Bicycle Market In Melbourne

Analyzing Marketing Opportunities for Bicycle securities industry in Melbourne Liza Marie C ary twenty-eighth September 2011 Introduction Carey Bikes is a recognized Australian oscillation maker established in 1986 and based in Northcote, Melbourne. by positive market analysis of changes in trends in the outside(a) environment, an opportunity has presented itself for a raw offering in the Australian with child(p) bicycle market. The purpose of the paper is to document and explain these trends; changes and opportunities in six macro-environments - Demographic, Economic, Natural, Technological, Cultural and Political and how it impacts on the development of Carey Bikes unused product, Sloe Bike and its target market and planned market strategies. Demographic environment Since the 1990s, Melbourne has experienced a population release from the suburbs guts towards inner-city living, predominantly to high-rise apartments, (Kotler, Brown, Adam & Armstrong, 2010, p14 8). University students, young singles, couples and vitiate nesters, with little car-dependent lifestyle preferences, have increasingly favoured to live in the inner-city.

With modified and expensive city car spaces and traffic congestion, bicycles are fair increasingly attractive panaches of commuting for these inner-city dwellers, (Pucher, Garrard, & Greaves, 2010). Although the preferred mode of stockpile to work is still the car, data collected by Vic roadstead over a ten-year period between 1996 and 2006, establish that the enumerate of cycle trips to work had increased by clxxv%, (Department of Transport, 2008). in the midst of 2001 and 2006, bicycle tri! ps to the central region of Melbourne urban center of Melbourne, City of Yarra and City of Port Phillip, had almost doubled, (Department of Transport, 2008). As the inner-city Melbourne population continues to experience a relatively fast offset rate of 3.6% per year, (Australian Bureau of Statistics, 2011), it follows that cycling needs will excessively continue to grow. According to National...If you require to get a to the full essay, order it on our website: OrderCustomPaper.com

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