Bike

BiQue Case Contents 1.BiQue History3 1.1.Organisation4 1.2.The Sales & merchandiseing department4 1.3.The output signal & Logistics department5 1.3.1.Production in Taiwan5 1.3.2.Production in Holland5 1.4.The Financial department6 2.Marketing Strategy7 2.1.Positioning7 2.2.Objectives7 2.3.The florilegium7 2.4.Pricing8 2.4.1.Consumer prices8 2.4.2.Retail prices8 2.5.Promotion8 2.6.Distribution9 BiQue History In 2004, 2 brothers caravan Velzen decided to start a turnout bon ton for bikes, BiQue. They piece out that the supply for bikes in Holland was not truly differentiated. Brands care Union, Batavus and Gazelle had been on the commercialize for decades and held an assortment that could be draw as old fashioned. Furthermore, they produced their bikes in Dutch plants and did not source payoff to low wage countries. The Van Velzen brothers s aw a hale niche market for innovative bikes. Modern bikes tolerate be described as bikes with a specific modern design, creative looks e.g. available in many different colors.

Market explore proved that there would be a posit for these bikes for reliable target groups. Paul and Ruud have always had a rattling strong vision about the company. They know the market real well and have a very go crosswise understanding about BiQues position in the market. They eliminate very well together and show strong leaders towards their employees. In 2005 they started to find production facilities in Asia. The two broth ers were confident(p) that outsourcing the p! roduction of the different split of a bike would be possible. They effect factories in Taiwan who could produce the parts (frames, saddles, wheels etc). These parts were therefore exported from Taiwan to Holland. By following this production dodging they could downplay production cost of the bikes giving them more bound on the bikes than their Dutch competitors. At...If you want to get a near essay, hostelry it on our website: OrderCustomPaper.com

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