MMK325: Strategic Marketing Case Study - TrekkSoft and Harley Davidson

This case study analyzes the strategic marketing challenges and opportunities faced by TrekkSoft and Harley Davidson. TrekkSoft, a software company, seeks global expansion, with the case examining market entry strategies in Australia and Mexico, including strategic alliances, mobile application development, and service personalization. Harley Davidson, facing challenges in attracting younger customers, explores introducing an electric motorcycle, and the case examines digital marketing strategies, strategic partnerships, and leveraging existing dealer networks and sports sponsorships to reach target audiences. The study also delves into the implementation plans for each company, considering the use of social media, market analysis, and the adaptation of marketing strategies to suit the specific needs of each target market and product. The case study provides recommendations for both companies on how to effectively position their products and services in the market, considering factors like brand image, customer engagement, and market trends.

Running Head: STRATEGIC MARKETING
Strategic marketing
Case study
[DATE]
[Company name]
[Company address]

STRATEGIC MARKETING 1
Trekk Soft Case
Main issue/ problem
Trekk soft company investor want to expanding their business on global platform for which they
suggested the founder of Trekk soft company to focus on Australia and Mexico on immediate
base by targeting both market. But at the same time founder members of Trekk soft were not
convinced with this idea of targeting both market at the same time. On founder was preferring
Mexico while other founder was suggesting to go for Australian market (Frick et al., 2014). This
company has truly seen up and down in terms of financial capital support from American
investors which has rejected to investment in this company after promising of financial support.
In addition their project was completely based on internet system and at that time internet infra-
structure was not exploited yet. Another issue was changing of customer mode from group to
individuals related to tour has completely changed business environment of tourism on global
level. Arranging financial support for this project was very difficult because investor from
America showed no interest in this project because they may feel that it will not work out in US
competitive market. Many software company were already present in the US market which can
provide reasonable threat to their entry in US market.
Effective alternate strategies
In this situation, one of the best option for Trekk soft company to form a strategic alliance or
partnership with one of the local companies related to the targeted market, it may be Australia or
Mexico. This partnership will offer two type of benefit to the Trekk soft company (Jamali,
Yianni and Abdallah, 2011). On will be it will be able to access to local market of that country
which company want to target and other benefit associated with this partnership is that it will
permit Trekk soft company to make better use of partner company resources like capital,
technology and man power to expand their own business in the targeted market without any
barrier.
Another option for Trekk Software Company is to open their new office branch in the country
where company wanted to establish it market. This option will offer them more time to explore
the real market related to their service and will also get support from various organizations

STRATEGIC MARKETING 2
because target country will feel that this company is working for their country economy instead
of Switzerland and it will also solve unemployment with in the youth population of the
county(Lönngren, Rosenkranz and Kolbe, 2010). In addition to this company will be able to gain
more accessibility to the market because local individual will feel that this software solution is
made particular for them regarding their travel booking issues.
Another option of this company is to personalize the service attributes as per the need of the
country regarding their travel booking. This option will help the company to explore the local
market deeply in order to understand the requirement of the local people according to their
booking behaviour. With the help of booking behaviour the company will be able to fit their
software attributes with individual need of the potential customers in the local market.
Another important option for Tekk Software Company is developing this mobile application
related to their service. As mobile is the need of every individual on the global platform, with the
help of this application the company will be able to extend its reach and form strong customer
base on all the part of the world just like social media such as Facebook, Instagram and so on
(Singh Panesar and Markeset, 2008). This will offer two type of benefits to the company, one is
cost effectiveness and other is expanding their reach on the global platform. This will help the
company in creating trust business environment in the software market which will help be to
attract more customers in their target market.
Best solution and implementation Plan
In this situation company is having two different options in order to target either Australia or
Mexico or both countries. For targeting both countries the company must adopt the strategy of
mobile application because it will offer the company to target audience of both countries at the
same time. But in this option the one change company has to do is to change their service
attributes according to the needs of the country because both country cannot use same service
attributes (Harding and Lammey, 2011). In order to market this strategy the company must make
use of social media tool in order to convey their message to the target audience because social
media is available to both market instead of going for direct marketing. The company must
upload their message with help of appealing images as well as teaser video through YouTube in
order to position their image in the audience of Australia and Mexico (Hoffman and Fodor,
2010). Currently power of social media is so strong that it will not only promote their service to

STRATEGIC MARKETING 3
within the boundaries of Australia and Mexico but it will also target other small markets which
are nearby to these two countries. The company have to continue this kind of message up to three
months so that it can fix its position in the local market that our booking software service is
unique and will offer best solution which is not available in the market up till now (Berthon et
al., 2012).
Another option for this company is forming strategic partnership with the local company of
Mexico which will help the company in accessing local market with the support of local
company. Tekko Software Company must select Mexico because at present it is considered as
one of the most popular tourist destination in the world which is offering more than 400 visiting
cities as compared to Australia. No doubt it Australia is more use to technology as compared to
Mexico but Mexico is already emerged as face of attraction for tourist while Australia is in rising
stage. In order to implement this strategy, the company must look for suitable strategy partner
which will offer both brand name as well as set up customer base on which company has to just
promote their service (Kim and Ko, 2012). In addition to this, company must try to connect all
the channels of the partner company with the strategic goal which will help to keep their business
operation simply and effective and will not face any kind of possible conflict in their operations.

