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 Marketing mistakes:

This article describes the company's competitive disadvantage in the mid-priced car market and the background of the Edsel model launched to solve this problem. Ford's performance in this market lagged behind General Motors and Chrysler at that time because Ford only had one mid-price brand, Mercury, and it accounted for a very small proportion of the company's sales. Ford recognized this problem and decided to launch the Edsel to fill the market gap. The book mentions that car buyers usually choose a car that matches their personality, so Ford spent nearly a decade conducting market research and consumer surveys to try to create a popular look for new cars. They feel that because the Edsel is a new model, it does not need to change its existing image like other mid-priced cars, so they have more room to create a brand image that meets consumer needs. This reminds us that when innovating and developing new products, changes in market demand and consumer preferences are still variables that are difficult to control and must remain flexible.