1. Company Description, Vision, Mission, Core Values
We are a dynamic, innovative company that will compete in global markets and strive for
excellence in every aspect of our business. We use cutting edge technology to meet demands by
producing carbon fiber bikes using an additive manufacturing process, more popularly known as
3D printing. With this new technology, we will make many bicycles including their parts with
carbon fiber, a material that is stronger and lighter than metal.
Our target markets include the Work, Youth, Recreational, Mountain and Speed bicycle types
lovers. We supply the best of quality and the least of price to our consumers.
Vision:
We envision a safe and healthy future where bicycles bring people together, eliminate inequity,
and create thriving communities, providing quality and affordable bikes.
Mission Statement:
We are committed to sharing our passion and knowledge for bicycles and the lifestyle through
Cycling products and straightforward service that works for you.
Flash Bikes brings people together to experience the joy of cycling through transportation,
recreation, and friendship. We collaborate with members, volunteers, and community partners to
inspire people to advocate for a safe, equitable, and sustainable lifestyle. We build confidence,
leadership, knowledge, and community by using cutting edge technologies.
Core Values:
Equity: We lead with a racial equity lens to eliminate inequities in community health outcomes
and in mobility and transportation access. Bicycles are a tool for liberation.
Climate Justice: Carbon fiber Bikes are a clean, healthy, and affordable solution to help solve the
climate crisis, clean our air, reduce transportation pollution, and create sustainable communities
and ecofriendly life.
Community: We create opportunities for people to come together by removing barriers and
fostering a sense of belonging. Bicycles are an integral part of creating connected, equitable and
thriving communities.
Safety: Safety is a right; we champion spaces that foster physical and emotional wellbeing by
using environmental friendly durable carbon fiber material for our bikes.
Collaboration: We share power, resources, and knowledge as a means to enrich lives and form
mutually beneficial partnerships. We celebrate the existing strengths of our partners and
participants and seek to be an accessible asset for others.
2. Marketing Situational Analysis
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 the traffic situation in our target market does not help matters.
This is what informed our decision to venture into the biking industry to help solve the challenge
with transportation. Bicycle transportation is economically viable 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, vacations and on errands.
2.1 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: This is targeted at mostly 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 segment is targeted at the working class 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 who love to have 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 with a carrier for their snacks. Bikes for recreation ought 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.
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 competitive games as these bikes are specially built for such adventures.
2.2 Factors Influencing Flash Bikes Business
A look at the internal and external factors that influence Flash Bike’s business using the 5Cs are
as follows:
Company: Flash Bikes is a limited liability company which is led by a 4-member management
team. The company is into the production and design of bikes with the target audience being the
youth, working class, the adventurous biker etc.
Competition: Flash Bike had a healthy competition from 6 competitors. Competition did give
Flash Bike a run for their money in the sense that we had to redesign our bikes to meet the needs
of our customers. Competition also made management design mountain and speed bikes in
addition to its repertoire. Competition also aid us change our advertising strategy. One thing we
could predict was that our competitors opened more shops than we did and this had a negative
effect on our expansion drive.
Customers: Our customers are basically the youth, working class, people who love adventure
and recreation.
Collaborators: Flush Bikes collaborates with the research and development team to produce
bikes for all ages with top notch design. These bikes are designed based on feedback from our
clients.
Capabilities: Flash Bike has the best human capabilities with is 4 members team who are well
versed in the biking industry. The team is made up of the following:
Officer name
Primary responsibility
Secondary responsibility
Ntiamoah, Victoria
VP-Sales Management
VP-Advertising
Addo Boye, Samuel
President-Overall Leadership
VP-Business Analytics
Shambach, Jesse
VP-Brand Management
VP-Finance
Boateng Moyab, Daniel
VP-Brand Management
VP-Internet Marketing
Climate: This refers to the environment in which the business trives. Flash Bikes has had
branches in Portland, Amsterdam, the Nantes etc. The climate in these cities are good for the
biking industry.
3. Swot Analysis
This is basically the assessment of Flash Bike in the market. Every business worth its salt has to
go through the SWOT analysis which consists of the Strength and Weakness (which are the
internal analysis of the business and the Opportunity and Threats which are considered the
(external analysis of the business).
Strength

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%

At the end of the period, we had 3,178,779, a profit of 178,779 in our coffers.
Weakness

Management did not invest in many shops as compared to competition.

Our advertising strategy did not help us.

Our investment in Research and Development did not help much.

