Polaris has utilized the 4ps of market mix in its marketing strategy. The company has modified their motorcycles to ensure that they meet the marketing objective and provide their customers with valuable motorcycles. This strategy is efficient because Polaris has made sure that their motorcycles are in the correct position. In addition, Polaris has taken a new offer in the market by modifying the Indian motorcycle. This situation has helped the company to test their existing marketing strategy. This strategy is unique since Polaris will venture into new markets overseas. This process will ensure that the company does expand the business, thus, make high profits.
Polaris Company has used USP by redefining motorbikes to be bold and proactive. The company says that they are building the best bikes in the world by boldly doing the right thing and attracting riders, who feel the same way. Polaris Company has pegged its USP on the characteristics and prices of the motorbikes (Abrams 23). They manufacture motorbikes of high quality and sell them at fair prices as compared to other companies. This process has set Polaris Company apart from other companies’ competition. In addition, the company has identified the customers need, and they have done their best to satisfy the customers. Moreover, they have identified what motivates their customers to make decisions while buying motorbikes; thus, uncovering why they buy their motorbikes instead of buying from Harley-Davidson.
Polaris market has identified its target market by selling motorbikes to people of age 25 to 55. This process has helped the company set prices on their motorbikes; thus, creating promotional efforts for advertisement. This process is a good strategy that helps the company distributes their products. Polaris has used demographic data that helps in developing strategies that will attract their customers (Abrams 23). In addition, psychographic information has been used to get the overview of the target market, and get information about the customer’s interests, values, and hobbies. The company has modified their motorcycles to ensure that they meet the marketing objective and provide their customers with valuable motorcycles.
Global expansion is very important for Polaris because the company will make more profits by targeting new customers (Abrams 40). This process will ensure that they open other branches locally to sell their products; hence, customers will get what they need at a specific place they want the motorbikes. This process is also another strategy for surviving in a competitive market because the company will identify the likes and dislikes of their customers. They will also serve their customers sufficiently because they are always available.
I believe Indian motorcycles can compete against Harley-Davison because they are vintage and well redefined by Polaris Company. In addition, the motorcycles are being sold at a fair price; hence, targeting many customers. This motorcycle is long lasting and most certainly; they satisfy the customers’ needs and wants. Through global expansion, the motorcycle will reach many customers, who did not have a single idea about the Indian motorcycle. Indian motorcycles can beat Harley-Danson in the market because their prices are fair, and they have a specific age that they are targeting. It is because of the above reasons that Indian motorcycle will compete against Harley-Davison.
Conclusively, Polaris has used demographic data that helps in developing strategies that will attract their customers. They manufacture motorbikes of high quality and sell them at fair prices as compared to other companies. This motorcycle is long lasting and most certainly; they satisfy the customers’ needs and wants.
Abrams, Rhonda. (2003). The Successful Business Plan: Secrets & Strategies. New York: The