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SITUATIONAL ANALYSIS1Situational Analysis EssayChaydan LauberLiberty UniversityBUSI 612Dr. Young
SITUATIONAL ANALYSIS2Situational Analysis EssayTheoryA situational analysis consists of research to gather information on competitors alongwith several things that are affecting demand in the marketplace that are out of the company’scontrol. External factors that shift demand are essential for a business to research and stay on topof to adapt to the ever-changing marketplace. External factors that shift demand can be a widevariety of things, but some of the most popular factors are consumer preferences, currenteconomic situations, new disruptive technology, political issues, and what the competitors arecurrently doing. When successfully analyzing the current situation, a company will have a guideto creating a successful advertisement campaign.Before the work of Glaser and Strauss whoexpanded research to include inductive testing. Inductive reasoning is the ability to makedecisions based on observations and facts within the current situation. seminal work explainedhow theory could be generated from data inductively. This process challenged the traditionalmethod of testing or refining theory through deductive testing. Grounded theory provided anoutlook that questioned the view of the time that quantitative methodology is the only valid,unbiased way to determine truths about the world (Bryant A, Charmaz K, 2007). Analyzing allthese factors and how they influence the future outlook of KTM and how they will create asuccessful marketing campaign.ResearchProduct DescriptionKTM is one of the premier companies in the motorcycle industry producing a wide arrayof products to supply consumers with multiple different options. KTM is based in Austria,
SITUATIONAL ANALYSIS3although they have manufacturing plants around the world, KTM is Europe's largestmanufacturer of motorsports vehicles. KTM was first created in 1934 but didn’t produce theirfirst motorcycle until 1951. In 1978 KTM began their expansion and opened their firstmanufacturing plant in Ohio. The company focuses on sport-oriented motorcycles, underscoringits “READY TO RACE” philosophy. KTM stands in the marketplace as one of the high-endmotorcycle companies that produces quality machines for a medium-high end price. KTM facesintense competition from competitors such as Honda, Kawasaki, Yamaha, and Suzuki. KTM hasbeen one of the most desired products in the industry and have a track record of producingquality products.Company DescriptionKTM is operated Bajaj Auto and Pierer Mobility AG. KTM specializes in the productionof both street and off- road motorcycles, engines, and suspension. In 1991, Stefan Pierer tookover KTM, a failing Austrian manufacturer of motorcycles trying to counter aggressive rivalsfrom Japan. A no-nonsense turnaround expert who at age 35 had already revived and auctionedoff makers of ski boots and building materials, Pierer figured he'd spend a few years fixing KTM

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Term
Spring
Professor
N/A
Tags
Product life cycle management, Motorcycle, Ktm

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