Business Plan

The X10L Silver of KMC

The KMC’s 10XL silver chain was one of the product that most likely to compete within our target market. As our design, the KMC’s chain aiming for easy shifting at a light weight at .88mm wide works with 10-speed system. Beside, the Titanium Nitride makes the plate more slippery allowing the surface to hold lubricant better, increasing the safety feature for user. However, The company are targeting more professional rather than kid group. In addition, the KMC’s product didn’t focus on the maintenance problem of the bike chain itself like what our design does. Beside the fact that the chain will need to be replace after 600 miles if two cassettes are worn out, KMC applied a” master link” closures on the chain that allow one remove and reinstall them two to three times. Unlike us. the 10XL chain by KMC.

Reviewed: KMC X10SL Chain. (n.d.). Retrieved September 23, 2016, from http://www.competitivecyclist.com/learn/kmc-x10sl-chain

Competitive Product Analysis

1. Manufacturer information (name, location, phone, website, etc.)

2. Quality rating (high, medium, or low)

3. Approximate market share

4. Special Features

5. Strengths of the product

6. Weaknesses of the product

7. Wholesale and retail prices

8. Product placement, that is, indicate where the product is sold (online, discount stores, specialty stores, through sales representatives)

9. Method of promotion that the company uses to communicate with their customers (website, ads, tradeshows, etc.)

Product #1 Fisher-Price Grow With Me Trike.

1. Fisher-Price. Grow With Me Trike. East Aurora, New York, U.S. Call: 1-800-747-8697. http://www.fisher-price.com/en_US/products/Grow-With-Me-Trike-P6831

2. No reviews have rated this product.

3. In 2011, Fisher Price did not have a significant enough hold on the bicycle market to have its own statistic, it is most likely included in the ‘Other’ category of the graph, which made up 31.5% of the bicycle market. https://www.statista.com/statistics/255601/market-share-of-major-bicycle-brands-in-the-us/

4. Pedals attached directly to front wheel. No chain. Almost entirely plastic, metal axle for pedals. Removable pedal blocks and adjustable seat length.

5. No worry of dangerous or faulty bike chain. Durable, safe material without sharp edges.

6. Small age range. Only provides basic functions, limited movement.

7. Official Fisher-Price Price: $36.00 Walmart Price: $25.04

8. Sold online in the retail stores and official Fisher-Price website. Sold in-store at big-name carriers, like Walmart. Fisher-Price also has their own store in New York, US.

9. There were never TV ads specifically advertizing this product, and it is not a huge internet advertisement alone, however the brand name is well-known through previous reputation, among parents and is always advertised in store ads, especially around Christmas time. It is a cheap, yet durable product for parents to buy before they think their child is ready for an actual bike.

Product #2 Mongoose Boy's Switch 18" Wheel Bike

1. Mongoose. Mongoose Boy's Switch 18" Wheel Bike. Olney, Illinois. Call: (800) 626-2811. http://www.mongoose.com/usa/

2. Taken on the account of 89 reviewers on the Walmart page, the bike was given four stars.

3. The ‘Dorel’ company owns the Mongoose brand, as well as Cannondale, Schwinn, GT, Mongoose, Caloi, Iron Horse, Charge Bikes, Sugoi and Guru, among others. Dorel as a group controls over 5% of the market with Schwinn and Cannondale bikes, however, 31.5% of the market was controlled by “Other”, of which, the rest of the Dorel brands are most likely located. https://www.statista.com/statistics/255601/market-share-of-major-bicycle-brands-in-the-us/

4. Back wheel has removable training wheels. There is an upper chain guard.

5. Has a solid, sturdy steel frame. Covers wide range of ages, through different stages of life.

6. Chain guard is only on the top part of the chain system, the bottom is left open.

7. Walmart Price:$79.87

8. Everyday bikes, for people with average biking knowledge, are not generally widely advertised on tv or other ads. However, in gift catalogues and similar items, bike prices are given, because they are popular gift items.

9. Information on this product can be most easily found on retail websites for stores like Walmart, where reviews, sizes, age ranges, materials, and more are provided to potential buyers.

Product #3 X10L Silver of KMC

1. KMC chain industrial Co. headquartered in Taiwan, R.O.C with corporate entities in the US and Europe. Website at http://kmcchain.us/

2. Different quality for different type of brand sold by KMC.

3. After entering the China domestic and made stable and reliable relationship with well-known motorcycle maker such as Honda, Yamaha, Suzuki,etc.The market share reach 50% and magnificent brand awareness is created.

4. KMC manufacture produce difference size of chain for all different types of bike from normal road bike to BMX.

5. The wide variety of size , functionality, material, and even colors that fit the consumer's need.

6. Didn’t focus on kid range. Missing Link are the problem most likely occur to customers.

7. The rental price between $8.50 and $84.50 depend on the chain.

8. The product can be sold online at the official website or at other online store such as Amazon, Ebay, etc. Beside the product are distributed widely to sell at bike shop to itself or walmart.

9. The method that the company uses to communicate with their customer are the event such as Crankworx Whistler 2016, 2016 KMC Cuclo-cross festival with new location as well as bike competition. They also communicate their product through sponsorship such as National Ultra Endurance Race series, Eliminator BMX USA , Subaru/Gary Fisher road cycling team USA, etc.

Visual, Functional and Structural Analysis

X10L Silver of KMC

Visual analysis: The symmetry of the chain makes it look more balanced to go along with the regular rhythm of the inner and outer plate. The emphasis feature of the chain mostly come from the double X bridge shape on the plate as well as the hollow style inner plate. All of the parts are equally proportion and scale relate to each other giving the chain some feel of movement through the symmetrical. In additional the little contract of the black pin (rivet) compare to more gray plate combine with the use of like-peanut shape along with line clearly show the unity of the product.

Visual Analysis: Most parts of the bike are a pitch black color, including the seat and handle grips. The only color on the bike is on and around the Mongoose brands and words, therefore the company uses the difference in bright orange and black to emphasize where the bike came from and place the eye’s attention there. Also, the black design with splashes of orange and blue allows for the company to sell it specifically as a boys bike, however, they can manufacture it in various colors.While there is functional purpose, both sides of the bike are symmetrical and balanced, with the chain taking as little room on the right side as possible. The gears and chain do not stand out or draw the eye’s attention, or make the whole product look bulky.