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Marketing Plan Jason Stone MGMT 530
Final Marketing Plan
Jason Stone
MGMT530 – Marketing Strategies
May 5, 2012
Instructor Deb Stockman
Southwestern College Professional Studies
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Marketing Plan Jason Stone MGMT 530
I. Executive Summary
After a raise in motorcycle theft a cross the Korean Peninsula, there has been an increasing
concern to prevent the theft among the very large population of “American Style Motorcycle”
riders. One of which was my motorcycle, this is why I have researched products and developed
a comprehensive Motorcycle Theft Prevention System and I have teamed up with Bison Custom
Choppers to market and install this system. The owners of Bison Choppers and I have entered
into a limited partnership to promote and
sell my Theft Prevention System for
motorcycles beginning in the local
Gyeonggi-Do Province area with plans
of expanding a cross Korea with a major
focus in the area around military bases
throughout Korea.
Currently Bison Choppers has been
in business for more than 20 years
providing high quality Custom
Choppers; currently, they fabricate fenders, tanks, handlebars, and frames. The only things they
need to order are the wheels and motors their choppers typically feature the Harley-Davidson Big
V-Twin.
In addition to their cycle repair shop for which they provide repairs in timely manner causing
them to develop an impressive track record thus earning their motto “Customers First” and
supporting the Riders Motto “Shiny Side Up”.
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Marketing Plan Jason Stone MGMT 530
II. Situational Analysis
A. The Internal Environment
a. Earn Profit
Expected profit will be marginal initially while we expand on the services that
Bison currently provides. Once we establish our expanded services we can
expect to profit between 30 to 40% on each sale.
b. Prove Quality Service
We will continue to provide the same Top-Notch service that Bison Chopper
is known for they putting the customer’s needs first while ensuring a satisfied
customer.
c. Professional Appearance
Bison Choppers is located in a large warehouse that is kept clean and though
our mechanics are dressed like bikers so are the customers so the appearance
of Bison’s business is fitting and professional. We do not expect anything to
change with this new endeavor.
B. The Customer Environment
a. Treat all people as equals
Our customers are Korean, American and other nationalities that speak a
variety of languages, which is challenging nevertheless Bison has handled this
problem in the past with class.
b. Treat their needs as ours
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Marketing Plan Jason Stone MGMT 530
Our customers have their priorities whether it is price, delivery time, or a
combination of the two; Bison has always handled our customers’ needs and
we will continue.
c. Treat their bikes as ours, with care
Bison has a large warehouse where all customer bikes are stored until they are
picked up. Bikes and Choppers are not finished until they have been detailed.
C. The External Environment
a. Competition
Currently in this area there is no competition; additionally, Bison is the only
custom bike shop within 2-hours so providing we continue to prove a high
quality product to our customers their will not be any competition.
b. Economic Growth and Stability
The economy is always going to be a concern; however, being located
between 8 major military bases and providing the United States military stays
in Korea as they have for more than 60 years the economy should remain
stable.
c. Technological Advancements
This may be the largest concern because if motorcycle manufacturers install
more advanced anti-theft measurers on their motorcycles from the factor this
may actually be some competition.
d. Legal and Regulatory Issues
Opposed to the United States, Korea does not have any. In fact, they treat
motorcycles the same as they treat scooters; therefore, the only restrictions on
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Marketing Plan Jason Stone MGMT 530
two-wheeled transportation is that they are forbidden from traveling on toll-
roads.
III. SWOT Analysis
A. Strengths
a. A great working environment
b. A great costumer base
c. An outstanding partnership with Bison Choppers
d. An inexpensive product to protect an expensive hobby
e. Large Customer Base
B. Weaknesses
a. If the economy falls so will my business.
b. If military/government jobs are lost in Korea my business will lose profit.
c. Crime and theft are low in Korea, but on the rise.
C. Opportunity
a. I could expand to other Custom Motorcycle Shop in Korea.
b. An expanding number of Koreans are embracing American Motorcycles.
c. When I leave Korea I can use my lessons learned from here in Korea.
d. In some places in the U.S. crime is high--means more sales.
D. Threats
a. The economy
b. The job market
c. More advanced Theft Prevention on factory bikes
d. A lower crime rate
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Marketing Plan Jason Stone MGMT 530
e. Competitors
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E. The SWOT Matrix
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F. Developing Competitive Advantages
a. Korea is a unique marketing environment in that the Rider Culture or rather
motorcycle culture has developed slowly.
b. For generations the Korean people have used scooters as a sensible mode of
transportation inside the cities.
c. Big V-Twin power is quietly taking over the countryside.
d. An increasing number of Local Nationals are riding bigger ‘American Style
Motorcycles’.
e. A large amount of Americans are riding as a convenient way of seeing the
beautiful Korean Country-side.
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Marketing Plan Jason Stone MGMT 530
f. Motorcycle Theft is on the Raise
G. Developing a Strategy Focus
a. Marketing Strategy will be focused where the riders are:
i. Market at rallies
ii. Market it with Custom Chopper Shops
iii. Advertise w/Harley-Davidson Shops
iv. Promote where the Riders GO
v. Advertise with the Local Clubs
IV. Marketing Goals and Objectives
A. Super products for super customers
a. The best products are available and for our customers we must ensure only the
highest quality products or our customers will go elsewhere.
b. With so many products available on the Internet our customers will find other
options if the convenience of our shop and/or the quality of the product fail.
