Question

What role did marketing research play in the Edsel failure?

The failure of the Edsel is often attributed to a combination of factors, including poor marketing research. Ford made assumptions about what the middle-class consumer wanted in a car, without conducting thorough market research to validate these assumptions.

They failed to understand the changing consumer preferences and economic conditions of the late 1950s. The Edsel was designed to be big, flashy, and expensive, at a time when consumers were starting to prefer smaller, more economical cars.

Moreover, the marketing research did not accurately predict the reaction to the car's unique design features, which were often described as unattractive. The Edsel's infamous "horse collar" grille was particularly unpopular.

In conclusion, the lack of accurate and comprehensive marketing research played a significant role in the Edsel's failure. It's a reminder of the importance of understanding your target market and their needs before launching a product.

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1955 was dubbed "Year of the Automobile," and business was booming for car manufacturers. This environment of positivity and forward progress led Ford to confidently undertake the design and development of a new car for the middle class. Launched in September 1957, it was ultimately removed from the market in November 1959 after a short run of only two difficult years in dealerships. Today, the name "Edsel" is synonymous to an embarrassing product flop. Its case study has been called "a modern American anti success story." So why did it fail?

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