TABLE OF CONTENT
EXECUTIVE SUMMARY 2
CHAPTER I: REPORT INTRODUCTION 3
CHAPTER II: MAIN BODY OF REPORT 4
1. Market overview 4
1.1 Marketing audit 4
1.2 Market information 4
1.3 Customer information 5
2. Marketing strategies and tactics 5
2.1 Marketing mix 5
2.1.1 Product 5
2.1.2 Place (Distribution channel) 6
2.1.3 Pricing 7
2.1.4 Promotion 7
2.2 Budget 9
CHAPTER III: CONCLUSION AND RECOMMENDATION 10
REFERRENCE 11
APPENDIX 12
EXECUTIVE SUMMARY
This paper outlines the marketing plan for DC bike –a new bike of Kano Company into City of Cambridge. There are two important things in this plan, including market overview –Cambridge with its population, targeted customers and marketing tactics, using four P strategies. In addition, the plan also introduces about Kano Company as well as its new product and recommendation for the following marketing plans.
To conclude, DC bike stands for Dutch-Cambridge bike, which serves mainly adults and cyclists and is offered at the premium price at two stages with the skimming strategy. Promotion is taken through advertising, salespeople, PR and website channels.
CHAPTER I: REPORT INTRODUCTION
Kano Company is originated in Dutch, or Netherlands and based in City of Cambridge, Britain. For a long time, Kano Company has been successful in producing bicycles and selling them to the Dutch. In order to extend its cycling network, Kano Company has established one branch in United Kingdom, which has served more than 100 thousand residents in City of Cambridge. In 2012, the president of Kano Company decided to design a new bicycle into this market segment. After one year researching and experimenting, the manufacturers of Kano have created a special bicycle, which is expected to bring lots of benefits to both this branch in UK and its head office in Dutch. At the end of 2013, many conferences about introducing this bicycle were held; especially operational marketing plan was discussed and investigated thoroughly for some months. Finally, the president of Kano Company came to a decision that this new bike would be named DC bike, which stands for Dutch – Cambridge bicycle. He also announced that the marketing plan must be completed at the beginning of April, 2014 and come to effect one month later after everything is being prepared carefully. This paper is the final operational marketing plan for DC bike.
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