Voorbeeld marktanalyse en marketingplan.pdf


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Strengths  Biking is a simple, low-impact means of exercise, which people of all ages can enjoy  Sells a variety of high quality specialty bikes, namely mountain, road, comfort, hybrid and children’s bicycles  Provides excellent customer service including: bike fittings, training and instruction on proper use, safety tips and repair  Sells a wide variety of bicycle accessories and parts  Only bicycle specialty retailer in Abbotville  Conveniently located on Main Street, where there is sufficient foot traffic  Owners have extensive experience in retail sales and bicycle industry Weaknesses  Prices are relatively high  Challenges of the seasonality of the business  Access to Capital Opportunities  Increasing trend of active lifestyle  Area is experiencing population growth  State Government has budgeted significant money for the construction of bicyclespecific facilities such as bike paths and road improvements  Local university located 3 miles from retail store Threats  Online bicycle sales as well as catalogue sales and service  Price pressure from mass merchants and large discount chains  Fluctuations in the economy that affect discretionary spending Analysis of the competition Cycle-Rama’s current local competition includes the following:    George’s Department Store - large nationwide discount retailer offering limited selection of bicycle and bicycle accessories located approximately 2 miles south of CycleRama products directed at those seeking inexpensive product offers no instruction on safe and proper use of bicycles and does not do repairs.. The following information supports our belief that there is sufficient demand for a bicycle specialty store in the Abbotville area: Cycle-Rama will be the only specialty bike retailer in this part of the state, giving us a great opportunity to capitalize on this market Abbotville has a strong family presence, accounting for 52.4 of the population (US Census Bureau, www.census.gov), and families are f



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