Ducati Scrambler's Marketing Plan Assignment
Added on 2020-03-16
10 Pages2618 Words38 Views
Running head: DUCATI SCRAMBLER’S MARKETING PLAN 1DUCATI SCRAMBLER’S MARKETING PLANNameStudent idCampusUnit codeTerm and year
DUCATI SCRAMBLER’S MARKETING PLAN 2Executive summaryGlobally, there are many competitors in the motorcycles industry such as Harley Davidson, Suzuki, and Honda. All these companies compete based on brand recognition, innovation, and performance. Competition among these brands is very stiff. The Australian market experienced the highest number of sale of motorcycles in 2016 (Gobert, 2017). Honda was the brand with the highest sales followed by Harley Davidson and Yamaha. The others occupied the remaining market share. However, Ducati was not among the top ten selling brands.This essay focuses on the marketing plan to launch the Ducati Scrambler in the Australian market and improve the sales in that market segment.
DUCATI SCRAMBLER’S MARKETING PLAN 3Table of ContentsIntroduction.................................................................................................................................................3Strategic focus and plan...............................................................................................................................4Mission statement....................................................................................................................................4Marketing objectives...............................................................................................................................4Financial objectives.................................................................................................................................4Competitive advantage............................................................................................................................4Situation analysis.........................................................................................................................................4SWOT analysis........................................................................................................................................4Strengths..............................................................................................................................................4Weaknesses.........................................................................................................................................4Opportunities.......................................................................................................................................4Threats.................................................................................................................................................4Competitor analysis.................................................................................................................................5Marketing strategy.......................................................................................................................................5Target market..........................................................................................................................................5Positioning...............................................................................................................................................5Market mix..............................................................................................................................................5Product strategy...................................................................................................................................6Price strategy.......................................................................................................................................6Promotion strategy...............................................................................................................................6Place or distribution strategy...............................................................................................................7Action programs or implementation............................................................................................................7Control........................................................................................................................................................7Conclusion...................................................................................................................................................7References...................................................................................................................................................8
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