Comparative Analysis of International E-bike Marketing Strategies

This report delves into the marketing strategies employed by e-bike manufacturing companies, specifically focusing on Dilenger Electric Bikes- Gold Cast (Australia) and Bulls ebikes (USA). The paper examines the marketing strategies both companies can adopt, emphasizing customer value, target market segmentation, and the application of the four Ps of the marketing mix (Product, Price, Place, and Promotion). It explores product strategies, pricing considerations, distribution channels, and promotional techniques suitable for e-bikes. Furthermore, the report analyzes market entry strategies, particularly for expansion into new markets like Europe and Asia, and considers the impact of foreign direct investment (FDI) policies. The report concludes by highlighting the importance of adapting marketing strategies to the evolving needs of the target demographic, especially the younger generation, and the significance of addressing challenges related to foreign market expansion.

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary
The purpose of the following paper is to describe about the marketing strategy of the ebikes
manufacturing companies. The two companies that have been focused here are the Australian
company Dilenger Electric Bikes- Gold Cast and American company Bullls ebikes. The
marketing strategy that both the companies can take up has been discussed in this segment. This
will be very much applicable for both the companies. The important things that are very much
useful in terms of making marketing strategies are properly discussed in this paper. All the other
things like the target segmentation; policies for foreign expansion have also been discussed in
this paper as well. The marketing mix is also discussed over.

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Table of Contents
Introduction......................................................................................................................................3
Overview of the organizations.........................................................................................................3
Dilenger Electric Bikes- Gold Cast.............................................................................................3
Bulls ebikes..................................................................................................................................4
Marketing strategies.....................................................................................................................5
Customer value................................................................................................................................6
Target market segmentation............................................................................................................6
Four P’s or Marketing mix..............................................................................................................7
Promotion....................................................................................................................................7
Price.............................................................................................................................................7
Place.............................................................................................................................................7
Product.........................................................................................................................................8
Market entry.....................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
The following paper will be discussed mainly on the marketing strategy of the ebikes oe
the electric bicycles. In the modern era dominated by technology, it is highly expected that the
human beings always crave for more. They want to get the more benefits from the technological
devices. These devices help them to move faster in the busy roads. The ebikes or the electric
bicycles are such innovations indeed. These ebikes are run by the electric motor. These vehicles
are definitely heavier than the other vehicles. There are several types of ebikes available all over
the world now.
The electric motor that is used in this context is sometimes small in size and sometimes
larger. The popularity of these ebikes has grown with time. Nowadays many people are fond of
using the ebikes properly. There are some other names given to these ebikes such as power bikes
and booster bikes. The batteries of these ebikes can be recharged as needed. The companies
which produce these ebikes must go through a proper marketing strategy so they can attract the
customers towards them.
Overview of the organizations
Dilenger Electric Bikes- Gold Cast
The journey of this organization began in the year 2007. The beginning of the
organization started in a way when an engineering firm that was based in Australia began their
dream of building a custom bike frame (Dillengerelectricbikes.com.au, 2018). They wanted to
build it from the rods made by stainless steel. The complex arrangements took a long time to
make it. Suddenly, an idea of motorizing this bike came to their minds. The firm was an
engineering one and this idea did not seem to be an impossible one for them. They had been

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successful in framing a proper bike that looked like to be a vintage model indeed. They had a
proper client base in the region. They decided to show these models to them. A time had come
when the company had been completely engaged in producing the ebikes completely. The
location of the company is at Queensland in Australia (Dillengerelectricbikes.com.au, 2018). The
company had seen its growth by the sale of their innovative products like the electric bikes. They
have always thrived for the innovation of the new and better maintained bike models (Rose,
2012).
It has been observed that the sale of Dilenger had not been up to the proper mark as
expected. This strategy of the company had stunted their growth rates. This is why they had to
focus on the more production of their goods (Dillengerelectricbikes.com.au, 2018). These
products at first did not seem to be proper and reliable for the products
Bulls ebikes
Bulls ebikes has been one of the most successful electric bike companies in the United
States (www.bullsebikes.com, 2018). They are of the opinion that the relative factors in the daily
lives like the parking for the hunting and daily traffic jams in the roads. They had built their
company with the view to relieve the stress of their customers. The company aimed to make the
lives of their customers full of fun by providing them the proper transportation (Rose, 2012)
They wanted to bring in the market some products by which their customers could travel to
places where they could not go by normal bicycles or on foot. The company was set up in the
year 2010. The headquarter of this organization is at San Diego in California
(www.bullsebikes.com, 2018). They are the manufacturers of ebikes for a long time now.

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Marketing strategies
The companies have adopted some important strategies to cater to the increasing
demands of the customers (Sundar Balaji & Kumar, 2014). The companies have thought of
introducing the free electric bikes that will be helpful in many cases for many people indeed.
This can be put in as a non-durable product. They must adopt some product strategies like:-
 This is completely a shopping product (Jobber & Ellis-Chadwick, 2012).
 The product can be run by free electricity.
 It will be easier for the rural people to purchase and use it.
 This can be used for exercise and as a generator of electricity.
 The battery should be maintenance free (Jobber & Ellis-Chadwick, 2012).
 The batteries could be charged with the USB ports on plug points.
Customer value
The customer value proposition has been a very important thing in the business
operations for both the companies (Wilson et al., 2016). While the aim of the Bulls ebikes has
set their aim to provide the adventure seekers through their bikes, it has to be kept in mind that
they should help the poor people as well as a part of their corporate social responsibility (Carroll,
2015). They can help the poor people and give the same amount of value to their poor customers
as much as the rich ones.

