...The Easy Rider Motor Company The Easy Rider Motor Company manufactures a recreational vehicle - specifically a truck camper - called the Free Spirit, which it sells through franchised dealers at a retail price of $12,000. (A truck camper consists of a pick-up truck and a housing cabin. The housing cabin is mounted on the bed of the pick-up truck, just behind the driver’s cabin. Consumers typically use truck campers for driving down to holiday spots like forests, lake sides, sea shores, mountain valleys etc. and camping there for a short holiday in the comfort of the housing cabin).The dealers have been pressuring the company to add a second recreational vehicle to the line at the higher end. In response, the company has designed the High Rise and is about to set its price to dealers and customers, Here are the major facts: 1. The company has enough plant capacity to produce up to five hundred units per year of the new model. Any more than this would require investing in new plant capacity. 2. The fixed costs of producing the High Rise are estimated at $500,000. The direct costs are estimated at $10,000 per unit. 3. There is a major competitor producing a high-quality recreational vehicle retailing for $14,000. The competitor charges its dealers $11,200 - a 20 percent dealer discount off the retail price. The company estimates that the competitor's profit margin is approximately $1,400 per unit. The competitor sells about six hundred units per year. 4. The company would like its...
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...lift fifty tons. In many countries forklift operators must be trained and certified to operate a forklift. Forklifts were around for nearly 100 years. The forklift was invented in 1917 by the Clark Company. Now I will share some advantages and disadvantages of an electrical forklift. ADVANTAGES * Produce less noise and pollution * No fuel costs * The batteries are changeable and rechargeable * Have a large life cycle * Repairing is easy and does not cost a lot * Is used indoors DISADVANTAGES * Too expensive to buy or rent * Recommended not to use until fully charged and this will take a long period of time * Speed is slow * The capacity of lifting weight is lower * Only usable indoor * You can’t handle until fully trained There are eight classes of forklifts. Class 1 forklifts are electric-motor rider trucks, either stand-up operator or seated three-wheel units. Class 2 forklifts are electric-motor trucks for narrow aisle or inventory stock/order picking applications. Class 3 forklifts are electric-motor trucks, either walk-behind or standing-rider operated. Class 4 forklifts are rider fork trucks, with cabs and seated controls, internal combustion engines, and solid or "cushion" tires. Class 5 forklifts are rider fork trucks, with cabs and seated controls, internal combustion engines, and pneumatic tires Class 6 forklifts...
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...Marketing Plan Phase IV Executive Summary This report was put together by Marketing Team D to introduce a new marketing plan for a new product being introduced by Schwinn, the Tailwind electric bicycle. Schwinn has developed an electric bicycle that will be perfect for riders who want a comfortable and versatile bike for casual and fitness riding. This report will cover the SWOTT analysis of the Tailwind, the target market, what our research strategy was to develop this plan, segmentation, organizational buyers and consumers, the competitive landscape, features and benefits of the product, positioning and differentiation, and the pricing strategy for the Schwinn Tailwind. Marketing Team D has also included place and promotion elements, and the overall budget for the marketing plan. Overview of Schwinn Ignaz Schwinn began the Schwinn Bicycle Company in 1895. In 1998 Schwinn and GT bicycles merged to become Schwinn/GT. Forming this alliance has placed Schwinn as one of the top bicycle producers in the United States. “From your first ride without training wheels to a summer cruise at the beach with your friends, the thrill of riding a bike never gets old. Many of our fondest memories are tied to experiences we've had on bikes, rooted in unbridled joy and carefree fun. Even if you haven't hopped on a bike in a while, it won't take long for the smiles and laughs to come back ("Schwinn", 2014). Importance of Marketing The success of any product or business relies heavily...
