The Macro-Environment - PDF

INDIVIDUAL
REPORT

Executive Summary
As per the above report it has been summarised that marketing activities
fluctuated as per the trend. In the report Triumph company manufactured new bike
which is different from other bike and provide competition to other companies. To
maintain environment safe and pollution free manufactured electric motor bike which
have long power back up and provide safety to people from accidents. To promote bike
utilised social media application and target to youngsters. There is setting pricing
strategy and effective distribution channel.

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A ..........................................................................................................................................1
Product....................................................................................................................................1
PART B ...........................................................................................................................................2
Promotion...............................................................................................................................2
PART C ...........................................................................................................................................5
Pricing and Distribution.........................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The macro-environment changes carry out about by technological advances and
globalization in the last decade had significant effects at all levels such as the economy,
industries, markets, and consumers (Butler and et.al, 2016). To survive in the market
every organisation focus on marketing and its products. To effectively understand the
report selected organisation Triumph motorcycles Ltd that was founded in 1983 by John
Bloor. The headquarter of the company established in Hinckley, Leicestershire, UK. The
company introduces of New fictional bike which is based on electricity due to the
overcome of pollution and help to maintain environment pollution free in the UK market.
PART A
Product
At present people like to ride bikes for adventures but at that time they are facing
many problems like a safety issue, road problems, pollution, etc. To understand these
problems, Triumph motorcycle launch the new bike in the market which is based on the
electricity, have good power back up and provide air bags in bike. In movies, people like
different bike styles and wants in real life so the company decides to launch a new bike
for fulfils the expectations of people. The motorbike has been launched by Triumph
company, which is a manufacturing company in the UK and established in 1983 by John
Bloor. Currently, the company introduces a new bike in the UK market to target Young
people and provide effective services. The motorbike manufactured for a long-time
running and make an adventure trip with friends. The bike name the Triumph Rocket 3
TP is manufactured for longer hours, with rider and passenger comfort the focus
(Campelo, 2017). Gone are the mid footrests of the Triumph Rocket 3 TP set up with
the facility of forward control, good speed master, bobbers of recent years. The
company also set air bags in motorbike which protects to rider at hills. There is
attaching fly screen at the top of the instrument cluster. The reason to launch of this
bike to provide new services and reduce accident in UK. Due to fast speed and careless
young people does not focus on their safety so for company launch it. It provides safety
services that is important for every rider. As per safety issues company launch Triumph
Rocket 3 TP and it is right decision. Currently time, pollution increase day by day that
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affects daily life so company decided to launch electric bike because present time in the
UK market there is no any bike for long riding. So company deciding to launch new
Motor bike that is helping to reduce pollution and provide safety to people.
As per the market report, it has been analysed that about 1.1 million licensed
motorcycles in England at the end of 2016 based on vehicle licensing statistics. There
was a steady increase in the number of licensed motorcycles to a peak of 1.12 million in
2008 (UK market in Motor Bike. 2016). In present time government focus on the safety
of people so they providing licensed to those company who focus on safety activities. It
will positively influence to environment because the company launches an electric bike
that is charged by electricity and set power backup mode that can help in emergency
(Carù and Cova, 2015). It will help to make environment pollution free and easily people
ride on bike for long hours. As a result in future increase demand for this bike because
it will suitable for long ride and based on electricity. In this motorbike focus on safety so
people easily ride in hills and enjoy their adventure trip. It is also considering a friendly
product because it participants in save environment from pollution.
In the UK market company targets young male and female people who love to
bike riding and go for a long ride. There is targeted at young people because they like to
bike riding and show stunts in front of friends. This bike helps them to show adventures
and go for long ride. As a result, increase sales of company and help the government to
maintain environment.
PART B
Promotion
An action was taken by members of the marketing department to sell out their
products in front of target customers. It is a part of marketing mix as fourth position
which is included as a mode of communication that business adopts for acquiring the
specific set of objectives like provide information regarding the availability of the product
and their uses (Connolly and Dolan, 2017). Promotion campaign is a series of
advertisements were utilising different marketing tools that share same messages and
views to promote a business or an event. From the various marketing communication
strategy select one strategy that can help in promotion that uncovers the unique selling
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proposition. According to the unique selling, a proposition is providing advantage to
communicate effectively with customers regarding their products, drive sales of
products as well as services. There is mainly focusing on unique problem (pollution)
that sort out through better than anyone else. The USP must be compelling and strong
enough to move people to act. USP will be central to all marketing communications, so
do not take this step lightly. The Triumph company applied this strategy to sell their
products in a specific manner and sort out the problem.
