The attitude of customers is also highlighted in the context analysis to understand their decision making behaviour (Fill, 2009). Preference of Customers The bicycle industry of Europe has a long history and folding cycles is one of its major features. Europeans have often been found to cycle regularly to their workplace especially during the peak hours. The flexibility of the product has often invoked customers to use folding bicycles. U.K. for instance has been facing consistent growth of folding bicycles as consumers are preferring to use folding cycles because of the ease it eliminates the worry of finding spaces in parking lots of their destination.
It has also been found that many commuters who had initially considered travelling by tube rail had switched over to using folding bikes due to their convenience (LSE, 2010). According to latest reports the sales of folding and city bikes has gone up and 248,600 units were sold in 2011. In the financial year of 2012-2013 the market share of folding bikes had increased by 9.5% (COLIPED, 2012). These figures indicate that the future prospects for Kwiggle look strong. Competitor Analysis Competitor analysis involves locating the major competitors of the company by applying both industry-based and market-based framework.
There are both direct and indirect competitors for Kwiggle. According to industry estimates, the 26% cycling industry market share belongs to mobility bikes including folding bikes, 62% market share belongs to the leisure group industries and 12% belongs to the sports cycle category (COLIPED, 2012). Indirect competition of Kwiggle can come from Trekking bikes, BMX, EPAC and ATBs (COLIPED, 2012). Direct competition can come from Dahons, Brompton, Birdy and Bikerton to name a few.
Dahons is the leading player in the folding bicycles industry and it had experienced robust growth in sales amounting to 32% in 2008 (The Independent, 2014). All these direct competitors provide folding compact bicycles to the customers in the market. Brompton H6L, for instance provides features similar to that of Kwiggle and it is adaptable to any weather conditions. Raleigh Stowaway 3 is another specimen that comes with gears as well as luggage racks. Carrera Transport may also provide stiff competition to Kwiggle on the basis of its low price range and the light weight features.
Similarly Tern Link P9 and Airnimal White Rhino are few of the other competitors. However, the folding bike to be launched by Kwiggle is superior compared to its peers in terms of weight and design (The Independent, 2014).
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