...Thorr Motorcycles, Inc. The Situation Image like success comes at a high price. Thorr Motorcycles, Inc. is currently at a crossroad. This is because there is a decline in the sale of its high-end motorcycle, the CruiserThorr. The current lifestyle image the CruiserThorr portrays, speaks to the more mature and settled consumer. These aging bases of customers who have the purchasing power are no longer buying new motorcycles and equipment. On the other hand, the younger generations of cyclist are not attracted to this brand, as they simply cannot afford to buy it. It is the task of the marketing team to resolve this issue by putting together a strategic plan that will allow Thorr Motorcycles, Inc. to maintain its reputation as a quality and reliable brand of transportation. The experts (marketing team) will also determine whether the company will reposition the current CruiserThorr versus creating a new product that will appeal to a different market segment and capture an audience of potential buyers. Thorr Motorcycles, Inc.’s ultimate goal is to regain the market share and competitive advantage over competing brands. Steps to Take Thorr Motorcycles, Inc. will remain solvent in the industry once it positions itself to compete with its competitors. Staring and comparing the attributes of the CruiserThorr against that of other motorcycle manufacturers can accomplish this. There are various fundamental parameters relevant to the industry and mirror what is best for Thorr...
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...The company, Thorr Motorcycles have noticed that even though the sales in the motorcycle market are still high, the sales of the CruiserThorr are down. In order to turn this around, Thorr has hired a team of marketing experts to create a marketing plan beginning with a perceptual map, which gives a visualized idea of what the customers’ perception are of the product. After creating an optimized perceptual map, the marketing team has to decide whether to continue with their present strategy plan or deliver a newer, less expensive motorcycle, the Rroth, that will appeal to the younger crowd. After a year of sales, the marketing team then has to create another perceptual map for the decision they made to either stay with the current strategy plan or with the Rroth. The four parameters I chose for the simulation were lifestyle image, product design and styling, product uniqueness, and quality engineering. I chose lifestyle image because this is what a customer thinks of a brand and I feel this should be a high category. Product design and styling satisfies the customer physically and comfortably. Product uniqueness gives the customers something that only they would get when they purchase this brand of motorcycle, like engine sound. Quality engineering proves that the motorcycle was made with the highest quality of materials and overall the best aspects of manufacturing. According to the results, I should have chosen price and service offerings instead of product design and...
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... Thorr Motorcycles is a company started with a history of its strength and uniqueness, kind of like the Harley-Davidson of current times. Many people understand that this motorcycle brand is one to work up to. Many motorcycle lovers know that some of the types of bikes are bought by different age groups; some people prefer the shorter distance style bikes for their sleekness, speed, and price range. More experienced or even older bikers prefer the cruisers or long-range bikes for their style, comfort, and look. The problem with Thorr’s company is that the cruiser bike is losing sales. Whether this be because older people not being able to afford these style bikes, lack of interest or just changes within the motorcycling culture this bike needs to be revisioned by consumers. This problem has been an issue with Buick in the past. Their cars and SUVs were being noted as elderly styled vehicles. Buick took initiative and tried to advertise ways that made their cars more current and updated as compared to years before to entice the younger age groups. Although their attempt was less successful than hoped, they are still running and selling vehicles. The solutions for the sales drop is the ideas of publicizing Thorr’s cruiser in Hollywood films and the Internet, decreasing the price of the current cruiser models, financial services within Thorr, better service programs, and free trial rides. ...
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...Harley Davidson Preparing For The Next Century Harley Davidson has had a rollercoaster ride of success. During its earlier years, Harley quickly jumped to the top of motorcycle sales worldwide. With its simple V-Twin engine, Harley had created a bike that was both appealing and reliable. The biggest appeal was how easy the engine was to tinker with as motorcycle mechanics were far and few between, but most of all the sound of ³raw power´ was what owners loved. This love for raw power and made in America machinery, brought many loyal customer to Harley throughout the 40¶s and 50¶s. These customers were generally viewed as tough people, such as U.S. Military, Hell¶s Angels, and Hollywood rebels. Harley became and America icon and was now associated with things like the U.S. Flag and bald eagles. As Harley continued to lead the way in market share and sales America, the Japanese wanted its piece of this market share. Honda¶s entry into the U.S. market was nearly opposite of Harley in their marketing approach, as they stumbled onto a segment of customers being more ³Family-Oriented´. In 1965, Honda was selling 1 out of every 2 motorcycles purchased in the U.S. More Japanese firms began to follow Honda, offering quieter, faster, and less expensive motorcycles and began leading the way in sales and market share in the U.S. As Harley¶s bottom line began to dwindle away, they had to go public to raise capital. After as dismal IPO, Harley was eventually acquired by AMF who¶s CEO tried...
