TRIUMPH
Executive Summary 3
Introduction 4
Customer Profile 6 Demographic 6 Behavioural 6
Environmental scan 7 SWOT Analysis 7 PEST Analysis 9
Store observations 10 In-store 10 Shoppers Behavior 11 Online shop 12 Ideas / Amendments for functional and creative online services 12
Brand Awareness Survey 14 Motorcycle range 14 Clothing and accessories 17
Conclusion and Recommendations 21 Range evaluation 21 Triumph dealers’ range 21
Executive Summary
Firstly, we shall present a little information about the company. The company was formed as a bicycle manufacturing company by Siegfried Bettmann in Coventry in 1887. In 1967, the production of the motorbike peaked at 47,000 units in this year.
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This is the way dealers can secure products for the season and allows Triumph to understand the market and best seller.
For the Autumn/Winter 2011 collection that we are appointed, Triumph has coordinate together with Barbour. Barbour is a UK owned clothing store broadening out from its countrywear roots. Todays the company produces clothing that is designed for a full country lifestyle. The collection is to be launch during February and March 2011. The launching event usually taken place at the factory where dealers visit the pop up store for viewing the new collection and this is to be joined by appointment only. Information, product demonstration and order making are taken place on the event day. Sometimes the person visiting the event may not have the authority to make the purchase, therefore the company is given them a 3 week launching event so that decisions can be made within this 3 weeks. During this 3 weeks, larger dealers have their individual bringing of 1-3 staffs whereas 2-4 small dealers are grouped together.
The main goal of this collection is to start expanding the market to those who are non-bikers. But the problem being that they have not been considering about putting their products into any other department stores because they want to give priority to their existing dealers for stocking Triumph products. There is no budget limit for the launching event and sounded like the previous events made at the factory has been quite low. Their main
Starting from a company of less than 75 workers and owning less than 20,000 SCU for production, research, quality assurance and conduct warranty work Off The Chain Bikes has doubled the plant capacity and hearing doubling the workforce within two short years. The company is successful by targeting and capturing lucrative market shares by heavily investing in the desired technical specs and design styles of one of the most influential Racing bikes. Our keen ability to thoroughly research market demands, predicting competitive strategies between the four market majority shareholders by reviewing and interpreting the marketing reports and our aggressive design and development plans have significantly increased our market share and increase shareholder value. Our core competencies and strategic goals will be realized by carefully following our established plans and aggressively price our bikes to increase total market share.
According to cannibal cycle During the early 1860s, an innovator named Pierre Michaux installed a steam engine, the first of its kind, on a velocipede. And, so the motorcycle racing obsession began, starting with time trials in the UK.It was the spring of 1906 when the sport began its evolution. The Auto-Cycle Club’s very first motorcycle time trials involved
To get even more sales if you kick in so much of each sale towards your child’s school, church etc it will make people want to buy yours over other peoples because you support local causes and if they buy from you so do they.
As China is the fastest growing luxury fashion customer base, it in imperative that they are catered for in the Net-a-Porter handbag buy. Lack of exclusivity in the handbag offering. While exclusivity is strong across Net-a-porter as a whole, the handbag edit does not have many exclusive styles. Almost all everything can be found on the Harvey Nichols, Selfridges, Harrods or My Wardrobe websites. In particular the Selfridges website has over 45 exclusive handbag styles online, from a variety of brands which include Mulberry, Alexander Wang and Anya Hindmarch. To combat this Net-a porter should negotiate world exclusivity on a number of ‘it bags’ for next season, either by having early delivery to ensure a week or two of exclusivity or by commissioning an exclusive colour option in the most popular styles. At present Net-a-porter has no representation for Celine handbags, which has become the most covetable handbag brand across the high fashion world and accounts for a considerable percentage of handbag sales in London department stores. As they grow from strength to strength it would be advisable for Net-a-porter to try and include Celine in their edit.
