Velovap
Bring back VeloVap
MARKETING REPORT
&
DESIGN BRIEF
1
SUMMARY
1. PREFACE
2. PROBLEM AREA AND PROBLEM FORMULATION
3. THE PRODUCT AND ITS HISTORY: PLC
4. PEST ANALYSIS
5. THE COMPETITORS: PORTER’S 5 FORCES, ANALYSIS OF THE COMPETITORS
6. THE CUSTOMER: STP
7. SWOT - STRENGHTS, WEEKNESSES, OPPORTUNITIES, THREATS
8. MARKETING OBJECTIVES: TOWS
9. COMPETITIVE STRATEGY: GENERIC STRATEGIES
10. PROMOTION
11. DESIGN BRIEF
3
1
PREFACE
These days exercise, green energy and hip designs is a part of almost every ones life, granted some mean more for others and so on. The VeloVap is a product that tries to combine these three factors in a bike that comes close to no other. This report will evolve about how we are going to market the re-launch of the VeloVap.
VeloVap is a bike engine that helps pedaling being environment friendly due to the fact it uses electric energy instead of gasoline or any other harmful products. VeloVap is produced under the Velo Company and it is one of the premium products of the company. VeloVap is a product that was very popular in the 60’s, is a French product but with a distribution in several European countries, such as: France, Switzerland, Great Britain, Germany, Denmark,
Sweden, Spain, Italy and other. We want to bring back VeloVap on the Danish
Market, due to the fact that the country is bicycle friendly and the bike market keeps blooming each year. Because of its strong brand name the company has an advantage when it comes to penetrating a new market as they already have customer loyalty they gained in the past.
4
2
PROBLEM AREA AND PROBLEM FORMULATION
VeloVap is an old fashioned bike engine that used to sell during the
1960s. Bringing a product back from the past has always been a challenge for marketeers as they have to re-establish the image of the company and live up to the customers expectations. Whether the product sells or it goes low in profit margins depends on the marketing
MARKETING REPORT
&
DESIGN BRIEF
1
SUMMARY
1. PREFACE
2. PROBLEM AREA AND PROBLEM FORMULATION
3. THE PRODUCT AND ITS HISTORY: PLC
4. PEST ANALYSIS
5. THE COMPETITORS: PORTER’S 5 FORCES, ANALYSIS OF THE COMPETITORS
6. THE CUSTOMER: STP
7. SWOT - STRENGHTS, WEEKNESSES, OPPORTUNITIES, THREATS
8. MARKETING OBJECTIVES: TOWS
9. COMPETITIVE STRATEGY: GENERIC STRATEGIES
10. PROMOTION
11. DESIGN BRIEF
3
1
PREFACE
These days exercise, green energy and hip designs is a part of almost every ones life, granted some mean more for others and so on. The VeloVap is a product that tries to combine these three factors in a bike that comes close to no other. This report will evolve about how we are going to market the re-launch of the VeloVap.
VeloVap is a bike engine that helps pedaling being environment friendly due to the fact it uses electric energy instead of gasoline or any other harmful products. VeloVap is produced under the Velo Company and it is one of the premium products of the company. VeloVap is a product that was very popular in the 60’s, is a French product but with a distribution in several European countries, such as: France, Switzerland, Great Britain, Germany, Denmark,
Sweden, Spain, Italy and other. We want to bring back VeloVap on the Danish
Market, due to the fact that the country is bicycle friendly and the bike market keeps blooming each year. Because of its strong brand name the company has an advantage when it comes to penetrating a new market as they already have customer loyalty they gained in the past.
4
2
PROBLEM AREA AND PROBLEM FORMULATION
VeloVap is an old fashioned bike engine that used to sell during the
1960s. Bringing a product back from the past has always been a challenge for marketeers as they have to re-establish the image of the company and live up to the customers expectations. Whether the product sells or it goes low in profit margins depends on the marketing