Swot analysis.
Strengths, usp only retailer in London to sell the new lightweight folding bike. Competitive pricing. New technology’s used in the function of the bikes folding mechanism. No direct competition selling similar product in the vicinity of shop.
Opportunity’s.
No other company selling same product in London. Trend towards cycling in London. Advantages over competition. Commuters looking to save money on travel costs (can cut out parts of there journey by using the bike instead of public transport). Cuts journey time. Improves health.
Threats.
Online retailers selling the same/ simula products. London city bike scheme offering commuters bikes without the hassle of taking them onto public transport. Can be turned into a opportunity to market the advantages of using a foldable bike on journeys.
Marketing mix the four P’s
Product.
New design and technology, high quality materials and craftsmanship, online and offline availability.
Price.
Competitive price relative to competition. Different value products offers entry level up to professional highest quality material products.
Promotion.
Online advertising, adverts on public transport especially around London. Google search pay per click.
Place.
Central London outlet, online shop featuring delivery service for whole country.
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