BUSINESS

PRACTICE
EXPLORED
GROUP 7 :
NGUYEN HOANG SON
TRAN QUYNH ANH
DINH THUY LINH
OUTLINE
1. A brief summary about our product.
2. The characteristics, wants and needs of the target market.
3. Influences on the buying decision.
4. Typical demographic variables of the target markets.
5. The key psychographic variables that the target market is
likely to have.
6. Develop a profile of the target market.
7. Present the information to distributors and advice about the
marketing campaign.
 A BRIEF
SUMMARY OF
• OUR PRODUCT
Suitable for all ages, compact and convenient design, 
• Unique selling point : weight only 10kg and can
be unfolded and locked for use in less than 3 minutes. 
• Target market : commuters and students
• Our current markets are Europe, Turkey, Israel,
Canada, and USA and across the Far East with the
2 largest markets located in Singapore and Japan. 
 Now, we are looking to expanse our market in South America,
particularly Brazil and
Argentina, which we identify as the potentially most lucrative
markets. 
CHARACTERISTICS,
WANTS AND NEEDS OF
THE TARGET MARKET

CHARACTERISTICS WANTS NEEDS

Age : 12-55 A transportation to move Comfortable
From low-middle classes from railway station to Suitable for all age groups
Outgoing office or campus Easy to store, carry and
Bike person control
Active Quality bikes
Energetic Reasonable price
Flexible Various trendy styles
Environmental awareness Patented-designed
Lightweight
INFLUENCES ON
THE BUYING
DECISIONS
FRIENDS AND FAMILY SOCIAL MEDIA ADVERTISEMENTS

LIFESTYLE PERSONALITY INCOME

DEMOGRA
PHIC
AGE : 12-55
• Students : secondary,
highschool, university.
01
• Commuters : adults.
VARIABLES
GENDER
Male/female
02
03
RACE, RELIGION AND
NATIONALITY
For all race, religion and
nationality
DEMOGRA FAMILY SIZE

PHIC
• Nuclear families
• Extended families
• People who live alone
04
VARIABLES FAMILY LIFE CYCLE
• Young and single
individuals
• Married couples
05
without kids
• Households with
children
EDUCATION
• Secondary
06
• Highschool
• University

INCOME
• Low income
07
• High income
PSYCHOGRAPHIC • Extrovert/Introvert
VARIABLES PERSONALI
•
•
Outgoing
Bike person
01 TIES • Active, energetic, flexible
• Prefer convenience
• Image and brand conscious

• In need of quick, efficient, affordable and

maneuverable transportation
• Save time without having to wait for public
transports
MOTIVES 02
• Exercises/Keep fit
• Avoid traffic jams
• Athletically/Physically active
LIFESTYLE • Cycling lovers
• Healthy, sustainable living
03 S
lifestyle
• Busy

• Environmental awareness ATTITUD

• Safety awareness ES 04
• Willingness to use bicycles
• Saving money
 TARGET
MARKET
PROFILE
01 02
1. Awareness
03
Age : 12-55
2. Interest Purpose : firm and
South American citizens
3. Consideration customers can
Willingness to use bicycles
4. Intends communicate on the
Active, prefer convenience 5. Evaluation same page
Environmental awareness 6. Purchase

Brief demographic and

Consumers buying decision Align the goals between our
psychographic variables of
process. firm and customers
the target market.
TARGET
MARKET
PROFILE Firm’s goals
1. Brings convenience to
customers in terms of time
2. Promote eco-friendly
transportation
3. Offer an affordable and quality
means of transportation

Customer’s goals
1. Save time
2. Be more aware and mindful
of the environment
3. Need a quick and affordable
transportation
WAYS TO PRESENT
OUR
INFORMATION
01

Statistics
analysis
Based on demographic 02
and psychographic Comparisio
variables n
Between the current 03
and future launching
markets
Forecast
The potential of the
future market
ADVICE GIVEN Provide storages in
central areas (offices
TO 02 and railway stations)

DISTRIBUTORS
Take into consideration the
01
temperature, other means Focus advertising on
of transport and university students (7.3
infrastructure
03 millions in Brazil and 2/3 of
04 the students in Argentina are
university students)

Use social media

(facebook, instagram,
twitter, etc.) for
05 marketing campaign

Offer cases and smartlocks to

customers who join the
marketing campaign
Thank you for
listening !
Thank you for listening !