Situation Analysis/Target Market Identification Report for Ford Falcon Ute

10850 marting 100 Sem 1 2013 SA/TM ID Report Cover Sheet Name______adf_____Sall(a)y Student____________sfaf_______________ Student Number___012545654__ 12345678_______________________sf_________ Tutors Name__sfaf_____ Tina Tutor _____________fasdfdf________ Tutorial Day________Wednesday_______adfdf___________________________ Tutorial term______10am 11. 0am_______________________asdfdsf____ Student Comments to Lecturer/Tutor (if any)________adff_____________________ _________________________________________________________________ ____________________________adfsdfsadf_____________________________________ Please read the following and electronically sign where indicated Declaration I decl be the attached assignment is my confess resolve and has not been previously submitted for assessment. This naturalize complies with Curtin university rules concerning plagiarism and copyright. (Refer to www. policies. curtin. edu. u/documents/unit_ stunnedlines-plagiarism_state. doc for copyrig ht and plagiarism information. I throw off retained a copy of this assignment for my bear records. Electronic Signature of student____adfsdf__Sally Student_______asdfsdfsdf_________ Recorded Mark____________________________________________________ Lecturer/Tutor who marked __________________________________________ CRICOS (Perth 00301J) (Sydney 02637B) TABLE OF contents circumstance Analysis/ backside merchandise Identification Report for crosswalk track down Ute. 3 1. Situation Analysis/ latest grocery storeing cockle 3 1. 1 1. 2 1. 3 1. 4 Current Product 3 Current expense.. 4 Current Place. Current Promotion 6 2. 0 Segmentation Theory 7 2. 1 2. 2 2. 3 3. 0 4. 0 check naval division ( utilize to a greater extent than just the textbooks definition) .. 7 Explain ingredientation . Three benefits to hybridizing hunt down Ute from using segmentation. 7 bespeak Market Characteristics/Images/ rule Table 8 summon List.. 16 Appendix pageboy 2 of 18 Situation Analysis/ Target Market Identification Report for elevator automobilere iv run Ute. 1. 0 Situation Analysis/Current Marketing Mix . 1 Current Product cut through Falcon Utes (FFU) are eye-catching utility fomites that are usable in several bright colours. The facade of the fomites is sleek and sporty with flashy rims which promises power and the back of the FFU is piece of musicage a truck. The FFU is unique and pull up stakes allow use for both work and play. The political machine would appeal to virile audiences who come upon use in a utility fomite. The distinctive aspect of the crossroad is the fording image which is oval and dark juicy with silver outline and inner ring with the instigant ford in cursive font.The emblem is recognizable worldwide. The basic benefit that customers get when purchasing a FFU is transportation. But, the FFU stick outs more(prenominal) the gondola car serves as an icon and an Aussie blokes style accessory (McDowall 2012). Not only useful for work, the vehicle is multi-purpose as it allows them to be a romantic when it is fitted-out with an old mattress for star gazing (McDowall 2012). Also, the consumer may head to the beach with friction match for some fun and throw a barbie with some beer and prawns in the back (McDowall 2012).The spare services that customers lav get from the corrupt of this vehicle are excellent long-term customer service and lead stock-purchase warrant services for the car. Customers may besides visit the website to understand the company and the vehicle more. In addition to that, extra accessories for the FFU are available for customers to purchase. For example, car insurance, GPS, rubber floor mats, tow bars, mudspats and some more ( cut through 2012). Customers may also be gifted with traverse merchandises for example, caps, umbrellas, key chains or mugs when they purchase the vehicle. The FFU comes in many makes and models.There cardinal disparate models of the FFU that customer s coffin nail choose from. Customers can choose between auto or manual transmissions, and make down to what colour and trimming to p worryence and specification. Being able to customize and personalize the FFUs is a commodious selling point for customers, as they go out feel that their vehicle is unique and one of a kind. authorisation tainters exit spend a significant amount of magazine looking for the harvest-feast as it is a big investment. They leave behind begin with information search, consulting relatives and friends, salespersons, do online research and read testimonial from real customers on forums and blogs.If customers cannot find the FFU, or if the wait is too long for the vehicle to be delivered, they might accept a substitute. There are many competitors with similar products in the merchandise, for example the Holden Ute, Nissan Ute, Mazda Ute and many more. On the otherwise hand, when a customer has had their heart set on a product which they had spent so m uch time researching on, they might prefer to wait, especially since it would be a significant investment. The FFU has been in the grocery since 1961 (Hammerton 2012). Ford produces all types of vehicles which range from cars, sports utility vehicles, commercial and performance.The FFUs are known to be fast, trustworthy and durable. The FFU is different to competitors because of the stylish bod and the repu accede post name that has been in the market for more than 50 years. rogue 3 of 18 1. 