As two separate companies, they have established a different approach towards the market, however with the right research and evaluation, Rousteing and The Bay have beautifully managed to make both sides collide with success. They have managed to design ready-to-wear for different target groups, for example, women’s outerwear shoes, men’s business attire, jewellery, as well as the latest Balmain Army collection inspired by Rousteing himself. They have made the price range of the products in the listed categories reasonable and affordable for premium quality clothing, accessories and footwear for both genders that are quality and price conscious. Also, in Toronto and Vancouver, The Bay has launched a showroom called “The Room” that features some of Balmain’s hottest but not-so-retail-friendly designer clothing from Rousteing’s runway collection. With the stratospheric prices, these items are obviously in display for the more sophisticated young female adults that completely disregard the price tag when they see something they genuinely adore. However, this was also an intelligent way for Rousteing and The Bay to promote their collection by giving the people of middle-class families to feel and take a closer glimpse of some high-quality handiwork. This makes the women of the demographic target market want to know what else Balmain has in store at The Bay, that is of similar quality, but with a more affordable
“While the Wright Brothers flew overhead and Model T’s rolled off Henry Ford’s assembly line, the new sport of motorcycle racing began drawing large crowds bent on celebrating a piston-powered future.” (Britannica). From 1901 to around 1903, the first racing motorcycle would be produced by the Hendee Manufacturing Company, being known as the “Indian”. Soon in 1903, Harley Davidson would produce their product of the Indian, being slightly different with a 1.75
After the end of WWII racing and motorcycles became popular again. The companies started to get back their materials and began fabricating the motorcycles again. This is when motocross started to become
The history of Harley-Davidson began in 1903, in a 10 ' x 15 ' shed located in the Davidson family 's Milwaukee backyard. The Davidson brothers - William D., Walter, and Arthur – and William S. Harley crafted their first motorcycle using the best tools they had available – mostly their hands and their ingenuity.
With such high levels of product differentiation between products and an already concetrated industry, it would be difficult for Harrington Collection's to stand out and secure market share for the new active-wear line, without signifacnt costs towards an effective advertising and marketing campaign. Harrington would most likely need to build on the existing customer base and/or appeal to consumers in an untargeted market space. For example high-end quality active sports wear.
As a clothing store which is focusing on local designed and European designed clothes, our products are going to be high-end, fashionable, green and unique.
Opening a new retail business can be daunting to say the least. The entrepreneur accepts full responsibility for development and management, including the risks and rewards. Many businesses do not survive to see their fifth anniversary since business owners fail to develop an effective business plan (Haag, 2013). The key to the success of a business is writing a business plan down first, when preparing to open a business, it emphases on the main areas of concern and will be the core support of a successful business. There are many obligations that must addressed before opening up to the general public and this paper will discuss the steps that need to be taken from the beginning until the grand opening of a fictional retail store, Savvy Chic Apparel. These obligations and steps will include financing options, location strategies, merchandising plans, staff recruitment, preliminary training, product selection, store management considerations and advertising media budgets.
Shanghai Tang has been in the business of selling high quality retail items for men and women, clothing and accessories, since 1994. Their designs have been based upon Chinese cultural influence while also being modern and wearable in markets around the world. Although business has gone well under the leadership of Rafael Le Manse, the company is experiencing some new internal and external issues. Shanghai Tang’s competition is about to establish a market presence in China and in order to stay ahead in the game; Le Manse needs to figure out how to expand the existing customer base. Also, Le Manse’s long time creative partner, Joanne Ooi, is leaving
• Started as a partnership between a draftsman and a pattern maker in Milwaukee, Wisconsin in 1903. William Harley and Arthur Davidson intrigued by the newly invented motorcycles began experimenting with ideas to design and build their own motorcycle. They enlisted Arthur's brothers, Walter a skilled mechanic and William a machinist who gave live to the Harley-Davidson Motor Company. That early partnership has evolved into a family of millions of Harley-Davidson, Inc. stakeholders throughout the world.
| * Only motorcycle company that dominated the World Superbike Championship in years preceding 2003 * Broad range of bikes (dual sport, sport touring, super sport) with leading edge technology * Its development in the U.S. in early 2000’s has supported Ducati steady growth
motorcycle and automobile maker by the mid-20th century, and today it is an internationally respected