Kristin Alcorn Karen Nocera Tim Flynn Danielle Barbarich

Children ages 6-12 Children look at style rather than technical quality Our company was known for lower prices and lower quality- fits children’s bike. Pricing should be low because children quickly grow out of bikes

Our objective was to sell 120,000 bikes At a price of $275 per bike, we should have had a revenue of $33,000,000. We made our objectives relatively high because the image of our company was to sell a large volume of bikes at a low price. We actually only sold 68,000 bikes Brought in a total revenue of $18,700,000 We feel we selected a “good” target market based on the image of our company. Children’s bikes are typically low quality and low cost because they are outgrown fast. That image matches the previous image of our company when we sold mountain bikes.

Most children ages 6-12 want a bike based on color/ design rather than its technical specialties SuperB_2007 had tech specifications of 3 and a style and design of 54 Our quality index objective was.75 Our “image” is low cost with a low quality of bike Our quality index is matched with our company’s image

We placed within.01 of our quality objective We achieved our targeted product design To improve our product specs index we should have reduced wastage and idle time

We set the price of $275 to allow for a large profit and sales volume We set our bike at $275 so that it would fit in the limitation that were provided

We did not lower the cost of our low quality bike enough and and we fell right into the hands of our competition We realized that the quality of our bike along with the price directly impacted the amount of our sales Next year we have the option to either lower the price or raise the quality

Our awareness index objective was.15, and our public relations index objective was.10 During the introduction phase of our product life cycle our main focus was promotion and awareness of our product. To focus in on our target market we placed most funds in TV PR was aimed towards the parents Public Relations Advertising

Our awareness index was.10 and our PR was at.04 Our Public Relations and Advertising campaigns should have been more aggressive during the introduction stage of our product. Awareness and PR play a vital role in determining sales volume We set our advertising and public relations budgets based on our advertising strategy with our mountain bikes. Going along with the goals and objectives of our company, we determined that the best exposure for our bike would be through television because studies show that 80% of children learn about new products through the television. Therefore we focused our advertising campaign towards those children who watch television.

Our distribution index was.20 Our delivery index objective was set at 1.0 We placed a large amount of bikes in discount stores because our focus was on people looking for a cheaper bike not with high quality, knowing that their children would soon grow out of the bike In the long run saving money for our consumer

We should have used the intensive distribution approach which is placing as many bikes as possible in as many stores to inform customers that we have a new line of product Our delivery index was set appropriately because we met our objective at 1.0

We used scenario information from Mikes Bikes to determine a price and where to focus our advertising We also used all product details report to get the index’s such as awareness, distribution, and quality. We looked at industry reports and firm results to see where we stood in comparison to our competition.

We learned that it is necessary that you must take into consideration everything that everyone says We realized that you must be able to comprise By meeting with each other numerous times we were able to listen and incorporate all of our ideas

During the introduction phase of our products life cycle we needed to place a huge focus on advertising. We needed to focus our advertising in specific media areas depending on your product. Depending on what type of quality bike you have you need to distribute bikes to stores which are best suited for your bike.