Bike Industry and Marketing

In: Other Topics

Submitted By sashaamore
Words 6569
Pages 27
Executive Summary

My Bike is in a unique position to capitalize on gains from advertising campaign. Starting business in step with a downturn in the economy My Bike has shown to have the products and services customers’ desire. Specialty bike shops make up a small portion of all bike retailers but contribute 55% of the sales revenue in the biking industry. With demands for bikes and their services fairly consistent getting the message out about who My Bike is and what it can do for customer is critical to success in this market. Service, repairs and rentals differentiates its self from mass merchants while the extend adjustment period and used bike selection lets My Bike stand out among other specialty shops. Connecting and communicating with My Bikes identified target market will create awareness and draw traffic to allow for growth. Advertising each segment of products and services around a central theme generates synergy on the My Bike brand but communicates the specific value it will bring to the consumer. The synergy would be centered on the web and feed through advertising media like facebook, tweeter and shop envy sites. Targeting the right message to the right audience at the right time will allow My Bike to be successful in its goals.

I. Situation Analysis

The Bicycle Industry
In 2011 there were approximately 15.7 million bicycles sold within the US in all wheel sizes these sales, combined with the sale of related parts and accessories, represents a $6 billion dollar market.

There are five primary channels of distribution: * Specialty bicycle retailers; * Mass merchandisers (Ex: Wal-Mart, Target, Kmart); * Full-line sporting goods stores; * Outdoor specialty stores; * Other channels such as internet sales.

Sales by mass merchandisers make up approximately 70% of the units sold but only 27% of the sales revenue.…...

Similar Documents

Marketing the Weight Loss Industry

...Marketing the Weight Loss Industry Carrie Ridner Instructor: Vicki Long BUS 330: Principles of Marketing August 27, 2012 Abstract America is getting fatter with each passing year and the weight loss industry is cashing in on the desire to be skinny. Have you ever dieted, exercised your heart out only to feel like there were not enough results for your effort? Many companies marketing weight loss products love to have famous people endorsing their products. People can relate to Tommy Lasorda and very much want to "lose the weight and feel great." The marketing process involves the following steps: understanding consumers; creating customer values; building strong customer relationships; creating marketing strategy; and capturing the value from customers (Kotler & Armstrong, 2011). Marketing and advertising professionals have tapped in to the ever expanding market of people searching for something to aid in their weight loss efforts. Actors and actresses are abundant in the marketing of weight loss, with their thin, toned bodies. Images of healthy, beautiful people fill television screens bragging to the viewers how they shed the pounds on this product or that diet program. As people continue to struggle with obesity, an ever growing epidemic, they will look for the “quick fix” and marketing of weight loss programs and diet aids will grow at a rapid pace. There are some ethical, legal, and social issues that advertisers should recognize when......

Words: 2398 - Pages: 10

Differentiation Between Marketing in a Business vs. Healthcare Industry

...This essay will explain the difference between marketing in the Business and Healthcare industry by discussing the key aspects and impacts of the external environment with each industry. I will develop and address the issues presented by customers want and needs in aspect of the healthcare professional and debate the need for marketing in the hospitals versus clinics. As a healthcare provider of a clinic, explanation will be given to differentiate the advantages of my clinic of choice versus other clinics. Marketing and business development in the business industry are processes of cultivating ongoing relationships that lead to deep trust and long-term value-exchange between the business and their stakeholders to develop and maintain purpose-based relationships. Marketing is all about putting customers/patients at the heart of the business and responding to their needs and wants toward implementing a mission and goal. In a challenging economic climate, the customer needs to trust that the product offers something unique in terms of style, quality and sustainability - these all derive from strategic planning. Business ethics can be powerful marketing tool and should form a key part of your marketing strategy when combined with the quality and style of the product. Dell Computer is a great example of bold and daring marketing that has endured. When the computer industry was employing nothing but conventional wisdom and selling through complicated and profit-draining......

