...Harley-Davidson Case Analysis Harley-Davidson should tailor is product and service offerings to the 55-64 year old segment, and expand its Rental and Rider’s Edge programs to continue growing Market leader in motorcycles - Market leader with 50% domestic and 32% global market share in motorcycles - Stock prices CAGR since 1989: 32% - American legendary lifestyle brand - Loyal customers: 900,000 members in Harley-Davidson Owner Group - 50% of sales to repeating customers - Average customer age grew from 35 in 1994 to 47 in 2004 - Young customers are not attracted by the brand - Women are still only 10% of clients - 2005 sales target cut back by 10,000 bikes - Stock price dropped 17% Ageing customer base and difficulty to attract new clients How can Harley-Davidson continue to grow despite its ageing customer base and difficulty to attract new customers? Harley-Davidson should: Adapt product and service offering to cater for the 55-64 year-old segment, retaining it for 10 years longer Expand the rental program to increase seeding, bringing more new customers into the base Expand the Rider’s Edge program to increase seeding in the underexplored women and young segment Harley-Davidson dominated the US market during the first half of the 1900’s, but lost share to the devastating competition of Japanese manufacturers towards the 70’s 1908 – 1920’s 1930’s – 1950’s Strong brand image - Famous ambassadors - National symbol status Powerful/large motorcycle 1960’s – 1970’s...
Words: 1514 - Pages: 7
...Calendar Learning Lessons Small Meat Processors Home Have a question? Try asking one of our Experts Print Business Plan for Regional Meat Marketing Company Last Updated: October 31, 2011 Business Plan for a Producer-Owned Meat Marketing Company April 2011. Prepared by Keith DeHaan, Food and Livestock Planning, and funded by USDA Rural Development, for the South Coast Meat Project. Includes financials. Table of Contents Plan Summary Download full plan (pdf, 41 pages, 310KB) Table of Contents Executive Summary Introduction Market Plan Market Development Target Markets Products Manufactured Features and Benefits of Products Market Concept Names and Branding Marketing Budget and Requirements Competitive Programs Livestock Supply Numbers Production Types Compensation Strategies for Producers Numbers and Species Used For Planning Other Species Harvest and Processing Plan Facilities Expected Processing Cost Dry Aging Beef Composite Carcass Value Distribution Plans Corporate and Management Plan Best Fit Legal Structure Governance Personnel Needs and Their Tasks Expected Total Capital Needs Company Shares and Share Value Financial Plan Development of Financial Models Financial Statements Financial Summary Barriers to Entry/Core Competencies Literature Cited/ Credits Tables Promotion and Marketing Budget Numbers and Species Used For Planning Expected Custom Processing Fees (including further...
Words: 1176 - Pages: 5
...------------------------------------------------------- BUSINESS PLAN VISION INC. Sylhet, Bangladesh. 3100 Tel. No: +884204201-9 Fax: 8829882948-51 E-Mail: Vision@yahoo.com; Vision@gmail.com;Vision@hotmail.com Web: www.vision.com. Contact Surajit datta Nirupom chakrabarty BBA, MBA, PHD in Marketing BBA, MBA; PHD in EEE Cambridge University. Harbart University. Founder and CEO of (VI) co-founder and CEO of VI 11-Lamabazar, Sylhet, Bangladesh 36-Medical, Sylhet 3100. Bangladesh 3100 Tel. No:01711012577 Tel. No: E-Mail:Shuvradatta@hotmail.com E-Mail: Fax: 8829882950 Fax: 8829882951 TABLE OF CONTENTS: 1. Executive Summary 03 2. Background & Purpose 05 2.1. History 05 2.2. Current Situation 06 2.3. The resource based concept 06 3. Objectives 07 4. Market analysis 07 4.1. Overall Market 07 4.2. Specific Market 07 4.3. Competitive factors 08 4.4. Micro environmental Influence 08 5. Development and Production 09 5.1. Production Processes 09 5.2. Resource requirements 10 5.3. Quality assurance 10 6. Marketing 10 6.1 Overall Concept and Orientation 10 6.2. Marketing Strategy 11 6.2.1 Key element of the strategy 11 6.3. Sales Forecast 12 7. Financial Plan 13 7.1. Financial statements...
