Ebikes

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  • Publié le : 25 mars 2011
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ELECTRIC BIKE

Marketing & Management Test

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BIKE IMPORT TEST

SWOT ANALISYS

1. The macro environment of the demand
| |OPPORTUNITIES |THREATS |
| |Rising cost of gasoline |The traditional bicycles still lessexpansive |
| |High cost of public transport (e.g. in Horsens 18 Kroner) |in terms of manufacturing, selling, investments|
| |Generally, prices to acquire an electric bicycle trend to |Competitors already established |
| |lower ||
| |The sale of E-bikes is around 15 000 and 20 000 in 2009 | |
| |which means there is a huge potential, since now it | |
| |represent only 3% of the bicycle’s market| |
| |Few suppliers of E-Bikes since the market still not | |
| |developed | |
|Economic |The total amount of bikesis around 4.000.000 bikes | |
| |9/10 Danes have a bike | |
| |54 % of females prefer use a bike to go to their | |
||work/school/university | |
| |Overcrowded roads in the big cities are making the |Denmark is a small country (5 500 000 |
| |inhabitants waste a lot of time |inhabitants in 2009) |
||24% of short distance driving (up to 5 km) is being made |Men seems less interesting by this kind of |
| |on bikes |bicycle |
| |36% of women use their bikes for driving to and from work ||
| |or school/university | |
| |1.170.000 km are done per day by bike riders in Copenhagen| |
| |75% of the car drivers that have less than 10 km for work ||
| |or school/university think it would be realistic for them | |
| |to bike instead of car driving | |
| |Cities are seeking to reduce car traffic (park hisown car| |
| |cost a lot of money, limit of time…), that’s why, they | |
| |push people to acquire a bicycle. For instance, they give | |
| |subventions, grant-in-aid...
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