Riding High: How Tailored Strategies Doubled Global Sales

Situation

The company had developed a new, high-tech motorcycle accessory. The product mainly appealed to early adopters, but after several years of building its home market, it was time to expand sales internationally.

The challenge

The company initiated sales in two overseas markets, and while the innovation the company brought to the market was well-published both in industry-specific and mainstream media, sales grew slowly and not nearly as quickly as in its home market.

Findings

When comparing willingness to pay and how the buyer's use case affected their willingness to pay, it was discovered that these were markedly different between the home and international markets. In the company's home market, those who used their motorcycle to commute generated the highest willingness to pay; in one country, it was those who used the motorcycle to visit friends and family, and in the other country, those who just wanted to drive "the open road" that generated the highest willingness to pay.

Results

After adjusting the marketing messages and prices to match the different country's preferences, sales increased in the company's home market, and in the other two countries, sales growth doubled.