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Copy of Triumph Motorcycles Ltd
Transcript of Copy of Triumph Motorcycles Ltd
Design a global marketing programme for Triumph, including a suggestion for the priority of the 4Ps
How should the marketing programme for the US market differ from your suggested marketing programme in question 1?
A member of Triumph's management team has proposed designing a special motorcycle for women. Do you think this is a good idea?
Triumph's Global Marketing Programme
US Market Programme
John Bloor - Triumph rebirth
1960's - 50,000 (same as 2008)
Triumph Motorcycles Ltd
A- United States of America
B- Europe, Canada, Australia and New Zealand
C- Japan, South Korea, Taiwan and Singapore
D- Brazil, Russia, India, China and S. Africa
B, C & D
Triumph Motorcycles Ltd: Rising from the ashes in the international motorcycle business
Women traditionally marketed to based on household purchasing
Women were responsible for the private sphere of the home, housework and caring roles.
Men are responsible for doing paid work and supporting their family – bread winner model
Growing Segment, Women have always been members of AMA.
In 2005 over a million women rode their own motorcycles.
Mostly passengers before their purchased their
Potential for large growth.
Needs to be carefully segmented
Target women who have previously rode bikes or have been passengers
Target long distance or street use consumers.
Few women use their bikes to run errands.
Competition – Harley Davidson
Muniz and O’Guinn (2001) – brand communities
Harley Davidson– (Schouten and McAlexander 1995)
Average Household Income + 11%
UK - £39,000
Japan - £41,000
B & C
Upper Middle Class
BBC, USA Census Bureau and CIA World Fact Book
32.5 years old
Motorcycles purchased for recreation in addition to basic transport
Middle and Heavyweight;
Like a retro-styled bike - Bonneville
Triumph vs Harley-Davidson
Legend and Myth
Standardized Marketing Mix
Differentiated Marketing Mix
What about the other states?
Q1: Country clustering with a freedom message
Q2: The US marketing programme will not be as diversified as the global one.
Q3: Market is there for a female motorbike