Bicycle Shop Case Study
Currently there are many bicycle manufacturers however a majority of these do not specialize in folding bikes but the current biggest folding bike manufacturer in the UK is Brompton which generated a revenue of 28.4 million pounds as per 2016 there are also a number of other competitors such as Giant Bicycle, A-bike and GOGObike currently the market is not too big so The Bicycle Shop has a chance to compete with these companies who are already in the market as the market share of the folding bike market sector is only 0.4% and started back in 2010.
The target market for the bicycle will be for those who are on the move a lot, students for example who may catch the bus and need to walk the rest of the way to college or University or those office …show more content…
This has a negative impact on the folding bike market as this kind of transportation is very cheap and doesn't involve carrying around a bag with a bicycle costing over 250 pounds, if the download and go bicycle market where to grow worldwide the folding bike market, as well as the standard bicycles, will have a huge decrease in the market share.
A major influence on the market will be the increasing number of bikes being stolen around South East England and other places around the country, this can put many people off in buying a bike, however, those who need to buy a bike or use one will be encouraged to get a portable folding bike as the chances of the bike being stolen is near to nothing.
Brompton which is the UK’s biggest folding bike manufacturer has used social media and word of mouth as their way of marketing their product they also use UGC ( user-generated content ) to show how happy their customers are with the product. throughout social media, they interact with their customers as well as updates on a regular basis creating lots of customer engagement. Another thing that Brompton do is use Twitter as a way of telling users about competitions and events as Brompton see Twitter as the fastest …show more content…
Variants - What differs the company from other bike manufacturing companies is that they have a very powerful design which is to design a bike which is lighter, folds faster and neater than any other folding bike.
Features - The features here are the bike is fully customizable up to six gears when folded it is less than half its expanded size
Support - The support that the company gives its customers is creating video tutorials and step by step guide on how to fold the bike adding accessories to the bike and how to setup the bike.
Warranties - The company have a warranty which states that if the bike was brought after April 2002 it has a 5-year warranty on all main components and a 2-year warranty on non-wearing components any defects during this time they will replace the component s for free
Promotion
Marketing communications -
Advertising - Brompton had produced a commercial for rapid transit which is a local bicycle shop in chicago's wicker park neighbourhood
Sales promotion - direct marketing - personal selling - public relations
The target market for the bicycle will be for those who are on the move a lot, students for example who may catch the bus and need to walk the rest of the way to college or University or those office …show more content…
This has a negative impact on the folding bike market as this kind of transportation is very cheap and doesn't involve carrying around a bag with a bicycle costing over 250 pounds, if the download and go bicycle market where to grow worldwide the folding bike market, as well as the standard bicycles, will have a huge decrease in the market share.
A major influence on the market will be the increasing number of bikes being stolen around South East England and other places around the country, this can put many people off in buying a bike, however, those who need to buy a bike or use one will be encouraged to get a portable folding bike as the chances of the bike being stolen is near to nothing.
Brompton which is the UK’s biggest folding bike manufacturer has used social media and word of mouth as their way of marketing their product they also use UGC ( user-generated content ) to show how happy their customers are with the product. throughout social media, they interact with their customers as well as updates on a regular basis creating lots of customer engagement. Another thing that Brompton do is use Twitter as a way of telling users about competitions and events as Brompton see Twitter as the fastest …show more content…
Variants - What differs the company from other bike manufacturing companies is that they have a very powerful design which is to design a bike which is lighter, folds faster and neater than any other folding bike.
Features - The features here are the bike is fully customizable up to six gears when folded it is less than half its expanded size
Support - The support that the company gives its customers is creating video tutorials and step by step guide on how to fold the bike adding accessories to the bike and how to setup the bike.
Warranties - The company have a warranty which states that if the bike was brought after April 2002 it has a 5-year warranty on all main components and a 2-year warranty on non-wearing components any defects during this time they will replace the component s for free
Promotion
Marketing communications -
Advertising - Brompton had produced a commercial for rapid transit which is a local bicycle shop in chicago's wicker park neighbourhood
Sales promotion - direct marketing - personal selling - public relations