AP09 - EV04 “Elaborar el plan de acción de mercadeo”

 Let´s listen
 Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo verbal que se
solicitan.

1. Company Present tense

information
Roll Bike Shop
Name of the company Aero Bike
Trade’s name Company’s Marketing of bicycles and articles for beginner cyclists and amateurs
activity

2. Company history Past tense

History of the company Roll Bike Shop, is a small local, dedicated to selling products and accessories
in detail to cyclists for 2 years in the city. The idea was born with the aim of offering
the market a place where customers could find items for the practice of sport
in a recreational way.

Advertising has been Yes, advertising campaigns have been handled in a traditional way.
traditionally done?
For that time brochures, flyers and promotional banners were used for people.
What kind of advertising The promotion topics were, store opening, new items for cyclists, opening
and what issues were discount.
addressed?

We sought to publicize the opening of the store in the area and give a boost to
What were the objectives the items that were available at the time for beginner’s cyclists.
of previous campaigns?
The main feature is the quality and guarantee in the products and accessories
that are marketed, as well as the innovation in products manufactured for the
safe transport of bicycles in cars.
What are the
characteristics of your
product or service? The shop currently has customers who frequent the business to buy the items
that arrive for the season. Voice to voice has allowed us to reach other
consumers, which forces us to innovate with more products that allow us to
What is the current grow in the sector.
position of your product
in the market?

3. The product or Present tense

service
Currently, we are working on the marketing of car bicycle racks.
Description of the
product or service with Physical: manufacture with structural tube HR and sheets of iron caliber 1/4,
all its features: electrostatic painting, MIG welding, butterfly plastic handles, screws 8 grade,
 Physical (if it has) webbing in reata fabric.
 Chemical
characterization (if it has)
 Packaging (if it has)
 Benefits
 Trajectory (how long
was it released)
 Lifecycle
 Legislation
4. SWOT matrix
(Strengths, Weaknesses,
Opportunities and
Threats)
 Weaknesses (they are
internal to the company)
Packaging: For its shape, the best way to pack is to wrap it in vinyl plastic and
bubble paper with adhesive tape. To be transported and delivered to the final
customer.
Benefits: The bike carrier is an excellent accessory to transport bicycles safely
and conveniently in the back of the car.
Center folds down for rear vehicle access and folds up when not in use.
Hooks and wheel trays adjust to fit almost all bike frames and sizes.
Fits 2" receivers only.
Holds up to 2 - 4 bikes.
Max weight of 180 lbs/80 kg.
Lifecycle: In the market there are different options to ensure and transport the
bicycle in the car and bike racks are an excellent alternative currently. What
allows this product to have a quite long life cycle, due to the boom and the
demand of the users in this type of accessories in the market
Legislation: Check local and state laws governing projection of objects
beyond the perimeter of a vehicle. Be aware of the width and height of your
cargo since low clearance branches, bridges, and parking garages can affect
the load. All cargo will affect the vehicle’s driving behavior. Never drive with
any lock, knob or rack in an open or unlocked position. All long loads such as,
but not limited to, sailboards, surfboards, kayaks, canoes, and lumber must be
tied down front and rear to the bumpers or tow hooks of the vehicle.
For which incentives are provided to promote the use of the bike in the
national territory and modify the national transit code. The Congress of
Colombia law 1811 of October 21, 2016 Paragraph 4.0. The installation and
use of bicycle racks will be encouraged in all the means of land transportation
as a form of modal integration of the transport. In no way will it be understood
that the use of bicycle racks is object of traffic control or cause immobilization
of the vehicle.
Present tense
Weaknesses:
*The promotion and advertising tools are not used properly
* The storage of the accessories is done in a disorderly way
* Improve the response to customer requirements, in aspects such as customer
service and problem solving
* Not having technological means to bring customers to the company, such as
web pages, social networks, among others
* The number of product references sometimes does not guarantee higher
sales
* There is no have a surveillance camera system in terms of security
 Opportunities:
 Opportunities (they are * Evaluate if the clients that are arriving are the ones indicated or should look
external, what the sale for others with greater commercial potential
opportunities are) * Understand the behaviors and changes of society in terms of consumption
and preferences
* Make the most of the current technological tools and forms of connection
that the modern world handles
* Make the company be recognized, by differentiating factors with respect to
the competition
* Create strategic alliances with actors in the sector
* Analyze the current market, will allow to set objectives that reflect the
potential of the company
* Identify which products are most in demand, to strengthen their promotion
and marketing

Strengths:
 Strengths (they are
internal ) * Credibility and good name with current customers
* Growth and economic contribution generating sources of employment
* Quality products and high acceptance
* Geographical location allows coverage and easy access to customers
* Maintain the essence that characterizes the business in moral and social
values, reflected in the good treatment of customers

Threats:
* Prices of direct competitors
* The free trade agreements currently handled by the country, as they affect
the industry in which the company operates, whether there is growth or not
 Threats (they are * Not knowing what makes competitors stronger and leads them to have a
external greater market share
* Lack of training and impulse to the force of vendors in technological and
marketing tools
* Do not keep an active follow-up of clients to know if their needs have
changed or to let them know what's new in the market

5. Budget Present tense

It’s the money assigned

to the project. BUDGET FOR NEW BUSINESS PRODUCT
Production Teams
Machineries $0
Tools $0
Raw material $0
Local equipment $0
Cash register $0
Counters $0
Other $0
 Marketing
letter head, business cards $0
Catalogs $0
Advertising $0
Sings $0
Opening reception / product launch $0
Other $0
Other expenses
Patent application/registration product $0
Other $0
Staff uniforms $0
Staff - salary $0
Total Costs $0

