Perceptual Maps in Marketing Simulation Summary MKT/421 Perceptual Maps in Marketing Simulation Summary Thorr Motorcycles is a name that illustrates power and superiority. Its chief product, CruiserThorr, reflects the development of an effective marketing mix through careful positioning. In the simulation, the CruiserThorr sales are declining. For many reasons including price, service, and competition, Thorr Motorcycles must assess the marketing mix and determine what course of action will re-establish CruiserThorr to a competitive status in the market. The options presented are repositioning the CruiserThorr or introducing a new motorcycle.
Marketing Simulation Tammy Harris MKT/421 March 26, 2014 Chris Hudson Marketing Simulations As a marketing manager for Cruiser Thorr who sells high end motorcycles and we see that business is expanding at a rapid pace. Indeed there is more structure needed to the marketing piece to sustain a successful business and seeing that the industry of motorcycles is increasing annually. We must admit that the organization has to work to satisfy the needs of their target consumers. The organization must also work to differentiate themselves from other similar organizations in order to remain vital. Key components in my opinion are the product uniqueness, safety, quality engineering and price.
Constant improvements are being made in all areas of his business in order to help it succeed. Globalization is a critical factor in the continuing growth and success. Though his company is not global, it is the same basic concept of utilizing all of the resources available to you within and outside of your community. Since opening his automotive business, my friend’s client list has only grown larger and more diverse to people in a wide range of fields that sometimes he may use to help himself out in exchange for automotive help. Technology is a leading role in effective business practices.
During the product life cycle marketing teams must revisit the marketing mix and either reposition the product or get scrap the whole product together. The four stages of the product life cycle include market introduction, market growth, market maturity, and sales decline (Kotler & Keller, 2012). As to the simulation, the product life cycle was still in effect for the Thorr motorcycles. There were many customers that would remain loyal to the brand and product as well as those that felt that the Thorr brand represented a type of life style that wanted or enjoyed. Because the product was in the market maturity, the perception of the brand was very positive which required the marketing team to keep the price the same but introduce it to a younger age group and offer product
BM350 Marketing Management Assignment 07 – Case 11: harleydavidson.com and the Global Motorcycle Industry April 12, 2011 The internet is a great promotional medium for Harley-Davidson because it reaches across the entire world. The mass media advertising implemented by Harley-Davidson is intended to reach as many members of the general public as possible. Generally, this type of advertisement is used because of its depth in effectively reaching people. These ads are intended to target both potential repeat customers as well as first time buyers. With Harley-Davidson imagery and lifestyle is very important.
The more scooters the dealership sells, the lower their cost to purchase the merchandise. One advantage of such an incentive is the building of a partnership between Company S and the dealership. The disadvantage is the increased cost to the Company. 2. Increased Profit Opportunities Company S will also increase dealership motivation by providing additional profit opportunities.
Western Governors University JET 2 Task #2 May 11, 2014 A1: Budget Planning Areas of Concern Sales Budget: 1. Competition Bikes, Inc., has budgeted a conservative increase in sales in units. In 2008, they sold 3,400 units and in 2009 they are budgeted for 3,510 units to be sold, a modest 3% increase. In addition, they have kept their price per unit the same at $1,495, with overall expenses increasing 5%. This is a concern, if it is costing more to manufacture the bikes, then the price of the bike should increase and the company should also consider a more aggressive “sales in units” budget.
Since mid-90s, the trend shifted towards greener vehicles and new research and innovative vehicles became the mantra of the industry. Many prototypes of electric powered vehicles were introduced and almost all manufactures introduced their own hybrid vehicles that run on gasoline as well as electric power. Currently the car market is evolving into a more consumer and environmental friendly with new advanced inbuilt facilities like GPRS, Use of Expert Systems, Fuzzy logic etc. The R&D involved has translated to greater sunk costs for all the companies and competition is intense between the companies to stand out in the crowded car market. Through the introduction of newer cars with newer technologies, companies are focusing on higher marginal revenue and lower marginal cost of production.
However, if Ducati wants to enter into other markets, it would have to first address manufacturing and financing issues to meet the potential demand. Ducati is a strong, recognizable brand name. TPG has the ability to leverage this name as Harley Davidson has done and increase its product line. Harley Davidson has a strong historical record of loyal consumers who purchase both bikes and apparel. Ducati can also expand into
Case: Honda (B) How did Honda discover the strategy that allowed it to be so successful in motorcycle industry and, in particular, in the United States? Honda’s team ran into a series of setbacks in America. First, due to Honda’s inexperience in design for vehicles in highway use became apparent as clutch problems and oil leaks severely damaged the engines. Then, kept focusing on make the large, over the road bike strategy work was failed eventually while SUPERCUB were unanticipated popular, which convinced Honda to swift the strategy on selling small bikes. Along with the right advertising campaign and efficient R&D, Honda had become the dominant motorcycle brand in America.