Words: 1235 - Pages: 5

Aesthetic Industry Marketing

...Aesthetic Industry Marketing October 2012 GENERAL BACKGROUND: * The NPD Group, Inc., a leading market research company, released results on the men’s skincare market. On track with the sales in the men’s current retail business, men’s skincare sales increased six percent year-to-date (January through July) 2012, compared to the same time last year, generating $45.5 million. In addition, NPD found that at least seven in 10 men are buying facial skincare products for themselves. Today’s man is more concerned than ever with looking good from head to toe and is willing to invest in high-end skincare products. * Among the top 10 men’s sub-segments, six out-performed the category: Facial Moisturizers (+7%), Eye Treatment (+16%), All Other Body* (+13%), Body Cleansers (+16%), and All Other Face** (+30%). * The overall best-selling men’s skincare products for year-to-date 2012 were Clinique’s Skin Supplies for Men Face Scrub 3.4 oz., followed by Skin Supplies for Men: Lotion tube, another Clinique best seller. * According to The NPD Group, Inc., a leading market research company, prestige makeup sales within U.S. Department Stores for the first half of 2012 (January thru June) grew +8 percent to $1.8 billion. Unit sales were up +4 percent to 74 million. * All makeup segments experienced growth in the first half of the year. Some of the biggest winners producing double-digit dollar growth were the segments of Nail and Sets, and sub-segments, Eye Brow, Eye......

Words: 1519 - Pages: 7

Marketing Research on Food Industry

...are three variables to measure service businesses: service quality, product quality and price/quality ratio. Another study done by Nassrin (2009) has found that there is a difference in the level of satisfaction of students from different academic levels about university restaurants. We used these theories in our hypothesis and variables formulation and we found that that the level of satisfaction of students toward the restaurants differs between students of different academic levels. We proposed some recommendations for the managers to enhance the satisfaction level of students. We recommended them to do a qualitative research to know the specific needs of each of each of the academic level, and then use these findings to reshape the marketing and product mix of the Newrest restaurant. Introduction As the population is growing at a high and fast rate, and the world is recognizing a rapid-changing environment, the issue of customer satisfaction is becoming more and more critical as well as crucial while launching products into the market; this is done in order to satisfy customers’ needs and wants, and hence meet their requirements. In fact, with the adoption of new technologies and the increased awareness of consumers about the products and services offered in the market, the competition in the business market is becoming more and tougher. For that purpose, companies strive to capture target customers by differentiating their products and services from......

Words: 9059 - Pages: 37

Export Marketing Strategies for Indian Textile Industry

...International Marketing Export marketing strategies in the Indian Textile Industry : Opportunities and Challenges Submitted by RANDEEP NAIN SATNAM SINGH S-78 S-93 Export marketing strategies in the Indian Textile Industry : Opportunities and Challenges Abstract : Textile exports play a significant role in earning foreign exchange for India. In the FY 2010-11 , the total exports of textiles and clothing amounted to US $ 26.82 billion. Presently , the share of textiles in India’s total exports is in the range of 10 % . Various studies have been conducted to explore the relationship between Export marketing strategies and their impact on organizational performance and various strategies are formulated to identify the right mix to enhance this performance . The purpose of this research is to identify the role of export marketing strategies in export performance for the case of Indian Textile industry. It is seen that export firms that adopt marketing mix elements get competitive advantage and have better returns. Research Problem : Internationally , it has been observed that organizations which are exporting to foreign markets employ some strategies to attract international buyers of their products .In the case of India , we are interested to find out which strategies are used to boost export performance. Therefore the research question is What are the factors/reasons which can enhance export performance of the Indian Textile......

Words: 633 - Pages: 3

Dirt Bikes

...Dirt Bikes’ management is concerned about how much money is being spent on communicating with people inside and outside the organization and obtaining information about developments in the motorcycle industry and the global economy. You have been asked to investigate how Internet tools and technology could be used to help Dirt Bikes’ employees communicate and obtain information more efficiently. Dirt Bikes provides Internet access to all employees who use desktop computers. Resource: Ch. 6 of Essentials of Management Information Systems See the Prentice Hall website with information on the fictitious Dirt Bikes Company Write a 800 to 1,250-word paper that provides recommendations of various Internet tools that would help Dirt Bikes’ employees: Include recommendations for how Dirt Bikes could benefit from intranets for sales and marketing, human resources, and manufacturing and production. Propose at least two other tools that would be helpful. Describe the tools’ benefits for the employees and organization and describe the potential network effect. Discuss the concept of providing wireless access to employees from the perspective of employee benefits and the effect to the organization. Format your paper consistent with APA guidelines. Post your response as an attachment to the Assignment Section. See additional instructions and grading rubric in the Course Materials......

Words: 257 - Pages: 2

Marketing Research for Carbonated Industry

...Marketing Research Carbonated Drink Industry: How does advertising outlay affect the profitability and sales. Mid-Review Submitted By: 1. Disha Hooda 2. Akshay Sharma - 168 - 145 3. Ankur Jhunjhunwala -77 4. Raunak Khetan - 199 Background and Motivation Various writers have viewed advertising from different perspectives. Advertising is a tool of marketing for communicating ideas and information about goods and services to an identified group, which employs paid space or time in the media or uses another communication vehicle to carry its message. It openly identifies the advertiser and his relationship to the sales effort (Wanoff, 1997). Advertising is a non-personal communication paid for by an identified sponsor who is relayed through various media with the aim of influencing people’s behavior towards the advertiser’s products and services at the lowest possible cost. (APCON, 2002). Frank (2005) defined advertising as the aim to persuade people to buy. Advertising is the dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiser. Advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor, (Alexander, 1965:9). The economic importance of advertising can’t be over emphasized. Advertising and promotions are an integral part of our social and economic system, evolving into a vital communications system that gives......

