JelizavetaNazrinJoachim AuraHaider

Case study analysis

Montague Corporation:

unfolding the future in cycling

BMKT601 Marketing Management

Table of Content

● Introduction ● Layers of business environment● Macro environment● Competition● Micro environment● Segmentation● SWOT● Recommendations

BMKT601 Marketing Management

We are full-size folding bikes.

Montague is the world's leading maker of full-size folding bikes..

We believe that Park & Pedal™ will be a key commuting choice of the

future.

Our bikes can change the way you move. They offer a performance ride

with a portable twist.

We believe you shouldn't have to sacrifice any of these crucial

components to have a bike that fits your lifestyle.

Introduction

BMKT601 Marketing Management

Bicycle Industry

Macro- environment

Competition

Micro- environment

SWOT

Layers of the business environment

BMKT601 Marketing Management

PESTEL analysis

P- Military E- Recession; Loan; Merge S- City Riders & Commuters T- Military, Automobile. Patents E- Green Community, Carbon footprint L- Patent, Logo, intellectual property, contracts with Partners

MACRO environment

BMKT601 Marketing Management

High

High

High

High

Low

Porter’s 5 Forces

Competition

BMKT601 Marketing Management

Competition Positioning

BMKT601 Marketing Management

Foldable Bicycle Foldable Bicycle Foldable tandem bicycle Foldable tandem bicycle Foldable frame bicycle foldable bicycle frame Foldable XSeries bicycle

1981 1988 1989 1991 1997 1999 2007

MICRO environment

BMKT601 Marketing Management

Bicycle enthusiasts

City riders

Commuters

Military

Segmentation

BMKT601 Marketing Management

4 Main Segments:

BMKT601 Marketing Management

SWOT analysis

S

Government support

First folding full sized bicycle

O

Further International Expansion

International Military Contracts

Further Line extension (specially equipped,

paraplegic bike)

Build brand awareness

Become market leader

Reinforce Independent dealers

W

Low brand awareness

Low online presence

Low marketing investments

T

Competitors

Substitutes e.g. Barclays bike hire scheme

Intellectual property theft

● Pursue strong ties with dealers

● Effective marketing campaign that reaches

their actual customer segment

● Strengthening their intellectual property

● Entering new markets such as international

military, extreme sports, paralympics

● Positive brand collaboration (nike, adidas,

puma..etc)

BMKT601 Marketing Management

Recommendations & Conclusion

Tripsas, M., (2008) Montague Corporation: Unfolding the Future in Cycling, Harvard Business

School

BMKT601 Marketing Management

References