In November 2010, Michael Boneham, President and Managing Director of Ford India, spoke at the Marketing in Asia Speaker Series about the challenges and opportunities of doing business for Multinationals in India.
He used various mediums to explore the demographic, cultural, linguistic and religious diversity which converge to define the heterogeneity of the Indian economy and the Indian automotive industry- one of the most dynamic across the globe.
He also presented Ford’s launch of it’s small car, the Figo , in 2010 as a case study. This was Ford’s first foray into the segment that comprised 70% of all vehicles sold in India. Through this case, he examined how Ford differentiated and marketed the vehicle to this segment against the backdrop of the dynamic Indian market.
His slides can be accessed here: Michael Boneham MIA Slides Final
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