1. Design a global marketing programme for Triumph, including a suggestion for the priority of the 4Ps: product, price, place and promotion.

2. How should the marketing programme for the US market differ from your suggested marketing programme in Question 1?

3. A member of Triumph’s management team has proposed designing a special motorcycle for women. Do you think this is a good idea?

He has invested £80 million on, among other things, a new plant in Leicestershire. The product has been completely revamped. New engines were crucial. Most of them have a distinctive three-cylinder lay-out, which makes them more powerful than the two-cylinder bikes made in Europe and America, and more relaxing than the high-revving four-cylinder bikes made in Japan.
In 2009, in the middle of a downturn of motorcycle sales in all major world markets, Triumph posted a 2 per cent volume increase in 2009, as well as a 30 per cent increase in worldwide market share for bikes over 600cc, now at 4.3 per cent, selling about 44,000 bikes worldwide. The total revenues of Triumph in 2009 ended on approximately £300 million with approximately 2800 employees worldwide.