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Essay / Research Paper Abstract
This 4 page paper develops a plan for Cannondale, the bicycle company to increase net profits using a market penetration strategy. The paper outlines the goals, strategy and marketing tactics. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEcannondale.rtf
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Unformatted sample text from the term paper:
high end bicycle company, selling in more than 80 countries a range of more than 70 bike models along with a range of complimentary goods (Cannondale, 2006). The aim is
to increase the net profit by 20%, to undertake this we will need a plan. Goals The goal of Cannondale is to increase their net profit by 20%. It
is assumed that the operations already efficient, and although there are always potential moves that can be taken to decrease costs, that in this case there would have minimal impact.
The goal is therefore to increase profit by 20% as a result of increased sales with some of the increase coming from increases sales and a further increase results from
economies of scale that higher sales level will create. Strategy There are many strategies that can be followed. Ansoff has suggested that there are four main ways in which
a company can expand, these depend on two variables, whether it is the desire to develop new products or new customers (Kotler, 2000). Therefore, it is whether new sales are
going to be made by penetration, product expansion, market expansion, or diversification (Kotler, 2000). Market penetration is the strategy of using the same products and the same market and just
increasing sales of bikes and accessories to that market. This is a difficult strategy and to achieve this we need a plan with specific tactics. Tactics Selling more
goods to the same market will include increased advertising to increase exposure and brand recall when the target market are making purchase decisions. Marketing can take place though a range
of media. The first we will use is that of the print advisement. This is a specialised product so the target market is quite narrow, The use of the
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