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Trek Bikes - Brand Analysis
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Specific aspects of the marketing strategy for "Trek Bicycle Corporation" were investigated in this report.
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TREK BICYCLE CORPORATIONBrand Analysis
Name: Dimitar Mitev
Class: JIC-D05
Student number: 1677633
,Table of content
Introduction
1. Marketing principles
Pestle Analysis
Porter’s Five Forces
SWOT Analysis
2. Understanding the customer
Mission Statement & Vision
Ansoff’s Matrix
Target Market
Largest competitors
Positioning Strategy
Positioning Statement
3. Understanding and participating in the market
Core customer value of Trek
Brand Development Strategy
Product life cycle
Pricing approach
Distribution channels
4. Channel strategies and communication
DRIP Model + examples
Marketing Communications Mix + examples
Marketing Communication Messages
5. Reference List
, Introduction
Trek Bicycle Corporation is an American brand founded back in 1975 and it has proven itself to be
one of the leaders in the cycling industry over the past three decades. The company is one of the
biggest bicycle manufacturer in the United States, providing products in more than 90 countries.
Moreover, the company is working with proven professional engineers who regularly perform a large
number of computational fluid dynamics simulations to design and create the most aerodynamic and
fast bikes. In 2008, Trek started a completely new trend with specially designed for women products,
and later this led to the creation of a women’s fitness line of bicycles. The company also supported
many great athletes during the years. Lance Armstrong became the first American to win the Tour
de France in 1999 while riding on an American team. He rode a Trek’s OCLV Carbon 5200 bike, which
quickly after became one of the most popular road bikes in the history of cycling (encyclopedia, n.d.).
1. Marketing principles
PESTLE Analysis
Political Factors
Political influences also directly affect the overall success of the company. Import taxes, for instance,
may be a problem to poorer countries as they do not have enough means to afford high quantities of
the product. This in turn narrows the number of possible new customers. Also, some countries may
have bike trail restrictions which limits the possibility of Trek to expand and promote events in those
places for higher visibility (Johnson, 2008).
Economic Factors
Because of the economic crisis in the United States and also the fuel and transportation prices
increasing, more and more people turn to alternative modes of transportation such as bicycles.
Moreover, many bike shop owners, reported that the number of new customers is increasing and the
sales of new products are going up. The interest is focused on hybrid bike models, mainly because
they contain both mountain and road bicycle elements which contributes for making the everyday
ride more comfortable for the rider (Johnson, 2008).
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