1. Marketing Plan – Metro Bikes
Group No. 5
Dheeraj Rajawat
Kanika Chandna
Pranjul Gupta

2. Executive summary
Flexo bikes are bicycles designed to allows users to easily transport the bike using less space when the bike is “folded” in to a compact size
Premiere manufacturer of folding bikes in India
The versatility of a folding bike is also appropriate even for air travel
The objective is to export 50,000-1,00,000 bikes to USA annually

3. Situation analysis
Market summary: Flexo Bikes will leverage the information of US market and target customers to better understand who is served, their specific needs about quality and other features of the bikes like color, mileage, seating etc.
Market needs:
Quality
Selection
Accessibility
Customer service
Competitive pricing

4. Situation analysis cont.…
3) Market analysis:
It was found that 21% of the respondents used bicycles, after bus, walking and cars
The 85 % of respondents (people who rode conventional bikes) that currently take their bike on the train would consider using a folding bike instead
4) Competitors:
Japanese manufacturers
European manufacturers

5. SWOT analysis Strength Reduce parking demand
Reduce transportation costs and encourage sustainable transportation
Easy to maintain and reliable
Sales and services are convenient
weakness
Preferable for places with low traffic
Safety factor is low
Not very durable

6. SWOT analysis cont... opportunities
Enormous potential to operate in the global market
Scope of innovation is high
threats
Fluctuating demands due to economic factors
Growing competition

7. Marketing strategy 1) Objectives:
Increase repeat customers by 4% per quarter
Create general awareness of Flexo Bikes within the industry
Increase the catalog of products by 15% a year by skillfully communicating to the distributors the success of this business model
2) Target markets:
Existing transit riders who use full-size, conventional bicycles to connect to transit
Existing single occupant drivers
Existing transit Park-and-Riders who may give up their parking space in favor of a folding bike

8. Marketing strategy 3) Positioning:
Flexo Bikes will position themselves as the premier bike, they would establish stores in all key markets in the US
By offering value-added services which provide people with better, Flexo Bikes is developing value that creates a steady flow of customers
4) strategies:
To position themselves as the premier source for bike and bike component deals within the U.S.
Create customer awareness regarding the products offered
Develop the customer base, and finally work toward building customer loyalty and repeat business

9. Marketing mix
Flexo Bikes marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service
Pricing:  Profit margin, the forecasted period that the product will be inventory, and the availability of the product to the target markets
Distribution: All products distributed from Flexo Bikes warehouse to any shop in the U.S.
Advertising and Promotion: Multi-pronged advertising campaign to generate visibility
Customer Service:  Emphasis on customer training to achieve profits 

10. Marketing research
The primary goal of the survey was to determine people’s willingness to
Use Flexo Bikes product and
Their keenness about the brand
It was also found:
Portability is the most important attribute of a folding bike when used in conjunction with transit
Important that bikes are available for purchase from local vendors to ensure a high level of service and support

11. Financials Objectives: A growth rate for the first two years.
An increase of the profit margin by 5% a year

12. Risks and contingencies
Offer trial periods.
Other companies as option.
Companies may not want to partner with our company
Focus on international sales
Stagnant US demand for folding bike category
Clause in our license agreement that will prohibit competition for military contract
Trek tries to earn military contracts
Change promotional strategy to highlight differentiating quality and performance factors
Flexo bikes is perceived as another folding bike

13. Thank you