CASE STUDY

Case study: Triumph Motorcycles Ltd:

Rise from Ashes in the International Motorcycles Business

Word count: 3,238

Abstract

This research paper comprehensively presents an Integrated Marketing Communication (IMC) plan for Triumph Motorcycles' entry in a foreign market, India. Along with all the theoretical aspects of IMC, an implementable plan has been devised in the paper, incorporating all the major decision pertaining to IMC. Triumph Motorcycles has been suggested to introduce middle weight bikes for population dwelling in the major international cities of India, namely; Mumbai, Delhi, Bangalore, and Kolkata. The marketing strategies have been devised in accordance with the target market's characteristics. The communication message content, design, structure, and format have also been devised in accordance with the target market's sentiments and preferences. The research paper substantiates the fact that developing an integrated communication plan in a foreign market requires extensive knowledge about each aspect of the target market. Table of contents

Introduction1

Literature Review1

Factors Affecting the Communication Process at International Level2

Language differences2

Economic Differences2

Social Differences3

Legal and Regulatory Conditions3

Competition in the Market increasing the noise4

Communication Channels4

Advertising4

Personal selling5

Sales promotion5

Public relations5

Direct marketing5

Standardisation vs. Adaptation7

Why should Triumph devise an integrated marketing communication plan?7

Advantages of IMC8

Disadvantage of IMC8

Integrated Marketing Communication Plan for Triumph Motorcycles9

Identification of the Target Market9

Determining the Communication Objectives10

Designing Of a Message11

Message content11

Message structure and format11

Budget12

Marketing Communication Strategy12

Advertising12

Public relations13

Conclusion14

References15

Appendix17

Case study: Triumph Motorcycles Ltd:

Rise from Ashes in the International Motorcycles Business

Introduction

The objective of this research paper is to comprehensively present the integrated marketing communication plan for Triumph Motorcycles as it plans to enter India- one of the largest Asian Markets. The paper begins by clearly highlighting various aspects of marketing communication plan for a company which decides to enter a foreign market. The second phase drafts a marketing plan for Triumph Motorcycles which would ensure an effective international marketing campaign for the company.

Literature Review

Designing an effective communication plan is one of the toughest and most critical tasks for a company entering a foreign market. At global level, the ability of a producer to create awareness about his product and reach the target market is critical because there is immense noise and clutter at international forum, which cannot be easily overcome like in domestic operations. Moreover, for companies expanding their geographic boundaries via market penetration have to decide whether devising a standardized form of communication strategies or tailoring the communication mix in accordance with the culture of the country will be beneficial (Hollensen, 2007, p. 541).

Creating an effective communication message requires the producer to have a vivid idea about the content of the message and the characteristics of the target audience. However, more importantly, the marketer has to ensure that the message will not be drowned in the clutter, and how would the target market respond to a specific content. The ability to understand the psychographics of target audience is an important aspect for marketing at domestic level; however, it becomes critical at international level, particularly when there exists cultural differences between the producer and customer countries (Keegan, 2002, ...