Marketing Mix Product Bicycling has become increasingly recognized as a transportation solution helping to improve various environmental, economical and societal aspects. When using a folding bike with a bike-transit journey, it allows individuals the ability to board transit vehicles and seamlessly complete first-and-last mile connections. The benefits of a folding bike also extend to inadequate storage at home and when bike theft is a significant concern. Dahon bikes fold up quickly and are small enough to bring on public transportation or throw in the trunk of a car. Dahon offers people a comfortable and reliable folding bike for effective transportation.
Self-esteem primarily indicates having confidence and satisfaction in oneself (“Self-esteem”). Rick Bragg addresses how driving a fast car or motorcycle gave him an elevated sense of pride in himself (37). Coming from an upbringing that was unfortunate, Bragg viewed his car as being able to alter his perception of his place on earth. For instance, Bragg states how, even though he was invited to parties that had popular kids in attendance and went out on dates with attractive women, he still felt isolated from everyone. His car, in a sense, made him feel balanced with his peers, which he states brought him “closer to where I wanted and needed to be” in life (Bragg 38).
Plant Location Puzzle Introduction The case study involves a The Eldora Company (EDC), a bicycle manufacturer. EDC has prospered in the local marketplace but the industry on the whole is showing a low growth rate, i.e. the industry as of now is saturated. Large number of bicycle makers had moved their manufacturing operations overseas to take advantage of lower labor costs, EDC on the other hand had stuck with a domestic manufacturing strategy, keeping its plant on the same campus as its corporate offices in Boulder, Colorado. The company now faces competition from low cost manufacturers and a saturated marketplace.
Most riders will stick to the market segment that they enjoy, but some riders may transition their market segment as well as their riding style as they age. (A lot of Harley riders will tell you there first motorcycle back in the day was an old Honda.) * An automobile can be considered a substitute product, however more than likely a consumer is looking to purchase a motorcycle because they want a motorcycle, not necessarily because they strictly need transportation and they are looking at all transportation industries. * Competing sellers * The largest force that the sport bike world faces is competition from competing sellers. The appeal of sport bikes and the brands themselves (including Ducati) all came from roots of competitive motorcycle racing.
Butler-Adams is aware that the new management system has cost a lot of money to the debt-free company, while facing competition from rival firms, which manufacture bikes of the same quality with higher production and much lesser production cost. However he considers investment in research and development a way forward to compete with their competitors by improving the quality of their product. Moreover, in contrast to their competitors, the cost of their production is much higher as they are based in London compare to their rivals who benefit from low wage structure of Taiwan. However, they are not willing to move their base anywhere else as the Brompton bicycle was named after the place, which is situated in London. Further on he talks about how they don’t want to weaken their brand by making a large quantity of bikes with no quality, as they are famous for advanced quality.
During the 1920’s, throughout a troubled economy, the company invested in research and development, experimenting with its V-twin design, developing a four-cylinder engine, and improving the reliability of its machines. The quality of the bikes also improved with the addition of the electric starter, balloon tires, front brakes and standardized parts. Due to these innovations, customers chose Harley motorcycles two to one over their main rival, Indian, the only other U.S. motorcycle manufacturer. Along with technical innovations, Harley Davidson chose differentiation as its marketing strategy. In a Differentiated marketing strategy, competitive advantage is achieved through superior products or service.
Eldora’s employees all love and share the enthusiasm of bicycling and eagerest to adopt the industry’s latest trends and style. Evaluate the alternatives. How might the company best accomplish its objectives? The Eldora Company should proceed by opening an office in China because of its high demand for bicycle transportation and low labor cost, which will only aid in Eldora’s success there. However, globalizing a company will not be easy.
This plan will support economic development, improved transportation, promote health and wellness, environmental support and overall, provide for a better community. Some citizens of Edmond, as in any community, do not own a form of motorized transportation. Buying a car can prove to be difficult in these poor economic times. Having lanes designated for bicyclists can help in the difficulty of getting to and from work for these citizens by improving their transportation needs. Taking advantage of these extra lanes for cyclists not only aides in economic situations and transportation needs but will prove beneficial for the health and wellness of Edmond’s citizens.