BJ MOTORBIKES

BJ motorbikes



BJ Motorbikes

Introduction

This investigation is based on BJ Motorbikes, which has been founded by Brain Jones five years ago. I have been appointed as the new Marketing executive, who is responsible for all the marketing communications. I will deeply analyze the internal and external environment (SWOT analysis) for the company which directly or indirectly affects the company operations. The company objectives and marketing communication will be extensively analyzed in this assignment.

Task

(A)

Marketing is considered to be the soul of an organization. For any marketing campaign to be effective, it must have a clear insight into the needs of the customers as to what do they require. Only when this is accomplished can an organization be able to fulfill the needs of its customers. BJ motorcycles came into existence about five years ago. Due to the high demand of the market, Jones the founder, has seen the business grow and expand at a swift pace. Even though business seems to be flourishing, products and services on offer have failed to meet various customer needs.

Micro environmental analysis serves as a precursor to a much broader analysis of the external environment (Dibb, 2008, pp 200). After thorough a study, it was revealed that micro-environmental factors were the reason behind failure to meet customer requirements. Macro environmental factors consist of opportunities and threats a business is faced with. This analysis would assist BJ motorcycles in developing a strategy that would be able to effectively bridge the gaps that exist in serving customers. For this purpose, PEST analysis would be the appropriate model in order to conduct an external analysis. This model would allow the organization to gain insight as to changes taking place in the political, economic, social and technological aspects. This is also the concept of demographics with sheds light on the changes in population take have taken place over a period of time. For BJ motorcycles, the organization will have to carry out an analysis of these three environments and mark what it needs to do in order to increase customer satisfaction. Depending on the nature of business, all these analyses would be critical in planning to achieve the desired results for BJ motorcycles.

For the purpose of studying the external environment, BJ motorcycles would have to conduct a SWOT analysis. The company should also look to apply the Porter Five Forces model to gauge the extent of barriers and competition it faces in the United Kingdom (Böhm, 2009, pp 10).

SWOT Analysis

Strengths and Weaknesses

BJ motorcycles' biggest strength lies in the fact that it offers used motorcycles for sale for the segment that cannot afford to purchase a new one. Along with this, company's other strength is that it has been in business for five years and has been profitable. BJ motorcycles have created a bond between owners who frequently meet to chat. This serves as a source of referral for potential customers who are looking for a new motorcycle. Among the weaknesses is the reliance on competition in order to ...