STRATEGIC MARKETING 4
Harley Davidson Case
Main issue/ problem
Harley Davidson Company is known for their powerful bikes for years. They have actually
captured the bike market very well. But company believes that in recent years despite of so many
efforts the company is not able to bring youth section with the company and it seem that this
product is people about 40years. Company is facing loss in market share because at present
support of youth section is very important for every organization in order to maintain their
growth in the business market (Ferris, 2019). Therefore company has decided to introduce their
new future product which will be occupied with electric technology. But company is not sure
whether this product will be able to change its previous image of HOG and offer this company a
new futuristic image in bike market. At the same time the company is not sure whether its
tradition customer will accept their change because they are habitual to old traditional bike which
operates on combustion with heavy sound. Company want new customers but at the same time
company is not in mood of losing their existing customer on the cost of new customer. There is
no guaranty that company will be successful in making new customer with their electric operated
bike but are sure that their this product will attract women section towards their product.
Effective alternate strategy
In this situation, one of the best strategy that Harley Davidson to promote electric bike is making
use of digital marketing tool. In this strategy, company will try to position their product image in
the minds of youth section with the help of social media tools As social media is very famous in
youth such as Facebook, Instagram, and YouTube (De Vries, Gensler and Leeflang, 2012). With
the help of social media tool, company will be able to promote their spread their message very
clear and loud that they are entering in to electric bike market and this product is specially
designed for youth segment. In order to generate attraction in the message, company will upload
images connected with youth section.

STRATEGIC MARKETING 5
Another best option for this company is to develop a strategic partnership in the company in
which company is targeting. In this strategy the company must focus on a partner which is
already working on this vision and has already launched their product in the market. This will
help the company in understand the positive and negatives attached with this vision through
experience of partner company (Yang, 2017). In addition to this, company will get a establish
platform to launch their product which has been set up by the key partner company. In addition
the company will be able to make use of their marketing resource in order to promote their
product as per the requirement of the target audience.
Another best option for this company is to introduce their new product with the help of their
dealer which are already present in the market. These dealers have to just promote new product
with the help of marketing campaign in which dealers try to target audience which are connected
with colleges and corporate offices (Wallace, 2018). In addition to this dealers of the company
will take part in various local automobile fair in which most youth population pay their visit in
large quantity.
Another option for this company is to sponsor some of the sports event happening around the
target audience like motor racing and other sports. Sports events is considered as base of the
youth section and from years many companies are using this platform as the source of promotion
(Tingting, 2017). Similarly, Harley Davidson has the opportunity to use this platform to create
product unique image in the minds of the target audience that company is working on
environment protection but eliminating the use of fuel oil with electric power generation. In
addition to this company will also get attention from various media channels which will be
covering these sports events.
Best solution and implementation Plan
As per present situation, it will not be easy for Harley Davidson to introduce their electric bike in
the market because people are not well aware of the product. One of the best option for Harley
Davidson is to position their future product in the minds of the potential customers, especially
youth section with the help of social media (Toscani, Tosin and Zanella, 2018). In this digital
world, social media offers great benefits in terms of cost and network as compared to other
sources of promotion strategies. Social has the power of directly impact the mind of the potential
customer in order to connect their future need with the product. This strategy will be implement

STRATEGIC MARKETING 6
in number of phase (Shareef et al., 2019). First phase will be information related to need of this
product. In this company will take help of social media platform like Facebook, Instagram and
You Tube to provide information why such a big brand has changed their business product and
needs connected to it. In second phase the company will take help of social media platform to
connect their target audience especially youth with the product by uploading appealing pics and
adventure videos with youth section (Misirlis and Vlachopoulou, 2018). This phase will help the
company in position their message in the minds of target audience that this product is specially
made for them and will help in developing emotional connection with the product. This relation
will help in building strong customer base which is the prime need of Harley Davidson right now
for their electric bikes (Simon and Tossan, 2018). Then final phase is of trigger this need
continuously with the help of teaser video on You Tube platform.

STRATEGIC MARKETING 7
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