Market Segmentation and Product Positioning Essay examples

1634 Words Jul 2nd, 2011 7 Pages
Table of Contents
Market Segmentation and Product Positioning 2
1.1. Introduction 2
1.2. Product the company will offer 2
1.2.1. Motorcycle industry an overview 2
1.2.2.Motorcycle industry in US an overview 3
1.3.Marketing Objectives of the Motorcycle Company: 4
1.4.Primary Characteristics of the Motorcycle 4
1.5.Branding Strategy 5
1.6.Product Positioning: 6
1.6.1.Short-run Strategy: 6
1.6.2.Longer-Run Strategies 6
1.7. Conclusion: Market Fit with Organizational Strategy. 6
References 7

Market Segmentation and Product Positioning
1.1. Introduction
Market segmentation is the division of a market into different groups of customers with
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The MIC collects its monthly sales data from participating manufacturers, including the Big Four, American OEMs Harley-Davidson and Victory, as well as the European marques BMW, Ducati, KTM and Triumph and Canadian marque Can-Am. Final sales totals rise when the MIC releases its Statistical Annual, which includes sales estimates from non-reporting manufacturers. (Madson, 2011)

2010 2009 Change %Change
DUAL 23,531 27,210 -3,679 -13.5%
OFF-HWY 80,962 105,524 -24,562 -23.3%
ON-HWY 306,702 357,691 -50,989 -14.3%
SCOOTER 28,483 31,451 -2,968 -9.4%
TOTAL 439,678 521,876 -82,198 -15.8%
ATV 256,750 321,181 -64,431 -20.1%
Sales for 2010 and 2009 Table 1.1

Source: (Bobbie, 2011)The U.S. Motorcycle Market:Motorcycle Industry Research and Statistics [Internet]
Age Percentage
20 years and younger 1
21-25 7
26-30 9
31-40 22
41-50 30
51-60 23
61-70 7
71 an older 1
Demographics of a New Bike Rider Table1.2.
From the above table it can be understood that the market is potential for the age group of 20 years to 30 years old. Since, overall it is only 17% of the total Bike Riders. Now based on the above data, the market is segmented and targeted towards the younger generation from 20 to 30 years old.
1.3.Marketing Objectives of the Motorcycle Company:
• Fulfill the dreams of the customers
• Safer Ride to the Riders.
• Creating relationship with the stakeholders.
• Young Generation as Target

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