2 Current Price The FFU exists in a monopolistic competitive environment. It is the market where lots of sellers exists to offer similar products and sellers need to differentiate themselves using branding, quality and features of the product (Martin 2012). Sellers also use bells to differentiate themselves from the competitor. Price makes an impact to the demand of vehicles as the FFU cost a significant amount.If a FFU be A$40,000 and if the terms of the FFU decreases by 10%, it will b e a discount of A$4,000, which makes it a very(prenominal) great deal where demand will most likely increase. On the other hand, if the price of the FFU increases by 10% it will mean that buyers will now halt to pay A$44,000 for exactly the same vehicle, so demand will most likely decrease. Customers will begin searching for another option with intermit value to purchase as there are many similar vehicles in the market. The business costs are very important when determining the price of the FFU.This is because every cost that is going into the production, advertizement and dissemination of the car is passed on to the customers. Sellers will have to search for the most effective and efficient option of producing the vehicle parts, and assembling the cars. Some of the sellers decisions which will affect the prices of the vehicles are, costs of having the vehicles assembled in countries the vehicles are sold at compared to the tape drive costs of assembled vehicles to be sold i nternationally. Shipping costs are expenses that must be considered when setting the price of the FFU.Labour costs play a significant part as the vehicle has to be produced from raw somatic up until to the sale of the product. Some considerations to reduce the costs may be to employ intermediary agents to supporter with other operations that may require some specialty expert knowledge. The price of the FFU is in the center of attention range amongst its competitors. Current price of a basic FFU compare to competitors are as listed in the table below Ford Falcon Ute Holden Ute Mazda Ute Volkswagen Ute From $41,595 (www. ford. com. au) From $38, 990 (www. holden. com. au) From $28,560 (www. mazda. com. au) From $43,990 (www. volkswagen-amarok. om. au) Buyers of the FFU will base purchase on the image of the product (please refer to divide 3 for a detailed explanation of the patsy market). The buyers are looking for a product that is distinctive and unique and a durable vehicle. T he vehicle will be apply to travel extensively on an everyday basis for both work and leisure. Hence, the vehicle buyers choose to purchase will have to be able to withstand the weather, terrains, and wear. Price is not so much an issue, however when compared alongside other similar vehicles (as started in the table above), the FFU seems to be selling on the more pricey side.Therefore, if the buyers are reckon sensitive, they may decide to weigh in other brands and test-drive the other brands of Utes that are more calculate friendly. scalawag 4 of 18 1. 3 Current Place The FFU uses intermediaries in their business. The use of intermediaries in businesses ensures the effectiveness and energy on how the business is run. It also reduces costs and increases competency of a business. Therefore, customers are not able to buy the product directly from the Ford factory. There are many regulates aside the factory that customers can purchase FFU from.Ford is an international brand and t he company strives to ensure that customers can find their products easily. Locations that customers can purchase the FFU are authorised dealerships, private sellers, franchised dealers and private car yards. The most obvious location customers can purchase the FFU is from a Ford dealership that is available worldwide. Customers may search on the Ford official site for a dealer location closest to them. The vehicles are also available for purchase from a passd dealer for example, hindquarters Hughes, AHG and many more.Customers may also choose to purchase the FFU second hand from a third troupe for example a previous owner (a private sale), a licenses private car yard, or raze a franchised car dealer. Customers may search for car listing information in the classified section of the newspapers or on though the internet. Major newspapers like The West Australian and free communities newspapers like the Canning generation or Freemantel Gazette will have these listings and informa tion similar to free online advertisement pages like www. carsales. com. au or www. gumtree. com. au and many more.The device feature of the FFU that influences its distribution is the, size, rules and regulation of export countries, durability and demand. A vehicle is a huge product to ship and transport internationally, hence as stated above in Section 1. 