Dimas Perdana

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BTEC HND
Assignment Cover Sheet

BTEC HND
Assignment Cover Sheet

a

PROGRAMME NAME| |
STUDENT NAME / NO.| Dimas Perdana|
TERM| TERM III-OCT12|
UNIT TITLE | MARKETING PRINCIPLES (QCF)|
ASSIGNMENT TITLE| Assignment 1: Proposal of Student’s CompanyAssignment 2: Presentation of Host Company| ASSIGNMENT NO.| 1 & 2|
NAME OF ASSESSOR| Indri Puteri|
SUBMISSION DEADLINE | 12th December 2012|
WORD COUNT| |

LEARNING OUTCOMES COVERED| ASSESSMENT CRITERIA COVERED|
1.1 – 1.2| 1.1 – 1.2|
2.1 – 2.5| 2.1 – 2.5|
3.1 – 3.5| 3.1 – 3.5|
4.1 – 4.3| 4.1 – 4.3|
| |
| |
| |

I, __________________________ hereby confirm that this assignment is my own work and not copied or plagiarised from any source. I have referenced the sources from which information is obtained by me for this assignment.________________________________ _________________________Signature Date |

RECEIVED BY| QC | NAME OF ASSESSOR| |
SIGNATURE | DATE / TIME| DATE| COMMENT|

Sugoi Bike Company

Marketing Principles (QCF)

Submitted by: Dimas Perdana
Submitted on December 12th 2012

1. Company Profile
Sugoi Bike Shop established on February 2010. In the beginning Sugoi Bike Shop was a clothes shop, the owner opened clothes shop for men and women at SCBD Sudirman. But the owners of Sugoi Bike Shop love to cycle. Every Sunday he and his family mornings go to Sudirman streets with their bike. And their bike were put in the clothes shop. One day many customers want to buy a bike which were put in the clothes shop; following that, the owner thought to open a bike shop because the owner wants people in Jakarta to use bicycle so that it promotes green environment. The stakeholders at Sugoi are as follows: Zulfi Agustian and Dewi Ramayanti, the marketing manager is Dimas Perdana, Yanti is the shop assistant, Yunita is the cashier as well as an accountant and Izen is the mechanic. The owner has a vision to make people in Indonesia especially Jakarta use bicycle to their work and make Jakarta greener. To envision both of these goals, Zulfi as the owner has a few missions. And the missions are to sell bike as many as we can, and to give the best price to the customers, to give the best service, lastly to create a bike event. Basically Sugoi Bike Shop sells many kinds of bicycle, which are: 1. “Mountain Bicycles”

2. “Road Bicycles”
3. “Fixed Gear Bicycles”
4. “Folding Bicycles”
5. “Bicycle for children”
Scott and Cannondale is the brand that we sell for road bike and mountain bike. And for fixed gear we sell many brands such as Cinelli, Demian, Pco, and custom frames. We do not just sell the full bicycle, but we also sell frame for road bicyle, fixed gear, mountain bicycle, as well as spare parts and accessories. And also Sugoi offers the services, service in here means like servicing full bicycle, wheel set, brake, and service the group set. The price is from the cheapest which is 10.000 IDR for accessories until the most expensive bicycle at 45 million IDR for a full bicycle.

Outcome 2.2
2. Segmentation Criteria
Segmentation criteria is to penetrate Sugoi goods in the market. Segmentation is referred to a process of dividing or separating a large unit into various small groups which is have more or less similar or related characteristics, needs, wants, and demands. (marketing segmentation, 2012). The purpose of segmentation criteria is to increase the marketing efficiency by focusing on various groups, selecting the most profitable segments, maximizing infrequent marketing resources, and finding a market with limited competition. Segmentation criteria has several variables, which are demographic, geographic, psychographic, and behavioral (market segmentation, 2010). In the following paragraph, that will explain which...
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