1. Golden Dreams Bike Rental and Repair Store
Team A
David Dong
Kelvin Manbir
Amy Mohammad

2. Introduction Golden Dreams Bike Rental Owned by Adam Craig
Nester’s Market Strip Mall
Been in business for 1 year
Amy

3. Main Problems Not enough clients during the winter season
Lack of advertisements in central locations
Limited variety of bikes
Amy

4. Facts 80% rental capacity in June, July and August
50% in September and October
10% for rest of the year
Currently have advertisements in:
Pique and Whistler Question
Free weekly papers
Yearly cost: $5000
Manbir

5. Assumptions Dude Taylor stays employed at the store
Technology is unchanged
No other bike shops open in the area
Manbir

6. Competitive Analysis Competition: Strengths: Large bike shop
Located at Whistler Mountain Bike Park
Caters to hotels and individuals
Manbir

7. SWOT: Strengths Large inventory space
Dude Taylor for bike repairs and maintenance
Only bike store in the Nester’s Market Strip Mall
Kelvin

8. SWOT: Weaknesses Currently have 2 broken bikes
Limited capital for expansion
Store hours can be revised
Limited variety of bikes
Kelvin

9. SWOT: Opportunities Rent town centre location
More space and better car traffic
Move to Function Junction
Cater to local market and home owners
Larger than current location
Rent is lower, but may increase
Close to new Whistler Creek development
Kelvin

10. SWOT: Threats Weather leading to low demand Competition
Winter season
Competition
Large bike shop
If move to alternative locations:
Higher rent
New competition
Kelvin

11. Target Market 16-30 year olds Male and female Sports-loving families
Risk takers
Health-conscious people
Weekenders
Mohammed

12. Recommendations
Relocation
Diversify products
Promotion
Mohammed

13. Relocation Advantages: Disadvantages:
Bigger market (new target market)
More inventory space
Easier access
Disadvantages:
Higher expenses (i.e. rent)
More competition
Possibility of bankruptcy
Mohammed

14. Diversify Products Advantages: Disadvantages More potential customers
More stable revenue during winter season
Make use of idle inventory space
Disadvantages
Don’t know if products will have market
More competition (i.e. Ski shop)
Need more staff to look over new products
Mohammed

15. Promotion Advantages: Disadvantages: Reach and attract more customers
Free advertisements on the web
Can create free website for store
Disadvantages:
More costs for advertisements
Some customers and markets are not responsive
Mohammed

16. Solution Establish a new mission statement Diversify his products
Provide new service to community for sports lovers (i.e. bike training)
Diversify his products
Have more variety of products for people of all experience levels
i.e. beginners to experts
Establish customer excellence
i.e. more public events for bikers
Dong

17. Plan of Action Product -Service-oriented
-Establish customer excellence through training courses and public events
Price
-Set up a competitive price
-Promotions for beginners
-Discounts for regular clienteles (i.e. membership)
Promotion
More public events for bikers
Bike training packages for beginners
Setup a website
Advertise on social media websites
Place
-Remain in the same location because there is sufficient amount of population
Dong

18. Plan of Action Establish a mission statement
Schedule a training program for new and beginner bikers
Create public events for bikers (i.e. contests)
David

19. Plan Action Setup a website and advertise on social media websites
Have winter products available
i.e. ski bikes, toboggan, sleds
David

20. Course Concepts Diversification Market penetration STP SWOT
Customer excellence
Marketing mix
David