2 of the report, Ford may have partnerships in various locations to produce parts of the cars and have the parts shipped to be assembled in different locations to save costs. However, if the costs are too naughty and it is not viable to produce or ship a car in trustworthy countries, then Ford might decide not to distribute to that particular country.Affecting distribution decisions are also the taxes and regulations of imported cars in certain countries. In Malaysia, the government aims to protect their local car brands and had imposed exorbitant tax prices on imported cars. In this instance, it may reduce Fords affluence in the Malaysian market and definitely reduce sales. Hence it is important for Ford to conduct extensive research and consider if distributing their products to certain countries will be profitable. A positive aspect of distribution of vehicles is that they have no use by realize. There is no shelf-life and a car is a machine that will still work afterwards 6 months.The only downside is to consider the year the car was do as cars lose their value from the date it has been produced. The longer it has been sitting in the show room or the store, or has been driven (odometer has a reading) the to the lowest degree value the car has. Hence, Ford has to extrapolate and forecast the production and distribution amount. Similar to demand, Ford will have to conduct a market research and consider whether customers will use the FFU in their country, or region. For example in states like Western Australia, the need for Utes is high as there are stilt of off roads terrains and plenty of develo pment and mining sites.On the other hand, the demand for Utes may differ importantly in Victoria where it is more developed and there is less need for a utility vehicle. Page 5 of 18 1. 4 Current Promotion The first promotional ad for the FFU was a telly ad (available through this link http//www. youtube. com/watch? v=AUbgfWTptoU (YouTube 2000). The ad was aired on national tv in the year 2000. It features the FFU racing a modified jet-look alike rush along car on a flat but rocky terrain. In the ad, as the FFU drive past the jet race-car, the passenger of the FFU made a cheeky remark, must be stuck in third.Then driver decides to accelerate, and the FFU speeds ahead of the jet race-car deviation the jet race-car driver with an amazed look on his face. Then there is a voiceover, mentioning The XR8 Falcon Ute, Its Unbelievable and the ad moves to the next screen which shows steel bars coming together with the words, Built knockout and the Ford logo in the middle of the screen. T he next ad, is one of the few from a series of ad. It is a series of ad using the humour appeal which is found on the myFord website (myFord 2012) (refer to appendix for the ad). The ad shows a FFU parked at the top of a cliff, overlooking the beautiful scenery at sunset.A lady sits by the car with her picnic mat and basket and her partner is in the car. They are watching the sunset together, dapple holding hands (with his hand out of the window and she reaching out for him on the mat from the grass). The fable at the bottom of the ad is Youll never want to get out of the all new Falcon Ute. Other series of these ads include a guy barbequing from the window of his car on the beach, a compeer getting married in a garden with the bride holding the grooms hand from the car and a lady sun ba thing at the beach while the only visible thing about her partners hand, holding a bottle of beer from the car window.The TV ad and the website ad are not sending the same message. This could be because these ads are for a slightly different product they are for the upgraded versions of the originals. Hence, Ford wants to send a different message to the buyers that they have identified as their stern audience and their needs at that particular point in time. For the TV ad, the general message of the TV ad is that the FFU is built for speed and for the web ad, is that the FFU is built for comfort. The theme in the first ad is affinity and demonstration while the theme for the second ad is humor.For the first ad, the business is trying to rule out any misconception of a utility vehicle being slow. Hence, they compared the FFU to a speed of jet race car, and show (but not exactly proving) that the FFU in fact can be faster than a jet race car. For the web ad, the Ford apply humor to show how the FFU, being a utility vehicle can be used on all terrains (mountain, beach, garden) and at the same time it is still very well-fixed (that the driver will not want to leave the car for any authors).At a glance, the messages and the themes of the ads are different but there exists an inherent common goal for both the ad, which is, it is built tough, spacious, just for male unripened adults who like fast, durable, comfortable cars. Ford wants to attract the masculine audience that has a need for utility vehicles. Ford focuses on promoting to the audience that they do not need to compromise utility for speed and style. The fact that the vehicle is so versatile is a plus point. Page 6 of 18 2. Segmentation Theory 2. 