This marketing plan outlines strategies for introducing a new bicycle called the DC bike into the Cambridge market. The plan involves an initial high "skimming" price of £1,800 distributed directly by the company to target adult cyclists. Promotion will utilize advertising, public relations events, and a website. The total budget is £19,500 and the plan is expected to launch in May. Flexibility is recommended to adapt to changing market conditions.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Design & Analysis of foldable E-BicycleIRJET Journal
The document describes the design and analysis of a foldable electric bicycle. It discusses the motivation to create a compact e-bike that can be easily transported. The key components of the design include an aluminum alloy folding frame, a 36V rear hub motor, integrated 36V lithium-ion battery, single-speed chain drive system, mechanical disc and V-brakes, 27.5-inch tires, and rigid fork suspension. Various materials were analyzed for the frame and aluminum 6061 alloy was selected for its strength to weight ratio. The design aims to create a lightweight, portable electric bicycle that provides eco-friendly transportation.
Engage with...Pure Electric | Driving the Electric Revolution WebinarKTN
Pure Electric presented the origins of the company, Pure's aims and aspirations for having an impact on how people travel & their mobility, steps being taken to build the most innovative design and development hub for micro-mobility in the world, and possible opportunities for collaborative projects and relationships.
This document provides a marketing analysis for the expansion of E-bikeshop.co.UK into the Irish market. It includes an external audit of Ireland's macroeconomic, social, political and technological environment. It finds opportunities in Ireland's growing cycling industry and environmental concerns. However, it also identifies challenges such as low consumer awareness of e-bikes and their high costs. An internal audit examines E-bikeshop's products, promotion and competencies. A SWOT analysis and marketing objectives are then proposed. Key strategies include targeting older customers and developing competitive pricing. The marketing mix and implementation plan are also outlined.
This document provides information and resources for using cycling in occupational therapy. It discusses national cycling organizations, the health benefits of cycling, types of cycles that can be used, training requirements, and considerations for starting new cycling schemes or programs. Resources include links to organizations that provide cycles, training, maps of cycling routes, and advice on securing funding and ensuring sustainability.
This document provides information on cycling resources for occupational therapists considering using cycling in their practice. It outlines several national cycling organizations that promote cycling initiatives and lists health benefits of cycling. It also discusses cycle and training options, funding, and sustainability considerations for starting a cycling scheme or program.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Design & Analysis of foldable E-BicycleIRJET Journal
The document describes the design and analysis of a foldable electric bicycle. It discusses the motivation to create a compact e-bike that can be easily transported. The key components of the design include an aluminum alloy folding frame, a 36V rear hub motor, integrated 36V lithium-ion battery, single-speed chain drive system, mechanical disc and V-brakes, 27.5-inch tires, and rigid fork suspension. Various materials were analyzed for the frame and aluminum 6061 alloy was selected for its strength to weight ratio. The design aims to create a lightweight, portable electric bicycle that provides eco-friendly transportation.
Engage with...Pure Electric | Driving the Electric Revolution WebinarKTN
Pure Electric presented the origins of the company, Pure's aims and aspirations for having an impact on how people travel & their mobility, steps being taken to build the most innovative design and development hub for micro-mobility in the world, and possible opportunities for collaborative projects and relationships.
This document provides a marketing analysis for the expansion of E-bikeshop.co.UK into the Irish market. It includes an external audit of Ireland's macroeconomic, social, political and technological environment. It finds opportunities in Ireland's growing cycling industry and environmental concerns. However, it also identifies challenges such as low consumer awareness of e-bikes and their high costs. An internal audit examines E-bikeshop's products, promotion and competencies. A SWOT analysis and marketing objectives are then proposed. Key strategies include targeting older customers and developing competitive pricing. The marketing mix and implementation plan are also outlined.
This document provides information and resources for using cycling in occupational therapy. It discusses national cycling organizations, the health benefits of cycling, types of cycles that can be used, training requirements, and considerations for starting new cycling schemes or programs. Resources include links to organizations that provide cycles, training, maps of cycling routes, and advice on securing funding and ensuring sustainability.
This document provides information on cycling resources for occupational therapists considering using cycling in their practice. It outlines several national cycling organizations that promote cycling initiatives and lists health benefits of cycling. It also discusses cycle and training options, funding, and sustainability considerations for starting a cycling scheme or program.
