Alan Barrios Avila
Professor Susan Carder
Polaris Case Study
Some of the strategies used by Polaris in their marketing mix are quite unique Starting with price; Polaris decides to make their products affordable for the average American. As opposed to making their products luxury products with premium price, they have made a significant cut to their prices in order to have more sales. Secondly, Polaris as an American company has tried to dominate the United States territory, but with Harley Davison in the way it’s a very tough task, so they recognized how important it is to go global and the amount of opportunities there are if they make such expansion. Third, the promotion of their products is not as necessary; Polaris is a brand that has been around for a number of years and promoting their product is not such a crucial part of the marketing mix. Lastly, Polaris only distributes thru independent dealers, in north America, Polaris sells to 1600 of these dealers, and other 43 distributors internationally. It doesn’t sell directly to consumers.
The Unique selling proposition of the Indian motorcycle is to provide the consumers with something that is extremely unique and has a lot of history and heritage while looking extremely stylish. This is something that no other bike seller provides.
The target market for Polaris would be people mostly men between the ages of 25 to 50. Who are looking for a non recreational vehicle to satisfy their needs for speed. At the same time they aim to capture all of the motorcycle riders with the renovation of some products.
Global expansion is extremely important for Polaris for a number of reasons. The main reason is because the share of the market in the entire globe is much bigger than the share of the market available in the US. There is much more opportunity for Polaris to gain more market if they expand globally. Along with that, the type of motorcycles that Polaris sells...
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