Marketing Plan and Analysis: The ONE Electronic Folding Bike Report

This report provides an in-depth analysis of the international marketing strategy for "THE ONE" electronic folding bike. It begins with an introduction to international marketing and a product overview, highlighting the features and benefits of the electronic folding bike, including its design, portability, and value proposition. The report then delves into a comprehensive market analysis, considering political, economic, social, and technological factors in the United States, the primary target market. It examines the value of "THE ONE" by comparing it with other electric bikes, focusing on its light weight, convenience, and innovative features. Furthermore, the report discusses the product's innovativeness, differentiation, opportunities, and challenges in the market. A literature review supports the analysis, drawing on academic sources to discuss product innovation, sustainability, and the importance of customer reviews. The report also covers the pricing strategy, target market, advertising, and supplying decisions for "THE ONE." It concludes with practical recommendations and a bibliography of cited sources.

RUNNING HEAD: THE ONE
INTERNATIONAL MARKETING

THE ONE 1
Contents
Introduction......................................................................................................................................2
Product overview.............................................................................................................................2
The ONE......................................................................................................................................2
Market analysis................................................................................................................................3
Value................................................................................................................................................3
Innovativeness.................................................................................................................................4
Differentiation..................................................................................................................................5
Opportunities...................................................................................................................................5
Challenges........................................................................................................................................5
Literature Review............................................................................................................................6
Pricing strategy................................................................................................................................6
Target market...................................................................................................................................6
Advertising......................................................................................................................................7
Supplying decisions.........................................................................................................................7
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
Bibliography..................................................................................................................................10
Appendix........................................................................................................................................12

THE ONE 2
Introduction
The research report is prepared on the title ‘International marketing’. International Marketing is
defined as the performance of business activities designed to plan, price, promote, and direct the
flow of a company's goods and services to consumers or users in more than one nation for a
profit (Terpstra et al., 2012). The report provides brief information about the ‘electronic folding
bike’ and ‘THE ONE’ bike. The next part emphasizes on the value provided by ‘THE ONE’. It
also includes information about its innovativeness, differentiation, possible challenges and
opportunities. Besides these, it also focuses on its target market, pricing strategy, advertising and
supplying decisions. In order to provide right direction to ‘THE ONE’, practical and reasonable
recommendations are also given. In order to correlate the report with the subject learning’s, use
of various theory and literature is also done. Additionally, it provides an opportunity to upgrade
the knowledge based on given title.
Product overview
Electronic folding bike is an innovative product. It is designed to assist in transportation and save
storage space. After folding, it can be easily being carried out to various places. Its less storage
space helps in storing easily in apartments and public transport. It is more expensive than normal
bicycle. It is mainly developed to solve the practical problems of the individuals including easy
and faster fold. It can be folded according to various methods including half or mid fold, vertical
fold (Indiegogo, 2019).
The ONE
Electronic folding bike named ‘THE ONE’ is also offered on Indiegogo. Indiegogo is an online
crowd funding venue for people and entities seeking to raise funds for their own Campaigns and
to contribute to the Campaigns of others. ‘THE ONE’ was launched on Indiegogo on April 2019.
It is the world lightest electric folding bike with a fast speed providing high degree of flexibility.
It has taken urban mobility to an upgraded level. It is sold to the customers at an international
warranty of 2 years. In order to match the suitability of majority of individuals, it has the facility
to adjust the saddle as per the comfort level. It forms the part of secondary sector as it is
concerned with manufacturing and producing finished product. It was offered on the Indiegogo

