Business Marketing Plan for Avanti E-Bikes New Zealand

Part 1: Critically evaluate the current marketing strategies of the company identifying areas for improvement in their marketing strategies

Assessment 2: Individual Business Marketing Plan for Avanti Bikes New Zealand-  Avanti Bikes is a company originating from New Zealand and now distributes bicycles to many countries within Oceania, Asia and Europe. Avanti put its first bicycle into the New Zealand market in 1985 and since then has built its range to 100+ models catering for all areas of cycling from kids bikes right through to Olympic bikes. In 1991 Avanti went over the Tasman Sea and set up a sister company in Australia which has been well adopted in the market. Avanti is currently owned by Sheppard Industries (Links to an external site.), which in turn is owned by the Swiss company Scott Sports SA (Links to an external site.) and is operated as Sheppard Cycles Australia (SCA) and Sheppard Cycles New Zealand (SCNZ). Sheppard Cycles (SC) is Australasia’s largest cycling company, and supervises the largest chain of branded Independent Bike Dealer (IBD) retail store, ‘My Ride’, in Australia and New Zealand. For the last few years Avanti has been distributing e-bikes in New Zealand, with some success, however they feel that going forward e-bikes have a bigger potential in New Zealand and they need an innovative, low cost and low risk marketing plan to grow their e-bike business in New Zealand You need to write a Business marketing plan for Avanti E-Bikes New Zealand in which you: Part 1: Critically evaluate the current marketing strategies of the company identifying areas for improvement in their marketing strategies . Part 2: Design an innovative, low cost, low risk marketing plan that the company could use to secure their business future including: Customer/Market Need • Customer Needs Analysis: Perform a preliminary market needs analysis in the market(s) that you propose that the company compete in • Market Segmentation: Explore and justify an appropriate marketing segmentation model and estimate product demand in the target market(s). • Value Proposition(s): Discuss and justify the relevant value propositions for potential customers in the target market(s) and illustrate how the company's products could meet these value propositions• Customer Profile: Create a relevant customer profile (customer avatar) of a proposed ‘ideal customer’ for the company's products in your target market. Product strategies • Product positioning: Discuss how you will position the company's products relative to the value propositions of the target market. • Differentiation: Discuss how you will differentiate the company's products from the competition within your target market – how the company's products better address potential customer value requirements to offer a superior customer solution NOTE: You cannot use discounting or 'lower prices' to position or differentiate the company - they wish to remain a premium consumer brand and maintain pricing at current levels Branding • Brand Positioning: Explain how you would position the company's brand in the market relative to the markets (customers) value propositions. • Branding strategy: Outline your branding strategy – how the strategy will be used to engage with customers to drive customer awareness and engagement of the company. Promotion Design an Integrated Marketing Communications strategy covering the areas of marketing communication relevant to your promotion of the companies products to potential customers in your target market(s). Your promotional mix must cover: • Advertising • Public Relations & Publicity • Online and Social Media Marketing Budget Build a preliminary budget for the project outlining the costs to the company should they wish to use your plan. Referencing: - Student supports their discussion with 20+ references according to APA v6