Activity 1
THE RATIONALE
Aims and objectives
Aim 1: Increase the company’s base by 30% over the next years
Objective 1 - This can, in the first place, be done by using tv ads as the
key selling activity, and will ideally draw the right target demographic and
raise consumer base if done appropriately at the right time of day and in
the proper way.
Objective 2 - Put the commercial in colour in the daily mail newspaper,
because it can stand out from the basic monoprint and encourage our
consumers to pick it up and learn about it. I think it's going to be best in
colour so that it's bold and appealing, although black and white won't
alert consumers enough.
Aim 2: Increase the company’s profits by 5% over the next the 5 months
Objective 1 – TV ads will be as follows: they will advertise their own
"cycle instead of walking" on television advertisement, and will teach
young people how to purchase their bicycles.
Objective 2 - Every 2/3 months, a small team from the firm will attend
bicycle conventions to advertise their goods and how they want to
expand the business through this proposal; this way, customers will feel
engaged and the ideas will not be held internally to the firm's
stakeholders.
Research data/Analysis on the market
The Bicycle Shop is a medium-sized independent retail establishment
that specialized in commuter bicycles and equipment. The owners want
to expand sales of foldable bikes and have recruited a marketing firm to
help them do so.
, Strengths
- Bicycle has a one-of-a-kind folding design.
- The bicycle folds down to the size of a compact suitcase in three
steps.
- Freedom to travel anywhere
- Environmental benefits
Weaknesses
- The cost of the bicycle; the entry model of the bicycle is still
expensive, discouraging some potential purchasers and driving
them to cheaper rival products..
Opportunities
- Boost production of electrical bicycles.
- There is a movement towards electric bicycles in the United
Kingdom
- Prepare and hire additional workers to raise production targets
Threats
- Competitors
- Counterfeit products from the Far East readily available online
Pestle Analysis
Political
More people pedal on major roads in London, which has nearly
quadrupled since 2000, and TfL aims to share a 5% form of riding by
2025. South West Trains is a Stagecoach Network company that has
partnered with the Brompton-based cycling organization to help bicycle
riders as part of a fully integrated low-carbon trip and train travel.
Everyone enjoys these bikes since they are easy to ride and can be
readily stored in a package smaller than a typical backpack, allowing
people to go wherever they wish.
THE RATIONALE
Aims and objectives
Aim 1: Increase the company’s base by 30% over the next years
Objective 1 - This can, in the first place, be done by using tv ads as the
key selling activity, and will ideally draw the right target demographic and
raise consumer base if done appropriately at the right time of day and in
the proper way.
Objective 2 - Put the commercial in colour in the daily mail newspaper,
because it can stand out from the basic monoprint and encourage our
consumers to pick it up and learn about it. I think it's going to be best in
colour so that it's bold and appealing, although black and white won't
alert consumers enough.
Aim 2: Increase the company’s profits by 5% over the next the 5 months
Objective 1 – TV ads will be as follows: they will advertise their own
"cycle instead of walking" on television advertisement, and will teach
young people how to purchase their bicycles.
Objective 2 - Every 2/3 months, a small team from the firm will attend
bicycle conventions to advertise their goods and how they want to
expand the business through this proposal; this way, customers will feel
engaged and the ideas will not be held internally to the firm's
stakeholders.
Research data/Analysis on the market
The Bicycle Shop is a medium-sized independent retail establishment
that specialized in commuter bicycles and equipment. The owners want
to expand sales of foldable bikes and have recruited a marketing firm to
help them do so.
, Strengths
- Bicycle has a one-of-a-kind folding design.
- The bicycle folds down to the size of a compact suitcase in three
steps.
- Freedom to travel anywhere
- Environmental benefits
Weaknesses
- The cost of the bicycle; the entry model of the bicycle is still
expensive, discouraging some potential purchasers and driving
them to cheaper rival products..
Opportunities
- Boost production of electrical bicycles.
- There is a movement towards electric bicycles in the United
Kingdom
- Prepare and hire additional workers to raise production targets
Threats
- Competitors
- Counterfeit products from the Far East readily available online
Pestle Analysis
Political
More people pedal on major roads in London, which has nearly
quadrupled since 2000, and TfL aims to share a 5% form of riding by
2025. South West Trains is a Stagecoach Network company that has
partnered with the Brompton-based cycling organization to help bicycle
riders as part of a fully integrated low-carbon trip and train travel.
Everyone enjoys these bikes since they are easy to ride and can be
readily stored in a package smaller than a typical backpack, allowing
people to go wherever they wish.
