WIP BMW Motarrd

This project was developed as a part of my Marketing Strategy class at Macquarie University (MKTG3003) in collaboration with Sara Kirkwood, Brieanna Astrom, Catherine Marino and Lauryn Pollard. We are currently halfway through the simulation exercise that spans a couple of months. Each student was assigned a role (advertising, product development, research and brand management) and had to work collaboratively to develop a sustainable competitive advantage to set our group apart from the competing student groups in the industry (Yamaha, Suzuki, Honda, Kawasaki, Harley and Ducati). Each 1000-word report submitted gets coded by the marker to determine how much our market share grew or fell among learner riders, returning riders and continuing riders. We are then tasked with evaluating our progress against the competition and adapting to the changes in customer behaviour and competing brands’ strategies. Below is a snapshot of our period 2 submission which represents year 2 of the simulation.