Words: 4390 - Pages: 18
... Disclaimer The objective of this report was to gain insight in the field of making business plan and analyzing the financial situation and feasibility of syringe manufacturing in Nepal. The authors are confident that the results of the analysis and the results presented in this report will be taken as guidance for a more comprehensive study at the future date. The authors are not responsible or liable legally and morally against the results and consequent decisions based on the responses received from the analysis. The views expressed in this report are those of the group members only. Acknowledgement We would like to express our sincere gratitude to our Entrepreneurship and New Business Formation instructor Mr. for providing the knowledge of preparing a comprehensive and an impressive business plan. The Resource Centre has also been helpful in the providing the costs and requirements of our analysis firm. So, we thank the librarian for providing us with the necessary resources for this B-Plan. We would like to thank our friends for helping us out in the B-Plan and providing us few innovative ideas. We would also like to thanks Mr. for providing us the opportunity of preparing the Business Plan. Lastly, we would like to thank everyone who has helped us to complete this business plan. Thank you. EXECUTIVE...
Words: 4963 - Pages: 20
...2/28/2011 Creating a Marketing Marketing Plan Basic Layout Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls 1 2/28/2011 Executive Summary Brief summary of the main conclusions, objectives, strategy, l i bj ti t t implementation and required budget. Executive Summary External Analysis Internal Analysis l l SWOT Intended for management to find The plan’s major points quickly. Objectives Marketing Strategy Marketing Strategy Followed by a table of contents Marketing Plan (4P’s) Budget & Controls External Analysis • Customer Analysis – (Major) segments – Customer needs – b h i behaviour Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls • Competitor Analysis – Strategy – Market position – 4 P’s • Market Analysis – Define market – Size growth trends Size, growth, trends • Macro environment – Demographic, technological, economic, cultural, legal Opportunities & Threats 2 2/28/2011 Internal Analysis Current situation in Company X Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls Past & current strategies • Past & current strategies • Four P’s – – – – Current products Prices Advertising/promotions Distribution (developments) ...
Words: 593 - Pages: 3
...Marketing Business Plan Marketing Management 9-2-13 Truly Fit will be a community fitness center intended to help residents of Wellsville, New York and the surrounding communities to practice strength and conditioning programs to improve their health and better their lifestyles. It is intended for people of all shapes and sizes, from the highly specialized body builder to the elderly trying to maintain use of crucial muscles that may weaken with age. This fitness center is, by design, broad, general and inclusive. We will not specialize in one particular wellness routine or program, we will generalize in order to welcome all people. Athletic improvement in sports, achieving personal goals, and weight loss are just a few of the goals that may be achieved through a membership at Truly Fit. Truly Fit will be the only fitness facility in the area that is truly dedicated to engaging in the health and fitness needs of our community. This will be done through providing the highest quality equipment, constantly keeping our staff up to date on certifications, providing the highest quality equipment, constantly keeping convenient hours and a fun, social and friendly atmosphere. This is a new service to the area; therefore, it is in the introductory stage of the product life-cycle. Since the service is very new, an integrated market plan will help promote growth in members at the facility. Through marketing, sales of memberships will begin the growth portion of the...
Words: 3292 - Pages: 14
...University of Dhaka An assignment on ‘Plan of an Organization’ Course- EM 502 Submitted to: Dr. Md. Serajul Islam Professor Department of Management Studies University of Dhaka Submitted by: Md. Farid Uddin Batch: 25th ID: 03-13-25-069 Date of Submission: 20.12.2013 Introduction A plan is typically any diagram or list of steps with timing and resources, used to achieve an objective. A business plan is a formal statement of a set of business goals, the reasons they are believed attainable, and the plan for reaching those goals. It may also contain background information about the organization or team attempting to reach those goals. The business or organizational plan include location of organization , describe the area in which it works. In the plan introduce an organizational structure of organization. Name of the organization Our company name is ‘Sohag Furniture Ltd’. Nature of business We form our business as a “partnership” business. The types of our business are Manufacturing Furniture’s, Distributor/ Wholesaler. There will be 7 partners in their respective posts. Size of Business This business will produce & provide consumer product and organize medium size business. Initially we will cover the 1 division of the country but our prospect will be whole of the country. Business Description COMPANY PROFILE COMPANY PROFILE Sohag furniture will launch on year of 2014. Sohag Furniture manufactures basic, durable home and office furnishings...
