Bussines development and marketing management

Business Development and Marketing Management
Module III
Fall 2011

“Bike Locator”
Marketing plan
Rosa osuna magno

1. Executive summary
Bike Locator is a new system developed to protect bicycles from thieves. It consists of a RFID microchip (Radio Frequency Identification) inserted in the owner’s bike, which provides an identification number and a GPS system. Thanks to theseidentification number and the GPS, the bike will be unique and traceable everywhere. We sell it in a package which include the microchip (made by a specialized company, such as Microchip Technology Inc.), the equipment to insert the microchip inside the bike and an insurance.
Our goal is to develop a Business in the both ways: Business to Business and Business to consumer: we are in contact directly withthe main companies that make bicycle and also we are opening a website, that can be used to buy the product online. We don’t have stores, everything is provided from our website (www.bikelocator.dk).
As the Bike Locator is a brand new product, our first aim is to give our customers all the information they need to be aware of the features of the product, in order to get a position in customers’mind that fits our business idea.
To reach this goal, we are going to convey the sense of quality in every picture, every promotion, and every publication. Our promotional strategy involves integrating advertising as direct marketing and Internet marketing, details of which are provided in the marketing mix section of this plan. Both our promotion and price strategies have young people asaddresses.
The target market of Bike Locator consists in people that daily ride bicicles, especially the segment of young middle income and assets.
Within three years, we expect to reach at least the following goals:
* create a service-based company whose primary goal is to come up and exceed customers' expectations;
* increase our market share by 5% after the first year;
* increase thenumber of clients served by 25% per year improving superior performance.
As we grow, we want to grow right: we recognize the importance of being in constant touch with our consumer to ensure market knowledge and to have a feed back to improve our image (actually, we chose our channels in order to do it).
It is not a marketing plan in detail: what we try to do in this pages is to reflect on theprincipal aspects of our business. We are enclosing a list of things that are demanded for the full marketing plan but that we didn’t develop for this version.

In a nutshell, we don't just intend to market and sell our product, but we want also to market and sell customized information and solutions: we are using our experiences to cover all the aspects required for an high quality service.
2.Situation Analysis
2.a Market summary
2.a.1 Market demographic
The majority of the population in Denmark likes cycling. Bicycling in Denmark is a common and very popular activity. The bicycle routes in Denmark extend up to 12.000 kilometres nationwide.
We consider that searching for how many bikes there are in Denmark and the percentage of people that use them, the frequency and thereason why they use them, will give as an indication of how many people could be interested in our product.
We are going to take a look to the characteristics in the market referring to Denmark as a whole and having in mind that the Danish population is made up of 5.544.139 citizens.
Age structure:
* 0-14: 18,1% (male 511.882/ female 485.782);
* 15-64 years: 65,8% (male 1.817.800/female 1.798.964);
People using bikes in Denmark
* 17% of adult males use a bicycle to get to work or education site.
* 36% of adult females use a bicycle to get to work or education site.
* 45% of all children cycle frequently to school
* Every Dane cycle 1.1 Km on average each day.
* 36% of all Danish ride bike to work daily or once a week.
Referring to the main capital of...