MRKT20052: Marketing Report on Thor Class-8 Commercial Rig Product

This report presents a comprehensive marketing plan for the launch of Thor's Class-8 commercial rig. It begins with an executive summary and introduction providing background on Thor Industries. The report then delves into a situational analysis, including PESTLE, competitor, SWOT, and customer analyses to understand the external and internal factors influencing the product's success. Key elements of the marketing plan are then outlined, encompassing segmentation, targeting, and positioning strategies. The report further addresses a problem statement, defines marketing objectives, and details a marketing mix strategy. Finally, the report includes campaign evaluation and budget allocation, concluding with a summary of the findings and recommendations for the product's successful market entry and performance, aligning with the provided assignment brief's requirements.

Running Head: MANAGEMENT IN MARKETING & COMMUNICATION AT DIGITAL LEVEL
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MANAGEMENT IN MARKETING & COMMUNICATION AT DIGITAL LEVEL

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Executive summary
This report will analyze the launch of the Thor product Class-8 commercial rig. Further,
this report will analyze the organization that has the objective to deliver the truck to the UPS and
other customers. It owns the Postle Aluminum that is a manufacturer of components of
aluminum that used in Thor's RVs. Business solutions delivered to many customers by Thor.
This organization also delivers the sources to convey creativity of the intellectual and innovation
with liberty to select platform and achieve business goals within the cost-effective manner.
Organization believes that it will gain the support to innovate products with effective
performance. The organization regularly expands and evolves services to match the present
conditions of the market. This organization offers customized and alternative solutions regarding
traditional consulting services.

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Table of Contents
Executive summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
Situational analysis......................................................................................................................................3
PESTLE analysis.....................................................................................................................................3
Competitor’s analysis..............................................................................................................................5
SWOT analysis........................................................................................................................................5
Customer analysis........................................................................................................................................6
Segmentation...........................................................................................................................................6
Targeting.................................................................................................................................................7
Positioning...............................................................................................................................................7
Problem statement.......................................................................................................................................8
Objectives....................................................................................................................................................8
Marketing mix strategy................................................................................................................................9
Campaign evaluation.................................................................................................................................10
Budget allocation.......................................................................................................................................11
Conclusion.................................................................................................................................................11
Bibliography..............................................................................................................................................13

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Introduction
Thro was established on the 29 August 1980. Peter Busch Orthwein and Wade F.B.
Thompson have purchased Airstream from the Beatrice Foods. Name of the organization is
combined with the first two letters of the entrepreneur's name. The Airstream had not progressed
well within economic downturn of 1970 as it loses $12 million before it was purchased. Both the
entrepreneurs acquired Hi-Lo trailer organization. This organization had restructured Airstream
and returned the Airstream profit in one year. It has purchased Canada based wide-ranging coach
that is a manufacturer of motorhomes and travel trailers. In 1984, it had joined New York Stock
Exchange and went in public within stock ticker symbol “THO” in 1986. This organization was
listed among the Forbes 200 best small organization in America. American organization Thor
Industries Inc. is known as the producer of recreational vehicles. This organization deals in
towable and motorized RVs by subsidiaries brand like Heartland RV, Livin Lite RV, Jayco, and
Airstream. Headquarter of the organization is in Elkhart, Indiana. Facilities of manufacturing of
the organization are in Ohio, Idaho, Michigan, Indiana, and Oregon. From 1988 to 2012 it has
expanded the business into the bus market with further RV acquisitions (Gilory, 2018).
It has expanded the business from 2005 to 2012 by purchasing more RV brands and sales
of bus division. In 2013, it has purchased the Jayco and Hymer. This organization also operated
many RV manufacturers that include K-Z crossroads RV, and latter's subsidiary includes
Redwood RV. This report will discussed the objectives, analyze the customer, and evaluate the
campaign, marketing mix strategy, situation analysis, and budget allocation for the Thor product
known as the Class-8 commercial rig.
Situational analysis
It is recognized as the analysis of external and internal factor. Situation analysis support
businesses to identify the customers of organization. Further situational analysis identifies the
capabilities of the businesses, business environment, and impact on the business (Pettersson, &
Hrelja, 2020).
PESTLE analysis
 Political factors

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The high taxation demotivates the organization like Thor to maximize its profits. Thor is
established within an effective environment of political stability. The political factors impact the
profit of the organization and the chance of survival become quite diverse.
 Economic factors
This pertain to national economy like changes in gross domestic product, inflation rate, foreign
exchange rate, interest rate, and present phase of economic cycle. Economic factors have an
impact on demand, cumulative investment, and business climate that have potential to build an
organization highly profitable (Zum-Mallen, 2017).
 Social factors
Social factors have an impact on the Thor product as having a direct reflection on society. The
organization is operated within the encompassed belief, culture, values, and attitudes that the
population holds as the community.
 Technological factors
The structure of price and the competitive landscape is rapidly dismantling the technology. This
is very important for the organization to consistently and regularly innovate products to
maximize the possible profits and become a market leader.
 Environmental factors
The industry of Thor has different standards for the protection of the environment. This dictates
that organizations have the objective with interest and knowledge to carry view more ethically
towards the environment. The product of the organization will not incur a high level of pollution
compared to the other products.
 Legal factors
The laws of discrimination have been placed by the government for the employee’s protection.
The organization creates the product by ensuring particular quality level through rational values
for the goods to keep customer safe (Debrie, Lavaud-Letilleul, & Parola, 2013).

