Strategic Analysis and Marketing Plan for Launching Hövding 3 in Bicycle Helmet Market

Task #1: Downloading and Analyzing Recommended Sources

Task #1) Download and/or analyze each of the following recommended sourcesTask #2) Using any source, perform a desk research on each of the following topics: Bicycle ridership (Canada, USA, worldwide) Bicycle helmet usage and market (Canada, USA, worldwide) Bicycle helmet manufacturers/brands (Canada, USA, worldwide) Bicycle helmet distribution/distributors (Canada, USA, worldwide) Bicycle helmet regulations (Canada, USA, worldwide) Bicycling-related risks and injuries Task #3) Using any source and method, such as a top-down or a bottom-up approach, estimate the annual size of the bicycle helmet market both in units and revenues in each of the following geographical markets. Note that each student was assigned one (1) Canadian province (i.e., market #1), one (1) U.S. state (i.e., market #2), and one (1) country (i.e., market #3). The size of each of these 3 geographical markets should be estimated. Make sure to document all the sources, assumptions and calculations used as part of the market sizing exercise. | Manitoba (Canada) | Washington (USA) | Romania Task #4) Using any information source, perform a strategic analysis for Hövding AB: In each of the 3 markets you were assigned (i.e., one Canadian Province, one U.S. state, and one country). At minimum, include as part of your strategic analysis: a PESTEL analysis, a competitive analysis and a summary SWOT analysis. Notes and assumptions: Hövding previously obtained CE certification after undergoing an extensive process for approval by SP Technical Research Institute of Sweden. Because of the CE marking, Hövding is able to sell its latest generation product (i.e., Hövding 3) in Europe and certifies that the helmet complies with the requirements laid down in the EU Directive for personal protection equipment. For the purpose of this assignment and task, assume that Hövding obtained a similar certification from Canada (all provinces), the USA (all states) and every other country for which you estimated the annual size of the bicycle helmet market as part of task #3. Task #5) Select one (1) only of the three geographical markets you were assigned and prepare a summary business and marketing plan for the launch and distribution of Hövding 3 for the years 2021-2025 in this market. Prepare your business and marketing plan as if it were to be presented to Fredrik Carling, CEO at Hövding. In addition to your strategic analysis, your summary business and marketing plan should include at minimum each of the following: An executive summary Markets and market/business segments (definition and sizing of key market segments) Competitors and competitive analysis Overall strategy and objectives Serviceable addressable market (SAM) and serviceable obtainable market (SOM) given your assumptions Marketing plan highlights (positioning, pricing, sales & distribution channels, communication & social media, services and support) Preliminary revenue/sales forecast for the years 2021, 2022, 2023, 2024 and 2025 (associated with the launch and distribution of Hövding 3 for the years 2021-2025 in the market which you selected) Preliminary cash flow projections and profits and loss account associated (associated with the launch and distribution of Hövding 3 for the years 2021-2025 in the market which you selected)