Marketing Plan for Swagster
Swagster is a hybrid motorcycle cruiser that utilizes very little gas compared to the gas driven motorcycles. The cost of gas continues to increase, in most states in the United States in January 2011, the cost of gas is over $3.00 per gallon. According to the U.S. Energy Information (2011) the current cost for gas is about $90.30 per gallon which is high and it will continues to increase. The price of gas is one of the two biggest reasons for the high demand for hybrid transportation. Many scientist, environmentalist and concerned individuals are seeking transportation that is more environmentally friendly. Hybrid cars utilize far less gas, which is cheaper and better for the environment. Less carbon monoxide is released in the air, and fewer natural resources are utilized with hybrid transportation. According to the EPA today's motorcycle produce more harmful emission than a large sport utility vehicle (EPA, 2003). In this paper I will detail a marketing plan for the Swagster motorcycle, which is new to the market and owned by a small company.
Current Marketing Situation
Over the last decade there have been a few hybrid motorcycles introduced to the market, however the performance of these motorcycles do not compare to the performance of an average gas powered motorcycle. There is a definite gap in the market, a need for a hybrid motorcycle that operates at the same power level as the pure gas driven motorcycles on the market. The continued upward trend of gas prices is also creating a demand for motorcycles that require less gas fuel. The growing concern about the environment is demanding more hybrid transportation. According to Buche (2008) consumers in this new millennium are looking for products that are green, therefore eco-friendly products are the more marketable.
Market Description
The target population for the Swagster motorcycle is middle aged to early old age men (40-60 years). Motorcycle customers are looking for different key elements when purchasing a motorcycle. Some of the most important things customers are looking for are speed, acceleration power, miles per gallon, safety and horse power. These are all important features of a motorcycle. The best competitive advantage the Swagster has to offer in the market is that the Swagster is a leader in most of these areas. Many of the other hybrid bikes have neglected some of these features, which create the perfect opportunity for Swagster to become the top selling motorcycle in 2011. According to Buche (2008) although women are only a small percentage of motorcycle users, women are the ones controlling the spending in most household and they are looking for eco-friendly products. There are many tax incentives for eco-friendly transportation (Newswire, 2010).
Product Review
The Swagster is a new eco-friendly motorcycle cruiser that will be introduced by the Swagster Company. This motorcycle was designed to utilize much less gas, and provide the individual and the environment with a lot of benefits. It decreases the amount of pollution that is released into the air, because of the lesser gas consumption and eco-friendly parts. The Swagster has a 1500 cc engine that is liquid cooled with dual overhead cams. This motorcycle can go as fast as 240 miles per hour, currently the fastest motorcycle on the market is the Asphaltfighters Stormbringer, which can go 220 miles per hour, with a 200-mile range/charge. It is fuel injected and shaft driven with a 6 gallon fuel tank. It has a light weight aluminum frame and aluminum alloy wheels. There are three colors to choose from Carolina Blue, Duke Blue and NC State Red. The Swagster has the sleek look of a custom chopper with the reliability, precision build and has comforts that no other motorcycle offers.
The Swagster operates similarity to the current hybrid cars that are on the market. The Swagster's electric motor can handle torque demands during acceleration, speed and passing. The internal combustion engine charges and recharges the battery, which allows the hybrid motorcycle to utilize less fuel by utilizing more electricity. The combustion engine also facilitates the motorcycle cruising, with low power. The Swagster has all the same capabilities as any other motorcycle on the market currently and has some additional capabilities, such as cruise control and internal global positioning system (GPS). The Swagster is a promise of what the new millennium offers.
Competitive Set
The e-cycle is one of the first hybrid motorcycles that were introduced. It was designed to capture the attention of the individuals who are looking for a motorcycle that was eco-friendly and would cost less in fuel (Mahoney, 2007). This motorcycle was...
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