Plan for expansion of existing brand(s) – DC AFAM

“Racing to Performance.” by DCAFAM. Founded in 1978 in France, AFAM has grown immensely in the past 40+ years, taking the motorcycle sport to a whole new level. Prior to their victorious runs, AFAM merged with Dynachains in 2003, forming a new company DC AFAM, focusing on motorcycle parts and accessories. Today, DC AFAM specializes in both “road and terrain” and racing track area, winning 90 world championships in the motorcycle sport industry.


Winning is in the DNA of DC AFAM, and plans are to further grow and keep winning. With a new growth trajectory for the firm, multiple brands joined under one firm, now, how can DC AFAM develop their marketing strategically so that they can continue to further expand? How can they ensure each brand finds a sweet spot and remains strong in each category as their household brand?


Starting with thorough research and analysis is the first key step to any strategic focus and marketing/ branding. Proposed solution to the challenge is to fine tune and refine the corporate brand structure then align this with the markets suited to each sub-brand which then ties to the right target groups.
Hence, our STRAREX team ideated various draft cases to increase opportunities and strengths while mitigating and solving threats. These are crucial aspects to develop a case to ensure that we can identify the market segments accordingly and in line with each house brands. Then, together with the client team, planning and ideating next steps to make this actionable–our team at STRAREX is completely dedicated to our client and the projects we work on; hence, sessions and meetings to ensure the plan we developed and proposed is on its way to execution is crucial to us. From here we aim to create the most optimal marketing strategy and in turn yield successful results, for a sustainable, long-term business trajectory, and to keep winning with DC AFAM!


This case is currently in progress. We’re extremely excited to develop the most optimal marketing trajectory and branding as our team is working with passion and enthusiasm to continue DC AFAM’s winning streak!

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