Ford Ka Analysis (with R Software)

1) After using the law of similarity data provided for the cut across Ka mart research study to perform a MDS compendium on the whole sample, the map (exhibit 1) shows the position of the different political machines relative to each different. We muckle see dickens groups unitary of them made of Peugeot 106, Ford Fiesta and Opel Corsa (practical and rubber eraser elevator machines), the other one made of Nissan Micra and Fiat cholecalciferol (dull and outdated cars). The other cars can non be grouped together but thither are all the aforesaid(prenominal) similarities in the midst of cars in the light of the two dimensions it allows us for example to see similarity concerning the aid dimension between Toyota Rav 4 and VW Polo.It is important here to keep in mind that it is an synopsis on the WHOLE sample, it is the reason why the two dimensions cannot be tardily labeled. The first dimension ( devise 1) shows us if the car is considered as more and less(prenominal) yo uthful 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 oddment concerning this aspect. But for the second dimension it is not that easy because it does not seem to endure a consensus and so I decided to not label this dimension.In this case the fact that the MDS analysis does not distinguish between the Choosers and Non-Choosers makes more complicated the naming of the ordinate 2, even if it allows us to see which cars are close to each other or not, according to all respondents. 2) To see more clearly we hire to differentiate 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 first dimension there is almost no variation the Choosers and Non-Choosers have a similar perception of youthful of a car.The differ ence 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 perceive the merchandise of small cars in the same way for the Choosers the look of the car is the second dimension with the importance of the futuristic aspect of the car, for the Non-Choosers the second dimension is the sentry duty provides by the car. The explanation for these differences is that they might not have the same ask needs for safety against need for a fashion and futuristic car. 3) With conceive to our first discussion of the Ford Ka case this MDS analysis is an added value to the prep of Fords commercialise introduction strategy.After the initial results of market research (case study part A) we only knew that a demographical segmentation 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 mar ket research did not give clear answer about who the print customers should be. Now we can say three things The Renault Twingo is the most closer car in the map according to potential buyers (the Choosers) it is the main 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 frequently in the top three as well. The main salient attitude of potential buyers is the importance of the look of a car, especially the futuristic aspect. At the opposite 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 probably not the practiced 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 know that the Ford Ka occupies a niche in product space, that the hard position ing cannot be changed because the car is already produced and that the soft positioning should be to confirm the perception of a special and futuristic car with for example futuristic advertising pore on the esthetic aspect of the car.