MKT 5255 Individual Case 5 - Motorcowboy Case Analysis
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Cours
MKT 5255
Établissement
Nova Southeastern University
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Motorcowboy Case Analysis
Question 1: What elements of ...
Running head: [Include all figures in their own section, following references (and footnotes and
tables, if applicable). Include a numbered caption for each figure. Use the Table/Figure style for
easy spacing between figure and caption.] 1
Motorcowboy Case Analysis
Question 1: What elements of Motorcowboy's business model set it apart from its
competitors?
Elements of Motorcowboy’s business model that set it apart from its competitors are:
They provide unique custom-made boots made with superior, quality material.
All of their footwear is handmade with the utmost delicacy and intricacy – made to your
individual measurements.
The company is able to provide various replica and custom-made boots based on themes
from bands, movies, re-enactment events, comics, and stage events.
They offered custom-made men’s and women’s casual boots, dress shoes, and everyday
wear shoes.
Motorcowboy company enjoyed a well-established reputation for manufacturing quality
footwear.
Question 2: What does this mean for the brand's positioning?
Motorcoboy is owned and operated by Robert Maddux and is more or less ran as a solo
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enterprise. He oversees the company’s operations and even spends 15 hours weekly
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communicating with customer inquiries. If his current and potential customers know that the
co
owner has a personal interest in their needs, it helps Motorcowboy’s brand positioning by having
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a place in the minds of his potential and current customers. Maddux’s brand is very different
from competition, and thus they have positioned themselves in the minds of many. The company
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insists that you measure your feet to ensure the best fitted outcome with the most comfortable
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feeling. Their extensive options (such as exotic materials, themed boots and unique styles) and
focus on niche markets (plus-size, cross-dressers and equestrian) also aid in brand positioning.
Question 3: Is AdWords a good marketing option for Motorcowboy?
I believe that AdWords is a good marketing option for Motorcowboy. This will help the
o
company to target specific customers who are interested in searching for specific product options
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that they may not find elsewhere through organic web searches. The benefit of using AdWords
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would allow the company’s advertisements to appear at least in the top few sections of Google
search results; and according to the authors, this type of marketing has the advantage to giving
companies leverage over their advertising costs. However, one must not discount or neglect the
ed d
fact that the AdWords campaign depends greatly on two things – strategic keyword selection and
astute bidding. For these reasons, the Motorcowboy company must intricately evaluate these
ar stu
factors in order to optimize this marketing tactic, yielding maximized benefits.
Question 4: What other tactics could be used to generate new customers?
Other tactics that can be used to generate new customers are creating social media
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accounts. Facebook would be useful to assist in product marketing. It would also allow
customers to make comments based on the satisfaction of their purchase. Another great idea for
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Motorcowboy to generate new customers would be to develop marketing campaigns for different
conventions such as comic conventions, police conventions (since this is a target market), and of
course, rodeo events. We have to remember that the Motorcowboy company targets a niche
sh
market, so holding events that target these niche segments would be supremely beneficial for the
company as their specific target customers are ideally located in one location. The company
brand would be etched into the minds of the people that pass by.
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