Complete Case details are given below :
Case Name : Ford Windstar
Authors : Robert J. Fisher, David J. Sharp, Satish Jha
Source : Ivey Publishing
Case ID : 903A05
Discipline : Marketing
Case Length : 25 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Ford of Canada is a division of the Ford Motor Co.–one of the “Big Three” automobile manufacturers in North America. The brand manager of the Windstar was concerned that its only brand in the minivan category would not meet its annual sales target. Since the Windstar’s launch in the early 1990s, it had become one of the largest selling auto brands in Canada and was synonymous with safety and family travel. During the past few years, the popularity of purchasing a Windstar had declined with a competitive minivan market, the recession, quality problems, and several product recalls. The brand manager must create a promotional strategy that will maintain Windstar sales and profitability and attempt to maintain the brand image.
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