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In addition, greater links will be forged with Polaris marketing teams, in particular in search of effective cross-marketing opportunities and access to existing Polaris distribution channels overseas.
Contingency planning is a critical control element of the marketing plan. The contingency plan for Victory will consist of two main parts. The first part is focused on the spending increases. The company needs to be able to not only measure these increases effectively, but to make rapid adjustments should the spending increases not have the desired impact on unit sales. This could mean scaling back marketing spending or refocusing it. Contracts should have an escape clause and the use of temporary contracts for new hires can allow for rapid scaleback of marketing spending should...
Reports are to be generated by the VP Marketing that will allow the other senior managers to understand the impacts that the increase in the marketing budget is having. Spending will be broken down between advertising, distribution and administrative, which will control administrative spending. In addition, specific information will obtained on the value of increasing support for the distribution channel -- the impacts of this spending can be measured on an outlet-by-outlet basis. Likewise advertising effectiveness can be measured on a model-by-model basis. This information will allow for better congruence between inputs and outputs of this marketing plan.
The focus on the positioning will still be on customers who love touring, both in Europe and North America. The products are differentiated on the basis of their comfort and styling, and this will be reflected in the marketing. Lifestyle marketing is a key component of the strategy for the marketing of Victory Motorcycles. The strategy will include marketing extensively online and in travel and bike related publications. Victory bikes
Even public transportation is growing more expensive, given that cash-strapped states are raising fares. SWOT Analysis: Strengths Victory offers customizable bikes with great value and power, according to its promotional literature. I Weaknesses Victory began as an "offshoot" of Polaris Industries, which is mainly known for marketing snowmobiles and ATVs. Amongst the target audience, particularly in the South and areas where snowmobiling is uncommon, it may have little brand recognition. Opportunities The economic downturn and demand
External Analysis Motorcycle Industry External Analysis of the Motorcycle Industry Harley Davidson Harley Davidson, the heavy-bike manufacturer holds the purpose of fulfilling dreams of personal freedom (Purpose: Harley Davidson, 2013). The company functions in segments of Motorcycles & Related Products and the Financial Services. It is however globally known for heavy bikes that have engine displacement of 651+cc (Harley-Davidson Inc. 2013). The company enjoys a unique position in the market yet it is
Harley Davidson has an expanding business in the U.S. with many full service dealerships. The company believes in marketing and promotions and hence puts up much hard work for the purpose ranging from publications to special events, rallies, advertisements and public associations. The Harley Ownership Group (HOG) and Buell Riders Adventure Group (BRAG) are a part of the Harley Davidson responsible for promotional activities. For the cause of expanding its
Harley Davidson External Analysis Harley Davison's External Analysis PEST analysis Political Economic Socio-Cultural Technological Porter's five forces Harley Davidson is an American motorcycle manufacturing company that sells motorcycles above 700 cc engine capacity. The company was founded in 1903 at Milwaukee, Wisconsin. With approximately $5.3 billion in Fiscal Year (FY) 2011 as revenues, the company is now facing tough challenges in the international motorcycle market as new companies have entered to share the market fortunes (Harley Davidson, 2011).