This document provides information about a proposed campaign called "TURN OFF - Save Energy Campaign" aimed at university students in the UK. The campaign will be produced by a crew led by Kasia Kucaj and Zay Basalie. It will take the form of a documentary asking students what they would do with extra money and informing them that turning off lights and electronics when not in use can save up to £325 per year on energy bills. The campaign will be distributed on university and student websites and social media to encourage students to visit the Energy Saving Trust website for more information on saving energy and money.
The document discusses the design of an electric bicycle, including research on typical bicycles in Sweden. It then outlines the development of innovative frame concepts for an electric bike, selecting a design that places the battery inside the frame between the seat and fork tubes. Key aspects of the selected frame design are described, focusing on using special reinforced profiles and curved elements to integrate the battery cavity while maintaining frame strength.
CyclingWorks Bristol Introduction June 2020Ian Pond
CyclingWorks Bristol is a new campaign to encourage employers in the region to express their support for better cycling infrastructure to enable safer commuting by bike
The document provides a business plan for a GPS tracking system called BAIC to be integrated into bicycle frames. It aims to reduce bike theft by making the tracker nearly impossible to remove. It will also allow users to track bike routes and performance data. The plan outlines the product, market analysis, strategy, and financial projections. It finds opportunity in the growing bike market and environmental/health trends, but risks from the Italian economic situation and competitive landscape.
Susanne Wrighton presentation_Cargo Bike Expert Group_15.10.2019CIE2019
This presentation was given by the named presenter at the kick off meeting of Europe’s first Expert Group on Cargo Bikes and Cycle Logistics on 15th October 2019 in Brussels.
The document summarizes recent developments in cycling in Scotland, including:
1) The launch of a new Cycling Action Plan for Scotland (CAPS) to coordinate cycling initiatives, including public consultation events in several cities to gather input.
2) An increase in participation for Bike Week events across Scotland, with over 230 events held and media coverage nearly doubling from the previous year.
3) Plans for the 10th annual Pedal for Scotland cycling event from Glasgow to Edinburgh in September, expected to attract around 5,000 riders.
4) The upcoming launch of a new Community Cycling Innovation Fund by Cycling Scotland to provide grants for local cycling projects improving community wellbeing.
The document discusses the design of an electric bicycle kit called the E-Kit that can transform a standard Hero bicycle into an electric bike. It aims to make electric bikes more accessible and affordable in India by creating a kit that is cheap, simple to install, and can easily be attached or detached from the bicycle. The kit will use a clutch system to connect an electric motor to the rear wheel sprocket. It will allow the user to switch between electric assist, pedal assist, and no motor. The goals are to retrofit standard bicycles easily and inexpensively while keeping additional weight low. The project is inspired by the Copenhagen Wheel but aims to address its limitations.
Newcycling is a cycling campaign group in Newcastle that aims to promote cycling in the city. In 2016-2017, the group will focus on getting the city council to adopt a cycle network plan and sustainable safety principles for infrastructure. The group's vision is for Newcastle to become a bike-friendly city like Copenhagen and Amsterdam by creating safer cycling conditions and dedicated bike routes. They encourage residents to get involved by joining the group, donating, and contacting their local councillors about cycling issues.
The document outlines the course outline for a three-session course on designing for cycling. Session 1 will cover applying principles to cycle route design, and tools for assessment. Hands-on exercises include assessing levels of service and space for cycling. Session 2 will cover junction layouts and using modeling software. Session 3 will discuss trial methodologies and communicating/selling cycling concepts. The final session will involve presenting projects for review and feedback.
Urbo is a European smart bike sharing provider that partners with city councils. It provides bike sharing systems to councils free of charge and generates revenue from user membership and usage fees. Unlike other dockless systems, Urbo bikes lock to existing infrastructure using a cable lock system. This prevents bikes from being left anywhere and addresses a problem that Asian dockless competitors created by littering streets with abandoned bikes. Urbo has agreements in place to launch systems with over 200 councils across the UK and Ireland over the next three years and hopes to expand across Europe.
Clearly, initiatives to encourage more people to cycle are working. The Cycling Scotland annual report outlines progress made towards increasing cycling rates in Scotland, including a 44% increase in usage of the National Cycle Network over three years. The report also highlights the financial and health benefits of investing in cycling initiatives. Consistent funding is needed to achieve the goal of 10% of trips made by bike by 2020 as outlined in the Cycling Action Plan for Scotland.
