Marketing strategy - The Chevrolet bicycle

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[...] Nine people would pay - €1000 and the rest would spend less than for buying ‘Chevrolet' bicycle How would you describe your perfect bicycle? Every person is different and also has different ideas about his/her perfect bicycle. We cite the most interesting ones: A bicycle which would not be stolen cheap and beautiful it doesn't break down for a long time good quality compared to price pink with green spots unbreakable, not requiring any service, good looking, light, adjustable for every kind of surface two wheels, brakes and handlebars A designed bicycle, with lots of different speeds and very good grip The perfect bicycle would be safe and easy to use, but at the same time, it would have to be trendy and well-designed low rider style fast, not much effort to peddle with electric power People often require strong, fast, cheap, light and safe bicycle with good design and gears Gender Our questionnaire was filled by 15 females and 21 males Age Age of the majority of respondents is between 19 and 25 years people are in the category of 26 35 years old and one person is in the category of 46 60 years old Profession 31 respondents are students of the respondents are professors and the other 3 have other jobs What are your incomes? [...]

[...] They could be eligible for the Excellence in Music Award or the Excellence in Education Scholarship.[2] Product range Chevrolet offers four types of vehicles and there are a number of models in each category: Cars - Aveo, Cobalt, Corvette, Impala and Malibu Sport Utility Vehicles & Crossovers - Equinox, HHR, Suburban, Tahoe and Trailblazer Trucks Avalanche, Colorado, Silverado Vans Express, Uplader Corvette is the most expensive car in the whole range. Its price starts from $47,000. Two new types of Corvette will be introduced next year. [...]

[...] We found out that our target group, the students, will be interested in buying Chevrolet bicycle but they are not willing to pay dearly for it. Considering the gaps, we set following communication objectives: 1. ‘Scott', ‘B-Twin' and ‘Brand Trek' were brands mentioned by 9 people as the best ones. ‘Chevrolet' could therefore try to produce similar bicycle like these brands, but those bicycles still need to be exclusive Half of respondents use mountain bicycle and other 8 people use touring ones, so ‘Chevrolet' should mainly concentrate on these two types of bikes If Chevrolet wants to be more known, then it should invest more on advertisements, but this brand is quite exclusive and it is not its goal to attract wide target group. [...]

[...] Operating results went up from 10.7 million in 2005 to 12.1 million in 2006.”[3] Bicycle industry in the Netherlands is fast growing. It means that even if Chevrolet sells their bicycles in the Netherlands, they cannot exclude Dutch companies as their competitors. Dutch import from other European countries increased by 45% to reach million.”[4] Foreign companies are therefore important competitors to Chevrolet in the Netherlands. We can say that if Chevrolet produces exclusive bikes, then their biggest competitors are also other car companies that produce bicycles like Mercedes, Porsche, Audi, BMW etc. [...]

[...] There will be billboards in the cities all around Netherlands and printed adverts in Dutch magazines: ‘Aktuell', ‘Bicycling' and ‘Veronica'. ‘Chevrolet's' advert of bicycles will be also in radio commercials (Radio Veronica, 3FM and Sky Radio 101 FM). We will choose one of the most popular and well-known Dutch actors, who will present ads with ‘Chevrolet's' bicycle's new slogans and particular music (mixed from American R&B and Dutch Carnival songs), which enhances awareness and recognition, creates positive attitude and helps people to remember the message of the new product of the ‘Chevrolet' brand Implementation and planning We found out that there are approximately 400,000 students in the Netherlands. [...]