1 Define segmentation (using more than just the textbooks definition) check to Lamb et al. (2009, 29) segmentation is when marketers glow their products to attract different groups of customers. Elliott, Rundle-Thiele and Waller (2010, 188) states that the group characteristics that customers are divided into are called segmentation variables. These segment variables include things customers have in common that may be attributed towards their buy ing behaviours.This segmentation variable influences the decisions for the Ford and how they position and place their product in the market. There are four broad segment variables these are geographical, Demographic, Psychographic and Behavioural (Kotler et al. 2008, 229). Geographic segmentations are customers characteristics of the locations they live like, climate, local population, topography and if is an urban, suburban or a rural 2. 2 Explain segmentation For example, for the purpose of this assignment the FFU marketers will butt end customers living in Western Australia.The demographic characteristics are the customers age, sex, ethnicity, income and class composition. The FFU will be object lensed towards males that are approximately age 26 to 37. The psychographic segmentation characteristics include personality attributes and motives, lifestyles, their VALS characteristics and their Roy Morgan values. FFU will focus their labours on advertising a segment that will be most lucrative which will be young male adults who have an active lifestyle and that requires a durable vehicle for work and leisure.The behavioural characteristics includes how a lot customers purchase, how loyal they are to the brand and others. 2. 3 Three benefits to Ford Falcon Ute from using segmentation Targeted, effective advertising The Ford marketers can create advertising campaigns that are focused and bottomed towards the segments in the market that they want to sell to. Targeted advertising is effective as potential buyer will find the message of the advertising relevant to them. For example, if the ad were to show a 60 year old man as the spokesperson for a Ute the ad may be ineffective. Save money on advertising If Ford produced which is targeted to appeal to a particular segment they can also set the image of the product. This will also increase efficiency as there will be less wastage of valuable time, effort and advertising funds. It is break down to produce o ne ad that is focused where the target audiences will understand and be able to relate to rather than 10 ads that have little relevance to the market and will more likely cause confusion. Easier to monitor changes in a segment than a whole market If Ford place a team to focus on the arget market of the FFU, they will be able to counter and predict to market changes that are specific to the segments. The car industry and the societys choices are deep impacted by both macro-environmental and micro-environmental forces. For example, if the targeted market is expected to be impacted by the bad economic conditions to come and sales of the FFU is predicted to fall, FFU can react to it in a timely manner by producing budget versions of the FFU to attract the segment during the bad times. Page 7 of 18 3. 0 Target Market Characteristics/Images/Rationale Table pillar 3. 1 special(prenominal) Characteristics of your assigned brands primary target market AND explanation of wherefore they are relevant to your product. 3. 1. 1 pillar 3. 2 Image that illustrates characteristic given(p) in tower 3. 1 (Insert pictures below)v 3. 2. 1 tug 3. 3 Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. 1. 3. 3. 1 G E O G R A P H I C specialised Characteristics Country The Target Market has to be located in the country where the unit is being taken. Hence, the Target Market for the Ford Falcon Ute lives in Australia.Explanation of why According to MUARC, TAC, VicRoads and RACV*, when choosing large cars, Australians like Ford as they are perceived to having the have the safest large cars (Michelle Ainsworth 2011). The Australian peg in the shape of the Australian continent represents the geographic location of the Target Market. * MUARC Monash University Accident Research Centre, TAC disco biscuit Accident Commission, RAVC Royal Automobile Club of Victoria. SPECIFIC Characteristics Climate The Target Market for the Ford Falc on Ute lives in places that experience all types of climatic conditions.Explanation of why The Target Market will find the Ute reliable in all types of harsh weather. As mentioned in the Australian representation of Statistics, Australia experiences many of natures more extreme phenomena including droughts, floods, tropical cyclones, severe storms, bushfires, and the occasional tornado (ABS 2009). The image depicts that Australia goes through a four season weather change. Page 8 of 18 SPECIFIC Characteristics Topography The Target Market for the Ford Falcon Ute is located in Western Australia Explanation of why Western Australia is mostly made up of the abandon and outback.As quoted from the Australia Bureau of Statistics, Australia is the second driest continent in the world and has the largest desert region in the southern hemisphere. to a greater