THE ONE 3
that is an American crowd-funding website (Indiegogo, 2019).
Market analysis
Political factor: It is examined that the government of United States provides high degree of
economic freedom to business enterprise. It also protects the property rights of the business
enterprise and assists the businesses in their expansion. Therefore, ‘THE ONE’ will not face any
form of hindrances from the government (Heritage , 2019).
Economic factor: Considering the domestic environment, it is assessed that the Gross Domestic
Product of the United States is $19.4 trillion with a growth rate of 2.3%. It’s Per Capita Income
is marked at ‘$59501’. Additionally, it has less unemployment level (4.4%). Therefore, ‘THE
ONE’ is operating in a healthy economic environment (Heritage , 2019). This is because low
unemployment level, high per capita income and GDP directly states that adequate people have
financial resources to purchase the electric bike.
Social factor: The Americans are the followers of independent lifestyle (Immihelp, 2019). Thus,
it is also assisting the product ‘THE ONE’ electric folding bike, as it is also a product that can be
used by a single user at one time.
Technological factor: United States offers high technological advancement to its population and
business organization. It has ranked second with respect to technological expertise. Therefore,
because of it has provided adequate technology, ‘THE ONE’ has developed a lightest electronic
bike. Thus, technological environment of the United States has highly befitted in the product
development (Radu, 2019). This can be viewed from the ‘figure 2’ presented in the appendix.
Value
It is a form of electric folding bike but it offers more value than other electric bikes from brands
like Merax. This is because of the reasons mentioned below:
1. Light weighted: ‘THE ONE’ is light weighted measuring mere 12.5 KG. At present, it is
the lightest folding bike present in the market.
2. Time: It saves time as it can be folded in less than 10 seconds.
3. Affordable: It is affordable as it is sold at a price of 9207896.14 Ringgit.
4. Convenient: Its Single arm fork design makes the bike more suitable. This bike is highly
convenient as it is just 25 cm wide when folded. Additionally, its spare parts can be easily

THE ONE 4
be fixed by DIY manner.
5. Patents: In order to provide the rider with the best experience, it includes more than 20
patents. These includes integrated gear drive system, smart LED screen, front and back
light, Integrated horn, charging port, speed ratio and Hidden and removable battery.
6. Suitability: It is suitable for everyday day use as it can be carried as a suitcase.
Additionally, it provides perfect speed ratio of 1:4 (Indiegogo, 2019).
7. Waterproof: It can sustain in any weather condition whether it is rainy or sunny. This is
because it is made from high grade magnesium alloy technology. Thus, it is waterproof
and poor weather conditions will not affect its functioning.
8. Smart and Modern Urban design: It focuses on gear drive system. Thus, it provides the
bike with a unique sleek look. It has the capacity to bear high load. Therefore, it has the
capacity to carry out weight measuring 100 kg. It’s built in bracing foot system allows
helps in making the bike stand on its own.
9. High performance motor: Despite having unbeatable features, it is inbuilt with enhance
quality motor that favors high speed. Its motor is weighted at 2 Kg assisting in making
the E-Bike lighter. Thus, it allows the rider to cover longer distances without consuming
high battery.
10. Battery: It is inbuilt with high-powered battery that can cover a distance of 32.93 with a
single battery charge. It uses battery from renowned brand named Samsung and
Panasonic.
11. Other features: Besides providing the above features, it also provides high support
control over speed. Its disc brakes helps in getting full control over the E Bike. Its saddle
design super comfortable seat assists the rider in experiencing a pleasurable ride. Its
kickstand is highly usable to give balance to the bike when it is standing without any
external support. It is also available in various colors including classic grey, ivory and
dark grey (Indiegogo, 2019).
Innovativeness
It is not a truly innovative product as there were other electronic bikes were also present in the
market before its launch. However, it has done high degree of variation than other electronic
bikes. Thus, it has successfully followed the innovativeness by being the world’s lightest electric