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...r oya l e n f i e l d i n u k a n d u s a gear check keep riding january 2011 www.royalenfield.com Rider Mania 2010 War-Horse: + HandcRafted in cHennai + Bulls of sHiMoga the flying flea marketing newsletter kick start from the ceo's desk! entrepreneurs along with our most experienced dealers, with a clear vision, sharper focus and achievable suggestions and well established best practices in meeting our customer expectations. Now, what next? Royal Enfield has committed to a) Expand capacity by investing on a new state of the art manufacturing plant, to be operational in 2012. b) To launch two new bikes in 2012, to attract again the younger, performance seekers & leisure cruisers. c) To raise the bar on ‘quality’ in parts, in gloss & sheen and definitely in ‘perfecting the UCE’ to deliver ‘Top Notch’ reliability and performance. d) To expand reach in the domestic market in sales, after sales support, besides creating a ‘global foot print’ in unrepresented markets outside India. From our passionate and involved dealers & distributors I once again seek your commitment in 1) Delivering 100% “faultless” bikes post PDI to our customers. • Predictive & Preventive “post sales service competence”. • No “Vehicle off the Road”, on account of parts not available in your dealership, even for a day. 2) Adequate but well-maintained 3 ‘S’ facilities in your dealerships, confirming to RE Brand standards. 3) Your personal focus to deliver more than 95% by registering...
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...ANALYSIS OF THE AUSTRALIAN BICYCLE INDUSTRY According to current data, bicycle retailing and repairing in Australia generates revenue of $812 million. 1,564 businesses employ 4,454 people. No one company enjoy a significant market share in this industry (Source: http://www.ibisworld.com.au/industry/bicycle-retailing-and-repair.html). Bicycle Industries Australia Ltd has reported that: • 2012/2013 imports totalled over 1.4 million bicycles – an increase of 16.6% on 2011/2012; • Imports for adult bikes increased 21% • Children’s bike imports decreased 7% (Source: http://www.bikeoz.com.au/index.php/news/67-bicycle-sales-hits-new-high-as-children-get-left-behind) A report released by the Prevention Research Collaboration of the University of Sydney has found: • Cycling in Australia is increasing gradually resulting in: o Cleaner cities o Less congested cities o Less stress on public transport systems o More active healthier population o Reduction in greenhouse gas emmisssions o Reduction in rate of obesity • Cycling offers commuters o Opportunity to say time and money o Chance to avoid stress of traffic jams, late trains, and crowded buses o Ability to incorporate physical activity into their daily routine • Cycling provides multiple health outcomes Recognising these benefits, Australia’s National Cycling Strategy aims to double the number of Australian cyclists by 2016, and The City of Sydney Cycle Strategy and Action Plan 2007-2017 aims to increase...
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...with the intention for building spacecraft for commercial space travel * SpaceX – for space exploration and preservation of the future of the human race have become cornerstones of Musk’s interests * Co-founded Tesla Motors, a company dedicated to producing affordable mass-market electric cars * Tesla Motors- for discovery of renewable and clean energy sources Top 3 leadership characteristics * Able to motivate others – he’s extremely persuasive to get people to follow him and push people to their full capacity. They tell great stories, boldly and grab the attention of people to convince them that he’s right. Has the ability to make people believe in his vision. * Adaptability – he was an opinionated in his vision and charismatic in his delivery but was humble enough to change his mind about things. Knows that even he might get things wrong and not afraid of showing weakness once they’re expressed opinion is wrong. * Ethical conduct/Values – he wanted to make clean energy sources more available and considered sustainability in his ideas, Eg. Telsa Motors – wanted to become a leading producer in electric engines so that other auto companies would follow. Another was Hyperloop, a new form of transportation which would propel riders in pods through a network of tubes between major cities. Powered by renewable energy and claimed it would be safer/faster than a plane/train. Situation at my Organization * We have a supplier that is corrupt. Founded by...
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... TABLE OF CONTENTS SL. NO | PART A | PAGE NO | | Executive summary | | 1. | Industry Profile | | 2. | Company Profile | | 3. | Mc Kinsey`s 7`s framework | | 4. | SWOT Analysis | | SL.NO | PART B | PAGE NO | 1. | General introduction | | | * Statement of the problem | | | * Research design of the study | | | * Objectives of the study | | | * Scope of the study | | | * Methodology | | | * Limitations of the study | | 2. | Analysis ,interpretation of results, Findings & Suggestions | | 3. | Conclusions | | 4. | Annexure | | 5. | Bibliography | | PART-A 1. INDUSTRY PROFILE :- THE FIRST MOTARCYCLE We are going to begin by looking at the first bikes. They didn’t work very well and they were not very fast but moved with being drawn by a horse or being pedaled. When you look at a motorcycle today, have you ever thought what the old bikes were like? Were they easy to ride? How fast did they go? Were they comfortable? To answer...
