2. BY
Name ID
Mohamed Ashraf Sabra
1314825
Mohamed Ahmed Hassan
Taher
Mohamed Ahmed Hashem
Khaled Maher
Abdelrahman Ashraf
Ahmed S. Foly
3. About us
Moulton is an English bicycle manufacturer based in Bradford on Avon in Wiltshire.
The company was founded in 1962 by Dr Alex Moulton, who designed the
"Hydrolastic" and rubber cone suspension systems for the BMC Mini motorcar, and
the later "Hydragas" system used by its successor companies.
Dr Alex Moulton CBE RDI FEng (9th April 1920 - 9th December 2012) was a highly
respected English engineer and inventor, renowned worldwide for his expertise in
suspension design, he was educated at Marlborough and later at King's College,
Cambridge where he graduated in Engineering.
During the Second World War he was employed in the Engine Research Department of
the Bristol Aeroplane Company where for two years he was personal assistant to Sir
Roy Fedden, the Chief Engineer, During the Second World War he was employed in the
Engine Research Department of the Bristol Aeroplane Company where for two years
he was personal assistant to Sir Roy Fedden, the Chief Engineer; In the late 1950s the
family business was sold to the Avon Rubber Co. and Dr. Moulton founded Moulton
Developments Limited to concentrate on creative design and suspension systems for
vehicles.
Thus, Dr. Moulton started work on the small wheeled bicycle and eventually in 1962,
at the Earls Court Cycle Show, the first Moulton Bicycle was launched.
Our products
we introduced many products among the last 7 decades, and here is some products
which serve many clients proudly in England & Europe :
Type description
TSR 2
Beautiful simplicity – the TSR 2 features the
Sturmey-Archer Duomatic two-speed gear
with an integrated back-pedal brake. Two
well-spaced gear ratios keep you moving
through city streets. A quick back-pedal
changes gear – no shifters, no cable, no
adjustment.
TSR 8
Wide-ratio gears and all-purpose tyres make
the TSR 8 a versatile machine, at home in
town or in the country. The Sturmey-Archer
4. gears provide easy shifting - even whilst
stationary - and a wider gear range than the
TSR 9.
TSR 9
Sharing it's genes with the TSR 27, the TSR 9
is a lighter, versatile machine with all the
defining Moulton features. At home, in town
or on the trail, it can handle all but the
steepest of terrains.
TSR 27
Ideal for the leisure cyclist and those who
often leave the tarmac behind, the TSR 27 is a
true 'go anywhere bicycle'. An all round
performer, travel in true Moulton comfort on a
variety of terrains.
TSR 30
Perfect for day rides, audax and touring and
excellent for fast road commuting. Available
with carrier racks, bags and mudguards. Ride
into the city, or load up and go wherever the
road takes you.
AM SPEED
The original Alex Moulton design, backed with
serious racing pedigree. Originally developed
for the RAAM, the AM SPEED is the lightest
and fastest incarnation of the iconic AM series
Moulton.
AM 20-2
The latest version of the smooth riding AM
bicycle, with cleaner lines, smaller pack size
and reduced weight. The NiCrMo Spaceframe
features a shorter seat tube (and extended
Moulton 953 seat pillar) and improved mounts
for carriers and bottles.
Moulton JUBILEE
Veloce
To mark the Golden Jubilee of our iconic
bicycle, we are proud to present the new
Moulton Jubilee - small 20” wheels and full
suspension for the longest or shortest of rides,
on the smoothest or roughest of roads. This
edition is equipped with classic
Campagnolo Veloce 2 x10 gearing in
polished silver finish.
Moulton JUBILEE
Sportive
To mark the Golden Jubilee of our iconic
bicycle, we are proud to present the new
Moulton Jubilee - small 20” wheels and full
suspension for the longest or shortest of rides,
on the smoothest or roughest of roads.
Moulton SPEED
An agressive riding position, adjustable
leading link front/Hydrolastic rear Moulton
suspension and a sub-9kg weight make the
all-stainless steel Moulton SPEED the perfect
choice for performance-orientated Sportive
riders.