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Target market segmentation
The segmentation market can be based on the four sections and they are geographic,
demographic, psychographic and socio-economic. The geographic focus should be put on the
areas where the electricity prices are too high indeed (Weinstein & Cahill, 2014).
The people who are mainly youngsters should be the main target market for the
companies. They should aim to pull the young boys towards them. The income levels should be
the lower and middle income levels. They should be able to afford those products (Weinstein &
Cahill, 2014).
The free electric bikes should be given to the people in these areas because they want it to
provide the people the best opportunities to thrive themselves and use the best technological
facilities within the country (Weinstein & Cahill, 2014).
Four P’s or Marketing mix
Promotion
 The promotion of the products should be done properly. They should promote the
products all over the country by showing their benefits (Khan, 2014).
 The companies will probably like to put its focus on the eco-friendly energy indeed. This
would be helpful for the customers indeed.
 Both the companies should try to use the social media for the better spreading of the
messages indeed (Khan, 2014).
 The universal energy can be accessed through using the electric bikes.

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Price
 The price of the products should be kept at a level that all the people from different
economic backgrounds can be able to afford that (Khan, 2014).
 The EMI rates should be slashed down for the benefit from the customers’ end.
 The companies can provide good financial schemes for the advantage of the customers.
 As the economy of Australia and USA is different, both the companies should try to keep
the prices according to the per capita income and GDP of the countries (Kubiszewski et
al., 2013).
Place
 The products should be sold at different areas in the country.
 Both the companies should set up some regional outlets from where the customers will be
able to buy their favorite products (Khan, 2014).
 They should be actively present in the online shopping (Luo, Ba & Zhang, 2012).
 Customers should be able to buy, share their feedback and report their problems through
internet.
Product
 The product i.e. the free electric bikes would be very much customer friendly and
environment friendly.
 The products should be cost effective and be able to increase the market share indeed
Market entry
Both the companies like the Bulls ebikes and Dilenger Electric Bikes- Gold Cast have
adopted for the market entry in the new market zones. It is a very common notion that Europe

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has a great demand for the technologically sound things. The retailers should be able to provide
the best electric bikes to their target customers that would meet their requirements (Laufs &
Schwens, 2014). The companies will try to capture the European market because it would
enhance their organizational productivity. The Dilenger Electric Bikes should introduce new
programs in which they would focus on their products of electric bikes. They should be very
much active in the social media platforms like Facebook, Instagram, Twitter and others
(Saravanakumar & SuganthaLakshmi, 2012). If the number of followers increase, this will be
very much beneficial for them. They should take up the foreign direct investment (FDI) policies
to expand their markets in Europe and Asia (Laufs & Schwens, 2014)..
The demands of their target market segments should be met by both Delinger
Electric Bikes and Bulls ebikes. These things would be very much beneficial for them to gain the
customer loyalty. The use of technology is a very important thing as Delinger Electric Bikes is
an engineering firm. They should utilize all the relevant technological tools into the production
of their ebikes (Best, 2012).
Conclusion
This paper can be concluded by saying that ebikes have become a modern sensation. The
manufacturers of ebikes have to keep in mind that the the young generation is the main target
market of these vehicles. This is why they have to fulfill the requirements of them. In this
scenario, they will need to adopt a strong marketing strategy that will cater to the cost-
effectiveness of the companies. The issues in foreign market expansion will have to be mitigated
properly. This is how they would get success by following a proper marketing strategy.

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References
Best, R. (2012). Market-based management. Pearson Higher Ed.
Carroll, A. B. (2015). Corporate social responsibility. Organizational dynamics, 44(2), 87-96.
Dillengerelectricbikes.com.au (2018). Australias #1 for electric bikes and electric bike kits |
Dillenger. [online] Dillengerelectricbikes.com.au. Available at:
http://dillengerelectricbikes.com.au/ [Accessed 2 Feb. 2018].
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Kubiszewski, I., Costanza, R., Franco, C., Lawn, P., Talberth, J., Jackson, T., & Aylmer, C.
(2013). Beyond GDP: Measuring and achieving global genuine progress. Ecological
Economics, 93, 57-68.
Laufs, K., & Schwens, C. (2014). Foreign market entry mode choice of small and medium-sized
enterprises: A systematic review and future research agenda. International Business
Review, 23(6), 1109-1126.
Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and
well-designed websites on satisfaction. Mis Quarterly, 1131-1144.
Rose, G. (2012). E-bikes and urban transportation: emerging issues and unresolved
questions. Transportation, 39(1), 81-96.

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Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science
Journal, 9(4), 4444-4451.
Sundar, R., Balaji, A. N., & Kumar, R. S. (2014). A review on lean manufacturing
implementation techniques. Procedia Engineering, 97, 1875-1885.
Weinstein, A., & Cahill, D. J. (2014). Lifestyle market segmentation. Routledge.
Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing: Integrating
customer focus across the firm. McGraw Hill.
www.bullsebikes.com (2018). BULLS eBIKES | Home. [online] BULLS eBIKES. Available at:
http://www.bullsebikes.com/ [Accessed 2 Feb. 2018].