Cycling Scotland course on planning and designing for cyclists. The course was held in Fort William and looked at the local area and identified improvements to the local cycle routes.
SNS Insider is a market research company that delivers evidence-based strategies for clients seeking growth & also provides business consulting services ...
Infrastructure is vital to London’s future, and there’s no better example of this than the London 2012 Olympics. Here, Atkins’ leading London voices share the lessons they learned from the Games and how these impact their approach to major infrastructure projects in the UK’s capital today. This is our London story...
The document discusses building a cycle network in Dublin. It notes that only 10% of planned cycle routes have been completed after 7 years of work. At this pace, it would take 280 years to finish, but completing routes 25 times faster in 25 years is possible. Several challenges delay projects, including lengthy approval processes, stakeholder objections, and a lack of priority and funding. The document argues for enabling cycling through building safe, connected infrastructure to create a positive feedback loop of more riders and faster network delivery.
CEVO had meetings with several important organizations and companies during Eurobike:
1) They met with LEVA and Bike Europe, the major e-bike organizations in America and Europe. These organizations were interested in learning more about CEVO's efforts to improve quality and trade between Chinese manufacturers and foreign importers.
2) CEVO also met with Thombel Holdings B.V., a Dutch importing company. Thombel agreed to become CEVO's European office and help support their new platform and warehouse center. The company emphasized the importance of after-sales service and spare parts supply for Chinese suppliers to succeed in Europe.
3) Roofbike, a French/German/Dutch company with
This document provides background information on Honda Motor Company and the motorcycle industry. It discusses Honda's origins in post-World War 2 Japan when founder Soichiro Honda began producing affordable motorcycles to meet public transportation needs. The document then covers the motorcycle industry more broadly, describing the history and types of motorcycles. It also provides details on Honda's corporate philosophy, history, and profile as a leading motorcycle manufacturer.
Material, design & analysis of a bicycle frameZubair Ahmed
The document is a technical seminar report on analyzing the material, design, and performance of a bicycle frame. It includes an abstract summarizing the objective to determine the frame's strength and performance under different loads. Finite element analysis was conducted on a model of an actual Indian-manufactured bicycle frame using various loading scenarios. The analysis concluded the frame had a large safety factor that increased its weight, and reducing tube thickness could be feasible. The report also reviewed the history of bicycle frame materials and designs, discussed common frame materials, and summarized the properties and costs of materials like aluminum, steel, titanium, and carbon fiber.
This document provides information about a startup called Milky Way that aims to create greener bikes through recycling pollutant materials. The team conducted surveys that found customers are interested in environmentally-friendly and customizable bikes but have concerns about quality and price. The startup plans to address these concerns through partnerships with extreme sports brands to demonstrate quality, sharing production technologies to reduce costs, and an initial local sales model with opportunities for customers to construct bikes themselves. Funding opportunities like Kickstarter could help bring the idea to life.
This document provides information about a proposed campaign called "TURN OFF - Save Energy Campaign" aimed at university students in the UK. The campaign will be produced by a crew led by Kasia Kucaj and Zay Basalie. It will take the form of a documentary asking students what they would do with extra money and informing them that turning off lights and electronics when not in use can save up to £325 per year on energy bills. The campaign will be distributed on university and student websites and social media to encourage students to visit the Energy Saving Trust website for more information on saving energy and money.
The document discusses the design of an electric bicycle, including research on typical bicycles in Sweden. It then outlines the development of innovative frame concepts for an electric bike, selecting a design that places the battery inside the frame between the seat and fork tubes. Key aspects of the selected frame design are described, focusing on using special reinforced profiles and curved elements to integrate the battery cavity while maintaining frame strength.
CyclingWorks Bristol Introduction June 2020Ian Pond
CyclingWorks Bristol is a new campaign to encourage employers in the region to express their support for better cycling infrastructure to enable safer commuting by bike
The document provides a business plan for a GPS tracking system called BAIC to be integrated into bicycle frames. It aims to reduce bike theft by making the tracker nearly impossible to remove. It will also allow users to track bike routes and performance data. The plan outlines the product, market analysis, strategy, and financial projections. It finds opportunity in the growing bike market and environmental/health trends, but risks from the Italian economic situation and competitive landscape.