New Series
The next generation of comfort and speed,
the New Series Moulton features advanced
Flexitor front suspension, Hydrolastic rear
suspension, and a lighter, stiffer, stainless
steel frame.
5. New Series SPEED
For those who love to ride... FAST. The New
Series SPEED is the lightest in the New Series
range. Advanced Moulton Flexitor® and
Hydrolastic® suspension systems keep the
tyres on the tarmac and absorb shock,
increasing comfort and speed.
New Series Double
Pylon
The ultimate Moulton takes spaceframe
construction to a new level. Stainless steel
'pylons' replace head and seat tubes to further
increase stiffness. Sublime ride comfort and
breathtaking looks.
Egypt
Moulton company has greatly interested on investing in Egypt as its active
market even though the current upheavals that facing its own interior
concerns.
Egypt is considered from the the countries that have the most worst managed
traffic, with a 20 million vehicles at cairo city ONLY ;However, we see it a
chance to test our revolutionary prototype that we believe that it will be faced
by a great appetite from the regional clients.
Our locations
-England:
The Moulton Bicycle Company
Holt Road
Bradford on Avon
Wiltshire
BA15 1AH
-Egypt:
6. Moulton bicycle co,Egypt
dokki
38 Mesadak st,
P.C: 121362
Market share
We believe that we can dominate the bicycle market in Egypt beside our good
competition at the british market.
7. Micro Environment of the Moulton Bicycle
Egypt
1. Suppliers:
As there is no manufacturing or
reassembly bicycle company available in
Egypt , the company faced a debate of
whether contracting with the existing
suppliers in UK , or dealing with other
bicycle parts manufacturers around the
world.
After discussion among the Board of
Directors of Egypt branch, they decided
to keep the dependence on the current
suppliers in UK HQ to provide the
product with similar quality & less costs
for the Egyptian clients that may suffer
from importing componentsfrom all
8. over the world .
2. Marketing Intermediaries:
the Moulton Egypt chose a strategic
intermediaries all over Egypt that are an
important part of the product
distribution channel; one of the well
known intermediaries which specialized
on the bicycle trade is “Abou-el-ghokh”
market chains.
Customers:
Even though there are spots with a facade of
affluence, Egypt is actually facing high levels
9. of unemployment and immense poverty. The
majority of its younger population is struggling
with unemployment and destitution, and
heightening food prices in Cairo.
According to an Associated Press report, nearly
half of all Egyptians live under or just above the
poverty line. More than 15 million Egyptians live
on less than $1 a day, and the figure is steadily
increasing. The Minister of Economic
Development, Othman Mohamed Othman, once
mentioned that the poverty rate in Egypt had
risen from 19 percent of the population in 2005
to 21 percent in 2009. In 2010/2011, the poverty
rate in Egypt had risen to 25% of the population.
Various statistical databases show that Egypt
has:
A population of 80 million, with 33 percent who
are 14 years and below; and 20 percent of the
population living below the poverty line.
A labor force of 26 million, with 32 percent
working in agriculture, 17 percent in industry,
and 51 percent in the service sector.
An unemployment rate of 9.7 percent.
A literacy rate of above 71 percent, with males
at 83 percent and females at 59.4 percent
However, there is a sector of customers in
10. Egypt who enjoys a very high style of living &
financial wealth and richness.
3. Competitors:
As we are introducing a revolutionary
product design, and also because of the
absence of bicycle industry in Egypt,
thus we assume and claim our
superiority in the local , regional market.
4. Publics:
As we believe In society power, we has
sponsored many Egyptian bicycle
initiations that organize many events to
encourage more groups to depend on
bicycle riding for various puposes
11. Macro environment :-
1- Demographic environment :-
- Size : Moulton bicycles are noted for unconventional frame design , small wheels
and front and rear suspension ,the size of this bicycle is comfortable cause it can be
ride from all ages.
