Creating the Marketing Communication Strategy for Eagle Rider Australia to Chinese Market

¶ … represents a section of a market study compilation, and sets forth a marketing communication plan. It explores media strategies for promoting the Eagle Rider's brand and Australian locations in China to increase consumer engagement via Chinese tourism. The media strategy also conveys a target market, situation analysis, implementation of strategy, budget for implementation, and resource management. The media strategy concludes with an evaluation of its constituents or measures.

Strategic Media Plan

Situation Analysis

Background of Situation

EagleRider has amassed tremendous market share in the United States. More distinctly, it is the global leader in motorcycle rental and touring company (EagleRider, 2012). EagleRider has paved and seized a growth niche: "EagleRider is a full service motorcycle and powersport rental and tour agency that caters to international and domestic motorcycle enthusiasts and aficionados" (EagleRider, 2012). However, while tourist have come from abroad to partake in the EagleRider experience? "the renting of dreams," EagleRider maintains its predominant market share without expanding to international markets.

EagleRider has taken on a "blue ocean" market strategy, where about it created "uncontested new market space that made the competition irrelevant" to an extent (Kim & Mauborgme, 2005, p1-5). Kim & Mauborgme (2005) write, "The aim of blue ocean strategy is not to out-perform the competition in an existing industry, but to create new market space or a blue ocean." Kim & Mauborgme (2012) add," Blue Oceans denote all the industries not in existence today." EagleRider has molded its own market by incorporating motorcycle touring within the motorcycle rental industry, and has further refined its vertical niche by renting American branded Harley-Davidson motorcycles.

Consumers may be aware of the EagleRider brand in markets other than the United States, and there are EagleRider locations, for example, in Europe and Mexico (EagleRider, 2012). However, EagleRider's physical or store-front presence has potential for growth internationally. The Eagle Rider's "blue ocean" or open market space could be expanded to other large markets: EagleRider has also entered the Australian market, evident from the website, "EagleRider Australia Rentals Motorcycle and Motorbike Rentals, and More." EagleRider (2012) provides insight into its market position and activities as follows.

Australia is home to many of the world's most unique and exciting tourist attractions. With beautiful coastal highways stretching around the entire country and the rugged desert outback expanding throughout its core, Australia is the perfect destination for motorcycle enthusiasts looking to embark on an unforgettable ride. Whether you choose to ride through the metropolitan capitol cities, or learn about the Aboriginal culture while touring the Northern Territory, the best way to experience Australia is riding on two wheels.

2.1.2 Situation & Significance

To increase revenue, profit, and market share, EagleRider could target Chinese tourist. EagleRider endeavors to find a means of attracting more Chinese tourist to use its services. The corporation will need to devise a marketing communication plan and evoke certain media strategies in order to capture a significant portion of the Chinese tourism segment in Australia. Attaining market share for Chinese tourism will help EagleRider continue its growth and maintain its prominent market position.

2.2 Media Strategy

2.2.1 Media Presence

EagleRider uses media to market its services in the United States. A series of YouTube videos are available online that help describe EagleRider procedure for rental and rental experience. For instance, a YouTube video entitled, "EagleRider Motorcycle Rentals and Tours," had over 13,000 views (Youtube, 2012). Many of the EagleRider independent locations place YouTube videos to promote their business facility. However, many of these local promotional and informational videos have garnered fewer views: views per video range from approximately 150 to 2500 (YouTube, 2012). Thus, these quantitative figures suggest that the local videos produce a mild to moderate promotional impact, when considering that EagleRider serves approximately 40,000 customers worldwide annually (Hoovers, 2012). Accordingly, Hoovers (2012) states, "In addition to big motorcycles, the company rents scooters, ATVs, personal watercraft, snowmobiles, and dirt bikes to more than 40,000 customers a year. The firm has aggressive growth plans to someday exceed 500 rental locations worldwide."

2.2.2 Target Market

2.2.2.1 Broad, Secondary Target Market

From a broad scope, EagleRider will target Chinese tourist who may have an inclination to vacation or travel to Australia. The broad target primary includes adults, male and female, who may be traveling as a group or as couples. Given the manner that some media is broadcasted and distributed, this broad target market is not restricted by geographical location.

2.2.2.2 Primary Target Market

EagleRider will primarily target high income, Chinese males. High income Chinese males whom already own or ride motorcycles represent the most refined target market. Provided any geographical broadcasting or distribution restrictions, EagleRider will target urban areas: "per capita income in 2009 being RMB 17,175 (USD 2,500) in urban areas, against only RMB 5,153 (USD 755) in rural areas" (Liu, 2010).

2.2.2.3 Trial Target

On a test basis to start, EagleRider will target Chinese corporations that do business in Australia. Australia China Business Council (2012) indicates that China and Australia have significant business connections. EagleRider can market to both Chinese and Australian businesses with the intent of having Chinese corporate employees who visit Australia, to conduct business, take short EagleRider motorcycle or motorbike tour excursions. For instance, Australian companies can host employee tours to facilitate better business relations, and use the EagleRider wide range of vehicles to select a safe and easily-to-use option.

2.2.3 Media Selection

This media plan emphasizes online advertising: media selected are all of an online marketing or advertising format. The online marketing plan encompasses online infomercial videos, commercial videos, and social network advertising.

2.2.4 Chinese Social Media

Prevalent social media in China completely differs from social media in the United States. The Chinese government highly censors media that can be broadcasted in China. "YouTube, Facebook, and Twitter are blocked in China, but their Chinese equivalents are expanding" (Crampton, 2011). RenRen duplicated Facebook's social networking model, and has the most active users of all the Chinese social media sites (VentureBeat, 2010). The RenRen demographic consists of students and white collar workers (TechRice, 2010). In addition, Kaixin001, a social network "designed for a more mature audience of young professionals, has a membership that is heavily dominated by white collar workers in Beijing; Guangzhou, Guangdong; Shanghai; and second-tier cities" (Crampton, 2010). Furthermore, Yoku and Tudou, represent China's video platforms, since the Chinese government blocks YouTube (Crampton, 2010).

2.2.4.1 Trends

Online use in China highly contrasts with U.S. online use. Generally, China's inhabitants spend more time online -- the selection of online channels for marketing is well reasoned and supported. In comparing sites like Yoku and Tudu to Youtube, "Youku and Tudou are filled with longer form content, up to 70% of which is professionally produced. Users in China spend up to an hour per day on the sites, compared with less than 15 minutes spent by Americans on YouTube." (Crampton, 2010).