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 论文编号：
lw200706141502009424 |
| 论文属性：
Courswork |
| 论文语言：English |
| 论文国家：U.K. |
| 登出日期： 2007-06-14 |
| 字数： 6414 |
| 源程序：
无 |
| 价格：
150 |
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| 论文大纲，目录 |
| 关键词搜索： |
Performance, Planning & Decision Making Module
Alternative Assignment 2 on Mikes Bikes
Executive Summary
Real Cool Cycles is the kind of company that was built from nothing and attempted to maximize economic benefits to the community by producing bike-the “Rock Hopper”: In Erehown, where Real Cool Cycles is located, there are two segments to this market: the low cost Leisure segment and the higher cost Adventurer segment. Recently, since imports catered for demand in the Leisure segment, the government banned the importing of bicycles and bicycle components from other countries in both segments except for the low cost leisure segment where a number of bicycles and components were being produced very cost effectively by some third world countries. The government initiated stage two of its master plan. A prohibitive import duty was imposed effectively killing demand for cheap third world imports and leaving both segments available to the local manufacturers. With this change to the bicycle market, the government decided also to privatize the manufacturing companies. Investors who were able to spot a good opportunity and cheap resources snapped up the firms. This report is a review of the operation of the development strategies. This report helped in gaining a deeper understanding of the whole management process and the performance accordingly. In order to be effective in strategic management, it is necessary to have the ability to analyze both external and internal business 英语论文网 【http://www.51lunwen.org】environments to assess the current position of the company within the marketplace, and to identify the core competencies of the organization because only in that way can the organization carry out a logical decision-making process to plan for the future in achieving sustainable competitive advantage.
Table of Contents
Executive Summary 1
1. Introduction 2
2. Situation Analysis 4
2.1 Internal Analysis 4
2.2 External Analysis 5
2.3 Competition 7
3. Goals and Marketing Objectives 7
4. Marketing Strategies 8
4.1Recommended Strategic Options 8
4.2 Target Market 12
4.3 Marketing Mix 13
4.4 Action Plan 16
4.5 Implementation, Controls, and Evaluation 18
5. Financial Projections and Budget 20
5.1 Marketing Budget 20
5.2 Estimates Revenues and Profits (Losses) 20
6. Reflection of the implementation of strategies 21
7. Conclusion 22
References 22
Appendix 1 Background of Real Cool Cycles 24
Appendix 2: SWOT Analyses 24
Appendix 3: Porter’s Five Forces Model for the Competitive Environment 26
Appendix 4: Real Cool Cycles Financial Analysis 27
Appendix 5: Optional Strategies 32
Appendix 6: Competitor Checklist 33
Appendix 7: PEST Analysis 35
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