Smog-Free Bike Company: A Strategic Entry into the French Cycle Market

STRATEGIC MANAGEMENT

EXECUTIVE SUMMARY
Growth is observed in the cycle market in France. There is an increase in the sale of the
bicycle in France since the year 2014. The market shares of France in Europe in cycle
industry represent the potential growth in the same. Cycling culture and trends have
become increasingly popular in urban as well as rural area as a common means of
transportation. As there is growth in the market, the bike market also grows. France is
facing the issue of air quality as there is an increase in the economic bike market. EU
legislation and WHO AQG register a high level of air pollution, majorly concerning PM10 and
PM2.5 as there are hazardous to human health.
The aim of the French government is to reduce to manage the pollution level while
complying with EU legislation. Favourable conditions in France enable to smog-free bike
company to enter French cycle market. The critical issue highlighted here is the pollution
issue for which it is essential for the French Government to perform effectively. The mission
of the France Government is to allure the French people to adopt cycling culture. The
objective of French Government is to improve the cycling infrastructure in order to promote
the usage of the bicycle in France.
The design of pollution-eating bikes is specific to capture both PM10 and PM2.5 which will
trigger the action to solve the problem to the current pollution situation. The smog-free bike
company will collaborate with the public organization in order to inform the presence of
pollution-eating bikes and its working.
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Table of Contents
EXECUTIVE SUMMARY............................................................................................................. 1
INTRODUCTION........................................................................................................................3
PESTEL REVIEW........................................................................................................................ 4
ADVANTAGES AND DISADVANTAGES OF PESTEL ANALYSIS.................................................5
ECONOMIC........................................................................................................................... 6
ENVIRONMENTAL.................................................................................................................8
POLITICAL........................................................................................................................... 10
RECOMMENDATIONS.............................................................................................................12
REFERENCES........................................................................................................................... 13
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INTRODUCTION
The business report represents the potential market entry of the product pollution-eating
bikes with the name Smog-Free Bike Company in France using the concept of marketing
principle. This report comprises of the PESTEL review tool which is used by the marketers to
analyse the impact of external factors on the business and on its products (Molnár and
Lendvay, 2016). Three factors have been considered to analyse the impact of external
environmental factors on pollution-eating bikes. It includes advantages and disadvantages
of PESTEL analysis. At last, recommendations are given in order to select best suitable idea
for the successful entry of the project.
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