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...this company is William Harley and his friend Arthur R. Davidson. James Ziemer is the President and the CEO of the Harley Davidson company. The mission of the company is “We fulfill dreams through the experience of motorcycling by providing to motorcyclist and to the general public an expanding line of motorcycles, branded products and services in selected market segments. The issued that Harley Davidson must face are, considering the weak dollar, the probability that retail sales would continue a downward spiral, which in turn would cause excess inventory of high priced motorcycles. Then, there was the customer base; the rockers who grew up in the sixties and seventies are graying and this threatens the growth of Harley Davidson. Like other growing company, a sale of Harley Davidson is strong but the profits were weak. In 1996, the company announced its strategic decision to discontinue the operations of the Transportation Vehicles segments in order to concentrate its financial and human resources on its core motorcycles business. In 1997, Harley Davidson creates an internal makeover and introduces new products to increase their profits and market share. The heavyweight motorcycle market is highly competitive. Major competitors are based outside the United States and generally have more financial and marketing resources. Competition based on the price, quality, reliability, styling, product features, customer’s preference and warranties. Harley Davidson designed it manufacturing...
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...| | |MARKETING MANAGEMENT | | | | | | | | | | | | | | | | | | ...
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...produce a component for the growing field of radio transmission. The first product Ducati manufactured was called Manens and it functioned as a condenser for radio equipment. The product was very successful throughout the world and in result it allowed the company to expand and win international respect and prestige. (Ducati's History, 2012) The first motorcycle Ducati manufactured was after the Second World War- the "Il - Cucciolo". It turned out to be a big success and that marked the beginning of a new era for Ducati. During the 1950's Ducati introduced, developed and manufactured powerful motorcycles that were reliable and technically advanced. Ducati’s success was interpreted to rapid growth and reputation in the industry. (Gavetti, 2002) In the process to evaluate Ducati, it is essential to understand the aspects from the management perspective. During the 1980's and early 90's Ducati changed their management constantly which resulted a lack of overall strategic direction. Ducati was on the verge of bankruptcy before Federico Minoli took the reins in 1996 and made the company one of the most profitable motorcycle manufacturers in the world. Minoli thought that by defining a strategic goal and restating Ducati's mission and vision, it will eventually turn Ducati into a profitable brand-driven company. Minoli’s plan was to focus on brand building, product differentiation, and to increase efficiency in the production process. How did Ducati...
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...How does Harley-Davidsonbuild long term customer relationship? As a company who sold more than 900,000 units of motorcycle, Harley Davidson must be made a very good relationship with its customers, especially the long-term customers. We all know that Harley-Davidson users are not only men, but also women. Even in some products, they make teenagers ride them too. So that, the company needs to keep their relationship in the right ways. In a case, Harley-Davidson Company builds a good relationship to the customers by shortening the distance between the company and its customers. They make a community in every genre or style, by website especially. For example in an area or in young executive forum, and also Harley-Davidson make the community for the female users. Those people often make a touring event with all the community members. Harley-Davidson also make a gathering event to celebrate the Harley-Davidson anniversary in every single year until now. The informations are available in the website. Included the gathering date for the communities and events that will be held by Harley-Davidson Company. Usually, the communities had been included in a group that facilitated by the company, it called Harley-Davidson Owner Group (H.O.G). Everyone who joins in this group can get a lot of benefit. There, they can share every experience they got when ride the motorcycles. In the other side, the company can reach the advantages too. They give the members the information about the newest...
