Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Raleigh

Case Study, CEMS MIM, Global Marketing Oct 9th 2016
by

Grace O Leary

on 10 October 2016

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Raleigh

1886

Raleigh St, Nottingham, England
1887
Bowden
Does this iconic bicycle brand still have a chance on the world market?
1896
Largest factory
850 employees
30,000 units
The History of Raleigh
1932
62,000 sales
Motor vehicles

1938

500,000 sales
Truly innovative
1945

Post-war
export boom
1960
1970
Chopper
1985
Acquired by Derby Int.
2001-2005
Reorganization and relocation of production
2012
- $100 million
Key Strengths
Connected to the Sport
Beyond the case
Adaptation vs. Standardization
Market Entry Modes
The E-Bike Market
Design trend setter
1897
1949
1970
1980
2004 Cycle life initiative in the UK
The Local bike shop battle
No fees, independence, support
April 2009- 100 stores
International operations
"Encompass the essence of Raleigh while adding a local touch"
Confusion
1930-1960: 60,000 distinct models
Product adaptation:
A heavy duty roadster,
2 inch balloon tyres,
all over chrome finish for the African market
Strategy adaptation:
A standardized marketing strategy adapted for each market
1960
Tube Investments standardization
Recommendations
Post acquisition in 2012
Raleigh UK
Raleigh USA
Raleigh Canada
Raleigh International
Direct online sales in the USA, omni-channel sales,
Flagship Raleigh USA store- 2016 Santa Monica
Create global brand synergy- UK, USA
Franchising
Licensing
"A Raleigh bicycle in Holland is not the same as a Raleigh bicycle in South Africa; the climate is different, the geography is different, the economy is different, the culture is different, so why offer the same bicycle? Raleigh doesn’t."
(Raleigh UK, About Us)
Recent Alternatives
USA
The Global Bicycle Industry
Health and fitness trend
Environmental concern
Promotional governmental schemes
Drivers of growth
Emerging trends
Folding bikes, e-bikes, safer models
Forecast to grow at a CAGR of 2.4% from 2016 to 2021
Top industry players
First half of 2016
-3.7% $833 million
+10%
early entrance to e-MBT market
with Raleigh, Koga and Haibike

Cyclocross market
Team Raleigh-Clément

Nostalgia- 2014

UK

2010 Elite team
Childrens bicycle range
See Try Buy initiative

+20% turnover in 2015 (Accell)
$629.7 million
2014- 133 million bike sales
Market valued at $39.9 billion
Forecast market value of €24.3 billion by
2025
Accell e-bike sales Q1 & Q2 2016: 43% of total turnover
The Raleigh case
Taking market share from conventional bicycles
2014-2015
worldwide turnover
+39%
, 35 million units (500, 000 e-cars)
Product
considerations:
Battery type and life
Model weight
Price
Accell, Raleigh, & the E-bike
Raleigh e-bike since 2007
Strada and Motus models
Independent July 2016
Bosch system
Speed range
2008
market value of €9 billion, 18 million units
Raleigh UK Cycle Electric Training Academy 2015
Strengthen social media presence
Rider and local team development program
Raleigh as a timeless vintage collectible
Scoot-e-bike
1970
1982
Full transcript