Meteor Proposal
OWNERS’ BRAND PERCEPTION RESEARCH PROPOSAL
Prepared for
Meteor Motorcycle Company
Good Stuff!
Dated: September 7th, ____
EXECUTIVE SUMMARY
Currently, Meteor needs to understand how its customers regard four brands relative to each other: Meteor, Comet Chopper, Harley, and Big Dog. Also, because of the unexpected sales success of the Comet Chopper motorcycle, Meteor needs to understand the major factors for the appeal of the Comet Chopper. Meteor’s marketing team also needs to update the demographic profile of its customers. This is because Meteor sells through a network of dealers, some of whom do not always record details about the demographics of motorcycle buyers.
BACKGROUND
On September 11, 200_, the Meteor marketing team met researchers from Good Stuff! at the Meteor headquarters. The presentation included the history of the Meteor Motorcycle Company, its founders, the brand types and other useful inputs. The Meteor marketing team was open to allowing the Good Stuff! researchers to participate in the Harvest Biker Fest event to be held in the Kansas City metropolitan area. Details of the event and other issues were discussed during the same session. It was also agreed that Meteor would provide a list of existing Meteor Chopper owners to help Good Stuff! in its research.
Problem definition / RESEARCH OBJECTIVES
Problem definition
The research team at Good Stuff! will 1) study Meteor and Comet Chopper owners’ brand perceptions of heavyweight cruiser motorcycles, 2) so that the Meteor marketing team can better understand the appeal of these brands to specific customer segments, 3) so that the Meteor Motorcycle Company can improve the positioning of its brands in the marketplace and achieve a 30 per cent annual growth in sales revenues in the coming year.
RESEARCH OBJECTIVES
Accordingly, four
Prepared for
Meteor Motorcycle Company
Good Stuff!
Dated: September 7th, ____
EXECUTIVE SUMMARY
Currently, Meteor needs to understand how its customers regard four brands relative to each other: Meteor, Comet Chopper, Harley, and Big Dog. Also, because of the unexpected sales success of the Comet Chopper motorcycle, Meteor needs to understand the major factors for the appeal of the Comet Chopper. Meteor’s marketing team also needs to update the demographic profile of its customers. This is because Meteor sells through a network of dealers, some of whom do not always record details about the demographics of motorcycle buyers.
BACKGROUND
On September 11, 200_, the Meteor marketing team met researchers from Good Stuff! at the Meteor headquarters. The presentation included the history of the Meteor Motorcycle Company, its founders, the brand types and other useful inputs. The Meteor marketing team was open to allowing the Good Stuff! researchers to participate in the Harvest Biker Fest event to be held in the Kansas City metropolitan area. Details of the event and other issues were discussed during the same session. It was also agreed that Meteor would provide a list of existing Meteor Chopper owners to help Good Stuff! in its research.
Problem definition / RESEARCH OBJECTIVES
Problem definition
The research team at Good Stuff! will 1) study Meteor and Comet Chopper owners’ brand perceptions of heavyweight cruiser motorcycles, 2) so that the Meteor marketing team can better understand the appeal of these brands to specific customer segments, 3) so that the Meteor Motorcycle Company can improve the positioning of its brands in the marketplace and achieve a 30 per cent annual growth in sales revenues in the coming year.
RESEARCH OBJECTIVES
Accordingly, four