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...history and cultural tradition. Founded in 1903 in Milwaukee, WI, Harley just celebrated its 100th anniversary with a series of events around the world that culminated in hundreds of thousands of motorcyclists rallying last summer on the shores of Lake Michigan. In 1929, there were 241 motorcycle manufacturers in the US. After the Depression, only two remained: Harley and Indian. By 1953, Indian went out of business, leaving Harley-Davidson as the only American motorcycle manufacturer. Financial difficulties in the 1970’s led to the parent company, AMF putting the motorcycle division up for sale. Without a buyer, a group of Harley managers bought out the company and rescued it with a business turnaround that included brand extensions into licensed goods, such as apparel and related accessories. Now a publicly owned company, Harley has scored double digit growth for eighteen consecutive years. Harley transformed itself into a strong marketing company with a focus on lifestyle image and product quality. History * 1901–William S. Harley, age 21, completes a blueprint drawing of an engine designed to fit into a bicycle. *...
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...HARLEY-DAVIDSON STRATEGIC PLAN Submitted by Stacey Wagner Prepared for Professor Don Looney Business Policies and Strategies Spring 2007 TABLE OF CONTENTS VISION STATEMENT .................................................................................................... 3 MISSION STATEMENT ................................................................................................. 3 EXTERNAL ASSESSMENT ........................................................................................... 3 External Audit ................................................................................................................. 3 Porter’s Five Forces Analysis ......................................................................................... 7 External Factor Matrix .................................................................................................... 8 Table 1 ................................................................................................................ 8 Competitive Profile Matrix ............................................................................................. 9 Table 2 ................................................................................................................ 9 INTERNAL ASSESSMENT .......................................................................................... 10 Key Internal Forces ........................................................................................................
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...1. What is the explanation for Honda’s success in the U.S. market? Unlike other foreign players who depended on distributors, Honda established a U.S. subsidiary, American Honda Motor Company and moved forward in the U.S. market by presenting very small lightweight motorcycles. Female riders were kept in mind while designing its structure, it was simple to handle and cost effective. Honda focused mainly on middle class consumers. This marketing endeavour was supported by substantial advertisement and promotional strength. Honda used its productivity-based cost advantage and R&D competency to launch new models at a price lesser than that of the competitors. The time gap between conception and production was really short. Honda was also found to have a large variety of designs that could be proposed if the market progressed. Honda had formed the biggest dealership network in the U.S. Honda dealers were higher than their competitors. Honda was prepared to undergo short term losses in order to establish a satisfactory selling and distribution network. It gave a lot of importance to market share and sales volume. Hence the maintenance and expansion of the market share played an integral role. The yearly sales target simply had to be met by the company. The sales volume had to be developed quicker as compared to that of the competitors. Honda did not target any particular market segments in the U.S., but displayed the capacity to conduct experiments, to correct errors, to...
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...It is sold in home country India around Rs 1-lakh i.e approximately USD 2000. It is manufactured by Tata Motor Limited, the largest automobile company in India. It's Chairman, Mr Ratan Tata envisions that Tata Nano to become a “People car” which is affordable by almost everybody. Tata Nano was first launched in India on 1st April 2009 and expected to be in Indian market by July 2009. Since launching, it has created a huge buzz all over India. Within the first two days of lunching, it has received 5500 booking. The s keep increasing every day since the launching. What makes Tata Nano so cheap? Basically, by making things smaller, lighter, do away with superficial parts and change the materials wherever possible without compromising the safety and environmental compliance. It is said that Tata Nano has better millage than Toyota Prius and same gas emission as a scooter. Tata Nano will be imported to Malaysia by Tata Industries in parts. It will be assembled in its two factories i.e in Shah Alam, Selangor and Pasir Gudang, Johor Bahru. There are four distribution centres in Peninsular Malaysia i.e. in Kuala Lumpur, Penang, Johor Bahru and Kuantan. All Tata Nano cars will be distributed through these distribution centres only. Order can be made vide these distribution centres or its web site. 2. SITUATION ANALYSIS Tata Motors Limited is India's largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles...