Susanne Wrighton presentation_Cargo Bike Expert Group_15.10.2019CIE2019
This presentation was given by the named presenter at the kick off meeting of Europe’s first Expert Group on Cargo Bikes and Cycle Logistics on 15th October 2019 in Brussels.
The document summarizes recent developments in cycling in Scotland, including:
1) The launch of a new Cycling Action Plan for Scotland (CAPS) to coordinate cycling initiatives, including public consultation events in several cities to gather input.
2) An increase in participation for Bike Week events across Scotland, with over 230 events held and media coverage nearly doubling from the previous year.
3) Plans for the 10th annual Pedal for Scotland cycling event from Glasgow to Edinburgh in September, expected to attract around 5,000 riders.
4) The upcoming launch of a new Community Cycling Innovation Fund by Cycling Scotland to provide grants for local cycling projects improving community wellbeing.
The document discusses the design of an electric bicycle kit called the E-Kit that can transform a standard Hero bicycle into an electric bike. It aims to make electric bikes more accessible and affordable in India by creating a kit that is cheap, simple to install, and can easily be attached or detached from the bicycle. The kit will use a clutch system to connect an electric motor to the rear wheel sprocket. It will allow the user to switch between electric assist, pedal assist, and no motor. The goals are to retrofit standard bicycles easily and inexpensively while keeping additional weight low. The project is inspired by the Copenhagen Wheel but aims to address its limitations.
Newcycling is a cycling campaign group in Newcastle that aims to promote cycling in the city. In 2016-2017, the group will focus on getting the city council to adopt a cycle network plan and sustainable safety principles for infrastructure. The group's vision is for Newcastle to become a bike-friendly city like Copenhagen and Amsterdam by creating safer cycling conditions and dedicated bike routes. They encourage residents to get involved by joining the group, donating, and contacting their local councillors about cycling issues.
The document outlines the course outline for a three-session course on designing for cycling. Session 1 will cover applying principles to cycle route design, and tools for assessment. Hands-on exercises include assessing levels of service and space for cycling. Session 2 will cover junction layouts and using modeling software. Session 3 will discuss trial methodologies and communicating/selling cycling concepts. The final session will involve presenting projects for review and feedback.
Urbo is a European smart bike sharing provider that partners with city councils. It provides bike sharing systems to councils free of charge and generates revenue from user membership and usage fees. Unlike other dockless systems, Urbo bikes lock to existing infrastructure using a cable lock system. This prevents bikes from being left anywhere and addresses a problem that Asian dockless competitors created by littering streets with abandoned bikes. Urbo has agreements in place to launch systems with over 200 councils across the UK and Ireland over the next three years and hopes to expand across Europe.
Clearly, initiatives to encourage more people to cycle are working. The Cycling Scotland annual report outlines progress made towards increasing cycling rates in Scotland, including a 44% increase in usage of the National Cycle Network over three years. The report also highlights the financial and health benefits of investing in cycling initiatives. Consistent funding is needed to achieve the goal of 10% of trips made by bike by 2020 as outlined in the Cycling Action Plan for Scotland.
Cycling Scotland course on planning and designing for cyclists. The course was held in Fort William and looked at the local area and identified improvements to the local cycle routes.
SNS Insider is a market research company that delivers evidence-based strategies for clients seeking growth & also provides business consulting services ...
Infrastructure is vital to London’s future, and there’s no better example of this than the London 2012 Olympics. Here, Atkins’ leading London voices share the lessons they learned from the Games and how these impact their approach to major infrastructure projects in the UK’s capital today. This is our London story...
The document discusses building a cycle network in Dublin. It notes that only 10% of planned cycle routes have been completed after 7 years of work. At this pace, it would take 280 years to finish, but completing routes 25 times faster in 25 years is possible. Several challenges delay projects, including lengthy approval processes, stakeholder objections, and a lack of priority and funding. The document argues for enabling cycling through building safe, connected infrastructure to create a positive feedback loop of more riders and faster network delivery.
CEVO had meetings with several important organizations and companies during Eurobike:
1) They met with LEVA and Bike Europe, the major e-bike organizations in America and Europe. These organizations were interested in learning more about CEVO's efforts to improve quality and trade between Chinese manufacturers and foreign importers.