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...Harley Davidson's Traditional Targeting and Positioning Strategy I am a motorcycle enthusiast who has been riding since 1997. I’ve always enjoyed my passion for the open road and the feeling of being free. This Harley-Davidson motorcycle provides me with a euphoric experience of “the wind is beneath my wings”. I like enjoy the fundamental aspects of riding quickly but safely. I get consumed in it because you can lose track of time and ride all day and night. The best part about it is, there doesn’t have to be a defined end destination, you can just get on it and go. You have the capability to travel where most cars can’t because of its maneuverability. Harley Davidson’s motorcycles are classic custom bikes that provide the comforts of cruising, sporting, or rugged cycling. This case will briefly describe Harley Davidson's traditional targeting and positioning strategy to attract women customers. Harley-Davidson and motorcycles are usually considered a masculine sport intended for men (Mitchel). However, there are women out there who enjoy the freedom of riding their own Harley. Harley Davidson is fully committed to fostering and growing the women motorcyclist market. Women today represent a large sector of the workforce, enjoy higher incomes than 20 years ago, and possess more disposable income. Furthermore, women are much more empowered than ever before and are encouraged to exercise their freedom of expression and individualism. To fill their psychological needs...
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...Japan’s Motorcycle Wars alexander.indd 1 4/14/2008 9:29:25 PM alexander.indd 2 4/14/2008 9:29:25 PM Jeffrey W. Alexander Japan’s Motorcycle Wars alexander.indd 3 An Industry History 4/14/2008 9:29:25 PM © UBC Press 2008 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without prior written permission of the publisher, or, in Canada, in the case of photocopying or other reprographic copying, a licence from Access Copyright (Canadian Copyright Licensing Agency), www.accesscopyright.ca. 17 15 14 13 12 11 10 09 08 54321 Printed in Canada with vegetable-based inks on FSC-certified ancient-forest-free paper (100% post-consumer recycled) that is processed chlorine- and acid-free. Library and Archives Canada Cataloguing in Publication Alexander, Jeffrey W. (Jeffrey William), 1972Japan’s motorcycle wars : an industry history / Jeffrey W. Alexander. Includes bibliographical references and index. isbn 978-0-7748-1453-9 1. Motorcycle industry – Japan – History. 2. Motorcycling – Japan – History. I. Title. HD9710.5.J32A43 2008 338.4’762922750952 C2007-907431-6 UBC Press gratefully acknowledges the financial support for our publishing program of the Government of Canada through the Book Publishing Industry Development Program (BPIDP), and of the Canada Council for the Arts, and the British Columbia Arts Council. This book has been...
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...Harley Davidson faces off competition from four globally known and well established companies. These are Honda, Suzuki, Yamaha and BMW Motorcycle. 1. BMW Motorcycle BMW has been in operation since 1922 and has grown into a global corporate giant. With a strong focus on automobile and motorcycle markets, BMW functions with over 100,000 employees around the world and it's headquarter in Munich, Germany (Data Monitor, 2009). BMW holds considerable dominance in the European Market and offers consumers with a wide array of automotive products and services including insurance, reinsurance and consultation services for information technology. BMW is Harley Davidson's most significant competitor since both companies are fairly similar in terms of their brand image (Knol, 2008). Both BMW and Harley Davidson engage in intensive competition in terms of their marketing strategies and BMW continues to fashion its marketing strategies to appeal to customers currently loyal to Harley Davidson. 2. Suzuki The Suzuki Motor Corporation is a Japan based company with a human capital of over 14,200 and operations in Asia, America, North America, Japan and Europe. It manufactures and sells motorcycles such as those made for super sport, street, cruiser, off-road, motocross and dual purpose motorcycles amongst others (Data Monitor, 2010). Much like Honda, Suzuki has thrived on account of its strong Research & Development department. Suzuki holds a strong foothold in the Asian market with its economy...
