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Gator Cycle Marketing Plan

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by

Kate Lane

on 19 June 2014

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Transcript of Gator Cycle Marketing Plan

Mission Statement:
To create a cycling community and form a long-term relationship with the Gainesville residents through excellent customer service, quality equipment, and passionate employees.
Objective
To make Gator Cycle synonymous with the ultimate riding experience and provide top-notch equipment and accessories.
Strategies
In-Store
Signage
Product layout
Simplify community board
"Accessory Showcase"
Hire a marketing intern/campus liason
Online
Website
Simplify
Emphasize sale ads
Blog (bike trends, news, etc.)
Videos
Link to Facebook
Newsletter
Advertising
RTS bus ads
T-shirt
Improve:
Store atmosphere
Online presence
Advertising
Community involvement
Increase
awareness of Gator Cycle through the engagement of local companies.
Tactics
Community Engagement
Maintain relationship with Shands
Sponsor university clubs
UF Sustainable
Gators Going Green
SG Bike Repair Shop
RecSports
Human Resources
Intern/Campus Liason
Establishing university relationships
Blog posts
Facebook and Twitter
Trend research at UF
Focus on Gainesville Professionals
Hawthorne Trail Bike Race
Target businesses
$15 per person to race
25% charity of choice donations
Various lengths of race:
4mile, 8mile, 16mile
Bike rentals
Possible dates: February 2nd or 3rd, 2013
SWOT
Est. 1987
Wide range of price
Diverse inventory
Passionate staff
Small business
Strengths
Weaknesses
Website
Store layout
Google and Yelp reviews
Upper management
Opportunities
Community outreach
Informative materials (SWAG)
Coupons/Clearance events
Economy
Threats
Economy
Competing bike shops
Under 25
Above 25
Target Market:
professional athletic adults
Positioning
Gator Cycle provides the highest quality in products for bicycle performance and racing experience.
Segments
www.Customink.com
50 white t-shirts:
One ink color: $279.50 ($5.59 each)
Two ink colors: $343.50 ($6.87 each)
50 blue t-shirts
One ink color (orange?): $327.00 ($6.54 each)
Marketing Plan
Survey Results
Positive Comments
My only bike store
Great customer care
My family has always shopped here
Great People
Consistent Service over years
Good quality of Goods and advice
Family Service x 2
Professional and Friendly
Wide variety
It has what I need
Negative Comments
Bad customer service
They do not have many promotions or marketing on campus
Full transcript