Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question

What is the BMC customer segment for cycle and bikers users? Kindly refer to the picture below.

3.1 Target market. Cyclists and bikers. This product will surely be a form of attraction to the bikers' and cyclists' community especially for those who are a fashion-forward person. We are targeting the users of the age 18 years old and above who are looking for functional and innovative elements in a product that they are going to use. This product suits both gender as it is unisex. It is also affordable especially for the customers from mid-range incomes. One of the advantages of our store location is its geographic segmentation. It is located in an urbanised city which is in Kuala Lumpur. The location can be accessed easily by the public and its strategic location makes it captivating enough to catch the attention from the community around us. 3.2 Market size. According to the statistics done by Pew Research Centre, 83% of the Malaysian population owns a motorcycle. This proves that it is the second most popular transport chosen by Malaysian citizens. The market itself has been growing enormously as it helps to escape traffic congestion. Nowadays, we are also aware that the cycling activity has become a healthy trend among the youth. They even organise events and discover many exciting and challenging cycling routes. To be more precise, this product suits the bikers and cyclers who are going for a long ride. It is more convenient for long trip because the safety vest product has many functionalities such as backpack and hidden pockets to store their belongings and hoodie to protect them from the rain. These two target markets have proven that our company is capable of dominating this market and come up with many new innovations in this industry.
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Transcribed Image Text:3.1 Target market. Cyclists and bikers. This product will surely be a form of attraction to the bikers' and cyclists' community especially for those who are a fashion-forward person. We are targeting the users of the age 18 years old and above who are looking for functional and innovative elements in a product that they are going to use. This product suits both gender as it is unisex. It is also affordable especially for the customers from mid-range incomes. One of the advantages of our store location is its geographic segmentation. It is located in an urbanised city which is in Kuala Lumpur. The location can be accessed easily by the public and its strategic location makes it captivating enough to catch the attention from the community around us. 3.2 Market size. According to the statistics done by Pew Research Centre, 83% of the Malaysian population owns a motorcycle. This proves that it is the second most popular transport chosen by Malaysian citizens. The market itself has been growing enormously as it helps to escape traffic congestion. Nowadays, we are also aware that the cycling activity has become a healthy trend among the youth. They even organise events and discover many exciting and challenging cycling routes. To be more precise, this product suits the bikers and cyclers who are going for a long ride. It is more convenient for long trip because the safety vest product has many functionalities such as backpack and hidden pockets to store their belongings and hoodie to protect them from the rain. These two target markets have proven that our company is capable of dominating this market and come up with many new innovations in this industry.
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