2) CEVO also met with Thombel Holdings B.V., a Dutch importing company. Thombel agreed to become CEVO's European office and help support their new platform and warehouse center. The company emphasized the importance of after-sales service and spare parts supply for Chinese suppliers to succeed in Europe.
3) Roofbike, a French/German/Dutch company with
This document provides background information on Honda Motor Company and the motorcycle industry. It discusses Honda's origins in post-World War 2 Japan when founder Soichiro Honda began producing affordable motorcycles to meet public transportation needs. The document then covers the motorcycle industry more broadly, describing the history and types of motorcycles. It also provides details on Honda's corporate philosophy, history, and profile as a leading motorcycle manufacturer.
Material, design & analysis of a bicycle frameZubair Ahmed
The document is a technical seminar report on analyzing the material, design, and performance of a bicycle frame. It includes an abstract summarizing the objective to determine the frame's strength and performance under different loads. Finite element analysis was conducted on a model of an actual Indian-manufactured bicycle frame using various loading scenarios. The analysis concluded the frame had a large safety factor that increased its weight, and reducing tube thickness could be feasible. The report also reviewed the history of bicycle frame materials and designs, discussed common frame materials, and summarized the properties and costs of materials like aluminum, steel, titanium, and carbon fiber.
This document provides information about a startup called Milky Way that aims to create greener bikes through recycling pollutant materials. The team conducted surveys that found customers are interested in environmentally-friendly and customizable bikes but have concerns about quality and price. The startup plans to address these concerns through partnerships with extreme sports brands to demonstrate quality, sharing production technologies to reduce costs, and an initial local sales model with opportunities for customers to construct bikes themselves. Funding opportunities like Kickstarter could help bring the idea to life.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
Leveraging Generative AI to Drive Nonprofit InnovationTechSoup
In this webinar, participants learned how to utilize Generative AI to streamline operations and elevate member engagement. Amazon Web Service experts provided a customer specific use cases and dived into low/no-code tools that are quick and easy to deploy through Amazon Web Service (AWS.)
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
Communicating effectively and consistently with students can help them feel at ease during their learning experience and provide the instructor with a communication trail to track the course's progress. This workshop will take you through constructing an engaging course container to facilitate effective communication.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
1. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
TABLE OF CONTENT
EXECUTIVE SUMMARY.................................................................................................2
CHAPTER I: REPORT INTRODUCTION........................................................................3
CHAPTER II: MAIN BODY OF REPORT........................................................................4
1. Market overview ..........................................................................................................4
1.1 Marketing audit.......................................................................................................4
1.2 Market information.................................................................................................4
1.3 Customer information.............................................................................................5
2. Marketing strategies and tactics...................................................................................5
2.1 Marketing mix.........................................................................................................5
2.1.1 Product..............................................................................................................5
2.1.2 Place (Distribution channel).............................................................................6
2.1.3 Pricing ..............................................................................................................7
2.1.4 Promotion .........................................................................................................7
2.2 Budget ........................................................................................................................9
CHAPTER III: CONCLUSION AND RECOMMENDATION.......................................10
REFERRENCE..................................................................................................................11
APPENDIX .......................................................................................................................12
2. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
EXECUTIVE SUMMARY
This paper outlines the marketing plan for DC bike –a new bike of Kano Company into
City of Cambridge. There are two important things in this plan, including market
overview –Cambridge with its population, targeted customers and marketing tactics,
using four P strategies. In addition, the plan also introduces about Kano Company as well
as its new product and recommendation for the following marketing plans.
To conclude, DC bike stands for Dutch-Cambridge bike, which serves mainly adults and
cyclists and is offered at the premium price at two stages with the skimming strategy.
Promotion is taken through advertising, salespeople, PR and website channels.
3. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
CHAPTER I: REPORT INTRODUCTION
Kano Company is originated in Dutch, or Netherlands and based in City of Cambridge,
Britain. For a long time, Kano Company has been successful in producing bicycles and
selling them to the Dutch. In order to extend its cycling network, Kano Company has
established one branch in United Kingdom, which has served more than 100 thousand
residents in City of Cambridge. In 2012, the president of Kano Company decided to
design a new bicycle into this market segment. After one year researching and
experimenting, the manufacturers of Kano have created a special bicycle, which is
expected to bring lots of benefits to both this branch in UK and its head office in Dutch.
