Foreign market research & selection

1. Foreign market research & selection

1. Penetration vs diversification

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The market penetration is via the sale of motorcycle Triumph, Model Street Triple (43% of total sales) for € 9,000. This is the best-selling motorcycle range in general, which is why the brand has had to adapt to allow it to enter the market.

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The second best-selling motorcycle by the Triumph brand is the BonneVille model, at a price of € 10,000.

Both models allow for market integration with a significant amount of sales. In total, over the year 2017, Triumph company sales more than 63 000 motorbikes. The brand increases the sale of its motorcycles by 4.7% in 2017. She is number 7 in the top 10 sales by brand of motorcycles.

Triumph develops different categories of Motorcycles which are:

Roadsters                Adventure                        Custom                Modern Classics 

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This motorcycle range makes it possible to reach a very wide target. Indeed, there is something for everyone. For example, who want to ride in the city, others who prefer the ride in any comfortable ride and still others for the style that the bike can provide the driver

 The Triumph brand has also developed a range of clothing. This allows the target, to appropriate the brand.[pic 7]

The brand offers motorcycle equipment and casual type clothing. The prices are high (40€ for the teeshirt), testifying to the quality and pushing for the membership of an outstanding brand. Regarding the casual range, we can find jeans, teeshirt, sweatshirt, gloves etc.

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For equipment, we will find the triumph casual style through solid and quality equipment, allowing the driver's safety

This allows to extend the Value Chain : Add value with all the elements : Motor Bike & clothes

1. Best trade areas

En 2017, la marque Triumph a vendu plus de 63 000 motos. Etant une marque anglaise, il faut noter que 86.1% de ces ventes se sont faites à l’étranger : dans le monde entier.

Parmi ces ventes, plus de 40% sont représentés par le modèle principal : la Triumph Street Triple.

Europe, however, remains the continent for which the triumph brand sells the most bikes, with 65% of its export loan. The rest of sales is in the United States and in Asia.

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1. Target market identification

The goal of triumph is to create the best motorcycles in the world. The price of motorcycles is on average high, with an average purchase price of € 14,000. Triumph stands out as a quality builder, so motorcycle sales prices are high (above average). Triumph is not a motorcycle brand but an English myth.

Creating a community (on the site and via the biker, like the harley community). Triumph members have the means and want to join a community. They trust the brand with motorcycles that distinguish themselves from others, creating their own identity and performing well.

They have developed new ranges of motorcycles to broaden their customer base:

• Adventure : For those who want to identify with the brand and have the comfort to go for a long walk
• Classic : For those who are not necessarily biker but looking to stay in style, with retro bikes. With kind of motorcycle type Cafe-Racer, triumph adapt to the demand of a new type of new customers.
• Roadster : For those looking for the right combination of performance, branding and comfort for an everyday bike

1. Selection of target market

The target market consists of all the players who can do the bike, with a style / membership rather high-end, driving motorcycles of different styles, performing at high prices.

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