MARKETING PLAN

Marketing plan

Bicycle Wholesaler Marketing Plan

Executive Summary

Wheelie deals is a wholesale vendor that serves the retail two-wheeler industry. Wheelie deals will carve out a concentrated niche within this commerce, providing closeouts, last year models, and seconds. Large wholesalers will rarely have a closeout to offer, however, the availability of exceptional deals is spotty. As charges continue to increase, and people's discretionary earnings decreases, more and more people are attracted to finding good deals. This tendency will permit Wheelie Deals to develop sufficient enterprise to come to and conquer profitability. Wheelie deals will quickly become the #1 source of deals that will supply retail stores with overhead mean margins. Wheelie deals will augment quickly and take away market share from the more customary wholesalers. Wheelie Deals is lead by Dan Psycle, MBA, a veteran of the two-wheeler industry. Dan has modeled Wheelie deals off an currently successful wholesale vendor enterprise form and will rapidly gain market share. Profitability will be come to by month eight with earnings of $61,000 by year three.

Table of contents

Contents

Executive Summary2

INTRODUCTION5

Company(Business )Background5

Mission and dream declarations of the Company5

Mission5

Corporate objectives, aims and goals5

Marketing Objectives5

Financial Objectives6

Target Markets6

PORTFOLIO PRODUCT7

Cycle Decisions7

Cycle design7

Cycle quality7

Cycle features8

Branding8

MARKETING AUDIT(SITUATION ANALYSIS) (PRODUCT LIFE CYCLE)8

Situation Analysis8

Market Summary9

Market Needs9

Market Trends10

THE CYCLE LIFE CYCLE11

Introduction Stage12

Growth Stage13

Maturity Stage14

Decline Stage15

SWOT ANALYSIS SECTION16

Strengths16

Weaknesses17

Opportunities17

Threats17

EXTERNAL ANALYSIS18

Analysis of the competition18

George's Department Store18

Sports R Us18

Cycle Shop18

Competition & Buying Patterns19

ENVIRONMENTAL ANALYSIS20

Marketing Research20

COMPETITIVE ANALYSIS PORTERS21

Market Growth21

MARKETING STRATEGIES22

Positioning23

Cycle Strategies24

MARKETING MIX26

MARKETING TACTICS AND OPERATIONS27

Break-even Analysis27

Sales Forecast27

Expense Forecast28

IMPLEMENTATION29

CONTROLS29

Contingency Planning29

Difficulties and Risks29

Worst Case Scenario30

ANSWER 230

REFERENCES36

Introduction

Company(Business )Background

The Wheelie Deals Company was founded in uk in 1895 by Ignaz Schwinn, and grew to become the dominant manufacturer of uk bicycles through most of the 20th centur. The story of its rise illustrates many principles of sound business operations, and its fall, which occurred in the face of the burgeoning of cycling in the United kingdom in the 1970s and 1980s, sadly demonstrates the opposite.

Mission and Vision Statements of the Company

Mission

Wheelie Deals' vision is to conceive the biggest assortment of closeout bicycle parts. We live to appeal and sustain customers. When we adhere to this maxim, everything additional will fall into place. Our services will exceed the anticipations of our customers.

Corporate objectives, aims and goals

Marketing Objectives

Increase replicate customers by 6% per quarter.

Decrease the cost of clientele acquisition by 5% per year.

Create general awareness of Wheelie deals inside the retail bicycle commerce.

Increase the catalog of cycles by 15% a year by skillfully communicating to the manufacturers the success of this business model.

Financial Objectives

A double digit development rate for the first five years.

An boost of the profit margin by 3% a year.

Profitability within one year. (McLaughlin 2005, 99)

Target Markets

The two segments that Wheelie deals will be aiming at are:

Independent Bicycle stores: The large most of two-wheeler retailers are individually belongs to sole proprietorships. They are generally belongs to by one person and variety from three to ten workers, counting on the season.

Chain Bicycle Shops: whereas chains are not the predominant business pattern, most large towns (over 200,000 people) have at least ...