At the end of 2013, many conferences about introducing this bicycle were held;
especially operational marketing plan was discussed and investigated thoroughly for
some months. Finally, the president of Kano Company came to a decision that this new
bike would be named DC bike, which stands for Dutch – Cambridge bicycle. He also
announced that the marketing plan must be completed at the beginning of April, 2014 and
come to effect one month later after everything is being prepared carefully. This paper is
the final operational marketing plan for DC bike.
4. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
CHAPTER II: MAIN BODY OF REPORT
1. Market overview
1.1 Marketing audit
Kano Company has been successful for many years since it produces few kinds of
bicycles but only perfect ones. Its key value propositions are known as innovation and
high satisfaction of customers. All of its samples have focused on design and customer
expectation as well as customer safety. Because of sophisticated designs and precision to
details, almost products of Kano Company are offered at very high prices, which seem to
be usual for a perfect bike in Dutch, where the average price of one bicycle is €745 –
according to Statistics from COLIPED and COLIBI, representing the European Bicycle
Industry.
However, it is not easy to apply this high price in UK market, since the bicycle’s average
price here is found to be only €280, or around £242. Existence of Kano Company has to
face with success of some manufacturers originated in Cambridge such as Cambridge
Cycle Company, Electric Transport Shop, Dutchbike dealer. Price of a road bike in Cycle
Company lies in range of £500 to £1,000 while an electronic bicycle is very expensive,
offered at above £2,000 and Dutch bikes’ prices do not fluctuate as much as that of Cycle
Company. Thus, to get market share and fight against many competitors here, Kano
Company put lots of efforts in this new bike, DC bike.
1.2 Market information
UK is another suitable market for cycling manufacturing after Germany, if not
mentioning Netherlands here, which is proved that in 2012, sale of bicycle in Britain
reached to 3600 thousands, 366 thousands lower than sale in Germany. Simultaneously,
UK is also listed in top ten bike-friendly countries in Europe. This information will be
illustrated more clearly in appendices part.
5. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
Cambridge is the administrative centre of the county of Cambridgeshire, England.
According to the United Kingdom Census 2011, its population was 123,867. Among
more than 100 thousand people, the targeted customers will be described carefully in the
next part.
Selecting City of Cambridge as the target market, managers of Kano Company believe
that this city will become “bicycle capital” of UK (Space for Cycling) in the near future.
Additionally, an attractive “Cycle Super Highway” between the main axes of Cambridge
to connect with the existing cycle network within the city is in progress.
1.3 Customer information
Grous (2012) confirmed an expansion in the cycling market with indications that this will
be a longer-term trend in UK. The number of cyclists in the UK rose by 11% to 13
million in 2010, according to a London School of Economics report, while Mintel
estimated that 34% of UK adults owned a bike.
YouGov Sixth Sense Bicycle Survey (2011) also addressed that four reasons why people
in UK, particularly in Cambridge prefer to cycle were for enjoyment, for keeping feet, for
saving money and for environment protection. In addition, it divided respondents into
two groups: cyclist and adults aged 16 +. Based on this data, targeted customers among
123,867 residents in Cambridge are:
Cyclists who are finding enjoyment
Adults who love special bicycles and would like to keep fit as well as relax
2. Marketing strategies and tactics
2.1 Marketing mix
2.1.1 Product
6. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
In complying with the existing value proposition of Kano Company, this kind of product
still remains its offering of innovation and high satisfaction for customers. In detail, DC
bike brings these two offerings:
a) It is an example of perfect design for a road bike. Mintel (2012) highlighted the fact
that most of customers are now buying, riding road bikes, not mountain bikes as in the
past. While mountain bicycles are changed their designs regularly, almost road bikes
seem to be similar and traditional. So, it is the time for innovation and turning these old,
traditional bikes into new attractive ones. Additionally, as mentioned above, people in
Cambridge are willing to purchase a bike to keep fit and for enjoyment, thus, they will
feel more confident and interesting when riding on an attractive bicycle with novel
designs.
b) It is a connection between traditional Dutch bikes and Cambridge residents’
expectation so as to fulfill shortages of Britain bicycles. Classic Dutch bikes are
considered to be basic and pretty indestructible. Rachel (2013) identified in UK, most
bicycles do not come with rear wheel locks or built in lights, often there is no chain
guard, mudguard or pannier rack. Moreover, cyclists in the Cycling Culture project had
expressed their willingness to wear their everyday clothing instead of helmets and hi-vis
(fluorescent jackets). DC bike certainly solves their problems and offers them the best
product.