THE ONE 5
folding bike (UNITED CITY BIKES, 2019).
Differentiation
Being the world’s lightest electronic bike makes the ‘THE ONE’ electronic bike different from
its competitors (Bikeradar, 2019).
Opportunities
1. As it is the world lightest electronic bike, it will bring multiple opportunities to ‘THE
ONE’. It will assist in gaining the attention of the global world. This, in turn, will provide
an opportunity to grow customers via internal market. It also enhances its chances to
become a recognized brand.
2. Its affordable pricing will build an opportunity for ‘THE ONE’ in easily gaining the
attention of maximum customers.
3. As it is single driven vehicle, it directly enhances its chance of maximum potential
customers.
4. It operates via online channel. Thus, it directly generates a chance for ‘THE ONE’ to
raise customer engagement (Prelo, 2019).
Challenges
1. It may face challenge in making sales to people that prefer high level of comfortable like
that offered in car.
2. THE ONE electronic bike can also encounter problem in making sales in areas that are
prone to more rainfall.
3. It will be highly problematic for ‘THE ONE’ electronic bike to attract family based
customers because it is a single rider vehicle.
4. Individual attaining orthodox thinking will perceive it as a form of bicycle. Therefore, it
will be difficult for the brand to attract them.
5. People who are hardcore follower of status symbol will not show positive interest words
the product. This is because travelling on an electronic bike will hinder their status
symbol. Thus, the product may also face challenge in making sales to customers with
psychological behavior.

THE ONE 6
6. Additionally, it will be challenging to invite individuals with high ambiguity level. This
is because such customers will hesitate to try new things. Thus, they will not show their
preference for ‘THE ONE’ electronic bike.
7. Lastly, it will be difficult to attract individuals with higher age. This is because; it will be
driven through pedals. Thus, it demands more efforts than a normal vehicle (like car).
Therefore, it will not be suitable for higher age individuals.
8. It may face competition from other top electronic bikes named ‘Aluminum electric
mountain bike’ by Merax and ‘500 Series MTB’ by Ride1UP. Thus, it develops a
challenge for ‘THE ONE’ to retain its competitor’s customers (Byways , 2019).
Literature Review
According to ‘Zhilei Qiao’, ‘G. Alan Wang’, ‘Mi Zhou’, and ‘Weiguo Fan’ (2017), product
innovation is highly essential for gaining competitive advantage in the market. As consumer is
mainly responsible for the using the product/service, they also show their response by posting
reviews. From the reviews, they share their experience from the product consumption. As per
their secondary research, they states that customer share the positive as well as negative aspect of
the product. The positive reviews directly results in word of mouth marketing. It has a major
effect on individual’s purchasing decisions (Qiao et al., 2017). Thus, from the above reviews, it
is examined that adopting innovation has assisted the 'THE ONE’ in achieving the competitive
advantage.
According to ‘Valentina Cillo’, ‘Antonio Messeni Petruzzelli’, ‘Lorenzo Ardito’ and ‘Manlio
Del Giudice’ (2019), a high emphasis is given to the sustainable product innovation. In the
review, secondary data is used. The objective of the review is to provide significant information
towards adopting sustainability approach. They state that firms are conducting studies to gain an
adequate knowledge based on sustainable innovation. They focus on multiple sub articles that
determine the best approach for sustainability. Thus, they concluded that sustainability can take
diverse forms including social innovation and market. Therefore, it is examined that sustainable
innovation practices are critical. However, electric bicycle named ‘THE ONE’ have also taken a
sustainable approach, as it is battery based that does not negatively affect the environment (Cillo
et al., 2019).
According to Stanley F. Slater, Jakki J. Mohr and Sanjit Sengupta (2014), product innovation is a

THE ONE 7
significant factor in the organization success. The objective of the review is to provide essential
information based on product innovation. In the review, secondary source of information is used.
The authors have stated that a product innovation assist in attaining higher demand. They claim
that business opportunities depend on the quality of innovation. Moreover, they have stated that
innovation should match the rapidly evolving customer’s needs. From the review, it is analyzed
that ‘THE ONE’ has developed a fine innovation by developing the world’s lightest folding
electric bike. (Slater et al., 2014)
Pricing strategy
It is the method used by the company to price their product. It has to set by carefully examining
the purchasing behavior of the customer, value provided by the product and cost of the product.
THE ONE has followed the economy pricing to price its product. It means that it has set an
affordable pricing to a product with decrease production cost (Sakharkar, 2019).
Target market
THE ONE has target the global market as it has initiated it sale in many countries including parts
of Asia. It targets customer’s individuals below 40 years of age. It mainly focuses on teenagers.
However, with the introduction of electric bikes, middle age group also showed a positive
interest towards the product. They have replaced their car with e bikes to cover small distance.
Thus, they have also considered adults in their target market (Hicks , 2012).
Advertising
Despite being world lightest electrical folding bike, ‘THE ONE’ has not paid much attention in
promotion. It has promoted its product via Indiegogo and Youtube. On Youtube, it has posted
multiple videos describing its functions in details. Because of less marketing initiatives, its
Youtube videos have not gained much popularity. Its videos have only gain views around
thousands. (Youtube , 2019). It has not performed much marketing of its electrical folding bike.
Supplying decisions
It is analyzed that ‘THE ONE’ does not prepare its electric bike whole by itself. However, it
buys parts of its electric bike from other brands. It purchases various specific parts like battery