extent than a third of the continent is effectively desert over two thirds of the continent is classified as arid or semi-arid. The Target Market for the Ford Falcon Ute will find it particularly commensurate on the rough terrain. SPECIFIC Characteristics Urban The Target Market for the Ford Falcon Ute lives in or near major metropolitan centers. Explanation of why There is easy access to services, food, cheer and provides many choices when it comes to buying a vehicle.The convenience factor of living near the city is worth paying more for which may be an indicator that the Target Market would be willing to pay a tribute price. The Pinnacles desert is a popular symbol of Western Australia. G E O G R A P H I C This picture of the Central Business District depicts that the targeted segment lives in the vicinity of the city. Page 9 of 18 Column 3. 1 SPECIFIC Characteristics of your assigned brands primary target market AND explanation of why they are relevant to your product. 3. 1. 2 Column 3. 2 Image that illustrates characteristic given in Column 3. 1 (Insert pictures below)v 3. . 2 Column 3. 3 Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. 1. 3. 3. 2 SPECIFIC Characteristics Sex and Age The Target Market for the Ford Falcon Ute is a male between 21 and 35 years old. D E M O G R A P H I C The image portrays a male in his late 20s enjoying a beer, situate to have fun. Explanation of why The target market has a full drivers license and likes driving big cars with power. He is energetic and always on the move, therefore a vehicle that is tough, powerful and dependable like the Ford Falcon Ute will suit his needs.SPECIFIC Characteristics Job The Target Market for the Ford Falcon Ute has a blue collar job. Explanation of why He loves what he does as it allows him flexibility and he is not a rules kind-ofguy. He is spontaneous and hates routine. He likes the Ute as it enables him to transport his work supplies and still look sober. This picture shows a guy happy with his job as a blue collar worker/tradie. Page 10 of 18 SPECIFIC Characteris tics Household composition The Target Market for the Ford Falcon Ute is a young adult who is most likely in stage 1, young singles (bachelorhood) of the Family Life Cycle.Explanation of why He has just gained his financial independence, has no commitments and has all his disposable income to spend. Now, he is in control and he can make his own decisions on what to purchase. He chooses the Ute, because it makes him look good to the ladies. The picture demonstrates the target markets family life cycle stage. Being an eligible bachelor, he is very popular among the ladies. D E M O G R A P H I C ME SPECIFIC Characteristics Income The Target Market for the Ford Falcon Ute makes a sizeable net profit between $75K and $100K per year and spends it all.Explanation of why He has no financial commitments and does not have a reason to save, yet. He purchases the Ute, which symbolizes his masculinity and spending power. Financial independence accompanies the bachelorhood stage. The picture show s that he has his own sizable income now. Page 11 of 18 Column 3. 1 SPECIFIC Characteristics of your assigned brands primary target market AND explanation of why they are relevant to your product. 3. 1. 3 Column 3. 2 Image that illustrates characteristic given in Column 3. 1 (Insert pictures below)v 3. 2. Column 3. 3 Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. 1. 3. 3. 3 P S Y C H O G R A P H I C SPECIFIC Characteristics VALS The Target Market for the Ford Falcon Ute belongs to the VALS Group Experiencers (The VALS Types 2006) Explanation of why He is motivated by self-expression and has a lot of energy he loves trying new things and goes by the motto No Fear. The Ute is outperform suited for his lifestyle as it brings him to places no other cars can reach (rough terrains, mountains, sand)The picture portrays him and a crony skydiving in the Avon Valley, Western Australia. SPECIFIC Characteristics Personality Attributes The T arget Market for the Ford Falcon Ute loves reprieve out with his mates and is socially aware. Explanation of why He has moved out of home and no longer has a curfew to abide by. He also does not need to rely on normal transports or a taxi cabs to get him home after his weekly partying escapades. He owns his own car now, and he frequently offers his friends a ride on his Ute. He is proud to show it off and loves receiving compliments on his car.As depicted in the picture, he places importance in his social circles. He enjoys dinners, drinking and entertainment with his friends. He uses the Ute to take his friends home, when he is the designated driver. Page 12 of 18 P S Y C H O G R A P H I C SPECIFIC Characteristics Roy Morgan Value Segments The Target Market for the Ford Falcon Ute is in the new and different segment. Their attraction to things which are new and innovative usually means that they are the first to adopt on new products and services, often just for the excitement o f having a new toy regardless of the cost. Roy Morgan Research 2012) Explanation of why The target market likes the Ford Falcon Ute because it is new to the market and boasts advance technology. It has the EcoLPi, Bluetooth mobile phone integration, and iPod integration (Ford 2012). As shown in the picture, the Ford Falcon target market is attracted to innovative products and new toys. SPECIFIC Characteristics Lifestyle The Target Market for the Ford Falcon Ute has a typic laid-back Australian lifestyle. Explanation of why What better way to transport ingredients for a good old barbie and a slab of beer than in his Ute?Like all Aussie blokes, he LOVES his barbie and hanging with his mates on a warm summers day, particularly when there is beer involved. The picture shows a typical Aussie barbeque menu steaks and chicken wings. Missing in the picture is a can of beer. Page 13 of 18 Column 3. 