Ford Motor Company introduced the Escape in 2001 and it quickly became a bestseller in American SUV (sport-utility vehicle) market for its correct combination of size, power and stylish looking. And now Ford is
trying to get big slice of Korean market with new dealer: a home-shopping network. On March 18, 2008 CJ Home Shopping Company, one of Korean leading television retailer, said it will sell directly this car to consumers starting Friday, March 21. Price for this car will be $28,840 (29.7 million won). According to the home-shopping company it's slightly higher than for similar Korean-made car, Hyundai Motor's Santa Fe.It's first time when a home-shopping company tries to sell a car. GM Daewoo Auto's attempt failed due to resistance from their labor union.
So, Ford is the first automobile company which trying to reach their customers through TV channels so far.
Thanks to ease of shopping and others benefits offered Korean home shopping channels quite successful. So, in my opinion it's a good strategic move in reaching more customers.
SUV market is on its maturity stage (even it's still pretty big declining) and we can observe some characteristic of that stage we discussed on our Buisness Strategy class: price war, ads war and introduction of new or updating previous models. Another thing we know about maturity stage is that during the maturity stage, firms will try to sell their product through as many outlets as possible because availability is crucial in a competitive market. And it’s exactly what Ford tries to do on Korean SUV market.
FYI:
Top 10 Least Expensive SUV of 2008
1. Jeep Patriot
2. Kia Sportage
3. Jeep Compass
4. Hyundai Tuscon
5. Jeep Wrangler
6. Ford Escape
7. Mazda Tribute
8. Honda Element
9. Nissan Rogue
10. Suzuki Grand Vitara
References:
www. edmunds.com/reviews
www. joongangdaily.com
www. forbes.com
1 entry by 20653023
No comments:
Post a Comment