There are set objectives regarding a promotion that is increased sales in 2 to 5
years about 25% and provides a contribution to keep environment pollution free. For
promotion, companies select social media platforms such as Facebook, Twitter, Reddit,
Snap chat, Pinterest, Instagram, and many others. Each of them separate from the
others is the uniqueness of the action meaning that can concentrate on suits most as an
alternative of trying to master them all at once. To promote a product in an effective
manner company focus on the market activities and per the target market prepare
strategy of promotion (Luo, Zhang, and Liu, 2015). Through these different applications,
Triumph promotes their new bike which is different from other bikes and provide many
facilities that will not find in any bike easily. Through several media resources such as
newspapers, billboards, television as well as digital space are utilised into veritable
promotional campaigning. The company select different social media channels for
promoting their business such as -
 Facebook - The company mainly focus on the Facebook Ads because there is
about 1.44 billion monthly active users. Facebook contest for instance, storage
34% new fans on average per campaign. That's huge including that organic
reach is low on Facebook (Pantzar and Ruckenstein, 2015).
 Instagram - Instagram provide direction to customers to fan an exclusive chance
to be the first person to get their hands on new product. The give way can be
marketed all across social media channels with the help of email. When advertise
run on Instagram so get traffic that is put on business in front of new customers
and for fun way to connect with fans.
 Websites content - Contests, give ways and sweeps takes are popular tool
among top quality marketers. It is defining as fun, easy way of connecting with
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customers and carry out in more fans on the platform of social media. It is
possible because marketers know that how to handle promotion activities
through social media contests work.
The company has been mainly focused on social media sites because in present
time youth active on every type of application. So there are advertising by google and
aware for new product. As a result people visit on site and know about the new bike.
The company increase their sales through social media channels. It is predicted that
two thirds of Americans have a social media profile which is used on routine basis.
The company set promotional message for the customers that will attract them to
purchase bike which is “ No Petrol, No Pollution, Use electricity, Ride your bike, save
the world”. To conduct these promotional activities required budget that can help to
maintain business activities in efficient manner.
To measure the result there are focusing on the revenues of the company in
upcoming five years. It is easily defined about the position of the company regarding to
new product in the market.
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PART C
Pricing and Distribution
Pricing strategy applied by an organisation when selling a products as well as
services. The price of the company set to generate profitability for each unit sold or from
the market overall. It is mainly utilised by company to defend an existing market from
new entrants to improve market share within a market and enter into a new market
(Rosenberry and Vicker, 2017). There are identified different selling prices of their
competitive product such as -
Competitors of Triumph Selling price
Harley Davidson £19,289 to £28,089
Yamaha £410 to £1000
Kawasaki £330 to £500
Ducati £10000 to £65000
Honda £500 to £5000
These are the selling prices of competitors that will help to Triumph to set price of
their new product in the UK market.
Competitors of Triumph Pricing strategy
Harley Davidson Premium pricing strategy
Yamaha Skimming pricing strategy
Kawasaki Premium pricing strategy
Ducati Premium pricing strategy
Honda Penetration pricing strategy
There are discussing various pricing strategies and one strategy select by
company as per requirement such as -
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 Skimming Pricing – According to this strategy an organisation charge higher
price from the customers due to get competitive advantage. As a result high price
attracts new competitors into the market and the price inevitably falls because of
increased supply. Premium Pricing – There are using high price for the unique brand. The
particular approach is utilised where a substantial competitive advantage exists
and the marketer is safe in the knowledge. It is applied on the luxurious things
like Cunard Cruises, first class air travel. This pricing strategy applied by the
competitor of Ducati. Discount Pricing – According to this pricing strategies provide discount to
regular customers. A business can use this pricing strategy in order to sale out
low priced products in high quantities. Through the strategy, it is essential to
deduct cost and stay competitive. Penetration Pricing – There are charging price on the products and services in
set artificially way in respect achieve advantage of competitive market. After
acquiring price has been increased. The particular strategy mainly utilised by the
France Telecom and Sky TV to attract more customers.
