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In Assignment 2, using the same company from Assignment 1, you will focus on the company?s mission, introduction, and branding.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four to five (4-5) page paper in which you:

  1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
  2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response.
  3. Prepare a positioning statement. Include a perceptual map that shows your company's position against its competitors. From this map, create a statement that depicts your position. For example, ?Our product is the fastest in its class for half the price.?Note: See pp. 54 - 55 in the textbook for examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.
  4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
  5. Develop your company's mission statement and company introduction.
  6. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service.Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student?s name, the professor?s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.


Running head: MOUNTAIN RIDER 1 Arthur Dillard

 

Marketing Plan for Mountain Rider

 

Strayer University Running head: MOUNTAIN RIDERS 2 Introduction

 

Mountain Riders is a wholesale distributor that serves the retail bicycle industry offering

 

occasional and seasonal discounts and special deals. The company offers a wide range of high

 

end mountain bikes and accessories. As prices continue to rise, more and more people are

 

attracted to finding good deals. This trend will allow the Mountain Riders Company to generate

 

sufficient profit to achieve its goals. Many retailers frequently use price promotions to attract

 

customers. It common to see stores advertising 50 to 70% off on their products in hopes of

 

attracting consumers? dollars (Gupta, 2012).

 

Economic Analysis

 

The national economy has been strong and gaining momentum for the last two years. The

 

local unemployment rate has been hanging at around 6.4%, a somewhat low level, for two years.

 

Most experts featured on the Center Star in the April 2014 issue of Economic of Today project

 

stable and increasing corporate earnings. The city of Dothan continues to experience rapid

 

expansion and affluence. Being a rising city near the beach, the younger generation has

 

especially taken interest in Dothan. According to the latest issue of The Minor Tribune, the

 

average number of applications submitted to University of Alabama and other colleges in

 

Alabama has increased by 10% over the last year. The increase is expected to rise more over the

 

next five years.

 

Legal and Political Analysis:

 

Like every outdoor sport the sport of cycling may cause many type of injuries if safety

 

precautions were not followed. Several bike stores have faced many cases in recent years. In

 

these lawsuits users are accusing them of negligence. Mountain Riders believes that their current

 

full service approach and emphasis on safety gear provides protection from potential suits related Running head: MOUNTAIN RIDERS 3 to safety issues. In the past years many states have passed legislation requiring all bikers to wear

 

head gear and the trend seems to be increasing. Mountain Riders is an outspoken supporter of

 

head gear legislation. To promote this, Mountain Riders offers safety gear as well as up-to ?date

 

information regarding biking safety. They also offer helmets at half price when bikes are

 

purchased. Competitive Analysis

 

In nearly any retail business a specialty shop will be slightly more expensive than a mass

 

retailer, due to the higher prices charged by suppliers. Mountain Riders is no exception. The

 

prices we charge for bicycles, parts, and accessories may seem higher than the prices charged by

 

our competitors or by mail-order. The major competitors are Rikers Bikes and Downey

 

Outdoors. Rikers Bikes is a state level distributor having several warehouses across the state.

 

Ride high sells high end mountain bikes and dirt bikes; however these sells are very small part of

 

their business. Downey Outdoors is a high end bike national wholesaler but they have only one

 

warehouse in the state. What we do offer, which these large retail outlets cannot match, is

 

friendly, knowledgeable service. We are passionate about bicycles. People do not go into the

 

bicycle business because they want to get rich quickly. They enter the bicycle industry because

 

they love bicycles. That kind of passion and commitment comes across to customers when they

 

find a sales person who can fit them to a bicycle so they feel comfortable and want to ride it.

 

Someone who recognizes you and remembers your name is a welcome feature at a specialty

 

store such as Mountain Riders. Running head: MOUNTAIN RIDERS 4 Socio-Cultural Analysis

 

In the last years a distinct awareness towards outdoor sporting and environmental issues

 

like global warming has emerged .With this increasing awareness of the physical risks associated

 

with stress, more and more people are getting involved in outdoor activities. Biking has become

 

a popular means for accomplish both the physical fitness and reducing global warming ,a

 

secondary source for local transportation, and a way for the average person to get involved in the

 

thrill of sporting competition. The biking trend has seen a favorable increase over the last years

 

and is broadening to include new market segments, such as the female market. A recent market

 

analysis has shown that the bikes are getting popular in all age groups. With the ongoing

 

enhancements to the design and comfort level of bicycles, retailers are keeping their eye on these

 

new market segments.

 

Technological Analysis:

 

The design of high- end bikes is constantly evolving. The designers and suppliers in the

 

biking industry constantly survey and fulfill the market?s needs; the biking vendors endeavor to

 

keep up with the improvements in biking design. The outcome of these efforts is lightweight

 

handling, comfort, fast speed and better performance bikes. These technological advances affect

 

both the low and high end bike lines which keep the price variance constant Mountain Riders has

 

revolutionized the mountain bike experience by developing our Beat the Road (BTR) inventory

 

structure is a direct result of the ongoing technological advances in the industry. The fewer

 

inventories our store has, the less the company will find it necessary to discount prices to sell

 

obsolete merchandise.

