Preview

Fiery Thrils or Windy Rides

Satisfactory Essays
Open Document
Open Document
363 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Fiery Thrils or Windy Rides
FIERY THRILLS OR WINDY RIDES: Positioning s New Brand of Motorcycle in the Indian Context (An Emerging Market)*

FIERY THRILLS OR WINDY RIDES: Positioning s New Brand of Motorcycle in the Indian Context (An Emerging Market)*
Q1. What do you infer from the owners of motor cycle belonging to the urban market? Ans: We infer the following things from the owners of motor cycle belonging to urban market:   The company must not be consistent to one technology and design; it must change its products and designs according to the market. A wide variety of products must be launched and be available as of segmented urban market consisting of youths, adults, teenagers, office going people, small shop owners etc.

Q2. The characteristics of the prospective owners from: 1. Urban 2. Semi-Urban, and 3. Semi-Urban Prospective owners Ans: The characteristics of the owners of motorcycle belonging to urban market are as follows:      Change in the lifestyle of the people. For Fun and leisure. Rise in household income. Easy availability of finance. Introduction of new trends and designs in market.

The characteristics of the owners of motorcycle belonging to semi-urban market are as follows:     Roll Model’s influence. Household Work. Financial Availability Frequent introduction to newer and trendy market.

1

FIERY THRILLS OR WINDY RIDES: Positioning s New Brand of Motorcycle in the Indian Context (An Emerging Market)* Q3: What are the factors/final decision criteria on the positioning strategies that a new brand has to take into account? Ans: _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Using Perceptual Maps in Marketing Simulation
    • 1010 Words
    • 5 Pages

    Using Perceptual Maps in Marketing Simulation

    Thorr Motorcycles is a $5 billion company producing a wide range of motorcycles. In addition to producing motorcycles, the company, also have licensing programs; sell T-shirts, shoes, toys for the motorcycle. The company offer services in dealer training, dealer software packages, motorcycle rental, and rider training (University of Phoenix, 2013). The sales of high quality of motorcycles are declining. The cost of a princely motorcycle was $200 in 1901. Today, a heavyweight powerful cruisers cost $25,000 (University of Phoenix, 2013). The company must develop a marketing strategy to improve sales for Thorr Motorcycles.…

    • 1010 Words
    • 5 Pages
    Good Essays
    Read More
  • Better Essays

    Thorr Motorcycles: Perceptual Maps
    • 1368 Words
    • 6 Pages

    Thorr Motorcycles: Perceptual Maps

    The results revealed that a different segment, the younger individual, influenced more by price more than the aging demographic that has maintained Thorr Motorcycles success during the past years, is fueling the now growing motorcycle market. The younger generation seems to care less for brand and image of the Cruiser Thorr, due in part to the price being outside their preferred price range. It is for these reasons that the Cruiser Thorr is in stage four of its product life cycle, which is declining sales. The marketing plan should consider launching a new product. One that represents the corporate core value of commitment to quality, excellence, and offers a new market niche of affordability, finance option, and enhanced services. This will require a differentiation in the marketing mix. Shifting the market plan with changing differentiation attributes mix now focused on affordability, attractive financing option, and expanding services including social fraternities, it seems the new customer base will be more inclined to view the innovatively designed motorcycle as a commodity that offers superior value and quality. Realigning internal corporate processes and unifying the change in focus on a new product goal will cause other processes in the marketing mix to function toward the goal of promoting and placing the new product in a positive light. Attracting this new demographic is creating the…

    • 1368 Words
    • 6 Pages
    Better Essays
    Read More
  • Better Essays

    Perceptual Maps Marketing Simulation
    • 1687 Words
    • 7 Pages

    Perceptual Maps Marketing Simulation

    Producing more than 200,000 motorcycles a year, Thorr Motorcycles, Inc. is a successful manufacturing company. Thorr also offers services such as dealer training, packaged software, rider training, and rentals. Thorr’s holds a highly respected brand image, and holds 40% of the market. CruiserThorr has an image of “masculinity, mobility, and freedom.” Thorr has had a decline in sales. Thorr will use feedback from their customer’s views on their line of motorcycles. To increase sales, Thorr will develop a plant to change the perception of their motorcycle line with their target market.…

    • 1687 Words
    • 7 Pages
    Better Essays
    Read More
  • Good Essays

    Perceptual Maps
    • 784 Words
    • 4 Pages

    Perceptual Maps

    The CruiserThorr is still sold, but pricing is affecting the decisions of many consumers. The RRoth shows a well-built, inexpensive, a superior brand, and yet maintains a coolness consumers are looking for. An issue that surveys have shown is consumers want financial services when purchasing a motorcycle. One possible outcome for financial services…

    • 784 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Arrowood Times Case
    • 3253 Words
    • 14 Pages

    Arrowood Times Case

    |Harley-Davidson The iconic American motorcycle sustains a proud history, enduring product quality and a high price point. In | | |…

    • 3253 Words
    • 14 Pages
    Good Essays
    Read More
  • Powerful Essays

    Mba514 Project Proposal Paper
    • 967 Words
    • 4 Pages

    Mba514 Project Proposal Paper

    The main user will be the rural resident that is able to afford US $300.00 with or without financial help. The number of potential customers that can actually afford the initial cost will be less than the population in need of transportation, but still a significant market. The lifespan of the bicycle is expected to be about 20 years and other users will be attracted once the usefulness of the bike is seen. The economy of the individual country will determine level of involvement and level of sales.…

