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ID number:104625
Published: 09.06.2009.
Language: English
Level: College/University
Literature: 5 units
References: Not used
Table of contents
Nr. Chapter  Page.
1.  Executive Summary    3
2.  Situation Analysis    3
1.1.  Market Summary    4
1.1.1.  Market Demographics    4
1.1.2.  Market Needs    4
1.1.3.  Market Trends    5
1.1.4.  Market Growth    5
1.2.  SWOT Analysis    5
1.2.1.  Strengths    6
1.2.2.  Weaknesses    6
1.2.3.  Opportunities    6
1.2.4.  Threats    7
1.3.  Competition    7
1.4.  Keys to Success    7
3.  Marketing Strategy    9
1.5.  Mission of the Company    9
1.6.  Marketing Objectives    9
1.7.  Financial Objectives    9
1.8.  Marketing Mix    10
1.8.1.  Product    10
1.8.2.  Price    10
1.8.3.  Place    10
1.8.4.  Promotion    10
1.8.5.  People    11
1.8.6.  Process    11
1.8.7.  Physical Evidence    11
1.9.  Marketing Research    12
4.  Financials, Budgets, and Forecasts    13
1.10.  Break-even Analysis    13
1.11.  Sales Forecast    14
1.12.  Expense Forecast    14
5.  Controls    15
1.13.  Implementation Milestones    15
1.14.  Marketing Organization    15
1.15.  Contingency Planning    15
6.  Works Cited    17
7.  Appendices    18
  Appendix 1    18
  Appendix 2    18
  Appendix 3    25
  Appendix 4    29

Our company will provide people with bicycle parking services which includes easy to use payment system and secured parking possibilities in the centre of Riga and around it.
After conducting a market research we got to the conclusion that there are many people who have a bicycle but they don’t use it due to safety reasons such as bad roads, car driver attention etc. (See Appendix 2). This fact gives us an opportunity to start a business in this field. As Latvian government has developed the project of building convenient bicycle road system in Riga and around it we think that safety needs will be fulfilled afterwards, but secured parking places are still necessary for our customers to use bicycle more often. And that is what we are going to implement.
The main reasons why our business should be successful is fast and easy to use service and safe product. Our business popularizes healthy lifestyle and will have a positive reputation. We believe that it should be possible to co-work with government and individual companies to get support for building this parking lots system.
Situation Analysis
Right now in Riga there are few bicycle roads, while popularity of bicycles is quite high. After building new bikeway network people will be more willing to use bicycle in the capital city of Latvia and around it. Traffic jam intensity has increased a lot in the recent years; this motivates people to use bicycle instead of a car.
Typical reason that decreases the probability to use bicycle is that most of employers, universities and shops doesn’t provide people with secured parking places. Stealing of bikes in Riga always has been at a high level. Our service will fulfill this customer need.
According to the data collected 69% of people have bicycle and 40% of respondents who do not use it everyday would like to do it if there would be safe parking places for bicycles.…

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