The development of a budget will allow you to see all the expenses that you
have to face. In this way, you can prioritize, reduce or eliminate, ultimately
help save and start profiting the store and the products in the most efficient
way

6. Consumer/Target Present tense

Audience

Describe the three types Taking into account the product, it is addressed to three potential types of
of consumers: consumers.
 End consumer: The
person who consumes the End consumers: amateur cyclists
product, but doesn’t
decide on the purchase. Real consumer or objective: Beginners cyclists and in general
 Real consumer or
objective: The person Potential consumer: public in general, wheel-loving athletes, families for
who makes the purchase pleasure to outdoor activities
decision.
 Potential Consumer: When creating and starting the new product project. You have to define the
The person who has a client or target audience that you want to reach and attract. This is essential,
provisional contact with since it will make it possible to fix the efforts directed especially for the public
the product or who will that was defined.
be the consumer in the
future. Describe the Demographic profile:
profiles Age: 5 and 60 years old
 Demographic profile Sex: mens and womens
 Geographic profile Income level: socio-economic strata medium and high
 Psychographic profile Marital status: : single, married, divorced

Geographic profile: city and surroundings

Psychographic profile: full-time athletes, occasional practitioners on cycle

routes for the weekend, families on holiday plans who practice biking tourism
7.
Competition/Positioning Present tense

Describe the type of Direct: Specialized stores for sale of articles for cyclists.
competition your product
or service has: Hint: bicycle rental companies, bicycle promotion and use programs of
 Direct government entities.
 Hint
 Main Competition Main Competition: Foreign companies manufacturers and marketers of bicycle
carriers.

8. Project objectives Present tense

Describe the goal to be commercialize and offer an accessory of national manufacturer, that allow to
achieved in your project. transport of safe form and practice in the later part of the vehicle the bicycle of
the user.

9. Market research Present tense

The flowering of the bicycle, a means of transportation invented in the
Explain the market nineteenth century, has once again become a protagonist in the big cities.
research you have made Factors such as vehicular chaos, the cost of public transport and the
in your project: which are improvement of infrastructure for alternative means of transport, have revived
the latest changes of the use of bicycles in Colombia and, as a result, the boom in the use of items
consumers and the target associated with this means of transport.
public?
Nowadays, if you think about the use of the bicycle as a sport, for recreation,
for health or lifestyle, it is also important to transport the bicycle (s) with us
wherever we want to go. And this is where it is important to have a bike rack
that allows us to transport them safely, practically and especially respecting
the transit regulations of the country.

New bicycles are now sold from $ 500,000 in chain stores up to 5 million or
even more in specialized stores where luxury goods are sold and imported
mainly from the United States.

This market is maintained despite the fact that in the tax reform approved by
the Government, bicycles priced less than $ 1.5 million were taxed at a 5%
VAT rate, while those with a higher value went to 19%.

According to statistical data of the bicycle sector, the sale of these items
increased 30% between 2005 and 2016 in the city.
Advertising campaigns, ease of mobility and protection of the environment are
the main factors for people to decide to use bicycles, according to Fenalco.
A study conducted by Fenalco Bogotá Cundinamarca showed that 62% of
people surveyed use the bicycle, especially men (59%) compared to women
(41%). 80% do so for recreational and sports purposes while 20% do so
exclusively as a means of transportation. 20% of those surveyed are mobilized
in this medium on a daily basis, 49% weekly and 14% biweekly.

Even this market has become a business opportunity for entrepreneurs; the
Internet is no stranger to this trend, since according to an investigation carried
 out by OLX, bicycles are the item used with the greatest intention of buying in
the online market. For this reason it is important to use new technologies as a
means of selling to attract potential customers of bicycle accessories in the
city market.

The 'boom' of bicycles has also been accompanied by a process of

technification. It is for this reason that many of the manufacturers bet on the
sale of electric 'bikes' and even motor.

It was for this reason that at the beginning of this year the Ministry of
Transport had to design a special regulation for the registration and circulation
of moped, tricimotor and quadricycle vehicles that circulate throughout the
country.

The consumer of articles for bicycles is in full growth, so that every day the
demand for associated products will be greater and it is at this juncture where
you should enter to participate in the introduction of products that meet the
needs of current consumers and potential

10. Schedule Present tense

Include the distribution Direct: Direct sales to consumers will be handled through attention at the point
channels for the products of sale, direct mail, catalogs of own products, management of the virtual store
of your project: on the website and specialized virtual stores.
 Direct
 Indirect Indirect: the indirect sale to the consumers will be handled through agreements
with small sports stores initially, stores of auto luxuries and accessories,
exhibition in strategic points such as cycle routes and in the future to reach
chain stores that commercialize the product.
 Vocabulary
RADIO SPOT

Tan individuales como son sus deseos, tan flexibles que reaccionamos para hacer de su viaje una
experiencia de vida.

Sensibles a los detalles de sus necesidades y con la visión de futuro para una implementación
perfecta.

Más que un producto... ofrecemos libertad absoluta, calidad en cada detalle.

Con nuestro equipo y compromiso

Queremos que “Rodar” este hecho a la medida de su viaje

Disfruta la vida, disfruta la bicicleta, disfruta “Rodar”

Rodar Tienda de Bicicletas

As individual as your desires are, so flexible that we react to make your trip an experience of
life.

Sensitive to the details of their needs and with the vision of the future for a perfect
implementation.

More than a product ... we offer absolute freedom, quality in every detail,

with our team and commitment

we want you to roll this made to fit your trip

Enjoy life, enjoy the bike, enjoy roll

Roll Bike Shop.