Words: 6997 - Pages: 28

Goodwill Industries Marketing Analysis

...items. I believe the “personal” characteristics of consumer behaviour is the most important in goodwill’s business, as it unlocks the potential in targeting key customers at the right time and right situation. Psychological – Changing the price changes consumer perception. The most important trend that the video discusses is that recession and a slow economy could have a double whammy effect on the company. Not only does the quality of goods being donated fall significantly, but the amount of customers coming into stores also fall drastically too. The video mentions that people sell their most price worthy items on Ebay, rather than donating their items to goodwill, and this hurts their company’s profits. What I like about goodwill industries is that other than making a profit on used goods and items, it also helps and trains employers to better excel in the retail business. Personally, I feel, this is where the company excels and where the firm earns its good name. The firm understands that people appreciate community service, and by helping others it improves its overall image on selling used products....

Words: 997 - Pages: 4

Marketing Research Soft Drinks Industry

...MARKETING RESEARCH CONSUMER PREFERNCES AND CONSUMTION HABITS IN SOFT DRINKS INDUSTRY Research Proposal : Scope of introduction of a lemon-lime soft drink a local soft drink firm. The product would to be positioned as a “change of pace” soft drink to be consumed by all soft drink users, including heavy cola drinkers. Objective definition: The objectives of this research are: * We have to find out the perception and the expectations of the existing consumers from the soft-drink industry. * To analyze whatever the factors that will affect the introduction of this new soft drink in the market including the target audience , competitors etc. * To implement the research methodology and research design in order to gather and understand the data received. Research objective: The objective of the research is to understand the concept of the introducing the lemon-lime soft drink in the market by perceiving its idea of methodology, sampling plan, time and cost. Background of the soft drink industry: The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually.  In India, Coke and Pepsi have a combined market share of around 95% directly or through franchisees. Campa Cola has a 1% share, and the rest is divided among local players. There are two distinct segments of the market, cola and non-cola drinks. The cola segment claims a share of 62%, while the non-cola segment includes soda, clear lime, cloudy lime and...

Words: 708 - Pages: 3

Emerging Sales and Marketing Challenges in the Global Hospitality Industry

...Emerging sales and marketing challenges in the global hospitality industry Author: Rishi, Meghna; Gaur, Sanjaya S Abstract: Purpose - This paper attempts to identify the emerging themes that can shed light on the sales and marketing issues and challenges being faced by global hospitality organizations. Design/methodology/approach - The paper utilizes a multi-method approach for data collection. A thorough literature review, a focus group and personal interviews were conducted to explore the themes and construct a tentative thematic web. Publicly accessible secondary data in the form of customer reviews were drawn from world's leading web site - A total of 702 reviews of the customers of luxury hotels from the world's top two tourist destinations - France and USA - were analyzed, using thematic analysis. Customers' perspective is juxtaposed with industry's perspective to offer insights on the sales and marketing issues and challenges being faced by hospitality organizations globally. Findings - Marketing challenges, namely personalization/customization of services, service management, creating a strong parent brand, under-utilization of the social media and diverting tourists from heritage properties, are identified as some of the key emerging sales and marketing issues and challenges faced by the global hospitality industry. Practical implications - Analytically identified themes in this research paper provide valuable insights on issues and......

Words: 489 - Pages: 2

Social Medai as a Marketing Tool for Apparel Industry

...SALES & MARKETING Boost Your Business with Social Media Marketing If you're not employing social media to promote your services, you may find you're losing business to competitors who are. August 23, 2011 By Deborah Sexton, Contributing Writer Have you been dragging your feet to get started using social media as a marketing tool? If so, you may want to check out how many of your competitors already are on Facebook and Twitter. Next, you may want to see if your competitors have gained some of your customers as “fans” or “followers.” Like it or not, social media has firmly established itself as a viable, valuable marketing tool, and ignoring or hoping it will go away is akin to sticking your head in the sand. The good news is you can get your feet wet for free — it costs nothing to set up a Facebook and Twitter account. Over time, you may find it worthwhile to invest in advertising or staff to help build your base. Regardless, by entering the social media space, you can position your business for greater awareness and profitability by setting up your shop as an expert and gaining social validation. Social media marketing simply is a form of relationship marketing. Do you contact your customers via phone and e-mail? Social media is another way to connect with current and potential customers. “People are talking about your services or your competitor’s [services] on social media platforms, so you need to be in that space as well,” says Rodney Blackwell,......

