Case Study Of KZR Ebike Product Launch And Test Market Phase
Phase 3 (Years 3-4): KZR eBike Product Launch and Test Market Phase
In Phase 3 Kent will produce both a men’s and women’s line of KZR eBikes. A decision will be made about which regions to release Kent’s inaugural eBikes and metrics will be put in place to evaluate the success or failure of their innovation initiative. If their initiative is deemed successful, Kent will enter into full scale production in Phase 4.
Assuming that Kent and ZLEV have made several attempts to fine-tune their initial KZR protype, they can now begin to jointly produce a market-ready model. Prior to the production of a market-ready model, and parallel to modifications being made to the prototype, Kent’s sales department should determine where the first eBikes should …show more content…
When considering the possibilities associated with the right price point, an analysis of existing low-cost providers and their retail pricing was completed. A look at retail prices for three manufacturers, Ancheer, DEDEA, and other manufacturers show that prices as low as $759.89 but as high as $2200 for these brands. As previously stated, these brands have suffered from quality issues and are causing some retailers to leave the market. We believe this presents an opportunity to introduce a higher quality product priced similarly to these …show more content…
Although there are new increases in the sale of eBikes worldwide, Kent should tread lightly in manufacturing of their new product line. For Kent to assess the quantity of eBikes that they should initially produce, Kent should plan to manufacture 500 eBikes in the year 2020. These 500 units would be supplied for demonstration and testing purposes. As their product and its quality is proven, Kent can expect to need to produce more. In the following year, 2021 Kent should plan to produce 20,000 units. This low rate of production will be used to assess the market’s desire for Kent eBikes, and must be closely monitored for market response. In the year 2022, Kent will go into full-swing production and should produce 50,000 units, as orders will have increased drastically by this point. These figures could vary slightly based on close monitoring of the
In Phase 3 Kent will produce both a men’s and women’s line of KZR eBikes. A decision will be made about which regions to release Kent’s inaugural eBikes and metrics will be put in place to evaluate the success or failure of their innovation initiative. If their initiative is deemed successful, Kent will enter into full scale production in Phase 4.
Assuming that Kent and ZLEV have made several attempts to fine-tune their initial KZR protype, they can now begin to jointly produce a market-ready model. Prior to the production of a market-ready model, and parallel to modifications being made to the prototype, Kent’s sales department should determine where the first eBikes should …show more content…
When considering the possibilities associated with the right price point, an analysis of existing low-cost providers and their retail pricing was completed. A look at retail prices for three manufacturers, Ancheer, DEDEA, and other manufacturers show that prices as low as $759.89 but as high as $2200 for these brands. As previously stated, these brands have suffered from quality issues and are causing some retailers to leave the market. We believe this presents an opportunity to introduce a higher quality product priced similarly to these …show more content…
Although there are new increases in the sale of eBikes worldwide, Kent should tread lightly in manufacturing of their new product line. For Kent to assess the quantity of eBikes that they should initially produce, Kent should plan to manufacture 500 eBikes in the year 2020. These 500 units would be supplied for demonstration and testing purposes. As their product and its quality is proven, Kent can expect to need to produce more. In the following year, 2021 Kent should plan to produce 20,000 units. This low rate of production will be used to assess the market’s desire for Kent eBikes, and must be closely monitored for market response. In the year 2022, Kent will go into full-swing production and should produce 50,000 units, as orders will have increased drastically by this point. These figures could vary slightly based on close monitoring of the