Bob’s Motorcycles Marketing Metrics

1. Roberto E Nunez Sarah D’Antoni Franki Barnes Apply Jephte Robyn Weiniger Alyssa Jones Bob’s Motorcycles Marketing Metrics

2. This metric shows that Bob had 20.94% of the market share for motorcycles in Miami–Dade County. It also shows his two largest competitors being Sam’s Motorcycles(13.95%) and Dave’s Motorcycles (12.40%). One important fact to point out is that there is a huge(52.71%) percentage of the market that seems to be held by many small competitors. This is a great sign for Bob, as he could tap into this part of the market and potentially increase his market share. This could potentially be done through a sales campaign. Market Share Metric

3. This metric shows in terms of dollars the margin contribution that each motorcycle generates. This is very important metric, as it shows two things. One, it shows what motorcycle gives Bob more room for negotiation and which motorcycle brand generates the most revenue per sale. Two, it shows Bob that it may be a good idea to consider adding Harley-Davidson as part of his inventory. The reason being that Harley-Davidson provides a great dollar margin per sale. It would take Bob right now the sale of over 2 Kawasaki bikes, in order to produce the same revenue as the sale of 1 single Harley-Davidson bike would. Dollar Contribution Margin Metric