1 SPECIFIC Characteristics of your assigned brands primary target market AND explanation of why they are relevant to your product. 3. 1. 4 Column 3. 2 Image that illustrates characteristic given in Column 3. 1 (Insert pictures below)v 3. 2. 4 Column 3. 3 Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. . 3. 3. 4 SPECIFIC Characteristics Loyalty The Target Market for the Ford Falcon Ute is not brand loyal. B E H A V I O R A L The image depicts that the target market for the Ford Falcon Ute is not brand loyal. Explanation of why Being an Experiencer (The VALS Types 2006), he prefers new-to-the market and new technology than to limit himself to particular brands. He likes trying new brands and new things. He purchased the Ford Ute as some of his mates already own the Holden Ute. SPECIFIC Characteristics Benefit expectation The Target Market for the Ford Falcon Ute values the benefits of status, usability and low maintenance.Explanation of why The benefits sought in the Ute are serving as symbols of his masculinity and status a s well as transporting his work supplies. He needs for the vehicle to be durable and dependable. The picture shows how the target views himself. Customers purchase products unvarying to their ideal self-image. The Ute is an extension of the symbol of his masculinity. Page 14 of 18 SPECIFIC Characteristics Price sensitivity The target market is not worried about the price tags on his purchases. He feels that spending big bucks in exchange for style is worth it. B E H A V I O U R A LExplanation of why He prefers to spend on things that are classy and up market. He likes the Ford Falcon Ute because it looks stylish, even if it means spending more compared to the Holden Ute. This is a picture of the target markets bachelor pad. He has a race car simulator with 3 flat screens, high end gym equipment and an elevated flat screen LED TV in the entertainment recession of his apartment. SPECIFIC Characteristics Volume consumption The Target Market for the Ford Falcon Ute has a high usage r ate. Explanation of why The picture depicts that the usage rate of the Ute will be high.The Ute will be used to transport work supplies, fetch his mates to AFL games and drive through road-less terrains. The image depicts a dirty car which is used frequently. The target market possibly went off road for a job yesterday. Page 15 of 18 4. 0 Reference List ABS (Australian Bureau of Statistics). 2006. Australian Deserts. Cat. no. 3101. 0. Canberra, A. C. T. ABS. http//www. abs. gov. au/AUSSTATS/emailprotected nsf/Lookup/1301. 0Feature+Article12006 ABS (Australian Bureau of Statistics). 2009. The exceptional heatwave of January February 2009 in south-eastern Australia.Cat. no. 3101. 0. Canberra, A. C. T. ABS. http//www. abs. gov. au/AUSSTATS/emailprotected nsf/Lookup/1301. 0Chapter1012009%E2% 80%9310 Ainsworth, Michelle. 2011. The Herald Sun MUARC, TAC, VicRoads, RACV reveal Australias safest used cars. Accessed July 28, http//www. heraldsun. com. au/news/muarc-tacvicroads-racv-reveal- reveal-australias-safest-used-cars/story-e6frf7jo-1226102225219 Carsales. 2012. Accessed March 12, www. carsales. com. au Elliott, Greg, Sharyn Rundle-Thiele, and David Waller. 2010. Marketing. 2nd ed. Milton, Queensland John Wiley & Sons Australia, Ltd.Ford Falcon XR8 Ute Advertisement. 2000. YouTube video, 0. 28. http//www. youtube. com/watch? v=AUbgfWTptoU Ford Feel the Difference. 2012. Ford. Accessed March 12, http//www. ford. com. au/servlet/Satellite? c=DFYPage=1248884753526=wrapper ite=FOAoverlay=1248916613837 Ford. 2012. Accessed March 10, www. ford. com. au Ford Ford Falcon Ute Accessories. Ford. 2012. Accessed January 12, http//www. ford. com. au/commercial/falcon-ute/accessories/exterior Gumtree. 2012. Accessed March 12, www. gumtree. com. au Hammerton, Ron. 2012. Ford Falcon Ute goes quint stars.Go Auto. http//www. goauto. com. au/mellor/mellor. nsf/story2/0B9A1FB567000AE1CA257745 000048D7 Holden. 2012. Accessed March 10, www. holden. com. au Kotler, Adam and Denise Ar mstong. 2008. Principles of Marketing. 4th ed. Frenchs Forest, NSW Peasons Education Australia. Lamb, Charles, Joseph Hair, Carl McDaniel, Jane Summers and Michael Gardiner 2009. Mktg. 1st Asia Pacific ed. China Cengage knowledge Australia Pty Limited. Page 16 of 18 Martin, Cathy. 2012. Lecture 5 Chapter 6 Markets Segmentation, Targeting and Positioning. PowerPoint lecture notes.