Complete Case details are given below :
Case Name : Motor Trike: Building A Brand Community
Authors : John Cater, Brent D. Beal, Jim Tarter, Krist Swimberghe
Source : North American Case Research Association (NACRA)
Case ID : NA0343
Discipline : Marketing
Case Length : 22 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Founded in 1994, Motor Trike, Inc. produced kits that transformed a motorcycle into a three-wheeled vehicle or trike, providing increased safety and comfort for the riders. Trikes became increasingly more popular as the baby boomer generation aged. Jacquelyn Moore, marketing director at Motor Trike, faced decisions of whether to start an owners’ group or brand community for the company and then, if so, how to start the group. Jacquelyn had marketing survey data available to help guide the decision making process, but the data needed to be properly analyzed and presented to the owners of the company.
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