Contents

• Introduction 3
• Situational Analysis 3
• PESTLE Analysis 3
• Political 3
• Economic 3
• Socio-Cultural 3
• Technological 4
• Legal 4
• Environmental 4
• Customer Analysis and consequent Market Segmentation 4
• Critical Success Factor (CSF) 4
• Industry Analysis and Competitors 4
• SWOT 5
• Strengths 5
• Weaknesses 5
• Opportunities 5
• Threats 5
• Portfolio Analysis 5
• Objectives and Goals 5
• Strategies to Achieve these Objectives 6
• Differentiation Strategies 6
• Porter’s Five Forces Analysis 6
• Supplier Power 6
• Buyer Power 6
• Competitive Rivalry 6
• Threat of substitution 6
• Threat of New Entry 7
• Directions of growth 7
• Product Life Cycle 7
• 7 P’s of Marketing 7
• Product 8
• Price 8
• Promotion 8
• Place 8
• Packaging 8
• Positioning 8
• People 9
• Control Measures 9
• References 9

Description

A resurgent Triumph Motorcycles Ltd. has already made its presence felt in British market and Hollywood. Now it wants to enter Omani market to seal its presence besides rivals as Harley Davidson, Ducati, BMW and Japanese motorcycle manufacturers of heavy bikes and super heavy motorbikes.
Global marketing rests on the basic concept that buyers might be separated by distances but their tastes and preferences essentially remain the same while retaining fair amount of distinctiveness. Thus, any company attempting to market globally must devise a single promotion strategy that would be applicable across diverse markets and nations (Rugman and Girod 2003). Moreover, there must be uniformity in brand name, packaging and product range unless of course it is considered offensive in specific countries and cultures (Vahlne and Johanson 2002).
In fact, standardization is the hallmark of a global marketer (Schmitt and Simonson 1997). But standardization has to be tempered by a fair amount of customization to suit consumer preferences of different countries and a successful global marketer is one that is able to strike the right balance between customization and standardization (Keegan 2001). This approach is well described by the oft repeated marketing adage ‘think globally and act locally’.