Marketing Implementation Plan
Alpen-Adria-Universität Klagenfurt
Marketing Plan for AA Bike Klagenfurt
International Expansion Plan
November 28, 2014
Executive Summary
Bike rental services in Europe have high demand and popularity. Due to the high amount of travellers across Europe, bike rentals have become one of the most environmentally friendly businesses that attract many tourists and locals who do not have access to vehicles, or who simply enjoy nature, outdoor activities, and are conscious of the world’s ozone layer’s well being as well.
“AA Bike Klagenfurt” is an exclusive bicycle shop located in Klagenfurt, Austria that organizes private bicycle tours within the Carinthia area. The company’s mission is to provide clients with high quality bicycles such as “Trek”, a bicycle brand that leads the bicycle industry in all categories and was ranked as one of the top ten bicycle brands of 2014.1 Along with the high caliber products, the company seeks to deliver the best services that are environmentally friendly by encouraging all local and international tourists to enjoy cycling. The company focuses on offering personalized tours for its customers. As a successful company, the current goal is to further expand the services and potential across South Eastern Europe, encouraging new clients to become part of a healthier community by protecting the environment through the services provided.
Situation Analysis
AA Bike Klagenfurt is dependent on annually visiting clients from the tourism and local sectors with guaranteed rentals per year. This area of business accounts for 80% of the company’s revenue. The current market is seasonal, high demand in the summer and lower demand in the winter, due to the downturn of tourism during the colder months.
The current expansion goal will have a focus on the South Eastern European countries of Slovenia, Croatia and the Central European countries of Poland, and Czech Republic. The geographic locations of the expansion
Marketing Plan for AA Bike Klagenfurt
International Expansion Plan
November 28, 2014
Executive Summary
Bike rental services in Europe have high demand and popularity. Due to the high amount of travellers across Europe, bike rentals have become one of the most environmentally friendly businesses that attract many tourists and locals who do not have access to vehicles, or who simply enjoy nature, outdoor activities, and are conscious of the world’s ozone layer’s well being as well.
“AA Bike Klagenfurt” is an exclusive bicycle shop located in Klagenfurt, Austria that organizes private bicycle tours within the Carinthia area. The company’s mission is to provide clients with high quality bicycles such as “Trek”, a bicycle brand that leads the bicycle industry in all categories and was ranked as one of the top ten bicycle brands of 2014.1 Along with the high caliber products, the company seeks to deliver the best services that are environmentally friendly by encouraging all local and international tourists to enjoy cycling. The company focuses on offering personalized tours for its customers. As a successful company, the current goal is to further expand the services and potential across South Eastern Europe, encouraging new clients to become part of a healthier community by protecting the environment through the services provided.
Situation Analysis
AA Bike Klagenfurt is dependent on annually visiting clients from the tourism and local sectors with guaranteed rentals per year. This area of business accounts for 80% of the company’s revenue. The current market is seasonal, high demand in the summer and lower demand in the winter, due to the downturn of tourism during the colder months.
The current expansion goal will have a focus on the South Eastern European countries of Slovenia, Croatia and the Central European countries of Poland, and Czech Republic. The geographic locations of the expansion