how do you market segmentize the motorcycle industry?
I would say that there are three major segments in the motorcycle industry:
1) Dirt bikes /motor cross
2) Sports bikes (i.e. Crotch rockets)
3) Cruisers
Obviously there are numerous sub-segments which depend on the users’ needs, demographics, uses etc.
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September 24th, 2009 at 4:30 pm
huh ?
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September 24th, 2009 at 4:46 pm
I would say that there are three major segments in the motorcycle industry:
1) Dirt bikes /motor cross
2) Sports bikes (i.e. Crotch rockets)
3) Cruisers
Obviously there are numerous sub-segments which depend on the users’ needs, demographics, uses etc.
References :
September 24th, 2009 at 5:18 pm
I think you mean "how do you segment the motorcycle industry?"
Nobody can really answer this question without really knowing the people who buy motorcycles. Companies generally get consumer data that shows who buys what and why and how is the produt used- then you can start to see ways to group people. But it’s not a very straight-forward process or one that may be possible (accurately) by observation.
The problem is that segments will exist based on who is buying it (men, women, rich, middle-class, poor) but also based on attitudes (Harley is a very attitude-driven brand, for example. People buy it for the way it makes them feel almost as much as for what the product actually is (i.e the exact bike by Honda would not sell to the same person because it’s not a Harley).
But for a clue and a rough look check out the websites or ads for various manufacturers and see who they are talking to (i.e. men/women? high-performance, touring, prestige). Think about who would and would not buy the produc based on what you are seeing. Who would NOT buy it is almost as valuable as who would.
That’s the best anyone can probably give you without any real data. You can also research online for some case studies (Harvard Business Review surely has something)
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