June 2012
Beginner to intermediate
136 pages
5h
English
Content preview from Case Studies on Marketing Management
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5
Ford Figo in India*
Our exciting new Ford Figo shows how serious we are about India. It reflects our commitment to compete with great products in all segments of this car market. We are confident the Ford Figo will be a product that Indian consumers really want and value.1
Alan Mullaly, President and CEO, Ford Motors
The Ford story is not about supporting the domestic market, but overseas too. I am excited. In the very near future, we will be sending the first load of Figos to South Africa. That is the first overseas market. In the next 3–4 weeks, we will announce the names of other markets where Figo will be going. They are mainly in the Asia Pacific and Africa region and a couple of other areas as well.2
Michael Boneham, President and MD, ...
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