 

Primary and Secondary Target Markets Running head: MOUNTAIN RIDERS 5 There are two segments of the market which Mountain Riders target. These groups are on

 

campus college students and University/college professors as well as short distance daily

 

commuters. College students would be under graduate and college students, they will ensure at

 

least constant 25% turnover. There is a new enthusiasm seen among them for feature rich high

 

end bikes. The group of professors and instructors is small but constant group and has proven to

 

be is pretty stable, on the other hand there are daily commuters are inconsistent. Both groups

 

want high performance bikes which look stylish and are comfortable for daily use.

 

Positioning

 

Mount Riders is the only bike shop in the city that takes care of the students as well as

 

daily commuter and professors/teachers, through discount programs, student financing, recycled

 

packaging, sales promotions and colored employee shirts in the university colors, Mount Riders

 

will succeed in its endeavor to be the shop of choice among students and professors/teachers.

 

Segmentation

 

Segmentation is the marketing concepts in which market places are segmented into the

 

parts and Mountain rider have the marketing strategy for each segment of the market. Each

 

market segment has some unique opportunity and need some specific effort to settle business in

 

particular market segment. For the effective business it is required to make the segment centric

 

marketing approach to offer something lucrative for customer in each market segment. Running head: MOUNTAIN RIDERS 6 Products Offered

 

Mount Riders provides a wide range of brands for high end bikes for avid bikers and

 

outdoors and for those who are fans of the great outdoors. Mountain Riders carry brands that are

 

mostly demanded and recommended by professional bikers and outdoor fanatics. The store is

 

tailored to meet the needs of any biking or outdoor activity a person could dream of. Some

 

products offered include bikes, accessories, clothing, tents, bike parts, safety equipment and

 

shoes.

 

Pricing

 

Considering both the targeted markets the bikes are offered on reasonable prices .The

 

price range for the bikes is $250 to $550, depending on the quality of the bike and accessories

 

ranges from $9 to $99. The customer has an option for one year financing at 15% finance charge.

 

Promotion

 

Mountain Riders? promotion efforts include monthly newspaper ads (local and

 

university), radio spots on local stations, print advertising in the brochures and flyers which are

 

housed in the student union on campus and distributed to student mail boxes.. To better reach the

 

increasing number of students, Mountain Riders would like to expand their efforts by creating an

 

Internet web site (which is a cost effective way to reach a large number of customers). Seasonal

 

biking events will be organized from time to time to promote the bike riding.

 

5C?s Concept of the marketing

 

5C?s concept of marketing is customer, company, context, collaboration and competitor.

 

Each marketing strategy should be based on the customer centric approach in which dedicated

 

group of customer should be targeted to achieve the high market share. Marketing strategy Running head: MOUNTAIN RIDERS 7 should be based in the collaboration, and when any good business opportunity come by the

 

collaboration then company have to grab it to create the business. In marketing strategy

 

competitor offering and competency should be taken care so that a better product than the

 

competitor can be offered to its customer. SWOT Analysis

 

The following swat analysis captures the key strengths, existing weaknesses,

 

opportunities and possible threats that may be faced by Mountain Riders.

 

Strengths: Having strong and good relationship with manufacturers, which may result in

 

negotiated distribution deals? Staff that are well trained and have appealing looks which promotes enthusiastic

 

biking. A wide range of high end mountain bikes. Offers limited time maintenance on the purchased bikes. Offers excellent customer service and training manual Only store in the city which offers customization of the bikes as per customers?

 

needs. Store is located in the center of the city which results in increase of foot traffic. Running head: MOUNTAIN RIDERS 8 Weakness: Prices of high end mountain bikes are relatively high Being a seasonal business, sales may not be linear and may experience up and

 

downs throughout the year. Predicting which product has a higher rate of sale if difficult. Opportunities: Increasing trend of environmental awareness and active life style. University of Louisville is just 2 miles away from the store. Most of the industries are affected by the nature of the economy and bike industry

 

is no exception but the economy doesn?t impact the sales as there are many people

 

who will ride bikes regardless of the economy. Profit margins can be increased by spreading the fixed cost over a large area as

 

sales increase. Threats: Below are listed some threats which can hamper the business opportunity of the

 

Mountain Rider Bikes Online retail store and catalogue sales Pressure from large discount chains A new trend where the manufacturers show interest in selling their products directly to

 

mail order houses instead of selling them to wholesalers. Reference

 

Franses, P., & Paap, R. (2004). Quantitative Models in Marketing Research. CAMBRIDGE

 

UNIVERSITY PRESS. Running head: MOUNTAIN RIDERS 9 Farris, P., Bendle, N., Pfeifer, P., & Reibstein, D. (2010). Marketing Metrics. Pearson Education.

 

McDonald, M. (2007). Marketing Plans: How to Prepare Them, how to Use Them (Sixth Edition

 

ed.). Elsevier.

 

A Brief History of the Mountain Bike by Jobst Brandt (A Brief History of the Mountain Bike by

 

Jobst Brandt). Retrieved from, http://sheldonbrown.com/brandt/mtb-history.html

 

Secondary Research ? Mountain Biking Market Profiles. (2010).

 


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