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Bus 473 Business Model And Strategic Plan: Part I Kawasaki

1368 words - 6 pages

Business Model and Strategic Plan: Part I
David McNally
BUS/475
June 24, 2014
Mahesh Singh

Business Model and Strategic Plan: Part I
The new company division: Toruku Electric Motorcycles
Kawasaki Motors Inc. plans on launching a new division focused on developing, manufacturing and selling electric motorcycles for both use on and off-road. The concept of designing electric motorcycles for multiple consumer markets is a fast growing idea. Several small companies are attempting to pioneer this new market with limited success. We at Kawasaki feel this limited amount of market penetration and development is mainly due to consumer wariness of new manufacturers and the limited R&D ...view middle of the document...

The Toruku line of motorcycles will focus on creating a balance of performance, weight, range, and affordability; all in a package that is ready to ride right off the showroom floor. The Toruku division will accomplish this goal by merging Kawasaki’s long perfected aspects of the traditional motorcycle with our cutting-edge new technology.
Kawasaki Motors Corporation has a strong base of loyal customers who purchase off-road and street motorcycles. Our goal is to appeal to this existing customer base to help design and promote our new line of motorcycles. We want to use these customers to test our new motorcycles and provide valuable feedback for future improvements. Doing so will make our customers feel like a part of the project and invested in the product. The Toruku division will produce motorcycles for both street and off-road applications. The off-road version of our electric motorcycle will be called the Toruku Dato, and the street version will be called the Toruku Sutorito.
Toruku electric motorcycles is an emerging industry created by technological innovation. Strategy formulation in emerging industries has no “rules of the game” (Pearce II & Robinson, Jr., 2013, p. 243). Our goal is to realize success in an industry that did not exist five years ago. We want to pioneer this new market and establish our brand before our competition catches up.
The Toruku division of Kawasaki Motors plans to gain a competitive advantage by providing a superior product and taking care of our customers from start to finish. The Dato and Sutorito motorcycle lines will revolve around enhancing the experience of our customers and by assuring those customers that their needs will be met. We want our customers to feel like ownership makes them a part of a group or family, and not merely just another owner. We will strive to create a sense of confidence by only releasing a product after we are confident that product will succeed.
Toruku Motors vision and business model
The vision of Kawasaki Motors Corp. and the Toruku Motors Division is to build a global brand. We realize there is an interest and potential demand for electric motorcycles on a global scale. We see the Toruku electric motorcycle as the beginning of the most rapidly growing segment in the motorcycle industry. Kawasaki Motors Corp. is known for executing well thought out business strategies which have allowed us to build a global motorcycle brand and maintain a premium product line. We want to use these same guiding principles to build the Toruku electric motorcycle brand to a level of prominence in the motorcycle industry. We believe the way to achieve this success is by developing real products, positioning these products and delivering on our promises. The focus of Toruku Motors is to build a concrete business that will allow our customers and partners to enjoy the benefits of our globally recognized brand and leading edge technology.
Toruku Motors division vision, mission, and...

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