A Marketing Opportunity for Powerbike in Thailand Assignment - 5

A Marketing Opportunity for Powerbike in Thailand - Assignment Example In this report, we find that there are on-going developments that are supporting the bicycle sale business. The major one is the will by the government to support plans leading to use of bikes for short trips within towns and also by students to go to school. This is meant to promote a healthy lifestyle among the citizenry. The residents have also accepted the bikes as they are flexible and can be used to go to other areas that cannot be accessed by vehicles. In Powerbike’s move to change its production base to Bangkok, the company is faced with stiff competition from other well-established industry players, for instance, K.C.I Bicycle & Part Company. However, by focusing on customer needs and developing on its strengths, our company will manage to stay ahead of the competition and remain profitable in this urban market. Thailand is one of the rising Asian countries experiencing rapid economic expansion because of improved governance and high rates of foreign direct investment (FDI). This expansion brings with it pressures on social amenities as more people move from the rural areas to look for gainful employment in towns. The boom years made Bangkok one of the most active and heavily congested cities. The major pressure exerted by this population explosion is on public transport as the locals have to commute daily from residential areas to their places of work. This then necessitates adoption of other modes of transport to ease pressure on vehicular transport. This report focuses on the Thai bicycle market taking a deeper analysis of the consumer behaviour, demographics and psychographics. It gives advice on appropriate ways to maintain market share and weighs the likelihood of entry to the Bangkok market which is characterised by dense population and chaotic public transport. This is done by analysing both external and internal business environment on factors supporting or discouraging expansion programs, for instance, competitive forces analysis. Market segmentation, targeting and positioning are used to give a picture of the specific products Bangkok consumer market demand from bike manufactures.