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n is a good way of reaching most market segments. Newspaper: There is one main newspaper in Erehwon: a monthly called the Erehwon Herald. Magazines: There are a variety of monthly magazines in Ersehvwon. Magazines related to the bike market range from a specialist racing hike magazine through general outdoor adventure magazines to very general leisure magazines. For all the factors above, Royal Cool Bicycles allocated its adverting budget as: TV: 55% Newspaper: 5% Magazines: 40% 4.2.4 Place Place here refers to the distribution of the product. It relates to the ability of the firm to make products accessible to its target segments. This is achieved through distribution channels. For Royal Cool Bycycles, this is achieved through retail outlets. l Bike shops The bike shop is dedicated to bikes and bike-related products. Store assistants are trained bike specialists, able to tailor specific bikes to specific customers. People unsure of which bike to buy will usually go to a bike shop, especially if the bike is required for a specific purpose. Bike shops generally stock bikes in the mid to high price range and bikes they stock in common with the department stores are often priced slightly higher than in the department stores. Their customers tend to be less price-sensitive than those of department stores. Therefore, Royal Cool Bicycles would distribute most of the Adventurer bikes through Bikes shops. l Department store Department stores (e.g. chain retailers such as Wal-Mark) stock a wide range of durables (such as refrigerators and television to apparel. They often specialize in budget or exclusive items. The typical shopper at a department store is out with his or her family on Saturday or Sunday afternoon. Often they do not have a definite purchase in mind but in walking around may see something that appeals. Department stores seem to offer little support to bike manufacturers, they do not have salespeople who are bike experts to give the customers information, nor do they take part in many of the promotions that the manufacturers propose. They typically stock a wide range of mid-priced bikes, stocking competing brands side-by-side. Royal Cool Bikes would distribute most of Leisure Bikes through department stores. 5. Evaluation of development strategies 5.1 Consistency The main purpose of an organization is defined through its mission and objectives. The mission of Royal Cool Bicycles is to be the leading and foremost producer of bicycle producers in Erehown, offering customers the best value and most advanced developments in bicycle. The Objective is to increase sales in the local market by 20 per cent over the next five years. Therefore, we can see consistency here: the objective is serving the purpose of the mission because they both attach importance to the local market. 5.2 Suitability Some options may be more suitable for the organization than others. Royal Cool Bicycles' differentiation strategy is chosen in consideration of gaining more market of the Adventurers. However, this strategy does not match the organization's environment: it has the same production capacity as its competitors. Under such condition, the competitive advantages cannot be well delivered. 5.3 Validity Most options will involve some assumptions about the future. These options need to be tested to ensure that they are valid and reasonable. In practice, there is some overlap between suitability and validity. As for Royal Cool Bicycle's s