Words: 2978 - Pages: 12
...Applied Economics and Management Cornell University Cornell Horticultural Business Management and Marketing Program Leading Question: • Do you want to make wine? OR • Do you want to make money? Cornell Horticultural Business Management and Marketing Program Top 5 Reasons for Starting a Winery 1. It should be cheaper to make this stuff than to buy it! 2. To make a SMALL fortune. 3. You have just won the state lottery, and want to invest the proceeds! 4. To attract members of the opposite sex! 5. To offset taxable income from another business or profession. Cornell Horticultural Business Management and Marketing Program Sequencing the operation: vineyard first, winery later? (I will first assume that you are determined to grow grapes!) • Depends upon ATM! • A=Aspirations. What are your goals? • T=Time. How much time do you have? • M=Money How much capital do you have? • ATM has a double meaning: It means that you need a ready source of cash for the first few years you are operating! Cornell Horticultural Business Management and Marketing Program How much time do you have? (Best case scenario!) • Planning, ordering vines, vineyard establishment and development until mature yields are obtained—at least 5 years! • At least another year is required to produce the first vintage, and perhaps 2 to 3 years to get the marketing plan into full swing. • You are likely to have at least 4 years of negative net income for the winery. •...
Words: 2204 - Pages: 9
...Available ONLINE www.visualsoftindia.com/journal.html VSRD-IJBMR, Vol. 1 (6), 2011, 348-361 RESEARCH ARTICLE RESEARCH ARTICLE A Study of Buying Behavior and Brand Perception of Consumers in Shopping Malls 1 M. Yaseen Khan* and 2SM Tariq Zafar ABSTRACT In India Shopping Malls industry is upcoming industry worth Rs 17000 Cr. In NCR (National Capital Region) Gurgaon is the most favorite place for the shopping malls. M.G. (Meharuli – Gurgaon) Road is the place for all famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all big players are in the region. On M.G. Road Gurgaon MGF Group has two shopping malls in operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has its Sahara Mall and DLF Group has its City Centre. The project involved the study of comparative analysis consumer buying behavior and brand perception of consumers regarding shopping malls on M.G. Road and Metropolitan Mall as a base. Consumer purchasing power is the main factor, which determines their buying behavior and brand of shopping malls. Shopping Malls are the places for the fun & entertainment, family outing, shopping and eating’s. In shopping Malls age factor is the most dominant factor in daily footfalls. In different shopping malls different age group consumers come and they impact on the buying behavior. Keywords: Shopping Malls, Consumer Behaviour, Brand Perception, Purchasing Power, Fun & Entertainment, Age Factors etc. 1. INTRODUCTION In 2009, India's nominal GDP stood...
Words: 5620 - Pages: 23
...posters is considered the initial step in promoting Dragon Noodles to the people. Tarpaulins or other print advertisements must be place in peculiar locations to catch attention. During off peak hours, discounts on some food will be implemented to create demand. This will include customers with the modest budget including the students. Upon the implementation of the proposed strategies, the restaurant can expect for more customers to come and an improved service can contribute in creating loyal customers. This is what the researchers want to create because loyal customers are effective medium to market and promote the restaurants. Through word of mouth, satisfied customers speak a good experience and this is an inexpensive form of marketing strategies. CHAPTER II CORPORATE CONNECTION This chapter will state who are the suppliers of Dragon Noodles which can provide them a good quality of product. The DRAGON NOODLES has own supplier where every day the supplier gives the fresh products for the establishment. WAREHOUSE IN PANDAN is their supplier where in they get the following: these are supervised by Ms. Rosalie Quintal. * Alcoholic and non- alcoholic beverages like * Mineral water...
Words: 5346 - Pages: 22
...shipped to large and small retail outlets in a six-state area; we need to further information to investigate if Apollo has diversified his marketing strategy (targeted customers) 3. On September 15, 2010, the Company agreed to settlement totaled $11,695,000 (4.86% of net sales; 267.56% of net income) of a law suit for patent infringement for the Company’s use of the Siren. 4. The management believed that 2% increasing in sales in year 2010 compared to year 2009 is due to the introduction of new products and 8% decreasing in gross profit in year 2010 compared year 2009 is due to the suppliers for raw materials. Generally speaking, the new product often comes along with higher profit margin. There are possibilities that the Company is losing customers or the Company is not developing new products for the needs of the market. | Yr 2010 | Yr 2009 | % | Gross Sales | 245,075 | 237,199 | 0.03 | Sales Return & Allowance | 4,500 | 900 | 4.00 | Net Sales | 240,575 | 236,299 | 0.02 | 5. The Company’s principal source of operating funds has been from the proceeds from short-term borrowing against a $50 million line of credit which is on annual renew basis. The Company would have the ongoing concern if it cannot be qualified for the loan especially for the upcoming litigation settlement of $11,695,000. Also, the Company plan to increase its rate of return by investing $0.6 million of its excess liquid assets which are the proceeds from the short-term borrowing in...
