Team marketing plan – after setting up and determining the team’s company strategy and tactics (i.e., the first four quarters of operation); each team will prepare and present a marketing plan covering their team’s planned actions for the 2nd year of operation (i.e., quarter 5‐8). The marketing plan presentation will take place prior to the team decision for quarter 5 (see course schedule for dates).

Executive Summary

Mission
Situation Analysis -
• - to summarize game situation and competitors
• We have top bike design in rec and mountain, with second best bike in work and speed.
• Glide 2 (rec) had our best demand in category
• Competitive analysis of top 2-3 competitors

Goal
• Do we still want to go for market share leader in or segments, or is the risk of missing that too great. He said we can create other goals like a percentage growth. - year 3 goal
• Focus: Have a presence in all markets; market share leader in one of our two target segments in each region(NORAM, EUROPE, APAC) (competitive posture, build out and defend territory)
• Benchmark: compete in all markets, maintain market share among competitors

Strategy
• Target Markets: large highly competitive segments- continue to focus on work and recreation segments
• Target Markets: Rapid expansion into all of NORAM, EUROPE, APAC next quarter (strategy is investment in geographic footprint, so the act of expanding might be a tactic)
• Expand into the rest of the markets next quarter
• Value Proposition: definition: value that an offering aims to create for the relevant participants in the market (target customers, company and its collaborators).

Tactics
• Price: Where there are strong competitors in a segment, undercut price with an equivalent brand or match price with a superior brand
• Price: undercut in speed, youth and mountain to hurt competitors (distracting tactics)
• Communication: Decrease ad spending per region. Our ads above average and we are spending more on ads. Continue to spend money on effective advertising and we won't need as many ads
• Communication: Match ad spending with seasonality to save money during off season
• Service: Increase number of sales/service people per store. Keep specialty training and point of purchase displays as they are.
• Brand: Do not change brands that are best in region in order to test ads with a best in region claim.
• Brand: R&D focus - comfort and durability for work and rec
• Communication: Where ads are rated below 70 (Gazelle), copy best ad from competitor for next quarter
• Product: Keep 2 bikes in focus segments for one more quarter to see if the lower price point bikes do better in new locations. Be ready to discontinue lower tier brands, or at least suspend advertising for them.

• Service:
• Incentives: combination of Brand and Price - better brand, same price, equivalent brand, less price
• Distribution:

Implementation
• Organizational Infrastructure
• Business Processes
• Implementation Schedule (Target Markets: Rapid expansion into all of NORAM, EUROPE, APAC Q4 (strategy is investment in geographic footprint, so the act of expanding might be a tactic), Expand into the rest of the markets 6

Control
• Evaluate Performance - metric is market share in 1st and 2nd priority segments, cumulate balanced score card
• Monitor the Environment

Team marketing plan – after setting up and determining the team’s c...