Develop a marketing strategy for an eBike Company which is an eBike industry leader located in Tomball, TX and has the following mission statement: We aim to address consumer and commercial stakeholder needs.

Up until now, the company has concentrated on consumer sales. Now they wonder if they can expand their customer base since their new eBikes can go further than the competitors on each battery charge. While they are not the only providers of ebikes in the U$.$S$.,$ they are clearly the industry leader with this new $$Easybike$,$

Characteristics of their new product, the $$Easybike$$ eBike include:

$1)$ increased battery storage

$2)$ pedal assistance

$3)$ Weight capacity up to $450$ lbs

$4)28$ MPH for up to $120$ miles on one battery charge

$5)$ Foldable

$6)$ easily shipped from Tomball, TX

Their general goals are:

$1)$ Create awareness of the new product

$2)$ Increase revenues

$3)$ Expand the customer base

They will promote this through their website, social media, and advertising in industry and consumer publications.

$2024$ Financial Summary:

Revenue $-$ $$42,500,000$

COGS $-$ $$20,000,000($each eBike costs $$800$ to make and are sold at $$1,700)$

Gross Margin $-$ $$22,000,000$

Selling, General, and Administrative Expenses $-$ $$5,500,000$

Net Profit $-$ $$16,500,000$

KEY POINTS:

$$ Describe the target market for the eBike.

$$ Create a customer persona for the product using target segments.

$$ Research segments using $1)$ demographic $2)$ geographic $3)$psychographic $4)$ behavioral segmentation.

$$ Propose three sectors with $1)$ the greatest growth prospects $2)$ most profitable customers $3)$most promising opportunities for the product using scholarly research.

$$ Create a value proposition using the product$$s functional, psychological, and monetary value.

$$ Prepare a customer value analysis to reveal the company's strengths and weaknesses relating to at least two competitors.

$$ Describe the positioning of the eBike and:

o Address three points of difference $($POD$).$

o Address three points of parity $($POP$).$

$$ Develop an overall marketing strategy that includes $1)$ market segmentation, $2)$ targeting, and $3)$ positioning the new $$EasyBike$$

$$ How will this marketing strategy provide a sustainable competitive advantage? Provide support to back up the strategy.

$$ Prepare a positioning statement for the product.