The mobility scooter is very convenient transport for old people and disabled people. An electric mobility scooter can be your ticket to personal freedom, helping you live a more independent life. They can go anywhere they want to go, such as go supermarket, go to shopping or even far away by bus. A mobility scooter has three, four or five wheels; a very spacious comfortable seat; a flat area or foot plates for the feet; a steering wheel or a handlebar, a headlight and a storage box in front of the mobility scooter. Mobility scooters are usually battery powered (Department for Transport, 2007).
The Mobility Products Ltd is one of the UK’s leading suppliers of mobility scooters. Mobility products have advantage than other mobility scooter company. (About Mobility Products Ltd, nd).
Mobility Products Ltd is an importer of quality, affordable, F. D. A. (Food and Drug Administration) approved mobility aids. (Mobility Products: About us, nd).
Their aim is to provide high quality mobility scooters to their customers at the best possible price. (Mobility Products: About us, nd).
In the UK and the United States the Mobility Products Ltd is very successful, so they need market expanding other region such as Asia, China.
A very famous economist Palmer (2004) pointed out that the life cycle is divided into introduction, growth, maturity, saturation and decline five different stages. The mobility scooter is production for several years and the market already is saturated, so it is necessary develop the overseas market. Certainly, they also have the actual strength. This report will identify the target market of the mobility scooter in China and segment the market to promote to different target audiences and though analyse it then give different marketing strategies. Target Market
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The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options: Each of these strategic options holds different opportunities and downsides for different organizations, so ...
This part of main from the 4 P’s (product, price, place and promotion)aspects of description and analysis. First is the product, with years of production research and development and sales experience, this should not be a problem in quality. Different people have different demands, so multi-types of products are necessary. Whether the different speed demand, size demand, comfortable demand, or all kinds of accessories, you can have everything that one expects to find. After-sales service is also very important. With its own technology to team in each retail store (can also be door-to-door service).
Must be show the sister company of Mobility Products Ltd’s advantage—– branding “the original British import and high quality” (Chinese consumer always think foreign product has good quality).
Compare with the product strategy, the price strategy and the place strategy more cumbersome because the mobility scooter is import product, when crossed the border to pay a certain tariff in order to protect local industry. If directly export a relatively difficult, financial or transport and so on. Consider outsourcing, found in the local partner agent production to reduce costs.
For example, delivery of the relevant parts from the UK, the find related industries plant in China to the assembly. Or find a number of vendors to cooperate, the different components assigned to different plants to production, and finally assembled in a factory class, so that not only cost savings but also to ensure the safety of the core technology. Cheap labour natural resources makes one of element gift that Chinese economy grows continuously since reforming and opening, this is academic consensus. Cheap labour cost increases tremendous consumptive latent capacity, Chinese market attracted numerous foreign capital stop (Feng, 2006).
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Therefore, further than the production of long-range transport in the UK to China is much cheaper. According to CPI in 2011, the health care and personal articles growth up 3. 4% (National Bureau of Statistics of China (a), 2012).
And although the CPI growth rate of rural and urban is almost same, however the CPI of urban far more than the CPI of rural. Therefore, preferably headquarters in city, however can not be first-line cities like Beijing and Shanghai, that the price of commodities is too high, renting is a great amount of overhead.
A second-tier city is a good choice, but it must be easily accessible. Start-up phase in order to save money can only be sold online do not have to have a retail store, Can be your own web site or can also joint Taobao (Taobao is a Chinese language web site for online shopping, similar to eBay, Rakuten and Amazon, operated in the People’s Republic of China by Alibaba Group) (Taobao Field Guide, n. d. ).
Because of there are not the same type of goods in China, even if there is low-quality low-cost, so there is little competition. British pound can exchange Chinese yuan (RMB) is about 10 (X-Rates. com, n. d. ).
Consequently, different level product can be different price about from RMB 3000 to 15000. Over time, the business will be bigger and bigger——- snowball effect (the semi-scientific term snowball effect is used to describe any object that gradually gains volume, such as when a snowball rolls down a hill).
Then The Cheapest Scooters. co. uk can be gradually opened retail stores, and further development of the different of the different cities, with after-sales service points and retail outlets.
On the other hand, the promotion strategy as similar as the place strategy at first the TV and magazine advertisement are too expensive is not affordable, so more information on the Internet, online advertising not only save money but also wide spread range for the initial entrepreneur is very good choice. As the market segmentation strategy, the main use of the crowd is elderly and disabled people, mainly to buy consumer groups are middle-aged, certainly, some people buy for their own, some people were for family and friends to buy.
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So it can be divided into two parts for sales promotion, advertising can also be conducted separately. One part is to see the elderly and the disabled them want to buy one for themselves. The traditional wheelchair is very arduous and not safe, need other family accompanied, however the mobility scooter can depend on the aged people and the disabled people themselves, neither waste of time family, also can let the aged people and the disabled set up the confidence of their own do not think they cannot do anything. Another part is some people for exert a filial piety to repay parents and give their family and friends as a gift to buy.
Advertising can be done warmly, it can be brought back some memories, and every adult wants to do something for their parents whatever their circumstances. Word of mouth is very important, when people see other people have it sometimes, and that they want to buy one, which is a common consumer psychology (Solomon, 2006).
Communicate with like the association for the handicapped or the nursing homes institutions such as low price sold maybe is a good sell way. Can also provide some discount, make some VIP card. For example, if the military can give 80% off, or buy three get one free and so on. Conclusion
