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Bike Market Summary
Following extensive international research into the types of people who purchase bikes, we have concluded that the potential bike market can be broken into two key segments. The segments have been given the names Racers, Adventurers, Kids, Leisure, and Commuter.
Note that only the Adventurer segment is currently being served by the current bikes.
Racers want bikes with high technical specifications and don't want the trappings of trendy colors. They are willing to pay up to about $5000 for a quality bike.
The Adventurers are those after trendy, high-spec, high quality mountain bikes. Realistic retail prices range from around $500- $3000.
Kids want a bike with lots of style but low technical specs. Their parents are only willing to spend $200-$300 dollars.
On the other hand, people buy Leisure bikes for Sunday afternoon bike rides. They want a lower spec, stylish bike. Realistic retail prices range from $300-$500. As of the start of the simulation, no bikes suitable for the Leisure segment are being sold.
Commuters are looking for a low-cost (up to $300 or so), low spec bike to get them from A to B.
More information on the realistic price ranges, segment sizes and sensitivities is available in the Summary of Segment Data.
The effectiveness of the different media channels in reaching the segments is found in Media Watching Habits.
A diagram showing the product attributes desired by the two segments is available as a Perceptual Map. (This is also available as a report from the Reports menu.)