Marketing Strategy

For this individual assignment I chose to analyse one of the Portfolio companies of Digital Magics, Bikeroom.com.
Below is the feedback from the class Professor:

Noa, you highlighted the overall size of the category and segmented users according to their level of involvement and typical spend. However, it would have been helpful to provide a clear definition of the “feature bicycle” since this is the segment where bike.room.com operates.

The characteristics of the target segment are defined accurately but you should clarify whether the company intends to concentrate on reaching customers in its home region (where there is a reasonably large local market) or globally through its online presence.

While the central concept is good the plan needs to be sharper in terms of a stronger focus on the premium, pre-owned segment (high-volume but low value markets in Asia are not relevant for this business). Some attention should also be paid to the acquisition of “collectable” models and to the history of these products, e.g. has the bike been owned or ridden by a famous cyclist and if so how can bike.room.com prove this to the customer? For true enthusiasts this would provide a very compelling value proposition.

David
David James , Nov 30, 2022

My overall grade for this course: A