The Moulton design paved the way for such designs and versions allowing relatively
easy dismantling for transportation and storage .
- Gender : Moulton bicycles can be driven by males and females .
- Age : Moulton bicycles can be driven by age of 10 years and up to 100 years old .
- location : Moulton bicylces can be driven in all streets in Egypt and it will be easy
transportation cause it saving money and decreasing the pollution .
2- economic environment :-
- Egypt’s economic is still low from the revolution 25-1-2011 stock market lose
bonds and common stock , incomes go down and our country’s economic isn’t stable
so this bicycles save money and time for our people .
3 - Natural environment :-
- Egypt’s natural environment is so beautiful and full of resources from rubber or
iron so by this resources we can spend it in make his bicycles .
4- Technological environment :-
-Moulton bicycles are often included in the folding bicycle category along with small
wheels folders , small wheel bicycles would be make technically correct term
covering all such bicycles .
5- political environment :-
12. Types of Buying Behaviour
Three types of classes in Egypt which vary In
income:-
A- high class category: which have very high
income and high buying power.
Ex: business men.
B-middle class category: which not very
wealthy but have a good buying power and
keep up with latest products.
They can be divided into two sub classes,
1-upper middle class: which have moderate-
high income.
Ex: professionals & bank managers.
2- Lower middle: which have moderate
income.
Ex: accountant &teachers.
13. Dissonance-reducing Buying
behavior
Customer will be high involved with our product
which is infrequent and expensive product, but
they will see little difference among our product
and other brands.
In this case our company/product will have the
advantage of sole and specialization in this type of
bicycles specially that there is no competitors in
the Egyptian market.
Thus there is no comparison between our
product and other products.
After the consumer will buy our product he will
know the huge benefits of our bicycle.
14. The segmentation and the targeting.
The Egyptian market has lots of segments and
Moulton co. will focus on the psychographic
Segment and the demographic segment and we will
focus on the income and the life style, so we divided
the Egyptian market into 3 main categories according
to their incomes
A class: people with high income flow andst
1
wealth (e.g. CEO's & celebrities)
B class: people with middle income and theynd
2
are the majority of the population and its divided
into 2 subcategories B1&B2 (e.g. Bank
employees)
class: people with low income and no wealthrd
3
(e.g. workers)
And we will focus on the A class and B class
using the differentiated strategy in order to
satisfy the majority of the segments
15. life-style /
classes
adventurous Comfortable
A Class
the “MOULTON
SPEED” An aggressive
riding position,
adjustable leading link
front/Hydrolastic rear
Moulton suspension
and a sub-9kg weight
make the all-stainless
steel Moulton SPEED
the perfect choice for
performance-orientated
Sportive riders
the
“double pylon”
The ultimate Moulton takes
spaceframe construction to a
new level. Stainless steel
'pylons' replace head and seat
tubes to further increase
stiffness. Sublime ride comfort
and breathtaking looks.
16. B1 Class
the “SPEEDO”
For those who love to
ride... FAST. The
New Series SPEEDO
is the lightest in the
New Series range.
Advanced Moulton
Flexitor® and
Hydrolastic®
suspension systems
keep the tyres on the
tarmac and absorb
shock, increasing
comfort and speed.
the “NSS”
The next generation of
comfort and speed, the New
Series Moulton features
advanced Flexitor front
suspension, Hydrolastic rear
suspension, and a lighter,
stiffer, stainless steel
frame.
17. B2 Class
the “AM SPEED”
The original Alex
Moulton design,
backed with serious
racing pedigree.
Originally developed
for the RAAM, the AM
SPEED is the lightest
and fastest
incarnation of the
iconic AM series
Moulton.
the “TSR8”
Wide-ratio gears and all-purpose
tyres make the TSR 8 a versatile
machine, at home in town or in
the country. The Sturmey-Archer
gears provide easy shifting - even
whilst stationary - and a wider
gear range than the TSR 9.
