Indholdsfortegnelse
Arbejdsspørgsmål
Disposition
Præsentere virksomheden Santa Cruz
Markedsanalyse
Købsadfærden
Distributionsforhold
Media Forholdene
Økonomi
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:
- Trek:
- Cannondale:
- Haro:
Competitive positions and competitors
Environmental factors
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?
Distributional factors
Communication with our target group
Economics
- Sales
- Marketing
- Distribution costs
Conclusion
Spørgeskema undersøgelsen, noter til svar samt why:
Evaluation-what can we conclude?
Extra notes
- Which strategy?
External factor that affect are market positive
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Uddrag
Sales
With such an expensive mountain bike, you can almost look at it like an investment. Therefore, we have not calculated with an annual sale to the target group.
Instead we expect that the families will buy every fifth year. This gives us an annual sale of around 8 million.
The reason why we have rounded the number 7.790.502 up, is by the expectation that some customers will demand extra equipment or different shades, which sets the price higher.
Marketing
Santa Cruz exploits their owned media by using Instagram and Facebook where they already have many followers. Sponsorship-to start with very few sponsorships, because it is very expensive.
Distribution costs
To distribute our bicycles to Denmark, we made research. And found out that the shipment method was way cheaper than by sending with UPS.
Conclusion
Market analysis suggest a segment with an annual purchase of 77 m We know that with a sale of 8 m there will be a nice profit margin for Santa Cruz
But we need more knowledge about the competitors in Denmark. Including confirmation about the assumption about a strong market position.
By collection primary data we can find out:
-Exactly how many have an interest in selling Santa Cruz MTB?
-If the chosen target group will indeed prefer Santa cruz as their MTB brand
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