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GROUP 5/ GT BICYCLES
THANK YOU!
Mission:
to help riders push the envelope of what's possible on two wheels by creating the most reliable, innovative bicycles.
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
1st: RECREATION
2nd: WORK
Current size of segment
Production cost
+
Customer Willingness To Pay
PRODUCT
PROMOTION
PRICE
PLACE
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.
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
STRATEGY
Lowering the production cost as much as possible by adding simple and cheap features into products
STRATEGY
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re-gain the overall market share
Learning from other competitors' designs
Speed and Mountain segment had low brand judgement scores
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Hesitating to expand business in new market
Improve overall brand judgement scores
Too preservative
Discovering new potential market
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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
SALE OFFICES
SALE FORCE
Q2
NORAM-EUROPE:
Q5
APAC:
APAC:
Q6
Q7
NORAM - EUROPE
LATAM - MEA
Where we stand...
1st
2nd
3rd
LESSONS