Collision Course: Selling European High Performance Motorcycles in Japan Harvard Case Solution & Analysis

In 2006, the Japan subsidiary of Tommasi Motorcycles, an Italian manufacturer of high-end motorcycles, was implementing a brand new customer info program to help its bike dealerships increase the effectiveness of their sales and marketing activities. Horizon LLP, a consulting firm, was the international implementation partner for the program of Tommasi. Tommasi Japan had brought from Horizon in additional consultants to run a succession of interviews with the dealers to identify any dealer concerns about the new system. As the advisors soon found, the dealers' concerns with Tomassi went far past the brand new application. An unannounced visit by an influential dealer set all the players on a collision course, and soon exposed their widely differing viewpoints and numerous essential problems in the relationship between Tommasi Motorcycles Japan and its own dealer network.

PUBLICATION DATE: April 03, 2012 PRODUCT #: W12842-PDF-ENG

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