2.1.2 Place (Distribution channel)
DC bike will be firstly distributed only directly from Kano Company to its customers; it
means there is no retailer, wholesaler or agent in the chain of selling this product. The
reason is that Kano Company uses the strategy of skimming in Cambridge market. DC
bike will be introduced at initial high price to find its potential customers so that this firm
can segment small niches in this market for next products in the future and improve
relationship with potential customers. After gathering purchasing power of customers at
very high price, DC bikes will be transferred to some main retailers with the lower prices
7. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
in order to increase sales. Kano Company can use this strategy due to high quality of DC
bikes and desires of Cambridge customers towards a perfect bicycle.
2.1.3 Pricing
As mentioned in the previous part, DC bike will be put at the premium price. Firstly, the
market DC bikes aimed to is the high end market, so the economy price is not suitable.
Secondly, DC bike is launched as a perfect road bicycle, which fixed any problem of
normal UK bikes and was inspired by classic Dutch bikes. Thus, high price can
accurately measure its valuation. Thirdly, customers who really would like to enjoy this
new bicycle and are willing to purchase it will be potential customers of Kano Company.
In the second stage, DC bikes are offered at high price, not economic price but lower than
the first price.
To conclude, the price of DC bike is decided to be £1,800, higher than any normal Dutch
bike. It covers all costs of producing the bicycle, wages for employees, cost for
maintenance and huge amount of profit. However, this price excludes taxes, VAT or
tariff if someone wants to export it. At the time when salespeople inform that the sale of
DC bike tends to decrease, the managers will lower price down to £1,600 or £1,500,
depending on the purchasing power in the market.
2.1.4 Promotion
Advertising
Kano Company selected institutional advertisement so that DC bike can meet
requirements of customers and receive their goodwill. The advertisement “Try a Dutch
bikes in Cambridge and feel perfect freedom and beauty of cycling with it” will be placed
in the local press and banners of famous locations. The word “freedom” refers to
convenience when riding a bike with everyday clothing, which is very attractive to
cyclists. “Beauty of cycling” means perfect design of DC bike, which can draw attentions
of woman and people who want to keep fit.
8. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
It can be also called a persuasive advertisement, which is conveyed through newspapers,
magazines, radios, televisions and direct mails.
Website
E-commerce appears and leads to an increase of demand for website. Kano Company
also has its owned website in order to connect with customers and make online orders
easily. To introduce and make impression for DC bikes, the website will have a big
banner about features of DC bike and what characteristics other bicycles do not have.
Also, this banner gives customers opportunities to get discount of 5 to 10% if they are
ready to make pre-orders.
Aiming to increase the view of DC bike, each customer shares it on social networks and
invites friends to visit the website will also accumulate about £1 in their accounts if they
sign it up.
In addition to traditional method, the marketing department of Kano Company tries to
take advantage of Search Engines Optimization, which helps DC bike rank in top
positions in Google and Yahoo and maximize the discoverability of the website.
Public relations
It is essential to hold an event to launch DC bike. This special event is planned to be set
up in the middle of April. Many famous cyclists will be honorably invited; one of them
will be selected to become an ambassador for DC bike in order to attract his fan to be
potential customers. Talented experts will appear in this event to ensure the safety of this
new bicycle. Important people in Government are also sent invitation cards to prove DC
bike is sold legally.
In this event, DC bicycle will be introduced, taken photos and the ambassador will have
chance to try it. Guests can enjoy an afternoon tea and snacks on offer. Music and a
viewing of the improved facilities will be available.
9. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
Sale teams
Success of a new product has to be implemented with the support of sale teams, who are
in position to find out potential customers and keep relationship with them.
