1950s:Britain - The biggest motorbike maker in the world. Bankruptcy in 1983:Bad management and rescue attempts. John Bloor: The re-founder of Triumph. Invested £80 million: Redesign product model = maintaining the nostalgic power. Hired people who were familiar with Triumph. Outsourced the production of all parts.
Contents
History: Triumph
Present status of Triumph
The downturn of the Japanese manufacturers' market shares
Product segments
The challenge
Product
Product communication mix
Positioning
Boost hype of brand
Celebrity branding
Green marketing
Pricing
Pricing strategies
Place/distribution decisions
External determinants
Internal decision making process
Standardization of short channel of distribution for motorcycle market in USA
