MARKETING PLAN FOR FLASH BIKES
1. Executive Summary
Flash Bikes is a wholly Ghanaian company that deals in quality yet affordable bicycles for the
roads and mountains. The company was established in 2022. We have a wide range of bicycles
which is suitable for all ages. Our policy has always been to satisfy our clients with the bikes of
their choice and in doing that also ensuring that their safety and wellnesses is assured.
Flash Bikes have been purposefully designed for recreation, for mountain hikes as well as for
cycle tours due to its speed.
Flash Bikes is now present in all world regions such as Portland, New York, Amsterdam, and
Nantes. We are poised to be the marketing leader in the next six (6) months.
Our total market demand stands at $4,821 and for our market share, Flash Bikes stands at
12.49%.
2. Company Description
a. Vision
b. Mission Statement
Our Mission is to create a new perspective about transportation in the minds of people in terms
of convenience and comfort.
c. Core Values
 Open to giving and receiving honest feedback to/from each other
 Assist each other in their responsibilities
 The use of active listening technique and refrain from interrupting each other during
meetings.
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 To promote increase use of bicycles for work, recreation and tours.
 Use carbon fiber material by being environmentally friendly.
 Make health and safety our priority
3. Environment/ Marketing Situational Analysis – External and internal
From the little research we conducted, we noticed that there is a huge market for the biking
industry. Most people trek to work, not because they do not have the means but because the
transport fares are quite high and also the traffic situation in our target market does not help
matters. This is what informed our decision to venture into the biking industry so as to help
solve the challenge with transportation. Bicycle transportation is economically thus bikers will
be able to save for other needs.
Flash Bike geography and location makes it perfect to open more shops in New York,
Amsterdam, and Portland. We expect to attract youth, students who would instead of exercising,
ride the bikes to schools and same goes for the middle-class workers. Kids would also not be left
out since most of them ride for pleasure during weekends, on vacations and on short distances.
Market Segment
The market segment for the biking industry can be divided into 5. They are the Youth, Work,
Recreation, Mountain and Speed. Each as we will discover shortly has its own needs. A
breakdown of the segment are as follows:
Youth Segment
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This is target is mostly for children between the ages of six to thirty. Kids because they usually
will use the bike during vacation, on errands and visits to their friends in the vicinity. Some also
use it for school especially in instances where the school is not far from home. On the other
hand, these bikes are economical, not expensive hence parents could afford it.
Work Segment
This is target at people who prefer riding to work as compared to driving. The main reason
being the cost of fuel as well as avoiding traffic during rush hour. Clients also use this for
errands as well as when they accompany their children on a ride in the vicinity. Such bicycles
ought to be rigid, comfortable and reliable such that they would not regret ever buying such
product.
Recreation Segment
This segment is targeted at bikers are love fun. Instead of sitting in buses for long journey, they
would rather ride to their recreational sites whiles having fun at the same time. It sort of bring
bikers together. Because of the long ride, they prefer bikes that are comfortable, reliable and
also having a carrier for their lunches and snacks. These bikes also has to be affordable.
Mountain segment
Theses bikers are regarded as the adventurous bikers. They usually would have their daily or
weekly dose of exercise at the country side, climbing mountains in the wild. Due to the kind of
places they ride at, they prefer paying a little more to have comfortable seats, good pedals and
nicely fitted fenders and handlebars for the mountainous ride.
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Speed Segment
Bikers of this segment usually are groups who go on cycling tours of the country. Such tours
require speed that will make them ride as fast as possible. Bikers of this nature sign up for
Olympic games etc. They also go the extra mile to ensure the bikes give them the comfort they
would desire when ridding on long distances and during competition.
Competitive Analysis
3 key competitors in the simulation
Their market share
Their strategies
Locations
4. Swot Analysis
Strengths
In our first quarter sale, we sold 811 units of our bicycles. Thus, our balance scorecard was the
highest as compared to competition.
Our financial performance in quarter 6 was greater than 50%
Weakness
Opportunities
Threats
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5. Positioning Statement
Biking is a form of exercise and as a company, we would urge all to consider biking since it is
safe, healthy and fun.
6. Corporate Objectives & Strategies
 Focus on large, highly competitive segments
 Focus on geographic markets which minimize distribution costs
 Be a fast follower, imitate smart competitive moves
 Attack the competition on their home ground
 Sidestep the competition whenever possible.
7. Marketing Objectives
Our objectives as a business is to create products that is easy to maintain, fits a riders personality,
comfortable, easy to ride and above all protect the rider from water and dirt especially during the
raining season. We also intend to improve upon our range of bicycles as well as improve our
sales in all the world regions.
8. Marketing Strategies – Segmentation, targeting and value proposition - Assumptions
used in building your strategy
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9. Marketing Mix Programme/Action Plans (Implementation):
10. Sales strategy/Forecasting
11. Projected Budgets for your plan: Estimated Expenditures, Revenues, Profits etc.
12. Evaluation and Controls: How do you intend to monitor the progress of your plan
implementation?
13. References/Appendices
14. Roles and Responsibilities of Team Member
Samuel Addo Boye – President
Sam’s responsibilities is to develop the leadership skills of the other executives. He also has the
task of developing business analytic skills, sales management skills, advertising skills, brand
management skills, financial skills, teamwork sills as well as marketing skills.
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Victoria Ntiamoah – Vice President
Victoria is responsible for sales management which includes advertising. She is also to ensure
that the executives also develop their sales management skills.
Jesse Shambach – Vice President
Jesse is in charge of Brand Management and Finance. His main task is to develop the overall
understanding of how to market our products.
Daniel Moyab Boateng
Daniel’s main task is to develop brand management skills.
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