Bicycle Wholesaler Marketing Plan by PaloAltoSoftware

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                                Table Of Contents


1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0   Situation Analysis . . . . . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .1
         2.1    Market Summary . . . . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .1
                    2.1.1 Market Demographics                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.2 Market Needs . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.3 Market Trends . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.4 Market Growth . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
         2.2    SWOT Analysis . . . . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.1 Strengths . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.2 Weaknesses . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.3 Opportunities . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.4 Threats . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.3    Competition & Buying Patterns .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.4    Products Offered . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.5    Keys to Success . . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.6    Critical Issues . . . . . . . . .                  .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.1    Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.2    Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.3    Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.4    Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.5    Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.6    Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.7    Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.8    Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4.0   Financials . . . . . . . . .     .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 10
         4.1    Break-even Analysis    .   .   .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 10
         4.2    Sales Forecast . . .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 12
         4.3    Expense Forecast .     .   .   .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13

5.0   Controls    . . . . . . . . . . . .      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13
         5.1     Implementation . . . .        .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 14
         5.2     Marketing Organization .      .    .    .    .    .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 15
         5.3     Contingency Planning .        .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .     .    .    .    .    .    .    .    . 15
                                          Wheelie Deals


1.0 Executive Summary

   Wheelie Deals is a wholesale distributor that serves the retail bicycle industry. Wheelie Deals will
   carve out a focused niche within this industry, providing closeouts, last year models, and seconds.
   Large wholesalers will occasionally have a closeout to offer, however, the availability of special
   deals is spotty. As prices continue to rise, and people's discretionary income decreases, more and
   more people are attracted to finding good deals. This trend will allow Wheelie Deals to generate
   sufficient business to reach and conquer profitability.

   Wheelie Deals will quickly become the #1 source of deals that will provide retail shops with above
   average margins. Wheelie Deals will grow rapidly and take away market share from the more
   traditional wholesalers.

   Wheelie Deals is lead by Dan Psycle, MBA, a veteran of the bicycle industry. Dan has modeled
   Wheelie Deals off an already successful wholesale distributor business model and will quickly gain
   market share. Profitability will be reached by month eight with profits of $61,000 by year three.



2.0 Situation Analysis

   Wheelie Deals is entering their first year of business. Through careful market research, it is
   forecasted that Wheelie Deals will be well received. A cohesive marketing strategy will be required
   to bring the company to where it would like to be in terms of revenue. The company offers a wide
   range of closeout and other specials of assorted bicycle components and gear to retail bicycle
   shops.



2.1 Market Summary

   Wheelie Deals has compiled good information regarding their market and the target customers that
   make up the market. Wheelie Deals will leverage this information to better understand who is
   served, their specific needs, and how Wheelie Deals can better serve them.




                                                                                                  Page 1
                                                   Wheelie Deals



                                                  Target Markets




                                                                                Independent bicycle shops
                                                                                Chain bicycle shops




     Table 2.1: Target Market Forecast

      Target Market Forecast
      Potential Customers                Growth       2002     2003     2004        2005         2006       CAGR
      Independent bicycle shops              9%      12,458   13,579   14,801      16,133      17,585       9.00%
      Chain bicycle shops                    8%       8,045    8,689    9,384      10,135      10,946       8.00%
      Total                               8.61%      20,503   22,268   24,185      26,268      28,531       8.61%




2.1.1 Market Demographics

  The profile for Wheelie Deals' customer consists of the following geographic, demographic, and
  behavior factors:

  Geographics

      • The area served is the entire United States.
      • The total targeted population is 20,503 bicycle shops.

  Demographics

      • Small bicycle shops (<$125,000 in yearly sales).
      • Large bicycle shops (>$125,000 in yearly sales).
      • Each shop typically serves a geographic area of 45 miles.

  Behavior Factors

      • Tend to go out of their way looking for deals, looking for ways that they can save money,
        and pass the savings onto the customers.
      • The shops will often have last year's model bicycles.




                                                                                                            Page 2
                                                      Wheelie Deals


     Table 2.1.1: Target Market Analysis

      Target Market Analysis
      Market Segments                      Characteristic   Characteristic   Characteristic   Characteristic   Characteristic
      Independent bicycle shops                         -                -                -                -                -
      Chain bicycle shops                               -                -                -                -                -




2.1.2 Market Needs

  Wheelie Deals is providing retail bicycle shops with a wide assortment of bicycle-related items,
  including clothing and components significantly discounted from the normal wholesale prices.
  Wheelie Deals seeks to fulfill the following benefits that are important to its customers.

      • Selection: A wide selection of components, wheels, clothing, bicycles and accessories will
        be offered to the customer.
      • Accessibility: The entire catalog is available to all bicycle shops in the U.S.
      • Customer Service: The customer will be impressed with the level 
								
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