THE ONE 8
and motor from brands like Samsung and Panasonic. Therefore, it is analyzed that ‘THE ONE’
partly manufacturers its electric bike. As mentioned previously, ‘THE ONE’ electric bike is
based on affordable pricing to attract the large customer section. Thus, while making sales in the
domestic market, it should directly supply its electric bike to the customers. It will save the cost
involved in intermediates involved in delivering the product to the ultimate customer for the end
use. This in turn, will help the ‘THE ONE’ to earn more profit. Moreover, it will assist in
engaging directly with the customers and developing better interpersonal relations.
In order to supply electric bike in the international market, it should provide its international
customers with the facility to purchase via website. This is most suitable supplying option for
‘THE ONE’ because it reduces the need for the physical infrastructure in the international market
(Indiegogo, 2019).
Recommendations
Social media usage: As per the marketing theory, a business aims at maximizing sales.
However, to develop higher sales, a business should lay prior attention in its marketing mix. It is
examined that Promotion mix is an essential features that assists in higher sales. However, it is
recognized that ‘THE ONE’ has not make the adequate use of promotional mix. Because of its
low marketing, ‘THE ONE’ has not become much popular in the global world. Hence, it is
recommended that ‘THE ONE’ should emphasize on marketing its products. It should mostly
rely on the social media for attracting its customers. It should initiate marketing its electronic
folding bike via Facebook and Instagram. This is because Facebook has active users of 2.41
billion (Zephoria , 2019). Similarly, Instagram total users exceed 1 billion (Omnicore , 2019).
Thus, it is suggested that ‘THE ONE’ should develop the use of Facebook and Instagram
because it provides a large customer base. It will assist the brand in directly connecting to the
customers operating at a global level. It will directly enhance its sale and long-term profit.
Considering the external environment: ‘THE ONE’ aims at conducting sales worldwide.
However, initiating sales in the international market is not an easy task. Thus, it is recommended
that it should analyze the external environment of international market. Thus, it should rely on
PESTLE analysis as a part of marketing theory. It is suggested, as it will benefit the brand in
attaining adequate information about the business environment of the specific country. This will
assists in operating better in the international market. Further, it reduces the risk of business

THE ONE 9
failure in international market (Cadle, 2014).
Determining potential pros and cons: ‘THE ONE’ should conduct a SWOT Analysis as well.
It will help the brand in determining its strengths, weakness, opportunities and threats.
Determining its threats will help ‘THE ONE’ in overcoming its threats. Moreover, attaining
information about the possible future opportunities will assists in availing the potential use of
such business opportunities (Gürel, 2017).
Understanding customer decision-making process: Lastly, it should also focus in
understanding the consumer decision-making process towards the product. This will help THE
BRAND in easily making its sales. This could be done by understanding the economic and
psychological factors that affect their decision towards the electric bike (Lunenburg, 2010).
Segmenting consumer markets: Besides targeting, ‘THE ONE’ should also focus on
segmenting the consumer market. This will help the brand in focusing towards the particular
segment of the population. It will ease in marketing of electric bike because the brand has to
focus on specific customer segment only (Wedel, 2012).
Conclusion
The report summarizes the title ‘International Marketing’. It is assessed that ‘THE ONE’ offers
world lightest electrical bike to the customers via Indiegogo. It is highly useful as it suitable for
everyday use. Its offers enormous values as it is light weighted, affordable, convenient, les time
consuming, includes higher patents, suitable, waterproof, smart design, strong battery power with
high performance motor. It is realized that it is not a not pure innovative product as before its
launch there were other electric bikes also. Thus, it follows slight variation by being the lightest
electronic folding bike. In order to differentiate itself from its competitors like Ride1UP and
Merax, it has emerged as the world’s light weighted electronic folding bike. It is analyzed that it
is acknowledging healthy business environment in United States. It is analyzed that there are
various opportunities and threats prevalent for ‘THE ONE’. The affordable pricing, being a
single driven vehicle, lightest electronic bike and conducting sales via online channel develops
possible opportunities for ‘THE ONE’. However, it can also face challenge in making sale in
rainfall prone areas. It will also attain difficulty in making sales to individuals with orthodox
thinking, high status, high ambiguity level and higher age.
From the literature view, it is examined that developing innovative product offers multiple

