Case Study Of Ted's Marketing Strategy

Market penetration

Ted’s business should pursue a market penetration strategy. The company should grow its current products (bikes), and services (bicycle repairs) in its current markets. For example, he should strategize to increase his market share by at least 4% by end of year one, and 14% by end of year 5. He should focus on selling more to the existing, and new customers such as tourists and students

Market development

The company should expand into new markets. For example, during the low seasons, he can expand into new locations, countries with its current product, and service offerings

Product development

With its current customer base, the company can create a new product line that will be attractive to existing customers and also

For example, the market potentials, trends and bets practices should be clearly outlined.

Competitive Information- the nature of competition should be understood because it will determine the success of the company. He needs to be aware of his competitors and what they offer to customers so that he can advertise similar or better deals.

Government Regulation- He should understand the law and regulations that are likely to affect the company’s performances. For example, OSHA rules and regulations.

3). Identify and explain three business processes that Ted likely uses in his business and explain how a technology solution could help each one of them.

Material requirement planning- the company can control and manage inventor-using technology (Enterprise Resource Planning)

Sourcing for suppliers- he can use technology to look for the best suppliers (Material Requirements Planning)

Customer care- the company can manage customer relationship using the technology (Customer Relationship Management)

4). Ted has a website with information about his stores. Identify and explain two additional ways Ted could use the Internet in his business. Tie each use to a specific e-commerce business model and explain how that model

Ted is not sure if he should implement an Enterprise Resource Planning (ERP) solution. Identify and explain three benefits to an ERP for Old Dominion Trail Bikes. Identify and explain two important considerations in implementing an ERP.

Reduced lead time Improved inventory system Customer satisfaction and faster decision making

9). If Ted implements an ERP for Old Dominion Trail Bikes, he will need to know whether the project was a success. List and explain three metrics (or measures) he can use to determine whether the project was a success.

Inventory numbers- if the company’s inventory levels changes either negatively or positively, then the ERP implementations was a success

New customer conversion- if the customer conversion rate improves then the ERP would have lead to these improvements.

Target- the company can determine if the targets are realized. Positive and or negative performance should be analyzed 10). Since neither Ted nor anyone on his staff has any experience with information technology, list and explain five things he should consider or address as he proceeds with his IT projects.

Costs- the cost associated with the project is significant to the projects success. The management should ensure that that the costs are