Hunks Engines Case Study

When Gordon McMaster CEO of Hunks Engines introduced Marty Echt the head of marketing department, it was clear that he aims to make some changes in his company. The biggest problem that the company was facing was that the marketing department wasn’t doing enough to promote the product. Due to being satisfied with the situation, the marketers were not willing to take an extra mile to improve their strategies, and the sales were declining. It was clear that the marketing of the company needed a different strategy approach for the company to compete with other leading firms.

Marty Echt was not only concerned with the marketing but also the reputation and authenticity of the product. His marketing approach was to establish a popular brand by creating a reliable product in the market. When his marketing team were out on a field trip, he pointed out his concerns of the motorcycles authenticity. His goal was to obtain a brand that was both safe and appealing to the customers. The plan is to have the marketers create an idea to make the consumers believe that the Hunsk brand of motorcycles was safe without wearing helmets, portraying a daring step that could damage or build the reputation of the company. Changing how …show more content…
Driving a car is much different than riding a motorcycle. The rider can seriously get injured or die easily if getting into an accident without wearing a helmet. Although Marty’s idea of making the consumers think that the Hunsk products were safe and authentic, he failed to recognize the awareness that consumers know the risks involved in riding. His team failed to recognize his view towards safety and seemingly unwilling to encourage him on the issue. His lack of ability to satisfy his team that riding a motorbike without a helmet is not safe and makes it convincing that it is almost not possible to persuade other