Communication Strategy of Dahon Folding Bikes Essay

Communication Strategy of Dahon Folding Bikes - Essay Example According to the research findings, it can, therefore, be said that for 25 years now, Dahon Folding Bikes has worked on producing foldable bikes that fit the lifestyles of its target market, giving premium to giving its customers with the freedom to move around with their easy-to-carry bicycle units. It also puts emphasis on being able to contribute to a cleaner environment by producing transportation facilities that do not emit gas, and therefore, do not contribute to pollution. 25 years after it was first established, Dahon continues with its aim to penetrate its target market by creating innovations in their product lines. Dahon’s commitment is to develop new-patented technologies at 20 per year and looks at the improvement of its bikes by at least 15% every year. It further renews its commitment to giving back to the community by supporting various projects that tackle environmental concerns and is even involved in other causes. Now, with Bicycle Industry’s continuo us evolution, and the competition among the approximately 2,000 companies that manufacture and distribute bikes in the US and from the estimate of 100 different bicycle brands, Dahon seeks to strengthen its communications strategy to fully achieve the potential of penetrating the target market. It aims to reach more people by creating a good Communications Campaign that would mark its 25th year in the industry and seal its position as the brand of choice. Dahon appeals to a wide range of market segments due to its utility value and market positioning. Its primary are the members of Generation 0, a young market group who gives high value to the benefits that a product gives them. To penetrate this market segment, it will capitalize on Dahon’s philosophy, which is Personal Mobility. The phrase says it all. The products will give the target market with the independence to move around in the most convenient way possible. Main Marketing tools would be interesting leaflets and broc hures that list down and define the various uses of Dahon Bikes. The company should spend an approximate of $ 200,000 for the production and design of sales materials. This is the primary priority of Dahon Bike Company.