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Competitor’s analysis
Analysis of competitors within the strategic and marketing management is known as the
evaluation of strength and weakness of present and potential competitors (Aldrich, & Laliberte
Rudman, 2016). It will deliver the offensive and defensive context of Thor product strategy to
identify threats and opportunities. The comparison of competitor’s results presents that the total
revenues of the organization have increased by 22.94 percent of each year. The sale of Thor and
rival organizations' products is as follows.
Company name Ticker Growth rate Revenue
Thor Industries Inc. THO 22.94 % 2158.79
Horizon Global Corp HZN -23.78 % 177.85
Winnebago Industries
Inc.
WGO 19.21 % 345.45
Tower International,
Inc.
TOWR 37.87 % 588.45
Rev Group, Inc. REVG -1.03 % 653.00
This analysis presents that the organization is a leader within the market as earns high
sales that also increase the growth rate. This profiling provides important resources regarding the
analysis of competitors with the formulation of an effective strategy, monitoring,
implementation, and adjustment. It is also known as the vital component of corporate strategy. It
is a leading organization in the industry and retains the same position within the industry for a
long period.
SWOT analysis
It is recognized as a framework that used to analyze the organization competitive
positioning within the business environment. This will be used for the evaluation of product of
Thor.
 Strength
Thor has many stores in every state which supported by the robust network of distribution and
make sure that the product of the organization is easily available to the huge number of
customers on time.

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 Weakness
This organization spends more amounts on research and development. It is spending a lesser
amount on product innovation. Thor spends more time to purchase and sale products. It adds
unnecessary costs to the organization.
 Opportunity
There are new trends and growth in sales of the e-commerce industry. Product of Thor can earn
more amounts by the opening of online outlets and make sales by these. The organization can
take advantage of manufacturing products which are good for the health of customers.
 Threat
The development of technology by a few competitors has increased the threat for Thor to lose the
customers and decrease the overall share of the market. The supplier's bargaining power has
increased in the last years with a decreased number of suppliers.
Customer analysis
Organization market products by independent dealers that is located in Canada and the
United States. The product operates subsidiaries and maintains own dealer organization by
carrying more than one line of product. There is a 2100 dealership carrying the product of Thor
in Canada and the U.S. The good working relationship between management and other
departments provides valuable information regarding preferences of customers, marketability of
the product, and quality. The maintenance of substantiality separates the networks of dealers for
subsidiaries and competes against the product of competitors regarding ranges of price in place
of other products (Chang, & Taylor, 2016).
Segmentation
 Demographic segmentation
In the demographic division variables are age, gender, income, and ethnicity. There are low and
middle-class families around the globe. The business through the data evaluation elects to

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underline the affordability of products in marketing and propose the discount to achieve more
predictions on its lot.
 Geographic segmentation
It builds the product by a look at the factors like lines of the state, limits of the city, and distance
from A to B point. The organization looks at the map to decide the base of customers and use
enough sources to serve to market by focusing more on marketing. Organizations built products
by target the wider geographic segment. The organization decides by the analysis of scorecard
that also supports to pinpoint and win the share of the market based on the market situation.
 Psychographic segmentation
Organization selects the customer on the basis of personality characteristics, lifestyle, and social
class. This sanctions the business to improve the manufactured goods according to the sections
that share particular values. The organization chooses the psychometric group and look for a way
to hit more groups and avoid the psychometric targeting altogether.
 Behavioral segmentation
It refers the customer’s behavior like consumption habits and sanctions the dealers to segment
the marketplace as per the product and gives deep insight into the consumers and build cost-
effective segments of the market (Pareigis, Echeverri, & Edvardsson, 2012).
Targeting
The target segment for the product of Thor will facilitate the business to serve customers
within a particular area. It will support to invite the huge base of the consumer in the wider range
with the preferred location. It will also provide an option to spread the message and divide the
message to every market. This will support the organization to open more stores and bring the
option to expand the lingerie market.
Positioning
Organization rebrands goods to maintain top position in the marketplace. This has alder
its corporate look as per customer-friendly attitude. It sustains core values through exploring new
behaviors for customers to involve effective outdoors with good product. The organization