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...Syndicate- Executive 47 Syndicate- Group Report : Yamaha Indonesia (a) Positioning and Launching Automatic Motorcycles in Indonesia (b) Nouvo and Mio Market Position Presented by : • Mars Ega L P • Muhamad Daud Fahreza • Hely Herlina Ayudia • Dian Agustina • Arlandiyana (29112039) (29112134) (29112130) (29112112) (29112113) Company Profile Yamaha Motor, Co. Ltd. Established : in 1955 Motorcycles Power boats Marine Engines Products ATV Snowmobile Automobile engines Swimming pools Musical instruments 13% Company guiding phylosophy KANDO Consolidate Revenue 2005 other 27% Motorcycle 55% marine products 18% Revenue by Region 9% 32% 22% 24% Japan other North America Asia Europe In 2006 : Has 60 Factories in 35 countries 40.000 employee worldwide 1 10/10/2012 Motorcycle Industry The world’s principal motorcycle manufacturers ◦ Honda Motor Co. Ltd ◦ Yamaha Motor Co. Ltd ◦ Suzuki Motor Corporation Indonesia Motorcycle deliver by Manufacturer 2002 Suzuki 19% Yamaha 16% Kawasaki 2% Vespa 0% Honda 63% Motorcycle Industry Classified of motorcycles ◦ Engine type 2-stroke engines Lighter, mechanically simpler and more powerful in peak operation 4-stroke engines Cleaner, more reliable and more powerful over a broader range of engine speeds ◦ Engine size measured in cubic centimeters (cc) began in 50++ to 100++ 2 10/10/2012 Motorcycle Industry Classified of motorcycles (cont) ◦ Engine transmission Manual transmission - Required the rider to shift through a range of...
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...customers by staying in tune with their wants and needs in the motorcycle, aftermarket, and consumer products areas”. • Cost Cuts. The company is trying to improve the cost structure and restructure its businesses in order to become more efficient and profitable in the future (Forbes, 2011). • New markets. Harley-Davidson is penetrating international markets using strong brand name. In 2010, the company has opened three new dealerships in India and a subsidiary operation in China (Forbes, 2011). • Strong internal culture. Among its values Harley-Davidson highlights “tell the truth”, “be fair”, “keep your promises”, “respect the individual”, and “encourage intellectual curiosity”. The organisation is aimed at employee involvement and creation of strong relations with consumers (Harley-Davidson, 2004). Weaknesses • Expensive Product Range. Harley-Davidson suggests an expensive product range that attracts only high-income consumers. This problem has become more noticeable due to lower customer purchasing power in the current economic situation (Forbes, 2011). • Difficult to change the target audience. Today the organisation fails in attraction of new customers. According to US purchasing profile of Harley-Davidson in 2011, 65% of buyers owned a Harley-Davidson motorcycle previously at any point during life time, while only 35% of buyers are new to Harley-Davidson (owned competitive motorcycle or first motorcycle). • Harley-Davidson culture is out-of-date. The culture of...
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...HONDA Honda Motor Company, Ltd. (本田技研工業株式会社 Honda Giken Kōgyō KK?, IPA: [honꜜda] ( listen); /ˈhɒndə/) (TYO: 7267) is a Japanesepublic multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Honda has been the world's largest motorcycle manufacturer since 1959,[3][4] as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year.[5] Honda surpassed Nissan in 2001 to become the second-largest Japanese automobile manufacturer.[6][7] As of August 2008, Honda surpassed Chrysler as the fourth largest automobile manufacturer in the United States.[8] Honda was the seventh largest automobile manufacturer in the world behind Toyota, General Motors, Volkswagen AG, Hyundai Motor Group, Ford, and Nissan in 2010.[citation needed] Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft and power generators, amongst others. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 HondaJet, scheduled to be released in 2012. Honda spends about 5% of its revenues into R&D.[9] From a young...
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...Industry Market Global motorcycles, scooters and mopeds market measured in volume terms is undoubtedly going Asia’s way, with a massive chunk of the total market concentrated in the Asia-Pacific region. Developing nations in Asia and Latin America, which perceive two-wheelers as a basic mode of transportation, are expected to remain the most promising markets for scooters, light motorcycles and mopeds. The last two decades have comprehensively transformed the powered two-wheeler industry worldwide. Demand has often outgrown expectations, beating the industry’s calculation, with changing market pattern being the accepted norm. Regional markets play a significant role in market evolution, wherein the wave of consumerism across the globe overhauled the structure of the powered two-wheeler industry worldwide. Motorcycles and scooters emerged favorites with the male customers, while mopeds and small scooters found ready acceptance with the female customers. In developed countries like the US, Canada, Japan, Germany and Italy, motorbikes and scooters are considered a premium purchase to be enjoyed by the wealthy and riding enthusiasts. In contrast, developing markets such as China, India and other South East Asia, view motorcycles, scooters and mopeds as essential modes of transportation. The Motorcycles segment comprises the largest and most popular category, accounting for a major share of the global two-wheelers industry. The global market for motorcycles, scooters & mopeds...
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