• Research Paper on:
    Marketing Triumph Motorcycles

    Number of Pages: 19

     

    Summary of the research paper:

    A 19 page paper providing background on Triumph Motorcycles, Ltd.; a SWOT analysis, five forces analysis; the marketing mix; market segmentation; market targeting; product positioning; and an implementation plan. Triumph's height of popularity was in the 1950s and 1960s; it went bankrupt in 1983. Salvaged just in time, by 2002 the company was making 33,000 motorcycles annually and planning for future growth. The paper recommends that Triumph focus on middle-aged men, women and younger men as well as Bibliography lists 12 sources.

    Name of Research Paper File: CC6_KSmktgTrium.rtf

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    Unformatted Sample Text from the Research Paper:
    acquisitions and greater pressures to grow faster than ever, there are fewer numbers of truly old companies. In business since 1883, Triumph Motorcycles Ltd. has avoided - though narrowly  at times - becoming a statistic of a great old company that no longer exists. The purpose here is to assess Triumphs situation in 2002, define its market and  develop a strategy for success in Triumphs efforts to build on its decades-old reputation. Background Rather than celebrating its 100th anniversary with a  year-long celebration and a list of events in Europe, North America and Asia, Triumph went bankrupt in 1983. Triumph had been the leading motorcycle manufacturer in the world in  the 1950s at the height of its popularity, and Hollywood assisted in marketing Triumphs products in that era as Marlon Brando rode across the screen. Decades later, Triumph had  been salvaged from bankruptcy and moviegoers were able to see Tom Cruise and Arnold Schwarzenegger starring with a Triumph. Though it can claim only a small portion of the  US market in total motorcycle sales, in 2002 one of Triumphs points of success is that it holds about a 75 percent share of the "Hollywood" market, meaning that in  about 75 percent of the films that prominently feature a motorcycle, it is a Triumph they see on the screen. For decades, Triumphs  designs have featured three-cylinder motors. Most Japanese models operate with a two-cylinder motor; the big American "hogs" all are made with four-cylinder engines. Triumphs three-cylinder design provides a  point on which the company can differentiate its products from those of its competitors. In attempt to gain the attention of a greater portion of the American market, however, 

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