Submitted by: Submitted by crystal81824
Views: 119
Words: 9098
Pages: 37
Category: Business and Industry
Date Submitted: 03/17/2014 08:12 PM
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EXECUTIVE SUMMARY
The purpose of this marketing plan is to outline the complete marketing strategy, for Peak Bikes, a bicycle manufacturing company. Peak Bikes is a specialist in mountain bike manufacturing, which focuses on meeting their specific client/customer groups’ needs and wants. It distributes their bikes through three main channels; these are sport, bike and discount stores.
Peak Bikes target western society with a population of approximately 15 million people. The consumers in this market have a high discretionary income, and freely buy any bicycle that suits their individual needs and wants. Peak Bikes currently provide only mountain bikes, yet plans to expand its range to include youth and/or road bikes after three years’ time. Bicycle sales are a growth area, and are expected to continue to grow in the future, despite the changing economic environment. This marketing plan will initially analyse the market in Australia, considering the relevant factors within a market competitor, customer and SWOT analysis.
As stated in the company’s mission statement, Peak Bikes aims to be the leading and most profitable provider of mountain bikes, in the next three years, within the manufacturing and retail goods sector of Australia. In the fourth year, the company is considering introducing a new bike/s to their range, a youth and redesigning the current mountain bike. Peak Bikes are committed to providing quality mountain bikes to our distributors at sport, bike and discount stores. With best practice support and service, customer and distributor satisfaction will improve, and shareholders return on their investment will increase, by meeting and exceeding profit targets set.
The target market consists of 3 market segments:
• Youth – want the ‘best look on the block.’
• Mountain – fit, outdoors types.
• Road – healthy, competitive, own at least 2 bikes.
This marketing plan will provide recommendations for the overall...