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| Topic: |
Business
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| Number of pages / Number of words: |
5 / 1319 |
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Seeing that the Windstar ranks among the best in the categories most sought out by persons aged 50+, it is key for Ford to position itself correctly in order to sell its brand image.
Windstar's positioning for this target market, should most definitely be emphasized on price, deal, value for money, while remaining seen as a reliable, durable and best overall quality vehicle as to retain the market share seen in Exhibit 7 as the two top reasons of purchase...
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These reasons must be concentrated on to secure Ford in its positioning to the target market because, as seen in Exhibit 9, at each stage of the buying process, a lot of potential Windstar buyers are lost, especially during the decision phase where, out of 56 percent of potential buyers, only 6 percent remain, thus, realizing that sales cannot be made and possible buyers cannot be influenced that the Windstar is in fact, reliable and a good deal for its price...
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