Executive Summary
“emPowering the Cycling Community.” With this slogan GEARS bike shop is one of the most renowned cycling stores in Mississauga, Ontario. Their mission is being able to create a bike shop and community that makes cycling accessible to all Canadians. Founded in 1988 by eighteen year old Kevin Wallace, the company is focused on service, delivery and results for their customers continually exceeding high expectations.
For our DECA research event, we chose to partner with GEARS bike shop to create a strategic plan to enhance social, local, mobile strategy within the organization. SoLoMo marketing is an integration of social, local and mobile platforms. It affects how small business interact with consumers and enables the use
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Our main initiative is to increase advertising with the company and the community around them . We plan to achieve this by implementing a new app and other social, local, and mobile strategies that would allow more customer interaction in the workplace.
The concepts that will allow GEARS bike shop, to achieve our main initiative, comprise of internal surveys to determine what is contributing to low consumer response. This will be key to defining marketing strategies and plans in practical terms. We will introduce weekly one-on-one meeting with the managers and employees to discuss suggestions and improvements and applications of these ideas. Furthermore, to improve social, local, and mobile strategies, an app will be created to enhance consumer traffic. Creating this app will in turn create a desire for consumers to check it weekly to learn about what is occuring their community and when they should buy a bike and what model. The objective of our plan is to have consumers more involved with the brand, consequently increasing brand loyalty and creating a stronger consumer community for Gears Bike Shop. According to employee feedback, a suggestion box will be placed in the break room to give employees’ the opportunity to voice their opinions. This leads employees
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While you can conduct research for a survey, you can utilize a questionnaire to gather information for it. A questionnaire is a tool and a survey is a method of research. The survey was used to gain an insight on the employee’s perspective of the company’s atmosphere and the overall professional sense that was portrayed in the workplace. As well as what they felt was lacking thereof regarding marketing strategies. Whereas, the questionnaire was used to gain personal insight on the employee’s feeling and thoughts towards the company and their marketing program. Personal comments or opinions that shed a unique perspective of the work environment are accepted in this
...icycles, and heavy duty industrial machines all rely on common gears, and without different types of gears we wouldn’t be able to live in the modern society that is today. We know how they've helped us build modern civilization; it'll be exciting to see what they help us accomplish in the future.
Harley-Davidson owns a twenty percent market share followed closely by Honda, Yamaha, and Kawasaki. One thing they have had to overcome in the marketplace is the stereotypical image associated with motorcycle owners. It seems the publ...
External Opportunities • More people (94%) have new requirements for bicycles; the customers need bikes in different fields. • The popularity of Lance Armstrong has increased the interest on road bike, which represent 5% of the market. • The growing interest in cycling this is result in magazine coverage and the using of bikes and accessories in window displays that related to cycling.
These same sorts of systems could easily be added to, or modified as needed, to track the new motorcycle lines HD will produce to attract both women and young adults. These systems have been an invaluable means for HD to reevaluate itself in the past and thus are ‘tried and true’ making it a moot point to replace them. HD, however, needs to concentrate some effort on implementing a system to determine the most appropriate locations for future dealerships. This new evaluation system will aid HD in determining effective locations for new dealerships and assist in providing further market share penetration for the company in essentially ‘untapped’ consumer areas.
employees on the rides. These new initiatives would help us better understand customer needs and build long
There are many factors involved in Marketing a new product in a particular market in the UK. However, there are essential basic marketing steps and strategies ‘Goldsport’ can take to make their product successful and this will require a good understanding of each one. This will enable the company to analyse and asses each factors and Identify the benefits and drawbacks that can later have an impact on the process and progress of the new product (The SmartTrainer).
During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today. Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs to expand its potential customer base to include enthusiasts and non-enthusiasts young males, and females into buying HD motorcycles over any other competitor. This thought is accomplished through the introduction of the VRSC’S, and the lower and narrow Sportsters, Dyna’s, Softail’s and positioning them in the market to a younger demographic. Secondly, HD needs to position the VRSC’S, Sporster, Dyna and Softail to also appeal to first time buyers of motorcycles. HD's strong brand identity can help pull in new clients.
There are three separate market segments: road bikes, mountain bikes, and youth bikes. Each of these segments range in differences such as size, price, product sensitivity, product preferences, and consumer viewing habits. Frequently, customers were interested in finding the lowest price to fulfill their needs. Our firm speculated the upgrading the mountain bike would encourage our customers to spend more money for a better quality bike; however, we discovered that customers were not interested in paying the extra money for an improved bike.
Our promotion campaign, which will run for one year, specifically seeks increased awareness among business commuters and students, aiming to increase market share by adding 5%-10% (1,500,000) user accounts to the current Nine Million
"We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments."
A recent external and internal environment change has given Harley-Davidson both threaten and opportunities. The thorniest problem Harley-Davidson face is shrinking a market, caused by the reduction of profitable customer, slow development of the potential customer as well as the intense competition of the heavyweight motorcycle market. However, the increasing demand of emerging countries has offered Harley-Davidson the opportunity. Factors such as retaining the existing profitable customer and developing the potential market will be received emphasis in future strategic decision. However, corporate strategy of profitable market and potential market vary widely because of different demography, consumer behaviour and the regional difference. With the relatively small scale company in the motorcycle industry, customer segmentation and product development will be a significant point. The purpose of the case analysis was to discuss the causes of a shrinking market as well as provide a solution.
Harley Davidson is a company that’s been around for over a hundred years. It continues to have success today and is becoming one of the most established motorcycle brands in the world. The company was founded in Milwaukee, Wisconsin in 1903. Harley was one of the American motorcycle manufacturers to survive numerous ownership changes, constant economic hardships, and global competition. Through part of its history, the Harley brand has been a representation of what America is today. Their bikes were used during both World War I and II. The Harley Davidson brand was discovered by the Davidson family, and a childhood friend named William S. Harley. Together they worked on creating new prototypes that would help them and soon after present it
Data Collection and Analysis Questionnaire The research was carried out on both quantitative and qualitative approaches. It began with a quantitative approach—questionnaire. Bryman and Bell (2003) asserted that mail or postal questionnaires are the most popular forms of questionnaires. Another form—self-completion questionnaire—was also common because of the overlap with postal questionnaire to some extent.
We maintain this machine to future acknowledgement to the student to get the basic knowledge of manual gear hobbing machine. This machine is not properly working therefore we chose this machine as our project maintenance of Gear hobbing machine of our College
...so they create customer loyalty. Fifth, increase our production efficiency by rationalizing manufacturing processes, reducing complexity and implementing a “platform” approach. Sixth, and most important for the future of Ducati is to develop an internet business by creating an internet site (www.ducati.com) where you can look at the catalogue for motorcycles, spare parts, the latest racing news, a virtual Ducati museum and contacts for local dealerships. the Internet business should be a separate subsidiary focusing on our Internet initiatives and the on-line strategy should aim to leverage the Ducati brand and racing heritage with the goals of increasing sales opportunities, operating efficiencies. information and a community space for Ducati enthusiasts. The E-Commerce should be developed in two main channels : Business-to- and Business-to-Business-to-Consumer