An investigation into the promotional activities employed by the motorcycle businesses in the Nelson Mandela Metropolitan area

The motorcycle industry is well established in South Africa, but has not nearly reached its full potential. This study investigates how this situation can be improved by enhancing the promotions of motorcycles in the Nelson Mandela Metropolitan Municipality (NMMM) area under investigation. Motorcycle businesses in this area currently compete with a disadvantage in the transportation market. Motor vehicles are assembled in this area whereas motorcycles are not, and this creates various work opportunities and brand loyalty for the motor industry. The Government also offers import rebates to motor vehicle exports. The cost, prejudicial attitudes and road safety of motorcycles contribute toward the difficulties faced by the motorcycle industry, which prevent the growth of this market. This market usually requires potential customers to have a passion for motorcycles to turn them into actual customers. To overcome these difficulties an investigation was conducted to determine which promotional activities the motorcycle businesses in the NMMM area employ. This study identifies the motorcycle businesses’ promotional shortcomings and makes suggestions for improvement. Promotional activities are vital since motorcycles are at a disadvantage when compared to motor vehicles in the NMMM area. One of the best ways the motorcycle businesses can successfully compete in the transportation market is to make use of promotions to make potential customers aware and enhance their support of the motorcycle businesses. For this reason the promotional variables (advertising, direct marketing, personal selling, sales promotions and public relations) should be exploited to its fullest to enhance potential customers’ support of motorcycles. This process can also create brand loyalty and equity, which will retain customers over the long term. Communication with a market is essential to achieve this and to inform and remind potential customers about the products available