Victory Motorcycles the Marketing Plan SWOT

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The marketing organization will undergo some adjustment as noted above, specifically with respect to the introduction of a female marketing team. To accommodate this, a new marketing executive will be required, reporting to the VP, Marketing. The European Marketing Director will be elevated to VP Marketing, Europe and there will be greater independence between the continents, which should allow the European marketing division to focus on a more Europe-focused strategy. In addition, greater links will be forged with Polaris marketing teams, in particular in search of effective cross-marketing opportunities and access to existing Polaris distribution channels overseas.

Contingency planning is a critical control element of the marketing plan. The contingency plan for Victory will consist of two main parts. The first part is focused on the spending increases. The company needs to be able to not only measure these increases effectively, but to make rapid adjustments should the spending increases not have the desired impact on unit sales.

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This could mean scaling back marketing spending or refocusing it. Contracts should have an escape clause and the use of temporary contracts for new hires can allow for rapid scaleback of marketing spending should it be required.

The second element of the contingency plan is to have ensure that spending is being used appropriately. Reports are to be generated by the VP Marketing that will allow the other senior managers to understand the impacts that the increase in the marketing budget is having. Spending will be broken down between advertising, distribution and administrative, which will control administrative spending. In addition, specific information will obtained on the value of increasing support for the distribution channel -- the impacts of this spending can….....

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