For four consecutive quarters, our balance scorecard remained unchanged.

Sales executives hired were not given the adequate training on sales.
Opportunities

We had enough money to invest in other regions

Research helped in knowing the needs of our customers thereby investing in them.

There was the potential of investing in other design for our bikes.
Threats

Lower prices from competition

Better distribution strategy

High cost of raw materials
4. Positioning Statement
Flash Bike has the lowest prices on the market as compared to competition. Our focus as a
company is to appeal to the youth, the working class, and the adventurous bikers. Flash bikes are
comfortable to ride, which is suitable for all weather conditions.
5. Corporate Objectives and Strategies
Strategy and Implementation Summary
Flash Bikes will be leveraging its competitive edge of customization of its product for different
riders. This will offer differentiation between the competitors, something that will be emphasized
in the marketing materials. The products will be marketed via various showrooms and on the
Internet for the individual customers and through trade shows for the distributors. The sales
strategy will rely on communication of the fact that Flash Bikes’ products are lightweight, safe,
high end bicycle seat posts. The sales campaign will also stress the ability of Flash Bike to
replenish distributor’s stock of the seat posts quickly and as promised.
Competitive Edge
Flash Bike’s competitive edge is its product offering that is customized to the weight and
aggressiveness of the rider. Every other manufacturer has only one carbon seat post with the only
variation on length. Nobody else offers distinct products for different riders. The competitors have
only one product that generally has a weight limit.
Flash Bike’s three different posts are made for different weight groups. By increasing the amount
of material in key areas, Flash Bike is able to make a posts for all weight riders with a huge safety
margin. Flash Bike is keenly aware of the liability risks involved with a product liability suit.
Having specific posts for specific riders is a competitive advantage because it provides the rider
with the lightest weight post that they can ride safely. It also provides them with the most
comfortable riding post. If a light weight rider is using a stout post it will feel quite stiff and all of
the road vibrations will be transferred. Conversely, if a heavy rider is using a post that is too light
for him, it will not be stiff enough, flexing like a noodle under stress.
6. Marketing Objectives
7. Marketing Strategies
Flash Bikes employs the multisegment marketing approach to target its customers. Using this
approach, we produce bikes targeting all five segments of the market i.e Youth, Work, Recreation,
Mountain, and Speed segments.
7.1 Target Markets
Youth: Bikes produced for this segment targets children and youth between the ages of six to
thirty years. Bikes for this segment will be designed with features that offers the fun and safety
children and parents expect.
Work: Bikes produced for this segment targets consumers who primarily want a bike to go to and
from work in order to save money and exercise. This segment feels good when they save money
and the environment by riding a bike.
Recreation: Bikes produced for this segment is designed to offer consumers comfort and ease of
handling. Consumers in this segment enjoys riding with family and friends for fun and exercise
though exercise is not the priority.
Mountain: Consumers in this segment are looking for bikes that can be taken on off-road trails for
sports purposes. Therefore our bikes for this segment are designed with features such as rugged
tyres and breaks systems that allows it to be used comfortably in rocky areas.
Speed: This segment loves speed for sport and therefore are looking for bikes that are lighter with
sophisticated speed system that can offer the kind of speed they require. Bikes for this
segment are therefore designed with lighter carbon fiber frame and upgraded speed tyres
among others to meet the expectation of consumers.
8. Marketing Mix/ Action Plan
Products Mix: Flash Bikes’ is into the production of bicycles and has four product types targeting
the Youth, Work, Recreation, Mountain, and Speed segment of the market. in the market. Brands
designed for the Youth segment are Royal KidiBike and Royal Kidi XP. The Royal KidiBike is
designed with minimum features to make it more affordable for parents to acquire for their children
while the Royal Kidi XP is upgrade with features such as colourful strokes on bike frames, front
and rear shocks and improve brake system to offer a tailor made experience for consumers who
prefer to pay a little bit higher for a comfortable fun experience.
Two brands, namely, Office Bike V12 and Office Bike V13 are also designed for the work
segments. Just like the Royal KidiBike, the Office Bike V12 is designed with minimum features
