¶ … represents a section of a market study compilation, and sets forth a marketing communication plan. It explores media strategies for promoting the Eagle Rider's brand and Australian locations in China to increase consumer engagement via Chinese tourism. The media strategy also conveys a target market, situation analysis, implementation of strategy, budget for implementation, and resource management. The media strategy concludes with an evaluation of its constituents or measures.
Strategic Media Plan
Situation Analysis
Background of Situation
EagleRider has amassed tremendous market share in the United States. More distinctly, it is the global leader in motorcycle rental and touring company (EagleRider, 2012). EagleRider has paved and seized a growth niche: "EagleRider is a full service motorcycle and powersport rental and tour agency that caters to international and domestic motorcycle enthusiasts and aficionados" (EagleRider, 2012). However, while tourist have come from abroad to partake in the EagleRider experience? "the renting of dreams," EagleRider maintains its predominant market share without expanding to international markets.
EagleRider has taken on a "blue ocean" market strategy, where about it created "uncontested new market space that made the competition irrelevant" to an extent (Kim & Mauborgme, 2005, p1-5). Kim & Mauborgme (2005) write, "The aim of blue ocean strategy is not to out-perform the competition in an existing industry, but to create new market space or a blue ocean." Kim & Mauborgme (2012) add," Blue Oceans denote all the industries not in existence today." EagleRider has molded its own market by incorporating motorcycle touring within the motorcycle rental industry, and has further refined its vertical niche by renting American branded Harley-Davidson motorcycles.
Consumers may be aware of the EagleRider brand in markets other than the United States, and there are EagleRider locations, for example, in Europe and Mexico (EagleRider, 2012). However, EagleRider's physical or store-front presence has potential for growth internationally. The Eagle Rider's "blue ocean" or open market space could be expanded to other large markets: EagleRider has also entered the Australian market, evident from the website, "EagleRider Australia Rentals Motorcycle and Motorbike Rentals, and More." EagleRider (2012) provides insight into its market position and activities as follows.
Australia is home to many of the world's most unique and exciting tourist attractions. With beautiful coastal highways stretching around the entire country and the rugged desert outback...
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