THE ONE 10
advantage to the organization including competitive advantage. Its target market includes
individuals below 40 years of age. After analyzing its advertising aspect, it is assessed that it is
not highly involved in advertising of ‘THE ONE’ electric bike. As per the supply decisions,
‘THE ONE’ should directly make sale to its customers while internationally it should adopt the
use of website to make sales. Hence, it is concluded that ‘THE ONE’ electric folding bike can
gain huge market share, as it is lightest electronic bike. However, it should also implement the
given recommendations based on social media, external environment, determining pros and cons,
decision-making process and market segmentation.

THE ONE 11
Bibliography
Bikeradar, 2019. Is this 12kg folding electric bike the lightest on the market? [Online] Available
at: https://www.bikeradar.com/news/is-this-12kg-folding-electric-bike-the-lightest-on-the-
market/ [Accessed 8 October 2019].
Byways , 2019. The Top 11 Electric Bikes Reviewed. [Online] Available at:
https://www.byways.org/best-electric-bike/ [Accessed 6 October 2019].
Cadle, J..P.D.a.T.P., 2014. Business analysis techniques. Chartered Institute for IT.
Cillo, V., Petruzzelli, A.M., Ardito, L. & Giudice, M.D., 2019. Understanding sustainable
innovation: A systematic literature review. Corporate Social Responsibilty and Environemnt
Management, 26(5).
Gürel, E.a.T.M., 2017. SWOT analysis: A theoretical review. Journal of International Social
Research, 10(51).
Heritage , 2019. United States. [Online] Available at:
https://www.heritage.org/index/country/unitedstates [Accessed 8 October 2019].
Hicks , , 2012. Is the target age group of E-bikes finally shifting? [Online] Available at:
https://www.electricbike.com/target-age-group-of-ebikes-shifting/ [Accessed 8 October 2019].
Immihelp, 2019. https://www.immihelp.com/american-lifestyle/. [Online] Available at:
https://www.immihelp.com/american-lifestyle/ [Accessed 8 October 2019].
Indiegogo, 2019. THE ONE - World's Lightest Electric Folding Bike! [Online] Available at:
https://www.indiegogo.com/projects/the-one-world-s-lightest-electric-folding-bike#/ [Accessed 8
October 2019].
Lunenburg, F.C., 2010. THE DECISION MAKING PROCESS. National Forum of Educational
Administration & Supervision Journal, 27(4).
Omnicore , 2019. Instagram by the Numbers: Stats, Demographics & Fun Facts. [Online]
Available at: https://www.omnicoreagency.com/instagram-statistics/ [Accessed 8 October 2019].
Prelo, 2019. The-One: The lightest, Electric Folding Bike in the World! [Online] Available at:
https://www.gadgetany.com/the-one-the-lightest-electric-folding-bike-in-the-world/ [Accessed 8
October 2019].
Qiao, Z., Wang, A., Zhou, M. & Fan , W., 2017. The Impact of Customer Reviews on Product.
Annals of information system , pp.95-110.