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The Case of Bangkok Bicycle Market - Assignment Example

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This paper “The Case of Bangkok Bicycle Market” looks intensively at the marketing opportunities for the bicycle brand ‘Powerbike’ by understanding the Thai market in Bangkok and by identifying the strengths, weaknesses, opportunities, and threats for the aforementioned brand…
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The Case of Bangkok Bicycle Market
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Download file to see previous pages The second part examines the current situation of the brand by conducting a SWOT study in comparison with the competition. Through this part, we aim to solidify the strategic positioning for the brand which will guide in the development of the marketing communications campaign. The last part of this paper will explore the possibility of expanding the offerings of the brand by moving on to another category.
In conclusion, this paper aims to reinforce its primary recommendation that Powerbike should focus on positioning the brand as an alternative to public transportation through the reinforcement of (1) public bicycle transportation services and (2) private bicycle ownership.
Kenworthy (2008) opined that urban density influences both the use of private cars and the viability of public transportation in any city. As he further noted, cities with higher urban densities tend to have higher use of public transportation (Kenworthy, 2008).
In this regard, Trading Economics (2012) stated that the population in Thailand has reached to 68 million in 2010, an increase of 145 percent during the last fifty years. Approximately 68% of the total population of Thailand lives in rural areas, as comprised majorly of farmers. However, massive economic and technological transformations have caused urban migration to Bangkok (Hello Siam, 2002). As a result, approximately 9.3 million live in Bangkok, reported by United Nations (2008).
The increase in population through the years has immensely influenced the increase in the use of vehicles. According to Clean Air Initiative (2006), the top four means of transportation in Bangkok are a private car (51.48%); motorcycle tricycle taxi (42.90%); microbus and passenger van (40.92%); and others that comprise non-motorized vehicles like bicycles (26.47%).  ...Download file to see next pages Read More
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