CYCLING

The Benefits of Cycling - A Marketing Opportunity for Powerbike in Thailand



Table of Contents

Introduction1

Organisation1

Product/Service Description2

Competition3

Difference between Powerbike and Competition3

Market Description3

Macro/micro environmental factors4

Segmentation, Targeting and Positioning5

Positioning7

Promotional Plan7

Media tools to be used8

Media Relations8

Events8

Sponsorships9

Marketing Mix Variables9

Product9

Price9

Distribution10

Promotion10

Future expansion to Bangkok10

Conclusions11

References12

The Benefits of Cycling - A Marketing Opportunity for Powerbike in Thailand

Introduction

The report discusses the benefits of cycling and the need to promote cycling as an alternative to other modes of transportation. It gives a brief account of Australia and the pollution that is faced by the country. The Australian government has formed the Melbourne Bike Share for the year 2010 in order to promote cycling in their country. This has two underlying objectives - to control the amount of environmental pollution and to make people healthier through promotion of physical activity. This system, which is the first of its kind in Australia, is also applicable in many other countries and cities across the world that are facing similar environmental pollution issues. Asian countries need similar solutions and one of the countries in Asia that represents the most viable market is Thailand (Ho, 2011, p. 1).

The report has used a case study methodology method and represented information in a useful logical order. The assumptions of the report are the information provided on the viability of Bangkok as an expansion for Powerbike. The limitation of the report is that it is based on data collected through secondary sources only.

Organisation

Powerbike is a family owned business which was started back in the year 2006 in Roi Et. The two siblings Nui and Ning are the co-founders of this business. They started it as a consequence of their personal interest in bicycles from their very childhood and as a consequence of their parent's business. Their parents' was a rather small shop while theirs has become a brand over the years. The academic excellence and professional vigilance of the two siblings is the reason why Powerbike is now a brand of choice. They also had first hand experience as children of not only riding bikes but also maintaining and repairing them on their own.

The geographical location of the business has also put it at an advantage over the other businesses. Roi Et is a large city of Thailand situation in the north-east. The population of the city is 1.2 million. As concerns the socio economic status of the people of the city, the majority belongs to SEC C and B. these are people who cannot afford cars and are limited in terms of their commuting options. The owners plan to expand the business further in future and take it to other promising metropolitan cities of Thailand. To being with, they plan to expand in Bangkok (Ho, 2011, p. 3).

Product/Service Description

The best part of Powerbike which also makes it stand apart from other bicycle retailers in Thailand is that it is a one stop shop. It not only offers premium quality products in the form of the wide variety of bicycles but also offers all the services that ...