Carbtrek: Innovation at Its Best
Carbtrek: Innovation at Its Best
Carbtrek: Innovation at Its Best
Objectives
Our objective is to create a brand
name with our new innovations and
design in bicycles.
First we will be focusing only the
urban segment with high specific
designs and later on expanding our
business to rural segment.
The price of our bicycles would be
high as we enter a niche market
focusing more on technology and
Strategic Planning
1.Assessment of Indian Bicycle
Market
-Indian market 2nd largest bicycle
manufacturer in the world.
-maximum sales of bicycles in the
range(Rs 2500-3000)
-It produces 10% of bicycles in the
world(125mn)
-Annual Domestic demand is 10mn units
government use-2.5mn
-Growth of Bicycle sales has been sluggish
only 4-6%
2.Market Share(%)
Hero
11%
Ti
10%
40%
Avon
17%
Atlas
22%
Others
Marketing
Company
reputation
Market share
Customer
retention
High
Finance
High
Cash flow
Financial
Stability
Manufacturi
ng
Neutra
l
Minor
Weakne
ss
High
Minor
streng
th
Importance
Major
Weakne
ss
Hig
h
Hig
h
weak
Hig
h
neutr
al
mediu
m
mediu
m
minor
mediu
m
neutr
al
High
Medium
Hig
h
Hig
h
Low
Performance
Major
Streng
th
Minor
streng
th
Neutra
l
Minor
Weakne
ss
Importance
Major
Weakne
ss
Hig
h
R&D
High
Hig
h
1
0
New
Technologies
High
Hig
h
1
1
Design
High
Hig
h
Distribution
neutr
al
1
2
Retailers
neutr
al
1
3
Online
Retailers
neutr
al
Medium
Hig
h
mediu
m
Hig
h
Low
4.PESTEL environments
Political and Legal
-Strict Quality control for manufacturers
-High Excise duty
Economic
-Raw Materials are easily available in India
-Better labour
Social
-Scope for Urban population is more as it deals with design
and technology
-Will attract youths with its design, comfort and Technology
Technology
-Innovation, Design and Smart
Technology
-One of our major factors of success
would be
technology
Environment
-Its environment friendly
-doesnt cause pollution
Threat of Substitute(Low)
-Cycle substitutes have higher Pricing
-Environmental problems caused by other modes of
Transportation
-Cycling is good for health
Bargaining power of
Consumers(High)
-Consumers are price sensitive
-Chinese carbon cycles will attract consumers
6.SWOT
Strengths
-Innovation and Design
-Latest Machinery
-Fulfils the ISO requirements at all Levels
-Comfort
-Strong R&D
Weakness
-Rising Input Costs
-Lack of Experience
Opportunities
-Expansion of the business
-Try to design cycles for various segments
Threats
-Non-Acceptance of the new Design and Technology
-Dominance of other existing players
-Cheap products from China
-4-6% sluggish growth of bicycles in India
-Entrance of Chinese companies in the market
4ps
Price
- Starting from (Rs 20000)
-Will depend on the carbon fiber polymer we get from
the suppliers
-Technical gadgets will add to the cost
Place
-Urban locations having interest for technology and
design
-Most of the public are health conscious and would
like to have a comfortable bicycle
-Depends on the distributors or dealers
Product
-High end Carbon cycles basically for youths, design
and technological enthusiast
-Specific Designs for Indian roads with High comfort
Promotion
-Digital media
-Social media
-Advertisements
-Unique Marketing Strategy
Raw Materials
Carbon fiber
Tubeless Tires
Breaks
Rubber Pedals
Crank-set
Gear-set
Technical Gadgets
Plant Location
Gujrat, Vadodara
Goa
Carbon fiber making industries in
Gujrat and Goa
Marketing Strategy
TradeShows:Carbtrek Deals will be visible at the two major industry
trade shows. 75% of the retail bicycle shops attend at least one trade
show a year. The shows provideretailers an opportunity to view
upcoming products and chat withrepresentatives from the
companies as well place pre-season orders.
Advertisements:Carbtrek Deals will be advertising in Bicycle
Retailer, THE industry magazine. Ninety-eight percent of the bicycle
shops in India receive a copy of Bicycle Retailer making the
advertising opportunities especially valuable.
Website:Carbtrek Deals will develop a website that includes a
current catalog of their offerings. This will be the most up-to-date
source of product information and availability. All advertising
activities and trade show presence will highlight the website as an
indispensable source of information
Target Markets
The two segments that Carbtrek Deals will be targeting are:
Independent Bicycle Shops:The large majority of bicycle retailers
are independently owned sole proprietorships. They are usually owned
by one person and range from three to ten employees, depending on
the season.
Chain Bicycle Shops:Although chains are not the predominant
business form, most large cities (over 200,000 people) have at least
one chain serving the community. Sometimes the chains are
franchises with different owners, other times they are same owners
with multiple stores.
Distributors