
Ford in India 2
New Product Development Process for Figo 3
Taking it to the Market 7
Exhibits 9


Product Management, New product development, New product development process, New product development decisions, Identify the needs of Target Customer , International Marketing, Marketing research, Consumer research, Design process , Target Marketing, Launch strategy, Ford Figo

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