The appeal of sport bikes and the brands themselves (including Ducati) all came from roots of competitive motorcycle racing. * Competing firms are not only spending huge sums of money on R&D to win races, but those R&D dollars flow down to advancements in sport bikes sold for public road use. * Competing rivals that stand out against Ducati in the sport
Japanese speedster or American Muscle? The all time question amongst many motorcyclists. It is however, obvious, that the Japanese motorbike manufacturer giant known as Honda is now dominating the world motorcycle market. Yet not so long ago there was a time when no self- respecting motorcycle rider would be seen dead on a Japanese motorbike. But now the tables have turned and Hondas marketing concept has a lot to do with their success and win of the market.
This is clearly shown in the diversification of sales in its two major markets, one at home in the U.S and the other in Europe. As seen in the sales mix for 2006, Custom models accounted for 47.4% in the U.S while only a mere 13.4% in the European market. Other sales based on style of bikes are in the U.S performance 15.1%, touring 35.5%, and standard 2.1% while its counter market sales in Europe were performance 41.4%, touring 26.1%, and standard 19.2%. The reason Harley faces such diversification is clearly due to consumer preferences. The European markets desires performance bikes made for the open roads and high speed demands.
In the marketing industry there are many ways for marketing teams to introduce new products and have the products become successful in the market. After reviewing the marketing simulation the writer understands the situation the organization is facing with the motorcycles they produce for consumers. The recommendations the writer purposes in order for this organization to stay successful and the future results that could be accomplished by the marketing strategy. The Situation The Cruiser Thorr organization has been face with a downslide of sales of their motorcycle cruisers due to the targeted consumers who happen to be in their mid 30’s to early 50’s. Since many consumers are growing older and do not follow the same lifestyle that they
1)Can Ducati sustain its position in the sport segment? Can Honda and other Japanese manufacturers stop its growth in this segment? They followed mostly the path of Harley Davidson in their strategies in different activities. They have spare part card. They competed with quality service.
Prior to Ecclestone, the motor racing industry in Europe had at least two rivals. It is Ecclestone’s business genius that unified the racing industry and ended any rivalry that is possible.. The motor racing industry is driven by the number of viewers that theis sport could attract. The more the viewers’ interest in this sport, the more revenue is goes to the TV broadcasters of these the race events (viewers); the sponsors (advertisements/ endorsements) and the race track owners (tickets). The revenue generated is split among all the players in this motor racing arena.
The book offers a study on the economic and industrial changes in Italy, focusing on the competition and inequalities between North, Center and South. Chapters 7 and 8 are the interesting ones about my topic, which is FIAT (Fabbrica Italiana di Automobili Torino). The prestige of this car industry is shown with data, numbers of employees in different years, the amount of manufactured cars and statistics. Due to the fact that FIAT played an important role in the automobile industry, the story of car producers in Italy is, in a sense, the history of FIAT itself. The developments started in Piemonte, Turin, but after financial losses, FIAT invested in the South and in the Center of Italy.
(Ducati Case pg 1). The motorcycle industry has a customer loyalty that that is truely unique. According to Exhibit 16 in the Ducati case, these percentage of customers in each of these brands expressed repeat purchase intentions in 2000: BMW (68%), Harley Davidson (70%), Ducati (64%), Honda (54%), and Kawasaki (38%). These high repeat purchase intentions indicate that not only is there brand loyalty, but the motorcycle itself represents much more than simply a vehicle to get you from point A to point B. 2.
1. Why was Honda so successful in invading the U.S. motorcycle market? Honda was successful in invading the U.S. market fundamentally because they adopted a “market philosophy”, and allowed that clear strategic approach to permeate the company’s approach to marketing, sales, production, and R&D. This was in contrast to the incumbent U.S. and British motorcycle manufacturers, who failed to recognize success of Honda’s strategy in the Japanese market, leaving open the opportunity within the U.S. The “market philosophy” emphasized 1.
Under Armour’s vision is to become the world’s leading performance athletic apparel by pursuing the mission of making “… athletes better through passion, science, and the relentless pursuit of innovation” (n.d.). Problem Identification The following section provides a detailed analysis of the competitive environment in the sportswear industry using Porter’s Five Forces Model. The aim is to determine the attractiveness of the sportswear industry as well as forces that will have a significant impact on competitors’ strategies in the future. Rivalry- High Risk The sportswear industry is a very diverse and highly competitive industry. Big companies try to capture the whole market, whereas small businesses target a specific niche.