This paper presents a comprehensive marketing plan for Swagster, a newly launched hybrid motorcycle cruiser designed to deliver performance comparable to conventional gas-powered motorcycles while consuming significantly less fuel. The plan examines the current market environment, target demographics (men aged 40–60), key competitors such as Harley-Davidson and Suzuki, and a full SWOT analysis. It details the company's product, pricing, distribution, and communications strategies, including a partnership with Toyota dealerships and a product placement campaign on national television. The paper also addresses market research methods, budget constraints, and long-term brand-building objectives for this small startup company.
Swagster is a hybrid motorcycle cruiser that utilizes far less fuel than conventional gas-powered motorcycles. The cost of gasoline continues to rise; as of January 2011, prices in most U.S. states exceeded $3.00 per gallon. According to the U.S. Energy Information Administration (2011), the current cost for gas was approximately $90.30 per barrel, a figure that is expected to keep climbing. The price of fuel is one of the two primary drivers of demand for hybrid transportation. Many scientists, environmentalists, and concerned citizens are seeking transportation options that are more environmentally friendly. Hybrid vehicles utilize far less gasoline, which is both cheaper and better for the environment — less carbon monoxide is released into the air, and fewer natural resources are consumed. According to the EPA (2003), today's motorcycles produce more harmful emissions than a large sport utility vehicle.
Over the last decade, a few hybrid motorcycles have been introduced to the market; however, the performance of these motorcycles does not compare to that of an average gas-powered motorcycle. There is a clear gap in the market — a need for a hybrid motorcycle that operates at the same power level as purely gas-driven models. The continued upward trend in gas prices is also creating demand for motorcycles that require less fuel. The growing concern about environmental impact is driving greater interest in hybrid transportation. According to Buche (2008), consumers in this new millennium are looking for products that are green, making eco-friendly products increasingly marketable.
The target population for the Swagster motorcycle is middle-aged to early older-age men (40–60 years). Motorcycle customers look for several key elements when making a purchase. Among the most important are speed, acceleration, miles per gallon, safety, and horsepower. The Swagster holds a competitive advantage because it leads in most of these categories. Many other hybrid bikes have neglected some of these features, creating a strong opportunity for Swagster to become a top-selling motorcycle. According to Buche (2008), although women represent only a small percentage of motorcycle users, women largely control household spending and are actively seeking eco-friendly products. There are also many tax incentives available for eco-friendly transportation (Newswire, 2010).
The Swagster is a new eco-friendly motorcycle cruiser introduced by the Swagster Company. It was designed to use significantly less fuel while delivering substantial benefits to both the rider and the environment. It reduces pollution through lower fuel consumption and the use of eco-friendly components. The Swagster features a 1,500 cc engine that is liquid-cooled with dual overhead cams. It can reach speeds of up to 240 miles per hour — surpassing the current fastest motorcycle on the market, the Asphaltfighters Stormbringer, which tops out at 220 miles per hour — with a 200-mile range per charge. It is fuel-injected and shaft-driven, with a six-gallon fuel tank, a lightweight aluminum frame, and aluminum alloy wheels. Three color options are available: Carolina Blue, Duke Blue, and NC State Red. The Swagster combines the sleek look of a custom chopper with reliability, precision engineering, and rider comforts not found on any other motorcycle.
The Swagster operates similarly to current hybrid vehicles on the market. Its electric motor handles torque demands during acceleration, high-speed riding, and passing maneuvers. The internal combustion engine charges and recharges the battery, enabling the motorcycle to consume less fuel by relying more heavily on electricity. The combustion engine also supports low-power cruising. The Swagster matches the capabilities of any other motorcycle currently on the market and adds features such as cruise control and an integrated global positioning system (GPS).
The e-cycle is one of the first hybrid motorcycles to reach the market. It was designed to appeal to riders seeking an eco-friendly, low-fuel-cost option (Mahoney, 2007) and was built to attract cost-conscious consumers to the hybrid motorcycle segment. The e-cycle has a top speed of 80 miles per hour and a 25-mile range per charge — significantly lower than the Swagster's performance figures on both counts.
The biggest competitor for Swagster is the Harley-Davidson line of motorcycles. This is a well-known, reputable brand offering strong service and customer loyalty built over many years. In 2010, Harley-Davidson was highly successful, with strong sales figures. The company offers a wide range of motorcycles at various price points with diverse features to meet differing customer needs. To start 2011, the company offered customers a 20% discount on all parts and merchandise (The Plymouth Evening Herald, 2010). Harley-Davidson holds a competitive advantage due to its reputation for performing well even in harsh weather conditions (The Western Morning News, 2010), which is a significant edge given that motorcycle sales decline sharply during winter and bad weather. The Harley-Davidson Electra Glide CVO Ultra Classic is expected to be Swagster's most direct competitor; while not a hybrid, it offers comparable features and horsepower (Motorcycle.com, 2010).
Suzuki is another highly popular brand in North America, well known for its off-road vehicles and motorcycles. According to Beintema (2008), Suzuki has continued to grow and build brand recognition in the United States. The brand targets life enthusiasts and offers an accessible lineup of affordable motorcycles with solid brand recognition.
Swagster's competitive review confirms that Harley-Davidson represents its most significant challenge, holding the greatest brand recognition in the motorcycle sector. Other competitors with notable brand recognition include Suzuki, BMW, and others, but Harley-Davidson recorded the highest motorcycle sales in the United States in 2010.
The owner and creator of Swagster was a former employee of Harley-Davidson and worked as an engineer there, giving him an in-depth understanding of the company's operations, strategic direction, and products. He is directly responsible for engineering several Harley-Davidson motorcycles currently on the road. This working knowledge of the competitor's business plan is a significant asset. He is aware that Harley-Davidson currently holds the largest market share in the sector and that the company's goal is to become the top seller of motorcycles worldwide.
He also knows that Harley-Davidson is working to develop a bike with capabilities similar to the Swagster. While Harley-Davidson currently has some hybrid offerings, none can compare in performance to the Swagster. Harley-Davidson possesses a considerably larger financial base than Swagster, enabling heavier investment in marketing, engineering, and design. The company will likely view Swagster as a threat and respond accordingly — but Swagster's founder's insider knowledge of how Harley-Davidson operates provides a meaningful strategic advantage.
Regarding customer feedback, the Swagster was only launched on January 1, 2011, so customer reviews are limited. The company gave away five bikes in October 2011 to early users in exchange for documented feedback. Those customers have appeared at road shows and provided accounts of their ownership experiences. So far, the level of customer satisfaction and product reviews has been high.
On the distribution side, the Swagster Company has established an alliance with Toyota dealerships, which will sell the Swagster bike in exchange for a commission. This arrangement saves the company significant overhead costs while enabling nationwide distribution through already-established dealership networks.
"Strengths, weaknesses, opportunities, and threats"
"TV placement, pricing at $25,000, positioning"
"Toyota dealerships and brand storytelling"
"Research methods, budget limits, launch overview"
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The Plymouth Evening Herald. (2010, December 31). Get 2011 off to a roaring start. The Plymouth Evening Herald, p. 6.
The Western Morning News. (2010, December 31). Harley's geared up for a roaring great start to New Year. The Western Morning News, p. 36.
U.S. Energy Information Administration. (2011). Natural gas weekly update. Retrieved from
Wright, J. (2005). An eco-friendly battery roundup. Los Angeles Times, G2.
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