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.…...

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