1. FORD WINDSTAR CASE ANALYSIS PREPARED BY: FAIZATUL AMRAH AISHAH WAN HAMIZA WAN HAZIRA

4. Ford Windstar

5. Rivals Pontiac Montana Honda Odyssey Chevrolet Venture Grand Caravan Toyota Previa

8. Question 1: Assess the various promotional tactics available to Brian. Which one(s) make financial sense. Why? Ford Windstar

24. Ford Windstar Question 2: Assess the alternatives in terms of their attractiveness to target consumers and the effect on the Ford Windstar brand?

26. Purchase Consideration 14 Important Attributes * *change over time

27. Top 3 Reasons For Purchase 32% 30% 30% MPV 44% 28% 33% Sienna 50% 21% 39% Odyssey 28% 28% 27% Caravan 28% 29% 22% Montana 30% 42% 23% Venture 28% 25% 34% Windstar Reliability Value for Money Price / Deal Overall Quality Safety OEM's Reputation Fuel Economy Seating Capacity

34. Minivan Buyers 19% 12% > 65 40% 47% 35 - 49 2001 1998 Age Group

35. Reasons of Purchase Price / Deal / Value 43% 40% > 65 57% 55% < 35 2001 1998 Age Group

36. Target Market vs Population Decline in The Minivan Sales Population: 35-49 age group >> 65+

37. Question 3: Develop a promotional plan for the Windstar to carry the brand to the introduction in the fall of 2003 Ford Windstar

42. High percentage of minivans buyers are aware with this brand since it is an old player in the industry. HIGH Knowledge Windstar is respected as it is a major player in minivan industry however, recently, it is regarded as a low quality minivan. LOW Esteem Windstar is popular with safety features but safety is not the most important feature that customers seek for. LOW Relevance There are many newcomers entering into the competition offering customers various options. LOW Differentiation Windstar’s performance Components

43. High Low Low Low Declining Brands High High High High Leadership Low Low Low High Strong New Brands Low Low Low Low New Brands Knowledge Esteem Relevance Differentiation

58. THANK YOU!! AMRA AISHAH HAZIRA HAMIZA