1
THE BUSINESS SCHOOL
YEAR 2
Jordan Scott, Alfie Willingale, Josh Crawford,
Student Names: Philip Shannon, Batuhan Cantay and Judith
Omatayo
Module: Marketing Planning
Tutor’s Name: Chris Warren
Assessment No 1
Submission Date: 20/01/20144
Group Number 8
Word Count: 1872 (excluding abstracts, appendices,
direct quotes, bibliography, diagrams and illustrations)
Students must sign here …Jordan Scott…Alfie Willingale…Josh Crawford…Philip Shannon…Batuhan Cantay… to
show that they have read and adhered to the University plagiarism regulations as stated in the student
handbook.
, 2
The Bike Rack’s Marketing Plan
, 3
Contents
...............................................................................................................................................................3
Overview of the business.......................................................................................................................4
...............................................................................................................................................................5
Mission statement and corporate objectives........................................................................................6
Organisational strategy..........................................................................................................................6
Porter’s generic strategies.....................................................................................................................6
The 3 value discipline.............................................................................................................................7
PESTLE Analysis......................................................................................................................................7
5 Forces Analysis..................................................................................................................................11
Supply Chain........................................................................................................................................13
SWOT Analysis.....................................................................................................................................14
Internal Analysis..................................................................................................................................15
BCG Matrix...........................................................................................................................................17
Bibliography.........................................................................................................................................18
THE BUSINESS SCHOOL
YEAR 2
Jordan Scott, Alfie Willingale, Josh Crawford,
Student Names: Philip Shannon, Batuhan Cantay and Judith
Omatayo
Module: Marketing Planning
Tutor’s Name: Chris Warren
Assessment No 1
Submission Date: 20/01/20144
Group Number 8
Word Count: 1872 (excluding abstracts, appendices,
direct quotes, bibliography, diagrams and illustrations)
Students must sign here …Jordan Scott…Alfie Willingale…Josh Crawford…Philip Shannon…Batuhan Cantay… to
show that they have read and adhered to the University plagiarism regulations as stated in the student
handbook.
, 2
The Bike Rack’s Marketing Plan
, 3
Contents
...............................................................................................................................................................3
Overview of the business.......................................................................................................................4
...............................................................................................................................................................5
Mission statement and corporate objectives........................................................................................6
Organisational strategy..........................................................................................................................6
Porter’s generic strategies.....................................................................................................................6
The 3 value discipline.............................................................................................................................7
PESTLE Analysis......................................................................................................................................7
5 Forces Analysis..................................................................................................................................11
Supply Chain........................................................................................................................................13
SWOT Analysis.....................................................................................................................................14
Internal Analysis..................................................................................................................................15
BCG Matrix...........................................................................................................................................17
Bibliography.........................................................................................................................................18