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...STRATEGIC AUDIT HARLEY DAVIDSON Inc Audit Team: Graeme Eldridge Enya Gu Areeya Ongmongkonkun John Gao CONTENTS |Case Abstract |3 | |History |4 | |Current Situation | | |Performance |5 | |Strategic Position | | |Mission |5 | |Objectives |5 | |Strategy |6 | |Policies |6 | |Corporate Governance | ...
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...2013 Question 1 Ducati: Ducati is an Italian motorcycle manufacturing company that is renowned for its high performance and stylish motorcycles. Ducati is committed to racing competitions, state of the art design, style, and most importantly, an immense passion for bikes. Ducati has created a strong bond with its customers, beginning on the racetracks and spreading worldwide. Ducati builds high performance bikes for bike enthusiasts, known as “Ducatisti”. Ducastisti are individuals who value performance as the main attribute in a motorcycle. Since Ducati delivers this, it creates brand loyalty. Since the early 90s, Ducati has created a distinctive community image with local and national Ducati enthusiast clubs by placing Ducati as a symbol of refined skills and craftsmanship that every motorcycle evokes and represents. In the World Superbike Championship, Ducati has won 15 out of the last 18 Riders’ titles and 16 Manufacturers’ titles. In conclusion, Ducati customers are confident that they are purchasing high performance motorcycles. Harley Haley Davidson is exhibited as an American icon. Consumers view and associate Harley Davidson with riders, wear leather, have tattoos and with police officers, military dispatch riders and motorcycle gangs. Harley’s image is also viewed as something that is catered for and used by Caucasian American males in their 40-50 (Nolan pg.2-3).Harley Davidson’s riders feel a lifestyle connection with their bikes with elements such as freedom...
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...mid-sized transit agency and provides approximately 300,000 trips per year. The city brands itself in the western motif with the goal of maintaining a small-town feel and personality while still serving a population of just short of 100,000 citizens. Passengers who use Clovis Transit fall into three main categories: low income, student, and disabled riders. These riders are considered “transit dependent” which means they have no other choice for transportation beyond the bus and therefore marketing has remained a low priority. The City of Clovis maintains a website that provides access to all its departments including Transit. The Transit department’s website currently contains basic information about the services offered and various forms and documents that can be downloaded by the user. Because the department serves two distinct customer groups, regular fixed-route transit riders and disabled citizens, there is an opportunity to improve the website to and provide the information, products, and access each group needs. Clovis Transit also has a Twitter account but it is not promoted nor used regularly to communicate with followers. Transit riders frequently express their desire for increased communication about their transit options through surveys completed by the city administration. Citizens continue to expect...
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...its inception, Harley-Davidson established an image of “raw power”, which became its major selling point. Throughout its history, Harley motorcycles were associated with people who were willing to break the traditional mold or willing to live on the edge. Its brand image reflected rugged individuality and the frontier spirit of the United States. This strong sense of nationalism connected to Harley motorcycles resulted in brand recognition and loyalty that continues to this day. Harley’s “tough” brand image is a competitive advantage in terms of attracting customers who favor or relate to this image. However, in some cases, its brand image is a competitive disadvantage because it does not appeal to certain target segments such as female riders. 2. Product customization: The most distinctive feature of Harley was the V-twin engine. The V-twin engine’s simple design allowed owners to tinker with their engines. At present, Harley offers a complete line of motorcycle parts, accessories, riding gear and apparel, and general merchandise. In addition, customers are able to choose from a wide array of colors, decals, and stylized designs to personalize their motorcycles. The option to customize is a current source of competitive advantage since it better meets the needs and wants of each customer. Through...
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