Principles of Marketing Management: E-Bike Strategy and Analysis

This assignment provides a comprehensive analysis of a customer-driven marketing strategy for a new portable electric bike, specifically focusing on its introduction in Sydney, Australia. The analysis begins with market segmentation, identifying Sydney as the primary target market due to its economic strength and population demographics. The target market is further refined to include mature customers and those with specific needs, highlighting the bike's eco-friendliness and ease of use. The assignment then details product differentiation, emphasizing the electric bike's eco-friendly features, automatic operation, and lightweight design. Furthermore, it explores product positioning, emphasizing the bike's unique design and exceptional riding experience, which blends human power with motor power. References to relevant sources are also provided.

Principles of marketing management 1
PRINCIPLES OF MARKETING MANAGEMENT
By
Course
Instructor
City
State
Date

Principles of marketing management 2
Principles of Marketing Management
Market Segmentation
The new portable electric bike will first be introduced in Sydney. The chosen location is
the capital city of New South Wales. The economy of Sydney is made of manufacturing, finance,
education, and trading and generates more than $108 billion per year (City of Sydney, 2019).
These activities have made the city one of the largest economies in Australia and hence famous
in selling. Notably, in an economy like this introducing a new product is easy because there are
many prospective buyers with the ability to buy. The city has a population of more than 5.07
million people and is expected to grow (Population Australia, 2019). The main social classes in
Sydney range from working class to the affluent class. Due to these and more features, they
make Sydney the most attractive market to sell a new portable electric bike.
Target Market
There are varieties of e-bike models that seek to target diverse customers from the age of
16 years. However, the most significant target segment is more mature customers, especially old
riders. These customers may have special needs such as amputees, cancer patients, etc. Most
customers will come for the bike for its eco-friendliness and ease of use compared to
conventional bikes that run on fuel.
Differentiation
The new portable electric bike is electric motor powered and use a rechargeable battery
and hence eco-friendly (Spelta, 2015). Besides it being low emission is also save on power by
generating its power from pedals. It is also automatic, unlike conventional bikes that required too
much rider engagement. Also, the bike is light and easy to ride.
Positioning

Principles of marketing management 3
The bike offers uniqueness and innovative modern design. The bike blends the human
power with motor power and therefore gives an exceptional riding experience. The bike can be
used for various rides and routes for difference purposes (Robertson, 2019). A rider can use a
pedal-powered bike to work and use it as an exercise bike in the evening after work. One can
pedal downhill and use electric power up the hill.

Principles of marketing management 4
References
City of Sydney, 2019. Business and Economy: Global City, Local Action. Available
https://www.cityofsydney.nsw.gov.au/vision/sustainable-sydney-2030/business-and-
economy
Population Australia, 2019. Sydney Population, 2019. Available
http://www.population.net.au/sydney-population/
Robertson, B., 2019. As Electric Bicycles Go Faster, Evolve and Become More Popular, Legal
Questions Swirl. Available https://www.forbes.com/sites/billroberson/2019/05/31/as-
electric-bicycles-go-faster-evolve-and-become-more-popular-legal-questions-swirl/
#a9e7b0d65fa3
Spelta, C., Alli, G., Spagnol, P., Savaresi, S.M., Vanzulli, M. and Biesuz, G., Politecnico di
Milano, FNM SpA and SEMS Srl, 2015. Electrically pedal-assisted bicycle. U.S. Patent
9,102,317.