Ford Windstar Case Study

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Minivan history and development Minivans  designed for families, for people with two or more children and who were tired of cramming into sedans for long and short-hour trips. Minivan is divided into 2 categories: LWB and SWB. It was first introduced by Dodge Caravan on 1983 and then followed by General Motors and Ford.

Ford Windstar o Ford Windstar was introduced in Canada in 1991. o Windstar was the first to be given 5 stars rating by NHTSA o Windstar is way back behind when it comes to introducing product innovations.  sliding fourth door  flip-fold seat o Quality problems and product recall. o Limited choice

Ford Windstar

Pontiac Montana

Honda Odyssey

Grand Caravan

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• Value pricing • Leasing • Cash Offers

Repositioning Trough Advertisement by using structure Tier 2
Associated manufacturer and dealers, cost will be shared by them Promoting Windstar and price promotion Attacking region by region and also globally.

Value Pricing
 Create excitement by creating the value package  Also can be swap in Tier 2 advertising instead of Tier 1.  Improve sales mix

     55 % Windstar in Canada were leases Offered longer lease rate . Up to 60 months Will lower customer monthly outlay Lower interest rate- 2% Sales mix will be larger in proportion

Cash Offers
Cash discount to buyer/salesperson Increased in volume in next 3 months 70% of non-leased vehicles were financed. Each $1000- will produce additional 2% in volume.

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

Windstar and Safety
– Important element of the Windstar
5-star rating by NHTSA Led the industry Personal Safety System (PSS)

– Important consideration for families

Purchase Consideration
14 Important Attributes*
0.18 0.23 0.23 0.27 0.28 0.3 0.3 0.31 0.31 0.34 0.35 0.39 0.42 0.45 0 0.1 0.2 0.3 0.4 0.5
Have luxurious interior finish Drive like a car Distinctive styling Are versatile Easy to convert for people or cargo


Power to keep you out of harm's way Full of innovative ideas One of the safest minivan Superior ride

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