C-174 Part 4: Case Studies
Exhibit 7 Market Share Rank by Company
Consolidated
Market Share
(all vehicles)
Rank by
CompanyMotorcycles
(Heavyweight/
Cruiser/
Touring only)Off-Road
VehiclesSnow -
mo biles
1- Polaris 1- Harley 1- Polaris 1- Ski-Doo
2- Harley 2- BMW 2- BRP 2- Polaris
3- Honda 3- Victory/Indian 3- Kymco 3- Yamaha
4- Yamaha 4- Triumph 4- Yamaha 4- Arctic Cat
5- Kawasaki 5- Honda 5- CF Moto
6- Can Am 6- Suzuki 6- Honda
Others (BMW,
Ducati,
Triumph, etc.)Source: file:///C:/Users/cshrader/Downloads/PII%20Investor%20Pres%20Nov-
2014%20(1).pdf (presentation to investors, November 2014)
Exhibit 6 Top Motorcycle Brands, Ranked by Shopper Satisfaction with Dealerships
80Harley-DavidsonBMWDucatiIndian
TriumphVictoryIndustry AverageYahama
MV AgustaAprilia
KawasakiSuzukiHonda
Star
HusqvarnaMoto GuzziKTM859095100105110Series1Source: http://www.piedpiperpsi.com/pdf/documents/169.pdf
entire Victory line but particularly for the Cross Roads
and Cross Country touring models. Markets outside
North America were growing significantly, and sales
of accessories, clothing, and parts were also up in 2013.
Menneto knew his bikes were good, but had they been
marketed and distributed effectively? Was Victory suc-
cessfully capturing the attractive profit-margin poten-
tial of the heavyweight segment as they had planned?
Menneto also needed to consider whether it was a good
decision to limit sales of Victory motorcycles to Polaris
dealerships. The goal was to monitor quality through
the Polaris dealers – but were they simultaneously losing
potential business?
Menneto knew the strategic positioning of the new
Polaris on-road vehicle division had tremendous impli-
cations for both Victory and Polaris as a whole. He was
also aware that current Polaris CEO, Scott Wine, wanted
the company to grow into ‘adjacent’ businesses. Did this
mean the company would move into off-road bikes?
Did this mean that Victory would engage in some sort
of overseas expansion? Or perhaps some sort of energy-
efficient scooter would make sense for Polaris? Perhaps
the company was thinking of making more acquisi-
tions in order to grow? Would they be in the market for
more types of electric motorcycles or other alternative
energy-related acquisitions? Victory’s future was cer-
tainly shaping up to be as challenging and eventful as
its recent past.