Mr. Singleton and Montana Mountain Biking (MMB) could extend its marketing power through market affiliates. This report will outline the potential competitive advantage to MMB for partnering with industry sector affiliates. Montana Mountain Biking (MMB) is part of the growing outdoor industry for biking enthusiasts. They operate four (4) locations in the state of Montana that provides expeditions and tours (Montana Mountain Biking Case Study Unit 3, n.d.). There are a number of companies that could expand MMB’s ability to reach and share in partnerships with other businesses in an affiliation program. The Oxford Online dictionary defines an affiliate as “officially join or become attached to an organization” (Affiliate, n.d.). The affiliation
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
It was April 14th, 2013. The first race of the Nebraska motocross series. I love the pure adrenaline rush and the competitiveness of racing motocross. I had been riding every chance that I could. My new bike felt amazing in-between my legs. Being way faster than I was on my old bike, I felt like I was going to have a great season. To my friends and I dirt bikes gave us the happiness and freedom that we desired. I was the lucky one that found out that they can also give you sadness and suppression.
An evaluation of whether or not to launch Mountain Man Light. I will explore the pros and cons of creating a light version of the brew and other strategic options for growth if this brand extension is not launched or if the launch is unsuccessful. I will demonstrate that launching a light beer product shows promise for improved profit through 2010, but that another strategy should be under development during that time frame if MMBC wants to remain competitive for the long term.
Montana Mountain Biking Company has been in business for 16 years providing guided mountain biking trips at four locations in Montana. The success of the company is linked to retaining its customers. Eighty percent of the customers who sign up for the one week guided mountain biking expedition are repeat customers (University Of Phoenix, 2007). An important part of any marketing plan is to understand the customer relationship because ultimately, all profits come from the customers. The challenges facing the Montana Mountain Biking company is not only retaining customers but to attract new customers. The advances in e-marketing have given Montana Mountain Biking some alternatives to traditional marketing plans.
The key elements of an affiliate expansion plan will be 1) establishing a methodology to identify attractive countries in which to operate; 2) developing and implementing practical individual and corporate fundraising strategies; and 3) creating strategies to engage governments. The plan will also take into consideration the cost and benefits of implementing suggested approaches.
This case study is about “Specialized Bicycle Components Inc.” known as Ride the Red “S”. Specialized was founded in 1974 by Mike Sinyard. According to Chris Murphy, director of marketing for Red “S”, specialized is for serious riders. He says, “The customer is buying the ride from us, not just the bike.” The company began to produce its own bike parts by 1976, and introduced the first major production mountain bike in the world in 1980.
These same sorts of systems could easily be added to, or modified as needed, to track the new motorcycle lines HD will produce to attract both women and young adults. These systems have been an invaluable means for HD to reevaluate itself in the past and thus are ‘tried and true’ making it a moot point to replace them. HD, however, needs to concentrate some effort on implementing a system to determine the most appropriate locations for future dealerships. This new evaluation system will aid HD in determining effective locations for new dealerships and assist in providing further market share penetration for the company in essentially ‘untapped’ consumer areas.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
There are many factors involved in Marketing a new product in a particular market in the UK. However, there are essential basic marketing steps and strategies ‘Goldsport’ can take to make their product successful and this will require a good understanding of each one. This will enable the company to analyse and asses each factors and Identify the benefits and drawbacks that can later have an impact on the process and progress of the new product (The SmartTrainer).
During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today. Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to include enthusiasts and non-enthusiasts young males, and females into buying HD motorcycles over any other competitor. This thought is accomplished through the introduction of the VRSC’S, and the lower and narrow Sportsters, Dyna’s, Softail’s and positioning them in the market to a younger demographic. Secondly, HD needs to position the VRSC’S, Sporster, Dyna and Softail to also appeal to first time buyers of motorcycles. HD's strong brand identity can help pull in new clients.
"We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments."
Kotler, P. & Keller, K. L. (2009) A framework for marketing management (4th ed.). Upper Saddle River: Prentice Hall.
Mountain bikes share similarities with other bikes, but later on enhanced features designed to make durability and performance in rough terrain easier to maintain. Mountain biking can be broken down into different categories, cross country which is mostly flat, trail riding is the way people usually ride and consist of mostly flat riding, but also some up and down, all mountain consist of riding uphill and downhill , downhill is strictly all down with very technical riding, and freeride is just like downhill but has jumps and berms. Mountain Biking has some controversies, but also has a variety of outcomes, such as health, community, environmental, and wildlife benefits.
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.