Market Summary/Swot Analysis Victory Motorcycles: SWOT

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Even public transportation is growing more expensive, given that cash-strapped states are raising fares.

SWOT Analysis:

Strengths

Victory offers customizable bikes with great value and power, according to its promotional literature. I

Weaknesses

Victory began as an "offshoot" of Polaris Industries, which is mainly known for marketing snowmobiles and ATVs. Amongst the target audience, particularly in the South and areas where snowmobiling is uncommon, it may have little brand recognition.

Opportunities

The economic downturn and demand for more fuel-efficient vehicles could be capitalized upon as a great opportunity for the company -- more individuals are likely to be seeking out motorcycles as a mode of transportation.

Threats

In a recent head-to-head of Harleys and Victories, one trade magazine said that Victory produced the superior model, but Harley had the better-known name: "It comes down to cooler character of the Harley vs. The better handling, more powerful Cross Country. I know which one I'm choosing," concluded the reviewer (Cherney, 2010, p.4). While he gave the handling of the Victory a more positive review, his words indicate some people may choose a vehicle based on name, not upon quality.

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Competition

Victory's most obvious competitor is that of Harley Davidson, a brand whose name is synonymous with motorcycles much in the same way Coke is synonymous with soda. Other prominent rivals include Honda, which manufactures motorcycles as well as automobiles, and has a reputation for quality. Less expensive scooters and even bicycles could vie for Victory's market position in the commuter market.

Product offering:

Distribution

Victory bikes are available through dealers which can be easily located on the company website.

Keys to success

Capitalizing upon current economic trends that favor motorcycles, and carving out a unique brand 'niche' that makes it distinct from its competitors is essential.

Critical issues

Creating a new iconic name for 'Victory' in the wake of the dominance of Harley will be a challenge.

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