Student Questions - marketing strategy for bicycle export in italy from Anonymous: MarketingProfs Question 2449

Topic: Student Questions

Marketing Strategy For Bicycle Export In Italy

Posted by Anonymous on 7/24/2004 at 5:19 PM ET 125 Points

i m an mba student and as a part of my curriculam i have to develop marketing strategy plan for exporting bicycles in italy. so how to go about it?

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Posted by Peter (henna gaijin) on 7/24/2004 at 9:30 PM Member

It is not clear to me if you are looking to export bicycles to Italy, or export from Italy. Please clarify.
Posted by Mushfique Manzoor on 8/3/2004 at 4:04 AM Accepted

Dear Chandu5686

i think you are talking about the strategy of exporting TO Italy from your country (India perhaps)??

if thats the case, the following are the steps
- Identify the Market segment that you want to serve in Italy.Is it the Mountain Bike/Racing Bike/Leisure bike/Kids Bike etc. segments that you want to tap?
- Find out the exisiting exporting countries and what segment they are tapping into.
- do a your segment competitor analysis in terms of price, quality perception, warranty, distribution system etc.
- Identify the potential importers in Italy who are willing import from you and select importer/importers.
- Analyse the importer distribution set up and see if he can match your expectations
- calculate the freight cost of reaching the bicycle to Italy and fix you price.
-negotiate with the interested importers and determine whether you will grant any exclusive agent or you will sell anyone from Italy who is interested.
- once you have done these then you will start working on promoting your bike in Italy.

i hope this helps. will appreciate if you give us more information. Good luck!

Mushfique