Mountain Bike Swot Analysis

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Introduction

A mountain bike or mountain bicycle (abbreviated MTB or ATB (all terrain bicycle)) is a bicycle created and made for off-road cycling, including jumps, and traversing of rocks and washouts, and steep declines, on dirt trails, logging roads, and other unpaved environments — activities usually called mountain biking. These bicycles need to be able to withstand the stresses of off-road use with obstacles such as logs and rocks. Since the development of the sport in the 1970s many new subtypes of mountain biking have developed, such as cross-country biking, all-day endurance biking, Freeride-biking, downhill mountain biking, and a variety of track and slalom competitions. Each of these place different demands on the bike requiring different designs for optimal performance. MTB development has included an increase in gearing, up to 30 speeds, to facilitate both climbing and rapid descents. Other developments include disc instead of cantilever or V-brakes. The mountain bikes of today are much faster, lighter, reliable, and way more expensive than the bikes of the past. SilveRide produces mountain bicycles and bicycle parts for all ages with a wide variety of tyre patterns to suit different needs. Among these styles are: slick street tires, street tires with a center ridge and outer tread, fully knobby, front-specific, rear-specific, and snow studded. Some tires can be specifically designed for use in certain weather (wet or dry) and terrain (hard, soft, muddy, etc) conditions. Other tire designs attempt to be all-around applicable. SilveRide also use disc instead of v-breaks.

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Executive Summary

SilveRide is a bicycle manufacture company. With the slogan “Conquer everything on the way” SilveRide wants to create a new definition for bicycle riders in our country. This marketing plan is consists of companies target market, market segmentation, 4p’s of marketing mix, sales forecast, Break-even analysis and the financial analysis of the companies assets and liabilities. As prices continue to rise, and people's discretionary income decreases, more and more people are attracted to finding good deals. This trend will allow SilveRide to generate sufficient business to reach and conquer profitability. The company will grow rapidly and take away market share from the more traditional bicycle companies.

The target customers of the company’s product are middle class and upper class people of the society. The product will be sold in the major cities of our country. Our marketing strategy is based on becoming the resource of choice for local bicycle users.  We will provide products for the casual biker who enjoys occasional recreational activity, for kids of all ages, and for the high level of enthusiast. 

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Marketing Objectives

As we are a new company, SilveRide’s first marketing objective will be to get information about our products and services out to our customers.  Our second objective will be to develop strong brand name recognition and loyalty among these customers.  Our third marketing objective will be to increase yearly sales by 5%.   

Our marketing strategy is based on becoming the resource of choice for local bicycle users.  We will provide products for the casual biker who enjoys occasional recreational activity, for kids of all ages, and for the high level of enthusiast.  Our strategy is based on superior performance in the following areas: product selection, product quality, and customer service (including repairs and tune-ups).

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Market Segmentation

The profile of the SilveRide customer consists of the following geographic, demographic, psychographic, and behavior factors:

1. Geographic Segmentation:
Our immediate geographic market is the Dhaka and Chittagong....
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