Your personal summary thoughts and opinions on strategy

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Reference no: EM132185554

Muskogee County Choppers (MCC)

Context: Muskogee County Choppers, till recently was a small ‘custom’ motorcycle/chopper production unit, designing and manufacturing custom motorcycles and trikes. The firm has seen an infusion of limited and barely adequate capital from a group of ‘angel investors’ who had a love for motorcycling.

With this infusion of capital, MCC is now a LLC and plans to make a foray into major markets, at least catering to Kansas, Missouri, Arkansas and Oklahoma, starting with a ‘trike’ to compete with the Polaris Spyder. The MCC Trike is similar, with two front wheels and one rear wheel. It is 500cc, in contrast with other trikes that are normally with higher capacity engines (1100 cc +). The Spyder itself is a unique trike, since most ‘conventional’ trikes have one front wheel and two rear wheels, while the Spyder has two front wheels and one rear wheel.

Assignment (in two Parts 1 and 2):

Write a short note to the CEO of the firm as an internal senior executive outlining:

Part 1: A short note on the actual direction that the firm should take, that is, “your personal summary thoughts and opinions on strategy”, both (a) marketing and (b) Integrated Marketing Communications In the part (b) of your answer please ensure that you also analyze and discuss the relative importance of the different components of IMC, given the specifics of the situation given.

Part 2: Develop the 'Contents Page' of a structured approach for MCC’s marketing plan focusing on: (a) Promotional Strategy (b) Marketing strategy (This would be similar to the Table of Contents page of the Plan Document). The junior executives would later follow this structure to develop the details of the plan.

Suggestions: It is suggested that you use the internet/google searches or reference to any Principles of Marketing textbook to (a) review what we mean by marketing and marketing strategy (b) identify the normal components of a marketing plan (c )you can use the textbook to understand the concept of IMC and think in terms of the effectiveness of its components.

Note:

Expected Length of Answers: The two answers should take four written pages, Times New Roman, 1.5 line spacing, font size 11

Presentation and style should be consistent with that of a business brief or note to be submitted to a very senior executive in the firm. I would like to see what YOU think is the appropriate format for this, so I am not giving further guidance.

Reference no: EM132185554

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