2.2 Budget
Item Date
Completion
Cost Measure of Success
Paid search engine
advertisement to
increase exposure
2nd
April £5,000 All sites listed carrying web link
Cost to pressure test
operations
10th
April £3,500 Smooth performance of DC bike
Advertisement in
cycling newspapers,
television, magazines
12st
April £8,500 Advertorial accepted
Event to launch DC 16st
April £1,500 200 people in attendance
Invite ambassador 16st
April £1,000 Attract more customers
TOTAL £19,500
10. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
CHAPTER III: CONCLUSION AND RECOMMENDATION
In conclusion, the operational marketing plan will come into effect at the beginning of
May. This action must comply with planned intentions shown above. However, it is not
mandatory to follow all of these stages in the marketing plan. Depending on each real
situation, some tasks must be changed in flexible way to get the highest outcomes.
In addition, it is recommended that diversification and skimming are the main tactics in
launching DC bike. In the future, if Kano Company intends to invest in low end market,
skimming seems to be unsuitable. Under this circumstance, this company should adopt
cost leadership or penetration method. Therefore, it is necessary to address that this
marketing plan is used for one specific case, not for all products in the future.
11. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
REFERRENCE
Jan W. 2012, “United Kingdom 2011: Cycling Economy Boomed”, Bike Europe, Vol.2,
No.1
Jackie C. 2013, “Cycling: Which do you prefer, car or bike culture?”, Maple Ridge News,
December, 2013, viewed on March 29, 2014
< http://www.mapleridgenews.com/community/236297411.html>
Jonathon H. 2011, “How much is the average price of a bike in the UK? £242”, Bike Biz,
October, 2011, viewed on March 29, 2014
< http://www.bikebiz.com/news/read/how-much-is-the-average-price-of-a-bike-in-the-
uk-280/012014>
Kotler Ph. 2000, Kotler on Marketing, Free Press Publishers, pp. 17-30
Kotler Ph. 2000, Marketing management, Pearson Education Publishers, 11th
edition, pp.
11-13
Matthew C. 2009, “British women prefer men who cycle”, Bikeradar, October, 2009,
viewed on March, 29, 2014
< http://www.bikeradar.com/news/article/british-women-prefer-men-who-cycle-23514/>
12. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
APPENDIX
1. Research from U.S-based news site NPR
Source: NPR
Figure 1: Bicycle and passenger cars sale in Europe
From this above figure, a total of 3,066,000 bikes were bought in the UK in 2012,
compared to just 2,045,000 passenger cars.
0 1000 2000 3000 4000 5000
Italy
France
Britain
Germany
Passenger cars
Bicycles
13. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
2. Motivations for cycling
Source: YouGov Sixth Sense Bicycle Surveys (December 2011)
Figure 2: Motivations for cycling of the British
Nat Rep: 843 nationally representatives UK adults aged 16 + who cycle at least once a
month.
Cyclist: 1,089 UK cyclists aged 16 + who cycle at least once a month.
3. Stuff – lack of UK bicycles (Rachel Aldred, 2013)
In the UK, most bicycles lack features that are normally found in higher – cycling
countries – they do not come with rear wheel locks or built in lights, often there is also no
chainguard, mudguards or pannier rack. Most modern UK bikes are influenced by
demands of racing (e.g. quick release wheel) even for bikes clearly not sold for racing.
This shapes what other stuff people need: for example, to always carry a lock or locks,
and lights if they wish to ride legally after dark. There is pressure to wear helmet, hi-vis,
which are seen as safety clothing. At the same time, many cyclists in Cycling Cultures
project talked about wanting to cycle in their everyday clothing, and finding the need to
wear specialized clothing and carry additional items inconvenient.
4
17
19
21
29
39
78
82
0 10 20 30 40 50 60 70 80 90
To take advantage of my company's
cycle to work scheme
Avoid congestion
Stress relief
Replace cars
Environmental reasons
To save money
Keeping fit
For enjoyment
Cyclist
Nat Rep
14. Dịch vụ viết thuê luận án tiến sĩ, luận văn thạc sĩ,báo cáo thực tập, khóa luận
Sdt/zalo 0967 538 624/0886 091 915 https://lamluanvan.net/
4. Most bike-friendly countries in Europe
1 Denmark
2 Netherlands
3 Sweden
4 Finland
5 Germany
6 Belgium
7 Australia
8 Hungary
9 Slovakia
10 UK
Source: European Cyclists' Federation Cycling Barometer
Table 1: most bike-friendly countries in Europe