Note that the chief outline ought to be written af- ter completion of the selling set up. Also, note that you just should show references as per APA referencing. If unsure on a way to try this confer with employees at WIN. This selling set up shows a way to follow the guide within the text Fig two.2, page 65. This guide should be used. FreeRiders, Inc. is one in every of the leading specialty bicycle style and producing companies within the world, and caters to skilled cyclists, primarily within the mountain bike/extreme sport sub- class. Despite its name as a frontrunner in competitive athletics, FreeRiders receives the majori- ty of its revenue through high-end bicycle sales. every FreeRiders bicycle is hand-made within the US in FreeRiders’ workshop in Everett, Massachusetts, per the FreeRiders mission to “produce high-quality custom, one in every of a sort bicycles within the USA… designed and made by and for the skilled road and extreme sport rider.” As atiny low company with fewer than twenty regular workers and a bunch of freelance and part-time facilitate, FreeRiders, Inc. is featured with robust competition within the class from larger bike makers World Health Organization, in recent years, have accumulated their advertising ANd PR budgets by an esti- mated cardinal %, and offset their prices by pushing production overseas. Economic pressures because of inflated production prices and competitors’ accumulated market share have lead FreeRiders to re-assess its goals for the long run. This new strategic set up can unfold in many phases and embody a 9-month-to-market new business line extension, a 5 year conceive to increase revenue to between 2 and 5 million, and a protracted term conceive to make sure the company’s viability 10 years and on the far side.


FreeRiders, opposition may be a tiny, severally in hand company supported in 1999. Of the fifteen full- time workers at the company’s headquarters, four key workers are going to be instrumental in carry- ing out this selling set up. The key players include: Bryce writer III, a former yankee Cy- cling Team member, World Health Organization retired from the game in 1992 and worked as a usability and safety con- sultant within the athletics trade before connection FreeRiders because the National Sales Manager in 2001; Sandra O’Day, CFO; Noah McDougall, selling Manager; and Lisa Bavin, Production and De- sign Manager.

A. The Marketing Environment

Competitive Forces. it’s calculable that over 2000 corporations worldwide manufacture bicycles and athletics connected product for retail. at intervals that cluster, there area unit approximate- ly a hundred completely different brands offered at retail at any given time. whereas the bulk of the bi-


cycles sold-out at retail area unit for either transportation or recreation, solely concerning six % area unit sold-out within the pro/luxury class. 2. Economic Forces. whereas rising fuel prices could counsel an increase in bicycle expenditures, on the full, shoppers trying to avoid wasting on transportation prices typically purchase ‘com- fort’ bicycles at a mean retail value of $350. Currently, FreeRiders’ models vary from $1,500 up to $10,000. different economic forces embody a shift within the high-end bicycle producing trade toward outsourcing and overseas production, that thereby considerably decreases man- ufacturing prices even with lower cost tags at retail. 3. Political Forces. As trade rules area unit raised in developing economies, nations like China area unit providing moneymaking incentives to US and European producing companies. Free- Riders’ firm commitment to handcrafted, domestically made bikes places them at a compet- itive disadvantage with relevance producing overseas. Conversely, organizations like Bikes Belong (, BikesPAC, a political action committee, and also the yankee Bikes Coalition area unit operating to lift awareness of cycling. Lobbyists have asked Congress for laws and grants to make and maintain bicycle methods and bike lanes on major roads to create biking a secure and economi- cal mode of transportation.

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Marketing Plan

Marketing Plan

1.0 Introduction
In this marketing plan, the execution of marketing strategy of an existing organization that is ‘NEXT’ will be discussed. In this plan the marketing strategies implementation will be discussed in detail. The marketing mix and the targeting, segmenting and positioning strategy of NEXT in China will be elaborated. Through this marketing plan, the aim will be to identify the implementation of marketing strategies through which the NEXT will aim to expand its market share and consumer base. Also, the current situation of Chinese apparel industry and NEXT current market situation in China will also be discussed in detail. The tactics and strategies that the can employ to achieve the given objective will also be discussed.

About the Book
Marketing Plan

1.0 Introduction

In this marketing plan, the execution of marketing strategy of an existing organization that is ‘NEXT’ will be discussed. In this plan the marketing strategies implementation will be discussed in detail. The marketing mix and the targeting, segmenting and positioning strategy of NEXT in China will be elaborated. Through this marketing plan, the aim will be to identify the implementation of marketing strategies through which the NEXT will aim to expand its market share and consumer base. Also, the current situation of Chinese apparel industry and NEXT current market situation in China will also be discussed in detail. The tactics and strategies that the can employ to achieve the given objective will also be discussed.

2.0 Situation Analysis

NEXT plc is the UK based high street multi channel retailer which provides a wide range of fashion commodities ranging from clothing to accessories and home products. The company’s products are designed by styled in house team providing superior quality with a contemporary fashion edge that gives value for money (NEXT plc, 2014a). The company headquarter is in Enderby with around more than 540 retail stores in the UK. The company has a NEXT directory which is a home shopping website and catalogues that has around 4 million active consumers and has services in over more than 70 countries. By being on the web, the company has been able to increase its share by more than 150 percent in last ten years. Also the company’s catalogue provides around 1,400 pages of their collection as compared to 350 pages at the time it was first launched (NEXT Plc, 2014b). To evaluate the external and internal environment of the company presently in China, the pestle and SWOT analysis of the company is discussed as below:

2.1 PEST Analysis

Ø  Political factors

The governmental policies and regulation that impact an organization are the political factors. In Chinese market the political factors included increase tax and regulation relating to transferring business on other areas (cities or regions). These are the political aspects that affects NEXT as well in China (Fogel, 2010). 
Book Club Resources
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