Market Survey Velib

Market survey

MATHIEU LE MOAL

Bike-sharing system by JCDecaux in Connecticut

Based on the Velib’ model

Rouen Business School May, 2013

Table of contents

Introduction 2

I. Presentation of the company and service 3

History & presentation of the service 3

Relation between JCDecaux and the city of Paris 4

Figures 4

Fares 5

II. Market Study & Consumers’ Needs 6

The bike sharing-system worldwide 6

The Americans & bicycles 7

Competitors to JCDecaux 8

II. Survey 9

III. SWOT Analysis 14

STRENGTHS 14

WEAKNESSES 14

OPPORTUNITIES 14

THREATS 16

IV. Launching Strategy 17

POSITIONING 17

PRODUCT 17

PLACE 17

PRICE 18

PROMOTION 20

V. Conclusion 22

SOURCES 23

Introduction

Iris Murdoch once said: “The bicycle is the most civilized conveyance known to man. Other forms of transport grow daily more nightmarish. Only the bicycle remains pure in heart.” My expectations in terms of how people should get around do not really differ from the British author.

I believe the bicycle remains an environmentally friendly and healthy way to get from one place to another and displays many other benefits that will be developed further on in this paper. That is the reason why I am willing to import the Vélibs, operated by JCDecaux, in the United States.

I have lived in Fairfield, CT for 9 months now and I have developed a better understanding of the American culture overtime. After a few months, I have been able to analyze and compare the American and French cultures and customs.

I have decided to think very locally. My first idea was to implement the system only in Bridgeport, CT, which is 10 kms away from Fairfield. Then, I assessed the possibility of establishing it in New Haven too. New Haven is 40 kms away from Fairfield.

Thus, I have carried out a market survey and a complete analysis of the local market in order to find out whether the importation of the Vélib’ system...