18. Positioning
Competitive advantages :-
1- The main advantage is foldability , according
to survey results we concluded that most
bicycle drivers complain from being stolen
2-it’s saves area in the contrary on the ordinary
bicycles in carrying it in cars
3- pioneers in this regions becausewe are the first
company that introduce this product
The positioning strategy:
More Same Less
More More for more More for same More for less
Same Same for less
Less Less for much
less
19. The company adopted a moderate positioning
strategy by selecting an extra benefitvalue
perceivedfor customers with reasonable price to
encourage customers buying our product which is
being introducedby our emerging company in
Egypt.
20. The Moulton Company’s
Product
The product:
The Moulton company introduces the
portable bicycle; a mean of transportation
that can be described as foldable without
any disruption of quality & performance.
21. Levels of product:
-Actual product:
-Brand Name: The Moulton
“FOLDSPEED”
-Quality Level: Higher medium
-Packaging:
-Design:
-Features: portability, convenience,
foldablity, efficiency, Standard
22. specifications for customer.
-Augmented product:
-Delivery &Credit:
-Product support:
-warranty:
-After sale services:
Consumer product:
As a folding bicycle isn’t a frequent product
to be bought, we have chosen the Shopping
products category that they compare
carefully on suitability, quality, price, and
style.
Product attribution:
23. -Quality: we aim to create a product mix
the idea of quality and the cost perspective;
-features: 1)Foldable
2)Simple
3)Heavy duty
4)revolutionary
5)efficient &effective
-Design & Style: unique – fashioned –
young
Branding, Labeling
Our Brand &label is designed to refer to our
prior Bicycle design which is ridden By the
shadow of the founder of Moulton Co.
26. Product line decision and product mix
decisions
We assist our main product with a group
other complementary products that
enhance the adventure &enjoyment of the
riding experiment.
27. Product Lifecycle
As the company is an emerging one in
Egypt, also the uniqueness of our product …
we assume that we will position ourselves
at the introduction progress.
That is due to the expected slow growth as
the product is introduced in the market.
28. Pricing
As we are an emerging company in Egypt , we have
chosen to select the Market-penetration pricing strategy.
That is in order to a low initial price in order to
penetrate the market quickly and deeply to attract a
large number of buyers quickly to gain market share.
29. Place:
Our marketing depends on a selective distribution
The main place to sell the product is in malls
As the potential customers are cyclists... Sending a
sample to their clubs is the first phase
While the second phase is to hold a competition by
our products to create a proof of strong quality in
their clubs.
As our potential customers are traveller who travel a
lot and who try to make space for his travelling stuff.
The product is suitable for his needs. The traveller
behaviour on buying things associated with internet.
So the ideal place to reach their concern is online
store with online payment.
As the potential customers are normal people or
students... A trade fair is the attractive place to
promote our folded bicycles.
30. Geographical place:
The product will be available in Cairo and Alex in a
selective distributers.
And also in small quantity in new cities such as 6
October and Rehab city to deliverer the product to
our targeted customers and to be available nears
their hands.
Promotion:
Social media promotion:
The main promoting channel is on social networks.
The targeted customers are youths. The potential
customers influenced by technological
communication
As a consequence, social media like Facebook
&twitter will be ideal to interact directly to targeted
31. customers and take a feedback about our product
and promotion strategy.
Another promotion channel is events allowing new
potential customers to try the products
And giving us feedback to develop the product and
promotional process
The best feature in our product that it is light and
take a small space
For the cyclist customers the best time is in their
champions of riding bicycles.
To deliverer the features of the product. Which are
strong materials, less space and light weight. We
make use of every possible channels to deliverer the
message.
For strong material, champions and competitions
events is good promotional to deliverer a strong
quality of product.
32. For less space and light weight, the marketing
promotion proves that it useful for travelling and
storing for too long easily. Mountain climber can
climb a mountain with the bicycle attached to their
back easily.
Some sports men have freestyle of riding bicycle. We
support them and promote the product to attach
their awesome freestyle movement with the feature
of the product. Such as strong material and light
weight.