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reaches customers by the spirit and looks forward to giving a better look and shift requirements
by leveraging new techniques and encourages positive disruption (Zhang, Lin, & Newman,
2016). The Thor positioning statement will be products expression and amenities that fill
particular customer’s requirements.
Problem statement
In 2020, The Thor products of Thor can face the problem. It can be happened because of
the lack of communication of awareness, pricing, distribution, and many others. The following
are the problems that business needs to cope.
 Lack of explanation
The organization has not appointed the salesperson for the explanation of features of product,
manufacturing steps, and not used goods with the best clarification of the product to the probable
purchaser with the features description.
 Invisibility
Promotion lack will lead to high organizational loss.
 Pricing
The Lack of pricing configuration will create a high loss.
Objectives
This is important for the organization to identify the particular objectives of marketing
and support the long term objectives (Tanuja, 2016). This will be a common practice for the
product of Thor to assess the suitable objectives and drive different strategies to improve the full
range of process of business. SMART objectives will help to get success by the use of
appropriate structure and realistic targets.
 Specific

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Organizations by delivering sufficient information regarding products will become more capable
to pinpoint issues regarding pricing. Organization by the open-ended approach will become
enough capable to minimize the vagueness that confuses customers.
 Measurable
Thor by measurement will track and quantify the progress of objective. This will increase the
progress of the team to quantify the requirements of customers. An organization with the sharing
of resources will achieve the objective and plan with the capability to handle and increase the
production. This will help the organization to invite a large base of customers.
 Actionable
An organization with quality and reliability of product services will solve the organization issue
to make them comfortable and elevated social status. The organization needs to promote the
business. For the awareness of a product, it should promote the product by press release,
advertising, create the blog to gain the more benefits.
 Relevant
The business should ensure operational price for the goods with marketing strategy. It should
determine the price of the product that should be taken into account with the professional
circumstances.
 Timely
The organization has the objective to increase the sale of the goods by meeting all criteria within
an excellent chance to become more effective. Thor by outlining the areas will get enough
support to increase productivity and improve the collection of account receivable and expand the
employee’s skills.
Marketing mix strategy
 Product

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The product of the Thor will be constructed within an effective approach and not damage the
society and environment. It will emphasize the importance of effective use of raw material. The
organization has built the products environment-friendly to decrease the harm to the
environment.
 Price
It will set the best price that consumers like to pay and add the additional values to custom and
improve the design, function, performance, and visual taste. Customers will also get good
performance through the use of product services.
 Place
The place of manufacturing of the product has a large impact on the customer to attract.
Customers with the good quality of the product are willing to travel far to purchase the product.
Organization by the effective objective preferably positions itself to gain a higher share of the
market with the location.
 Promotion
Organizations by promoting itself will become enough capable to promote the product. The
organization's promotion strategy will include mutual satisfaction with the target market. The
good promotion strategy will support to coordinate and manage a promotional blend (Gordon,
2012).
Campaign evaluation
Thor product campaign evaluation will be based on the formative evaluation. It will be
effective for the management of objectives. Formative level evaluation by the feedback of
promotion will help to meet the targets of campaign. Thor's marketing strategy will be beneficial
to lead and maintain the sales force. Organizations in today's time of the competition will
compete more effectively within the diverse nature of the market. Employees with the good
relations will support organization to invite huge number of customers. This has introduced the
standards in the industry to improve the profits and assure the development at higher level. The
Thor product will gain the attainment by keeping the products at higher potential level. The

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organization will experience the product stability through the strategy implementation within the
sustainable manner.
Budget allocation
Thor by introducing the product within the market will improve the organization's
efficiency. This is estimated that with the alignment of costs it will get higher profits. Budget
allocation will be an important aspect of business as a venture. This includes the component like
sources and uses the best accountability that necessary for the allocation of budget. This will also
establish the base as the determination to allocate the funding to staff that works within the
organization. The components of the organization will be based on the initiatives to boost the
morale of workers with high productivity and overall success. Thor's budget will allow the
organization to account for adjustments. It will review and adjust the course to define the
changing circumstances and patterns correctively by the alignment of corrective action which is
necessary to take place. It is estimated that the organization will earn a profit of $300000 by
launching 10 units.
Particular amount
Revenue 1500000
Variable costs 700000
Contribution
(Revenue – Variable
costs)
800000
Fixed costs 500000
Profit (Contribution –
fixed costs)
300000
Conclusion
This can be determined that the product of Thor Class-8 commercial rig will become
capable to invite the huge number of consumers. It will introduce the creation of product with
special features that fill the customer’s requirements. This report has discussed about the
competitors of Thor, with the SWOT and PESTLE analysis. Customer’s analysis of Thor has