Words: 516 - Pages: 3
...91% market share of Mexican dinner kit market and 70% market share of Mexican component market and 15% share of salsa market * Hard to grow dominant market share because difficult to capture market share from competing brand * Immediate challenge: create 2010 marketing plan and budget and incorporating a LT ustainable strategy brand * Mexican food category divided into meals and sauce * Consumers can buy either complete meal kit or individual components * Old el paso dominant brand in both meal kit and components with market share of 91.2 and 70.4% * Recently there market share declined by 1.8% in meal kit and 0.9% in components * Mexican salsa market * Annual households buying salsa increased by 16% to 36% b/w 1988-1992 * Consumer behaviour * Had a survey and 65% agreed that Mexican makes a fun meal but these people prepare far less then other meals * Consumers prepare tacos 3 times per yr * 2 barriers to consumer purchase frequency * Top of mind awareness * Convenience/ease of preparation * Consumer research indicate 70% of decision to purchase Mexican meal before consumer arrive at the store * Marketing strategy * Maintaining or increasing its dominate market share in competitive market with a relatively low industry growth rate...
Words: 576 - Pages: 3
...Loren Inc Case Study Organization Background Loren Inc was a Canadian subsidiary of larger international chemical company. The company sold both consumer and industrial products and established an excellent reputation for quality products and marketing effectiveness. As a result, they have substantial growth in total sales and financial success. The total Canadian Sales were approximately $800 million and $400 profits after tax. Defining the Issue In Loren Inc purchasing department they have 12 staff and one of them is Brent Miller.The department was headed by a director who reported to the president. It was organized by commodity lines and Brent Miller was appointed as a raw material buyer reporting to the manager of the chemical buying group. His tasked is to select the desired suppliers that would supply Hexonic Acid to the company.Brent is very much aware that Hexonic Acid is a major raw material in most Loren products and this will not be an easy task for him. The company’s requirements to this raw material had grown steadily over the years and were expected to remain significant in the years to come. The problem here is that the availability of this material in the marketplace was difficult to predict. There had been shortages of this material two years previously due to European and Japanese demand. Recently, the hexonic acid cycle had turned around. Hexonic acid demand had eased and recent plant expansions by a number of suppliers had been completed...
Words: 691 - Pages: 3
...Running head: ASSIGNMENT 2: FACTORS AFFECTING MARKETING STRATEGY Assignment 2: Factors Affecting Marketing Strategy BUS 510 – Consumer Behavior February 23, 2014 Running head: ASSIGNMENT 2: FACTORS AFFECTING MARKETING STRATEGY Factors Affecting Marketing Strategy While at a local women’s retail store, came across an interesting leather necklace that caught my attention. As I moved closer to view the item, I was sure the accessory belonged to one of the popular designers and was quite expensive. Once I reached the shelf were the item was display; I saw the designer name “Heaven’s Creations”; an unknown product designer. The necklace was quite a show stopper, extraordinary looking and not to mention affordable. The off-brand’ designer’s line is unique because the pieces are all “one of a kind”--no replicas However, I was informed that the designer does design commission jewelry. I most say that if all future accessory ornaments of the unknown designer’s are as exquisite and show stopping as this leather necklace, the designer will not be off-brand for long. Jewelry, Apparel and Accessories products fall into the category of high involvement/emotions. These are products for which the buyer is prepared to spend considerable time and effort in searching. When marketing this jewelry line, I am going mimic existing campaigns as jewelry is a billion-dollar industry employing millions of people around the world, and costume jewelry has a large piece of this pie...
Words: 2277 - Pages: 10
...Asia Pacific Journal of Marketing and Logistics Emerald Article: Globalization does lead to change in consumer behavior: An empirical evidence of impact of globalization on changing materialistic values in Indian consumers and its aftereffects Nitin Gupta Article information: To cite this document: Nitin Gupta, (2011),"Globalization does lead to change in consumer behavior: An empirical evidence of impact of globalization on changing materialistic values in Indian consumers and its aftereffects", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 3 pp. 251 - 269 Permanent link to this document: http://dx.doi.org/10.1108/13555851111143204 Downloaded on: 24-03-2012 References: This document contains references to 49 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 1778 times. Access to this document was granted through an Emerald subscription provided by INDIAN INSTITUTE OF MANAGEMENT AT AHMEDABA For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Additional help for authors is available for Emerald subscribers. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher...
Words: 9388 - Pages: 38
