1 EXECUTIVE SUMMARY 4
2 CURRENT SITUATION AND TRENDS 5
2.1 The Bicycle Market 5
Micro Level Analysis on the Market Side 5
2.2 Marketing Research and Forecasting 5
2.3 Market Segmentation 7
Segmenting Demographically 7
Segmenting Geographically 7
Conclusions of the Market Segmentation 7
2.4 Analysis of the Competion 8
Porter’s Five Forces to assess Industry Attractiveness 8
Micro Level Analysis on the Industry Side 11
2.5 Analysis of the Macro environment 11
Demographic Environment 11
Sociocultural Environment 12
Economic Environment 13
Regulatory Environment 14
2.6 Customer Analysis 14
High-involvement customers 14
Low-involvement customers 15
Conclusions of the Customer Analysis 16
3 KEY ISSUES - OPPORTUNITIES, THREATS, STRENGTHS, AND WEAKNESSES 16
Opportunities 16
Threats 16
Strengths 16
Weaknesses 17
4 MARKETING OBJECTIVES 17
5 MARKETING STRATEGY 18
6 ACTION PLANS 19
6.1 The Target Market Peds Inc. should pursue 19
6.2 Product Decisions 19
Dimensions of Quality for Peds Inc.’s products: 20
6.3 Pricing Decisions 22
6.4 Distribution Channel Decisions 24
6.5 Integrated ...