Words: 2023 - Pages: 9

Marketing Concepts Assignment - Soup Industry in Australia

...Marketing Concepts Assignment Soap Industry [pic] Tutor: Joan Crowe Subject: Marketing Concepts Due Date: May 21st, 2003. Executive Summary This report has been commissioned to Luke Bishop. The company wants to re-evaluate its marketing approach for their business in Soap Industry in Australia. The purpose of this report is to give the Luke Bishop an overview of the Soap Industry in Australia, analyzing the market and make recommendation to Luke Bishop at approach should the company use in the future. The report examines the history, marketing size and growth, major players, current states of the industry, its target market and positioning and the use of different marketing mix and approach. We will discuss the new product “Refresh”. “Refresh” is a spray which can be used for shower instead of using traditional form of soap. It is easy and convenient to use. In the liquid soaps industry, its grocery value in 2002 is 48.2 millions. There is an increase of 10.9 percent of sales for liquid soups by comparing to previous year (2001). The sale of soap is growing every year. We can predict that the annual sales of soap will continue to grow in the future. There is quite a lot of competitor in this industry. We will focus on 4 major competitors. They are Unilever, Colgate-Palmolive, PZ Cussons and Reckitt-Benckiser. We will also discuss the current status in the marketing, and analysis how different marketing environment will......

Words: 4379 - Pages: 18

Dirt Bikes

...Dirt Bikes USA Running Case Study Bryan Gaine Melissa Kelly Brad Michels Erica Riley Table of Contents Management Analysis of a Business .....................................................................................4 Analyzing Financial Performance..........................................................................................5 Competitive Analysis .............................................................................................................7 Analyzing the Total Cost of Ownership (TCO) of Desktop Software Assets .......................8 New Customer Database Design ...........................................................................................9 Using Internet Tools to Increase Efficiency and Productivity ...............................................10 -2- Table of Charts Table 1: Dirt Bikes USA Sales History from 2001 to 2005 .................................................. 5 Table 2: Domestic vs. International Sales from 2001 to 2005 ...............................................6 Table 3: Statement of Income ................................................................................................6 Table 4: Software Suites ........................................................................................................8 Table 5: Customer Database ..................................................................................................9 Table 6: Internet Tools Matrix .............

Words: 1877 - Pages: 8

Marketing Reflect Paper on Mcdonald Industry

...McDonald's Marketing Strategy McDonald’s is the world’s largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald’s sales were up 6.8%, and revenue was a record high of $23 billion. “The unique business relationship among the company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonald’s success over the years. The business model enables McDonald’s to play an integral role in the communities we serve and consistently deliver relevant restaurant experiences to customers.” (McDonald's, 2008, 25). McDonald’s overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain, rather it is more focused on being the best fast-food restaurant chain. McDonald’s “strategic alignment behind this plan has created better McDonald’s experiences through the execution of multiple initiatives surrounding the five factors of exceptional customer experiences – people, products, place, price and promotion” (McDonald's, 2008, 25). McDonald’s also incorporates geographical strategic plans. In the U.S., McDonald’s strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. McDonald’s has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style...

Words: 395 - Pages: 2

Dirt Bike

...Dirt Bike Inc. is a company that manufactures and sells its own brand of off road motorcycles. In order for the company to increase sale, better market, reduce labor, and secure private information some changes have to be made. The meaning of this paper is to provide supervision on how the intranet and information technology services can be beneficial for Dirt Bikes Inc. Companies that start off small, and in time gain success, can only uphold that success by investing a percentage of their yearly profits back into the company. Over the years Dirt Bike has evolved into a profitable company and yet they are still willing to find a new way of increasing sales, and making their company more significant. Dirt Bike has a hundred or more employees that are divided up into different departments. There is a sales team, and marketing, Human Resource department and an engineering and production department. Dirt Bike provides internet access and desktop computers to its staff. But in order to become more effective and to better customer services clients and consumers changes need to be made. In business today it is a necessity for communication channels to be as proficient as possible. Dirt Bikes’ current means of communication is out of date and without further investment in technology, will hold back the operations and growth of the organization. A complete overhaul of the IT communication is recommended. Although there are significant costs associated with implementing a new...

Words: 1088 - Pages: 5