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Assignment 3
1. Process of adoption
Describe the different stages in the process of adoption for Cowboy
Knowledge: people gain awareness of the Cowboy e-bikes.
Persuasion: people become aware of the Cowboy e-bikes and want to have more
information about the brand and their products. They do research on the features, the
price, the quality, availability, check the reviews … .
Decision: the people check of the Cowboy e-bike ticks all the boxes. If it does so: they will
probably book a test ride.
Implementation: the people try the e-bike for the first time. They will go on a test ride.
Confirmation: the people who were happy with the product during the test ride will go
ahead and order an e-bike.
(PowerPoint chapter 11, slide 67)
Which decisions of the Cowboy team can you relate to these stages
The decision to let people go on a free test ride. This encourages people to just go ahead
and try the product because it’s free and there are no obligations to buy the bike after a
test ride. Even people who were not that excited about the product in the beginning,
could be coaxed to buy a bike for themselves.
How did they try to ensure optimal adoption of their product? Which barriers do you see
that could limit adoption?
They tried to ensure optimal adoption in different ways. They offer an innovative and
sleek design with innovative features like their anti-theft features for example. But also by
offering free test rides for people to experience their products. I believe that the lack of
stores is their main barrier, people who pay almost €3000 for an e-bike want to see it in
person and test it in the store. Ordering a test ride online narrows down this gap a bit but
I think that the lack of offline stores is still a barrier for them.
Recently Cowboy has announced to corporate with regular bike dealers for the
maintenance of the bikes. What do you think of this idea?
I believe that this is a great idea and that it will have a very positive impact on the brand.
It will ensure people that they have a place to go when they have an issue with their bike.
People want to make sure that their bike can be fixed somewhere and that they don’t
need to make a big effort to get their bike maintained.
2. Product life cycle
At what stage of the product life cycle would you place Cowboy’s products? Why?
I would place Cowboy in the growth stage. Their product has already been introduced
and sales have started to increase. Right now, Cowboy can be considered a growing brand
with their plans to expand and their sales set to keep increasing rapidly.
(PowerPoint chapter 11, slide 36/ page 439-440)
3. Levels of product
Name and describe the three levels of the product for Cowboy’s offering.
Core product: in the case of Cowboy, the core product is the convenience of efficient,
eco-friendly transportation. It also addresses the underlying needs of the customers for a
sustainable mode of commuting
Actual product: this is the physical bike and it’s features. This includes the design,
technology integration, the build quality, … . The actual product is what customers can
experience.
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