B. Sell and install a quality product
a. Our products will be available for purchase such as caliper locks, which do
not require any special installation tools.
b. However, alarms and GPS tracking units do require additional installation
support.
C. Top-notch customer service
a. This continues the motto that our parent company lives by “Customer First”
and everything else will work.
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Marketing Plan Jason Stone MGMT 530
b. Bison Custom Choppers has an outstanding service record and they are known
for having only the best products and the best service.
c. Most of their advertisement is through word of mouth.
V. Marketing Strategy
A. Target Market
a. Primary Target Market
i. American Style Motorcycle owners, they have invested big money
in their rides and will be more than willing to pay money to protect
their investment.
ii. Selling simple protection devices like Caliper Locks and Audible
Alarms.
iii. Safe guarding against theft without inconvenience or effect to the
functionality of the motorcycles.
iv. Customers require high quality product to compliment their high
quality motorcycles.
b. Secondary Target Market
i. Private party properties other than just to protect motorcycles.
ii. Commercial properties with a focus on safe guarding their
businesses.
iii. Audible alarms and CCTV systems with recording devices along
with possible monitoring systems.
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iv. Customers require high quality product to promote our company
motto and our desirer to promote ourselves by ‘Word of Mouth’
advertising.
B. Product Strategy
a. Bike Alarms
i. Audible Alarms
ii. Caliper Locks
iii. CCTVs
b. GPS Retrieval Aids
i. I-Trail GPS Tracker
ii. Track-King
iii. GPS Tracker
C. Pricing Strategy
a. Bike Alarms
i. Locals Buys
ii. Purchased in bulk from US companies
iii. CCTV use local vendors
b. GPS Retrieval Aids
i. From $250 - $300
D. Distribution/Supply Chain Strategy
a. Internet US Products
b. Internet international Products
c. Local Sources
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Marketing Plan Jason Stone MGMT 530
E. Integrated Marketing Communication (Promotion) Strategy
a. Brochures and fliers can educate customers about our products and we can
leave them in locations where the riders gather.
b. Radio advertisement on local radio stations
c. Sales booths at motorcycle rallies
d. Advertising banners at local parades
VI. Marketing Implementation
A. Structural Issues
a. Bison Chopper’s current location has the perfect location and all the required
equipment and tools.
b. Mr. O and Mr. Lim have a skilled crew of employees.
c. We do need mock-up displays of the products that we are going to offer.
d. They currently have telephones, computers and a credit/debt card machine,
which is not a typical item for an industrially shop of this nature.
e.
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Marketing Plan Jason Stone MGMT 530
B. Tactical Marketing Activities
Specific Tactical Activities Person/Department
Responsible
Required Budget Completion Date
Product Activities
1. Create Facebook and Twitter Sites
2. Create Product Display
3. Systems CCTV (catalog)
Mr. Stone
Mr. Lim
Mr. O
Free
$2000
Free
1 June 2012
1 June 2012
1 June 2012
Pricing Activities
1. Minor Prevention System $300
2. New Choppers w/complete systems $2K
3. Complete Systems including CCTV $5K
Mr. Stone
Mr. Lim
Mr. O
$200/per job
$1500/per job
$4K/per job
(As needed up to
a 2-weeks lead-
time for installs.)
Distribution/Supply Chain Activities
1. Internet US Products
2. Internet international Products
3. Local Sources
Mr. Stone
Mr. Lim
Mr. O/ Contractors
$200/per job
$1500/per job
$4K/per job
1 June 2012
1 July 2012
November 2012
IMC Promotion Activities
1. Brochures and fliers gather
2. Radio advertisement on local radio
3. Sales booths at motorcycle rallies
Mr. Stone
Mr. O
Owners/Customer
$200
Minor
$350
1 May 2012
Monthly (May –
September)
May, June, July
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VII. Evaluation and Controls
A. Formal and Informal Controls
a. All items will be purchase either over the telephone or on the internet;
however, at least in the begin we will sub-contract out our CCTV camera
installation as Bison Chopper is not equipped to do on the road installations.
We will need to evaluate whether we want to involve ourselves in CCTV
installation and to what degree.
b. Either way our relationship with our vendors and any sub-contractors we use
is paramount to ensuring our customers receive the top-notch quality service
and care for, which Bison Choppers is known.
c. Advertising further on Social Media is a short-term goal to enhance our
awareness with potential new customers.
d. Our visibility for our return customers, which is a strong customer base due to
Bison Chopper’s amazing record for producing top quality Choppers.
e. The repair work that Bison routinely completes gives additional opportunities
for Theft Prevention System installs.
B. Implementation schedule and Timeline
a. Since the raise in motorcycle theft has riders across the Korean Peninsula
looking for additional insurance.
b. The low over-head because Bison Choppers has welcome this Theft
Prevention System into their facility.
c. Profit inside the first 6-months is almost a lock.
d. The current back orders will cover materials expenses for the first year.
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e. The initial investment will pay off providing our customers continue to
receive the top-notch service for which Bison is known for a cross South
Korea.
C. Marketing Audits
a. Because of our international customer base, Mr. O will maintain the majority
of control for the Theft Prevention System as he has for Bison.
b. As for products purchased from the United States Mr. Stone will maintain the
majority of control for US purchased items.
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