MADE BY:

GROUP 12

GARVITA KHANDELWAL

SHRUTI JAIN

MANJOT KAUR

DEEPAK CHAUHAN

*WHEELIE DEALS

*Company Profile

*Wheelie Deals is a wholesale distributor that serves the retail bicycle industry. Wheelie Deals will carve out a focused niche within this industry, providing closeouts, last-year models, and seconds.  Currently, most of the large wholesalers will occasionally have a closeout to offer, however, the availability of special deals is spotty. 

*VisionSafe, clean, reliable, on-time, courteous service dedicated to providing the people with a world-class transportation system

*MissionWheelie deals is responsible for the continuous improvement of an efficient and effective transportation system. Wheelie Deals' mission is to create the largest selection of closeout bicycle parts. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers

* Marketing Objectives

*Increase repeat customers by 6% per quarter

*Decrease the cost of customer acquisition by 5% per year

*Create general awareness of Wheelie Deals within the retail bicycle industry

*Increase the catalog of products by 15% a year by skillfully communicating to the manufacturers the success of this business model

*Values

*Safety

*Service Excellence

*Workforce Development

*Fiscal Responsibility

*Innovation and Technology

*Sustainability

*Teamwork

*Core Business Goals

Goal 1: Improve transit services

Goal 2: Deliver quality capital projects on time and within budget

Goal 3: Exercise fiscal responsibility

Goal 4: Provide leadership for the region’s mobility agenda

Goal 5: Develop an effective and efficient workforce

Goal 6: Secure local, state and federal funding

Goal 7: Maintain open lines of communication

Goal 8: Enhance a safety-conscious culture with employees contractors and customers

Goal 9: Sustain the environment with energy efficiency and reduce greenhouse gas emissions

*Market Needs

*Pricing

*Choices Available

*Availability of the information

*After Sales Services

*MARKET TRENDS

*Last six to nine years has been an erosion of margins for bicycles

*Profits are recaptured through higher margins

*Capacity to compete with mail order houses

*Margins in the retail bicycle industry are small, so closeouts can be one option

*SWOT ANALYSIS

STRENGHTS WEAKNESSES

OPPORTUNITIES THREATS

*Competition & Buying Patterns

*Seattle Bike Supply

*Quality Bicycle Products

*Riteway

*Product Offerings

*Shimano

*Campagnolo

*White Industries

*Syncros

*Mavic

*Chris King

*Tioga

*Michelin

*Easton

*Rock Shox

*Answer Racing

*Salsa

*Race Face

*Product Innovations

*Airbags

*High-tech helmets

*Anti-lock brakes

*IMPORTS AND DOMESTIC

*U.S. bicycle market is dominated by imported bicycles

*Several companies operate in the mass merchant channel

*Domestic production of bicycles in the U.S. is estimated at approximately 56,000 units

*Marketing Strategy

*Trade Shows

*Advertisements

*Website

*Target Markets

*The two segments that Wheelie Deals will be targeting are:

*Independent Bicycle Shops: The large majority of bicycle retailers are independently owned sole proprietorships.

*Chain Bicycle Shops: the chains are franchises with different owners, other times they are same owners with multiple stores.

*Positioning

*The premier bicycle wholesaler of closeouts

*Wholesalers in this market are not specializing their product lines

*Products that offer very nice margins, uncharacteristic of the bicycle industry.

*The trend of the industry in general is of consolidation

*Strategies

*The marketing strategy will seek to :

*Create customer awareness

*Customer base

*Builds customer loyalty

*Repeat business

*One-stop source for great deals

*Marketing Mix

*Wheelie Deals' marketing mix is comprised of the following approaches :

*Pricing

*Place (Distribution)

*Promotion (Advertising)

*Product (Customer Service)

*Marketing Research

*Owner’s buying habit

*Making focus groups

*Survey @ trade show

*Gain insight to the different manufacturers

*DISTRIBUTION CHANNELS

*Bicycle retailers

*Mass merchants

*Full-line sporting goods stores

*Outdoor specialty stores

*Internet sales

*Controls*The purpose of Wheelie Deals' marketing plan is to serve

as a guide for the organization. The following areas will be monitored to gauge performance:

*Revenue: monthly and annual

*Expenses: monthly and annual

*Repeat business

*Customer satisfaction

*Financial Objectives*A double digit growth rate for the first five years

*An increase of the profit margin by 3% a year

*Profitability within one year

THANK YOU