Præsentere virksomheden Santa Cruz
Ved hjælp af den videnskabelige model, finder vi ud af:
- Who are Santa Cruz?
- Which products are interesting for the danish market?
- How big is our market?
- Who is our target group?
Santa Cruz compared to rivals
- Santa Cruz:
Competitive positions and competitors
Porters 5 forces
- Bargaining power of suppliers:
- Threat of substitutes:
- Bargaining power of Buyers:
- Threats of new entrants:
- Industry rivalry:
What is their buying behavior?
Communication with our target group
- Distribution costs
Spørgeskema undersøgelsen, noter til svar samt why:
Evaluation-what can we conclude?
- Which strategy?
External factor that affect are market positive
Esteem needs -gaining confidence-respect by others (mtb club, posting online).
Self-Actualization -fulfilment of your own desires of interests-upgrading your skills in the mountain bike area.
Social buying motives
conspicuous consumption-displaying social status-the need of self-assertiveness-the need of self-esteem.
The snob-Unique and limited product-displaying individuality/setting yourself apart from the group.
The customer considers his/hers purchase.
The customer also considers various aspects of alternatives.