to make it more affordable for customers who want quality affordable carbon fiber bikes to go to
work. Office Bike V13 is an upgrade of Office Bike V12 to offer safety and comfort features such
as light, fenders, comfortable seats and shock absorbers for consumers who are willing to pay a
little extra for comfort and safety.
We also offer two brand for the recreation product. These are Royal BikePro and Royal Bike VX.
Just like the other product types, these two brands are designed such that the Royal BikePro has
minimum features but yet delivers the comfort and easy handling features that recreational riders
expert. While the Royal Bike VX adds on extra features such as upgraded tyres, front baskets,
lighter carbon fiber frame, shock absorbers, and improved brake system for recreational riders who
are looking for extra comfort and prestige.
The mountain product type has only one brand namely Mount XP1 which is upgraded with
improved brake system, comfort seat, and shock absorbers wow the experience of riders who will
choose our product.
The speed product type also has only brand namely Aero Flash XP1. This bike is upgrade with a
24 speed gear, lighter carbon fiber frame, improved speed tyre, and a bent steering bar to offer the
utmost racing experience for our customer who love speed for sport. Figure 1 below is a graphical
representation of our product types and brands.
Product Type
Youth
Product Line
Brands
Royal KidiBike
Royal Kidi XP
Office Bike V12
Work
Office Bike V13
Bicycles
Product Mix
Royal BikePro
Recreation
Royal Bike VX
Mountain
Mount XP1
Speed
Aero Flash XP1
Price:
Flash Bikes brands will be sold for the retail prices stated in the table below.
Product Type
Brand
Price
Royal KidiBike
450
Royal Kidi XP
490
Office Bike v12
498
Office Bike V13
550
Royal BikePro
712
Royal Bike VX
860
Mountain
Mount XP1
940
Speed
Aero Flash XP1
Youth
Work
Recreation
1,047
Our prices were informed by the price willing to pay by customers received from our research
results. To be more price competitive we priced our products a lower than the average prices that
customers are willing to pay and prices of our major competitors. The table below gives details of
the price willing to pay in the various regions and cities.
Segments
Regions
Cities
NORAM-EUROPE
Amsterdam
715
NORAM-EUROPE
New York City
NORAM-EUROPE
Youth Work
Recreation
Mountain
Speed
797
1,021
1,343
1,428
697
894
1,064
1,255
1,532
Nantes
681
731
933
1,149
1,384
NORAM-EUROPE
Portland
657
745
912
1,153
1,277
LATAM-MEA
Johannesburg
721
726
770
1,072
1,256
LATAM-MEA
Rio de Janeiro
595
710
844
1,085
1,171
LATAM-MEA
Konya
590
687
842
1,048
1,173
LATAM-MEA
Bogota
557
662
818
981
1,205
APAC
Tokyo
670
844
979
1,209
1,443
APAC
Melbourne
635
777
965
1,175
1,369
APAC
Bangalore
615
707
912
1,048
1,172
APAC
Hangzhou
607
775
894
1,064
1,300
Average Price
645
755
913
1,132
1,309
Distribution: We will continue to distribute our brands through shops opened in seven cities across
all three regions. Details of the cities and regions can be found in the table below.
Regions
Cities
NORAM-EUROPE
New York City
NORAM-EUROPE
Nantes
NORAM-EUROPE
Portland
LATAM-MEA
Rio de Janeiro
LATAM-MEA
Konya
APAC
Tokyo
APAC
Melbourne
We will also penetrate the market by opening new stores in Bogota, Bangalore, and Rio de Janeiro.
Promotion: Flash Bikes will use a different advertising strategy based on the various market
segments that it seeks to reach. Marketing for the individual consumers will be done primarily
over the Internet. While Flash Bike will use some magazine advertisement space, regional and
local media, the main effort will focus on promoting its website through good positioning on search
engines as well as pay per click advertising. Pay per click advertising is a system of advertising
that is done through search engines where payment is made to a search engine such as Google
whenever the search engine refers a person to Flash Bike’s site based on the keyword that they
entered into the search engine.
Participation in the industry trade shows will be the key marketing effort for the distributors. There
are two main shows and 80% of industry business is transacted at the shows, for manufacturers,
distributors, and retailers. The shows provide Flash Bike with an opportunity to show off its
product to the distributor as well as establish as relationship with them (especially important in
light of the fact that most of the distributors are not in the same state as Flash Bike). Therefore, the
shows will receive a lot of attention by Flash Bike based on the recognition that this is where the
deals are made, and relationships established. First, we will have our store information: hours,
location, phone number, brands sold, etc. Sales and current promotions will also be featured.
9. Sales strategy/Forecasting
10. Projected Budgets for your plan: Estimated Expenditures, Revenues, Profits etc.
11. Evaluation and Controls: How do you intend to monitor the progress of your plan
implementation?
12. References/Appendices