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MARKETPLACE SIMULATION

GROUP 5/ GT BICYCLES

THANK YOU!

GT BICYCLES

ABOUT

Mission:

to help riders push the envelope of what's possible on two wheels by creating the most reliable, innovative bicycles.

TEAM

EXECUTIVE RESPONSIBILITY

Officer name

Thuc Anh

Thu Thao

Hoai Nam

Quynh Nhi

Huy Hoang

Primary Responsibility

Overall Leadership

VP-Business Analytics

VP-Brand Management

VP-Finance

VP-Advertising

2nd Responsibility

VP-Sale Management

VP-Internet Marketing

VP-Advertising

VP-Business Analytics

VP-Sale Management

Market Attractiveness Criteria

1st: RECREATION

2nd: WORK

Current size of segment

Production cost

+

TARGET MARKET

Customer Willingness To Pay

STRATEGY

PRODUCT

STRATEGY

PROMOTION

PRICE

PLACE

PRODUCT

Product Emphasis

Existing Products

New Products

Product Development

Market Penetration

Seek to increase sales of existing products to existing markets.

Create growth by selling new products in existing markets.

Existing Markets

Diversification

Market Development

New Markets

Introduce existing products to new markets.

Emphasize both new products and new markets to achieve growth.

PRODUCT

Q2-Q3

Q6

Q7

Q4-Q5

Q8

Q2-Q3

Q4-Q5

Q6

Q8

Q7

+YOUTH

+WORK

WORK

+RECREATION

RECREATION

YOUTH

WORK

RECREATION

MOUNTAIN

YOUTH

RECREATION

WORK

SPEED

+MOUNTAIN

YOUTH

RECREATION

WORK

+SPEED

+ COMFORT RIDE (58)

+ ECONOMIC RIDE (58)

+ Fun+

- COMFORT RIDE (x)

+ Playing+

Fun+

+ Children+

Playing+

+ Playing++

- ECONOMIC RIDE (x)

+ Working+

+ Working++

Windy

Windy+

Working+

Working++

+ Office+

+ Windy

+Windy+

+ Climb

+ LuxClimb

Fun+

Children+ Children++

Fun+

Children+

+ Children++

Playing+

Playing++

thelastplaying

Playing+

Playing++

+ thelastplaying

Climb+

LuxClimb

+ re-climb

re-Working+

re-Working++

re-Office+

Working+

Working++

Office+

STRATEGY

  • Improving product lines by designing new bike models with innovative technology (R&D)
  • Investing in R&D features (2)
  • Eliminating products that did not qualified and creating new products with more appropriate features
  • Entering new segment to break the monopoly of competitors
  • Investing in R&D features (3) (Q5)

STRATEGY

Lowering the production cost as much as possible by adding simple and cheap features into products

  • Re-designing existing bike models to improve the quality of overall products.
  • Expanding product lines by assessing new markets
  • Creating more products for existing segments to diversify customer choices

STRATEGY

Click to edit text

re-gain the overall market share

Learning from other competitors' designs

Speed and Mountain segment had low brand judgement scores

Click to edit text

Hesitating to expand business in new market

Improve overall brand judgement scores

Too preservative

Discovering new potential market

Click to edit text

Pricing

STRATEGY

Maturity

Growth

Early Stage

New Product

Penetration:

Failed because price is high and the product quality is low.

q2-q3

Competitive Response:

Compare with other competitors, COGS.

q4-q6

Rebate:

reduce the price of current products to encourage repeat purchases.

q7-q8

FAILED

POSITIONING: BENEFITS

PROMOTION

World map

PLACE

SALE OFFICES

SALE FORCE

Q2

NORAM-EUROPE:

  • Amsterdarm
  • Portland

Q5

APAC:

  • Tokyo

OPEN STORES TIMELINE

APAC:

  • Melbourne

Q6

Q7

NORAM - EUROPE

  • New York City
  • Nantes

LATAM - MEA

  • Bogota
  • Johannesburg
  • Konya

ACHIEVEMENTS

RESULT

Where we stand...

Rank 2nd

UBike

GT Bicycles

1st

2nd

InfinityBikes

3rd

LESSONS

  • The simulation allowed us to apply the marketing concepts that we learned in the course.
  • Understanding our strengths and weaknesses after each quarter as well as other competitors' strategy.
  • The market can change dramatically and competitors should not be ever underestimated.

LESSONS

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