    • 967 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Good Essays

    Harley Davidson Case Analysis
    • 866 Words
    • 4 Pages

    Harley Davidson Case Analysis

    New generation riders that exists in Asian markets is more attracted to sleeker, less costly and a more swift motorcycles. Although there is a high potential for Harley Davidson to be profitable in Asian markets they are faced with barriers to trade. Such barriers includes government regulations and trade guidelines which limits foreign manufacturer’s ability to penetrate the market. Additionally one of Harley Davidson’s biggest competitors in the Asian market is Yamaha which is a Japanese motorcycle manufacturer. Due to this Harley Davison is confronted with arduous rivalry. Yamaha targets customers that are at the lower end market and focuses their manufacturing on affordable motorcycles with smaller engines, electronic capabilities and lighter reinforcement in contrast to Harley Davidson’s heavy steel frames.…

    • 866 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Perceptual Map Analysis
    • 1328 Words
    • 6 Pages

    Perceptual Map Analysis

    Lifestyle image; 34% said it was expensive, 44% said it signifies power, and 57% said it was a stable motorcycle, and they enjoyed riding it (General Marketing, 2012). Reason for purchase; 44% said they loved the cruiser, 53% said it fit their lifestyle and 65% strongly agreed it was a status symbol. Product characteristics; 35% said it had massive capacity, 36% said most powerful in its market, and 54% said it was the best in its market segment (General Marketing, 2012). Perception about price; the consumer did not have a large amount of cash on hand just to buy a motorcycle, he or she would need some type of financing (General Marketing, 2012) . The consumers that took the survey had cash on hand of 9,000 to 23,000 (General Marketing, 2012). Thirty three percent of the consumers surveyed said they would buy if they would have financing options available to them. Perception about service; 41% of the surveyed men thought that the services provided from cruiser thorr were not sufficient or satisfactory (General Marketing,…

    • 1328 Words
    • 6 Pages
    Good Essays
    Read More
  • Better Essays

    Harley Davidson HBR Case Study
    • 3591 Words
    • 12 Pages

    Harley Davidson HBR Case Study

    Founded in 1903, the Harley-Davidson Motor Company set out with a goal of “taking the work out of bicycling” (Austin, 2003, p.1). Despite beginning in a shed just 17 years prior, Harley-Davidson was able to rapidly transform into the world’s largest motorcycle manufacturer by 1920. Along with the establishment of a dominant worldwide presence, Harley-Davidson forged a defining company image. Company CEO Jeff Bleustein described Harley-Davidson’s image as “a little bit special, a little bit mysterious, a little bit bad.” This image of “an almost mystical power” to live free and adventurous created a demand from customers, so strong, that many “were willing to wait up to two years for a motorcycle” (Austin, 2003, p.2).…

    • 3591 Words
    • 12 Pages
    Better Essays
    Read More
  • Better Essays

    Thorr Motors Simulation
    • 1464 Words
    • 6 Pages

    Thorr Motors Simulation

    Sales of the Cruiser Thorr are decreasing. The decrease is because the Cruiser Thorr’s target consumers are aging and their tastes have begun to outgrow the lifestyle that Cruiser Thorr symbolizes. Another issue is that younger consumers are more interested in lower priced motorcycles because of their lower personal disposable incomes and they do not identify with Cruiser Thorr’s lifestyle image. This scenario wanted to determine the Cruiser Thor’s position in the market by choosing four relevant parameters that will reflect the highest potential.…

    • 1464 Words
    • 6 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Polaris Study case
    • 515 Words
    • 3 Pages

    Polaris Study case

    The Unique selling proposition of the Indian motorcycle is to provide the consumers with something that is extremely unique and has a lot of history and heritage while looking extremely stylish. This is something that no other bike seller provides.…

    • 515 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Harley Case Study
    • 2574 Words
    • 11 Pages

    Harley Case Study

    “We fulfill dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary customer experiences. We fuel the passion for freedom in our customers to express their own identity.”…

    • 2574 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Ducati: In Pursuit of Magic Case Analysis
    • 1538 Words
    • 7 Pages

    Ducati: In Pursuit of Magic Case Analysis

    One of the biggest opportunities in the motorcycle industry is the growth trend of 3.3% in unit sales over the past five years, mostly in the United States and Asia/Pacific markets. Also, the rapid growth of women ridership offers the potential of an even larger customer base in the future. In the sport segment in particular, growth in the next few years is expected between 2% and 3%. The history and brand recognition of Ducati will help them to attract some of these new customers related to industry growth.…

    • 1538 Words
    • 7 Pages
    Good Essays
    Read More
  • Good Essays

    harley davidson
    • 2772 Words
    • 10 Pages

    harley davidson

    The video presents a Harley riding family as they venture from California to Milwaukee. The film presents footage of these popular machines, along with a look at the various types of people who consider themselves motorcycle enthusiasts. Having imbedded into films, movies, and American culture, the high quality motorbikes became American legends ranking Harley Davidson Motor Cycles Company brand, logo and name among the world’s leading companies. In incense Harley Davidson is the Spirit of America. But Harley Davidson Motor Cycles Company offered a unique product during this period of 100 years such that there were high barriers for entry for other competitors into the high quality motorbikes that it offered to its most popular market, the American people.…

    • 2772 Words
    • 10 Pages
    Good Essays
    Read More
  • Good Essays

    Honda's Move into the US Motorcycle Market in 1960s: A Case Study
    • 609 Words
    • 3 Pages

    Honda's Move into the US Motorcycle Market in 1960s: A Case Study

    The case describes Honda’s move into the US motorcycle market in the 1960's. Honda's strategy was directed towards high volumes per model, providing high productivity, and low costs. Honda succeeded in the US by introducing a new product (small motorcycles, 50cc) that expanded the motorcycle market in the US through price generic competitive strategy. Honda was prepared with capacity, capital and technical capability to enter the US market.…

    • 609 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics