Ford Ka Analysis (with R Software)

1) After using the similarity data provided for the cut through Ka market investigate speculate to perform a MDS analysis on the whole sample, the purpose (exhibit 1) shows the slur of the different autos relative to each other. We nominate confabulate both groups one of them made of Peugeot 106, crossover feast and Opel Corsa (practical and right railroad cars), the other one made of Nissan Micra and guild 500 (dull and outdated cars). The other cars offernot be sorted together nevertheless t here(predicate) atomic number 18 completely the same similarities between cars in the light of the two dimensions it completelyows us for example to see similarity concerning the game dimension between Toyota Rav 4 and VW Polo.It is important here to keep in mind that it is an analysis on the WHOLE sample, it is the reason why the two dimensions cannot be easily labeled. The source dimension ( set up 1) shows us if the car is considered as more and less new-fangled by the respondents. Indeed by using the adjectives associated with each car by Ka Choosers and Non-Choosers provided in the preliminary report we can see that there is no crucial divergency concerning this scene. exactly for the second dimension it is not that tardily because it does not seem to micturate a consensus and so I decided to not label this dimension.In this case the fact that the MDS analysis does not observe between the Choosers and Non-Choosers makes more complicated the naming of the coordinate 2, even if it allows us to see which cars ar neighboring to each other or not, according to all respondents. 2) To see more clearly we study to spot the MDS between Ka Choosers and Non-Choosers. The two maps provided by this analysis are not exactly the same (see exhibit 2), but they solve the issue of the coordinate 2. Indeed concerning the outset dimension there is al well-nigh no divagation the Choosers and Non-Choosers have a similar perception of youthful of a car.The difference between the two maps is due to the second dimension which is not the same if you are a Choosers or not. They do not comprehend the market of small cars in the same focal point for the Choosers the grimace of the car is the second dimension with the impressiveness of the futuristic aspect of the car, for the Non-Choosers the second dimension is the gum elastic provides by the car. The explanation for these differences is that they might not have the same needs needs for safety against need for a fashion and futuristic car. 3) With regard to our first discussion of the hybridizing Ka case this MDS analysis is an added order to the formulation of fords market innovation strategy.After the initial results of market research (case study part A) we only knew that a demographical sectionalization was not relevant and that it would be better to have an attitudinal segmentation. But we did not have any idea of this segmentation because of the complexity of our results . Thus the issue was that this market research did not give clear answer astir(predicate) who the target customers should be. Now we can say cardinal things The Renault Twingo is the most closer car in the map according to potential buyers (the Choosers) it is the main(prenominal) competitor. It can be connected to the fact that for these people who listed the Ford Ka as one of their top three choices, the Renault Twingo was a great deal in the top three as well. The main salient attitude of potential buyers is the importance of the come along of a car, especially the futuristic aspect. At the arctic the Non-Chooser qualify the Ford Ka as unsafe. The point is the most interesting because we know that women (especially with children) want a safe car.Thus the desire to focus on women is in all probability not the good point. For the Choosers and above all for the Non-Choosers the Ford Ka is a special car which does not look like to others. In glances of this information we kn ow that the Ford Ka occupies a niche in product space, that the catchy positioning cannot be changed because the car is already produced and that the well-off positioning should be to confirm the perception of a special and futuristic car with for example futuristic advertising focused on the esthetic aspect of the car.