Preparing Executive Presentation for Expanding Bicycle Market

Introduction to the Business Opportunity

After you and your teammates took over the management of the bicycle manufacturer SETTLER Inc., you were able to successfully sell bicycles on one foreign market in your second business year. The company's shareholders therefore expect you to expand your business to two more countries in order to become a market leader there as well.

To understand the opportunities within the marketplace the shareholders commissioned you to prepare an Executive Presentation. They expect a presentation to give the key points and make a clear recommendation. Therefore, they give you some guidelines:

? An attention-grabbing opening detailing the business opportunity e.g. what need is being met internationally and how will value be created?
? The intended target customer/market segments and the route to those markets e.g. the youth market, the sports market, the E-market or the standard market?
? Which international markets should be targeted? Where are the locations with greatest chances of initial success? Analyse 2 countries of your choosing.
? The ecosystem (partnerships, alliances, acquisitions) needed to develop, deliver, and support the strategy.
? What is the competitive landscape on the targeted markets?
? Approach to market testing the solution e.g. how would you test the business opportunity to prove its potential?
? What are the risks and how can these be mitigated?
? How to promote the solution within the target market e.g. how to build the user base?
? Provide an overall summary of the business model, the value proposition, key resources, capabilities, costs, and revenue model.
? Finally, recommendations on the next steps e.g. how to build the business plan and validate the opportunities.

The shareholders have a short attention span, they do not want a lecture on business strategy, they need to know the facts and therefore the presentation must detail the key information to allow them to evaluate the above points and make investment decisions.

Instructions:

1. The presentation should contain no more than 14-16 content slides. Marks will be awarded for content but also for the quality of the presentation including:

a.logical flow of information
b.variety of strategic tools used to present information
c.appropriate use of graphics; remember it is a presentation – but yes, you can include notes with the various slides but keep these to the point, treat them as speaking notes
d.an effective opening slide to set the context and capture the interest of the shareholder while a clear closing detailing recommended next steps.

2. The assignment must be prepared with Microsoft Powerpoint 2007 or greater.
3. The presentation must be self-contained, there should be no ambiguity, thus it must be clearly understood by the reader
4. The assignment need not be presented orally.
5. The work must be submitted to Moodle under the relevant module. Students are required to retain an additional copy for themselves until the end of the academic year.

6. Students should consult the Student Handbook for a guide on academic referencing. Plagiarism and/or other forms of academic impropriety will incur disciplinary proceedings.

7. Late submissions will be penalised by 5% of the awarded mark per working day. This is subject to a maximum of 5 working days, after which time work cannot be accepted without proof of extenuating circumstances.

8. Work must be presented properly: ensure that you spell-check and proof-read your work before submission.

9. Marking structure:
a.10% of the marks are awarded for an effective opening slide
b.10% of the marks are awarded on the logical flow of the presentation
c.40% of the marks are awarded for the variety of the used strategic tools
d.20% of the marks are awarded for the use and the quality of figures or graphs
e.20% of the marks are awarded for the recommendation of next steps