HALFORDS BICYCLE COMPANY - MARKETING STRATEGY

Halfords Bicycle Company - Marketing Strategy in the Cycle2work Scheme In 2011

Halfords Bicycle Company - Marketing Strategy in the Cycle2work Scheme In 2011

Executive Summary

Halfords Group offers both overview level information and in-depth analysis of Halfords Group plc highlighting the major marketing strategy and strategic analysis which play a critical role in the performance of the corporation.

This report furthermore comprises a comprehensive company outline and profile, with information on key strategic deals engaging Halfords Group plc; an overview of the undertakings in which Halfords Group plc is committed as well as report articles relating to the business and a comprehensive business history.

Companies and Markets supply comprehensive marketing objectives and company profiles for thousands of businesses functioning over diverse industry sectors. (Jeff, 2007, pp. 65-71)

Table of Contents

Executive Summary2

Introduction4

Marketing Objectives5

Marketing Strategy6

continuing to introduce effective and complementary marketing and trading practices6

Competitive Strengths7

balanced mix of defensive and growth markets8

Halfords Cycle2work Scheme9

Marketing Research10

Ansoff matrix11

diversification strategy11

Recommendation12

Introduction

Halfords Group plc is a premier retailer of vehicle enhancements and bicycles operating in the United Kingdom, Ireland, and the Czech Republic and more lately in Poland. Halfords is recorded on the London Stock Exchange and is a constituent of the FTSE 250 Index. Within the area of bicycle retail, the company also values the emblem 'Bikehut'.

The company was based by Frederick Rushbroke in Birmingham in 1892 as wholesale ironmongery. The Company became a part of Burmah Oil in 1969, next a takeover assault between Burmah Oil and Smiths Industries. During this time, a non-executive controller of Halfords was Denis Thatcher, married man of Margaret Thatcher who was subsequent to become Prime Minister of Great Britain. (Jack, 2008, pp. 101-112)

The Company was came by Ward White Group in 1983 and subsequently came by the Boots Group in 1991. It was then taken over by CVC Capital Partners in 2002 and in 2004 it was rode high on the London Stock Exchange. On 11 July 2005 Halfords went into a Collaboration Agreement with Autobacs Seven Co., a Japan founded vehicle accessory retailer with chains of shops all over the world and who is best renowned in other nations that manage not have an Autobacs shop for being the name sponsorship of Super GT and D1 Grand Prix. On 13 December, Autobacs came by 5% (11,400,000 shares) of the company at roughly ¥7.5 billion. 

Marketing Objectives

Halfords is the UK's premier retailer, on the cornerstone of revenue, in each of the four product markets in which it operates. Competition in these markets is fragmented and the Directors accept as factual that Halfords loves a premier market share in each of these four markets. (James, 2008, pp. 29-38)

Halfords aspires to appeal customers with an comprehensive service proposing and competitive pricing (achieved through scale of purchasing power) to contend with little unaligned shops, while proposing clever and knowing customer service to differentiate itself from other large retailers.

The only other national retailer which focuses its procedures on the four product markets in which Halfords functions is Motor ...