Bike Europe

Running Head: The marketing strategy in Germany Folding Bikes

The marketing strategy in Germany Folding Bikes

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Introduction:

The modern folding bike is an excellent introduction in Germany, also known as the Federal Republic of Germany. Types include folding bikes bike urban utility bikes, performance in urban areas, road bikes, and ATVs. There is a spirit of competition motivation to innovate to be simpler, lighter, faster and stronger majority. all Germans live an active life and are "green products". These bikes can help maintain control of their daily training, the weekly gas bill and carbon footprint and help to ease the pressure on all the economic, environmental, or they may have life. From youth to old age almost anyone can ride a bicycle and the Germans are big on family. Moreover, according to the CIA - World Fact Book (2009) Germany is "the largest economy in Europe and the second most populous country (after Russia), which provides marketing very lucky there.

II. Market

A. Target market

In Germany, public transport is extremely popular and driving a car is a luxury rather than a common means of transport. Therefore, instead of people on foot or by car to bus, railway stations or tube, they can use the folding bike as a practical and effective means of reaching their destination.

i. Size and characteristics of the target market

In July 2009, the total population of Germany was estimated at 82,329,758 (CIA - World Fact Book, 2009). 13.7% of the population are aged 0 -14 years, 66.1% of the total population are aged 15-64 years and 20.3% were aged 65 and over. The average household income in Germany is $ 35.400 (23,604.72 Euros), and because the cost of the bicycle folding bicycle is designed for households with an average of at least 30,000 Euros. (CIA World Factbook - 2009).

ii. Target Market Segmentation:

1. Age Group:

The target age group for the folding bike is the youth and young professionals aged between 15 and 64, those aged 15-64 years amounted to 54,384,520, which is 66.1% of the total population, also because most companies and universities are located in the city and many young Germans attend college and therefore, if the folding bike is priced at this age, many people will see a advantage in and choose to invest in making the gain popularity of the product quickly.

2. Gender:

Persons aged 15-64 years to amount 66.1% of the total population, the number of men in this age group amounts to 27,707,761 and 26,676,759 women in the amount, this represents about a report 1:1 men and women in this market so that the folding bike will be targeted at both sexes and will not differentiate from each other.

3. Location:

Most companies and universities are located in the city, the target location for the product introduction will be major cities such as Berlin. In this way, more people will be exposed to the product and thus the product easily penetrate the market and gain popularity.

iii. Justification of choice of target market:

The reason for the geographic area targeted market because most universities and businesses are located in major cities, the age group is the target, since it is individuals who face transportation challenges are to work and school. Women and men are the target and because cycling is a mode of transport for both sexes.

B. Competition

Direct and indirect

As mentioned, the direct competition.