 Psychological Pricing – This approach is utilised by the marketer in order to get
consumer to respond on an emotional rather than rational basis. It is strange to
utilise different price indicator of all sorts of elements. Consumer might practice a
decision to ignore approach of purchasing products in an unfamiliar setting.
From the all above pricing strategy company select premium pricing because
these types of motor bike consist into unique products. These types products price set
on the basis of premium pricing strategy. To manufacture of this motor bike company
Triumph invest more cost and implement new ideas which is different from other. In the
category of unique products people attract from this and purchase it (Speed Butler and
Collins, 2015).
Distribution channel is a chain of businesses or mediator with the help of a
good or services passes until it reaches the final buyer or the end consumer. There are
defining various types of distribution channels like Wholesalers, retailers, distributors
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and even the internet. There are analysing different distribution channel of their
competitors -
Competitors of Triumph Distribution Channel
Harley Davidson
Yamaha
Kawasaki
Ducati Direct channel like You tube,
sports event
Honda Through motorsports
There are defined different channels which is used by Triumph to distribute their
products into Target market and attract customers for their products. It is categorized
into two way – Direct channel and Indirect Channel.
 Direct Channel – According to this way a manufacturer direct sells their product
to customers without considering any mediators. It is defining as simplest and
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shortest mode of distribution. There are considering methods like door to door
selling, internet selling, mail order selling and telemarking.
 Indirect channel – According to this manufacturer appoint different resellers into
different place to selling their products and it is known as indirect channel. There
are defined different indirect channels such as -
(a) Manufacturer – Retailer – Consumer
(b) Manufacturer – Wholesaler – Retailer – Customer
(c) Manufacture – Wholesaler – Retailer – Customer
(d) Manufacturer – Agent – Wholesaler – Retailer – Consumer
From the above distribution channels company will select direct channels of
distribution and cannot include any mediators for dealing. Customer direct contact with
company and take advantage of reduce pricing. So company has set premium price
strategy for their products and also analysis marketing activities in order to set effective
price of their Motor bike.
CONCLUSION
As per the above discussion it has been concluded that Products, promotion and
price all are part of marketing mix that is utilised to launch new product and compare
business activities from other company. There are company select product Motor bike
which is running on water and protect with balloons as well as control with voice
controller. To promote the products company uses different social medial channel that
can help to promote their product in efficient manner. Before launching bike in the
market company firstly test one bike after taking reviews launch in the market.
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REFERENCES
Books and Journal
Butler, K. and et.al, 2016. Social marketing and value in behaviour? Perceived value of
using energy efficiently among low income older citizens. Journal of Social
Marketing. 6(2). pp.144-168.
Campelo, A. ed., 2017. Handbook on place branding and marketing. Edward Elgar
Publishing.
Carù, A. and Cova, B., 2015. Co-creating the collective service experience. Journal of
service Management. 26(2). pp.276-294.
Connolly, J. and Dolan, P., 2017. Figurational Theory, Marketing and Markets: Moving
from Description and Technological Empiricism to Empirical–Theoretical
Explanations. In The Social Organisation of Marketing. (pp. 205-221). Palgrave
Macmillan, Cham.
Luo, N., Zhang, M. and Liu, W., 2015. The effects of value co-creation practices on
building harmonious brand community and achieving brand loyalty on social
media in China. Computers in Human Behavior. 48. pp.492-499.
Pantzar, M. and Ruckenstein, M., 2015. The heart of everyday analytics: emotional,
material and practical extensions in self-tracking market. Consumption Markets
& Culture. 18(1). pp.92-109.
Rosenberry, J. and Vicker, L. A., 2017. Applied mass communication theory: A guide for
media practitioners. Routledge.
Speed, R., Butler, P. and Collins, N., 2015. Human branding in political marketing:
Applying contemporary branding thought to political parties and their
leaders. Journal of Political Marketing. 14(1-2). pp.129-151.
Online
UK market in Motor Bike. 2016. [Online]. Avilable through:
<https://assets.publishing.service.gov.uk/government/uploads/system/uploads/
attachment_data/file/694965/motorcycle-use-in-england.pdf>
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