Irbit Motorcycle Factory

by: John Branch

Publication Date: August 18, 2008
Length: 4 pages
Product ID#: 1-428-708

Core Disciplines: Marketing/Sales

Partner Collection:

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Teaching Note

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In 1939, with war against Germany impending, production of a three-wheeled motorcycle for the Soviet military began in a small factory in Moscow. By the end of the war, more than 5,000 Urals, as they became known to the military, had been produced. Following the war, the popularity of the three-wheeled Ural motorcycle grew, and in the early 1960s, Irbit Motorcycle Factory was converted to civilian production. Following the dissolution of the U.S.S.R., domestic demand for Ural motorcycles increased dramatically, as consumers began to express their new found freedom. Shortly thereafter, however, demand dropped significantly.

Teaching Objectives

After reading and discussing the material, students should:

  • Define international marketing.
  • Understand the strategic and cultural imperatives of international marketing.