KTM Sportmotorcycle AG: Customer Profiling in the Motorsports Business: Case Study

Purpose/Aim – This case study aims at the assessment of customer needs and at gaining customer information (customer identification). Participants will be able to apply the methods of profiling and segmentation of customers in the motorcycle business. The case study is dedicated to courses in marketing, sales or distribution management of business programs. Short summary – A motorcycle rider turned his passion into his daily job and started working as a dealer for KTM Sportmotorcycles. In the course of a KTM dealer conference he meets some of his fellow colleagues and is starts a discussion about different criteria for identifying the various types of customers and their specific needs. The students are asked to apply these customer profiling methods and to associate specific products to the individual profiles. Design/Teaching outline – The case study can be used in two units of 90 minutes each. The first unit is divided in a case study presentation with additional material and students` individual work on the tasks (including additional research referring to the motorbike market). In the second session the results of the students and the methodology of customer profiling are presented and discussed. Two approaches can be used: 1) Students answer all problem questions and summarise all at the end or 2) Students answer questions and summarize after each one. Later on a video about customer profiling in the motorsports business can be shown.