Market Description
The law on environmental conservation has led to the increased innovation in products that are environmental friendly including the electric cycles. The Queensland and NSW (Australian) market for electric cycles is competitive with an ever increasing large market for the new products.
The market is made up of many competitors that retail in 200Kw electric cycles. The market is regulated by state government regulations with the latest being the allowance of 250Kw electric cycles to be sold to the increasing consumer market (Changes to electric bike motor laws 2011).
The Stealth Electric Cycles
This model of electric cycles is of high quality due to advanced technology used in its development. The cycles come with a powered electric motor that is customized to meet specific needs of its clients such as those interested in cross country, cross training, downhill movements, and workplace applications.
For instance, the firm has manufactured the Stealth Bomber and Stealth Fighter to meet needs of cross training. The Stealth Bomber has phenomenal acceleration that enables the user to climb hills and any terrains. With a 9 speed gear box, the cycle has 6 or 8 pot hydraulic disc brakes. The other brand for the firm is the Stealth fighter that is specifically developed for training.
To meet its objectives, the cycle is nimble and comes with 2 speeds that are used for pedaling. The rider will like it because it has a 3Kw motor that could enable the rifer to move at a speed that is higher than 50km/h without any strains. These products are good for the Queensland and NSW states (Harker 2011, p. 5).
The Competitiveness of the Market
Just like any other market, the electric cycle market is very competitive as it has many firms selling differentiated products at different prices. Competition is indicated y the large number of differentiated brands being sold in the market. The firms are controlled by state governments that have set the cycles being sold to have 200Kw, although the NSW government increased it to 250Kw in the 2011 legislation.
Different electric bicycles from different companies differ from those of their competitors in terms of prices, quality, and colour among other features (Stealth, 2012b). Dominant firms sell their products at a higher price compared to new firms such as Stealth. Rivalry among competitors is common and it could sometimes lead to increased consumer bargaining power. New firms that fail to compete effectively usually quit the market.
Channels and Logistics
Marketing is an important factor to be considered by Stealth electric cycles. The firm should increase awareness of its electric cycle brand among its consumer in Queensland and NSW through various means. To begin with, the firm should advertise its products through the print media and the broadcast media.
Moreover, the electronic media has emerged as the most commonly used in the modern era. In the electronic media, the firm should market and sell its products online while enabling consumers to shop online while the firm doing the delivery. Through sports workshops and concerts, the firm can also increase awareness of Stealth electric bicycles (Stealth, 2012a).
The logistics involved are those o supplies and distribution. The Queensland and NSW states are endowed with very good distribution networks that include the road and air transport. However, road transport is the best mode of distributing the electric cycles to the market with the firm having various outlets across the states.
The cycles would be distributed to the outlets that would then sell them product to the end consumers (riders). The outlets will be managed from a central location that acts as a warehouse and distribution center for the electric cycles (Levy 2012, p. 11). This should minimize costs of operation.
List of References
Changes to electric bike motor laws 2011. Web.
Harker, J 2011, Profile: Australia’s Burgeoning e-bike culture. Web.
Levy, S 2012, ‘Marketing management and marketing research’, Journal of Marketing Management, vol. 28, no. 1/2, pp. 8-13.
Stealth, 2012a, Stealth Electric Cycles 2012a. Web.
Stealth, 2012b, The Fighter Stealth electric bikes. Web.