Marketing Strategy For The Introduction Of A Chinese Electric Bicycle Brand Into The Colombian Market

The goal of this thesis is to determine a marketing strategy for the introduction of a Chinese electric bicycle brand into the Colombian market.To do so first there will be a need to determine the right supplier for the market. Visiting some companies’manufacturing facilities and websites, to review the product portfolio, their supply capabilities and the manufacturing process to determine if the product will meet the demands of the market. Afterwards, a survey will be done to determine the characteristics of the market, and the characteristics of the potential customers for these products. Finally, after all that is done, setting up the marketing strategy according to the needs and likes of the determined target market.In today’s world, the environment is playing an important role, and especially in the younger generations that have become aware of the damages done in the past. An international trend has emerged to reverse this damages, and important companies are investing in the investigation of new sources of energy, that will no damage the environment, and will also try to revert what has been done.Parts of those research funds are being directed to transportation. Everyday companies invest in the development of new and clean sources of energy to put into the vehicles we use every day:cars, trucks, buses and even bicycles and motorcycles. And china, being the world’s biggest and most efficient manufacturer is not behind. In cities, towns and ports you can see people riding their electric bicycles, some because of the regulations presented by the government to counteract the damage done to the environment, and some driven by true care of it. Companies that saw in this trend a real business opportunity, and are exploiting it, not only locally but also internationally, produce most of these vehicles locally. Many manufacturing facilities have specialized in developing technologies that meet international quality standards.Colombia is in the process of getting into that trend. Today, the government is starting to encourage the people to use these technologies, via the development of laws and infrastructure that can accommodate them in the near future. It is not an easy task, but with time Colombia will ride along the path of environmentally friendly means of transportation.So. the final objective of this study is to exploit that business opportunity, and tap into an almost untouched market,where all the possibilities are given to deliver what the public needs.