The Moulton Bicycle Company Egypt

BY

Name IDMohamed

Ashraf Sabra 1314825Mohamed

Ahmed Hassan Taher

Mohamed Ahmed Hashem

Khaled Maher

Abdelrahman Ashraf

Ahmed S. Foly

About us Moulton is an English bicycle manufacturer based in Bradford on Avon in Wiltshire.

The company was founded in 1962 by Dr Alex Moulton, who designed the

"Hydrolastic" and rubber cone suspension systems for the BMC Mini motorcar, and

the later "Hydragas" system used by its successor companies.

Dr Alex Moulton CBE RDI FEng (9th April 1920 - 9th December 2012) was a highly respected English engineer and inventor, renowned worldwide for his expertise in suspension design, he was educated at Marlborough and later at King's College, Cambridge where he graduated in Engineering.During the Second World War he was employed in the Engine Research Department of the Bristol Aeroplane Company where for two years he was personal assistant to Sir Roy Fedden, the Chief Engineer, During the Second World War he was employed in the Engine Research Department of the Bristol Aeroplane Company where for two years he was personal assistant to Sir Roy Fedden, the Chief Engineer; In the late 1950s the family business was sold to the Avon Rubber Co. and Dr. Moulton founded Moulton Developments Limited to concentrate on creative design and suspension systems for vehicles.

Thus, Dr. Moulton started work on the small wheeled bicycle and eventually in 1962, at the Earls Court Cycle Show, the first Moulton Bicycle was launched.

Our products we introduced many products among the last 7 decades, and here is some

products which serve many clients proudly in England & Europe :

Type descriptionTSR 2 Beautiful simplicity – the TSR 2 features

the Sturmey-Archer Duomatic two-speed gear with an integrated back-pedal brake. Two well-spaced gear ratios keep you moving through city streets. A quick back-pedal changes gear – no shifters, no cable, no adjustment.

TSR 8 Wide-ratio gears and all-purpose tyres make the TSR 8 a versatile machine, at home in town or in the country. The Sturmey-Archer gears provide easy shifting - even whilst stationary - and a

wider gear range than the TSR 9.

TSR 9 Sharing it's genes with the TSR 27, the TSR 9 is a lighter, versatile machine with all the defining Moulton features. At home, in town or on the trail, it can handle all but the steepest of terrains.

TSR 27 Ideal for the leisure cyclist and those who often leave the tarmac behind, the TSR 27 is a true 'go anywhere bicycle'. An all round performer, travel in true Moulton comfort on a variety of terrains.

TSR 30 Perfect for day rides, audax and touring and excellent for fast road commuting. Available with carrier racks, bags and mudguards. Ride into the city, or load up and go wherever the road takes you.

AM SPEED The original Alex Moulton design, backed with serious racing pedigree. Originally developed for the RAAM, the AM SPEED is the lightest and fastest incarnation of the iconic AM series Moulton.

AM 20-2 The latest version of the smooth riding AM bicycle, with cleaner lines, smaller pack size and reduced weight. The NiCrMo Spaceframe features a shorter seat tube (and extended Moulton 953 seat pillar) and improved mounts for carriers and bottles.

Moulton JUBILEE Veloce

To mark the Golden Jubilee of our iconic bicycle, we are proud to present the new Moulton Jubilee - small 20” wheels and full suspension for the longest or shortest of rides, on the smoothest or roughest of roads. This edition is equipped with classic Campagnolo Veloce 2 x10 gearing in polished silver finish.

Moulton JUBILEE Sportive

To mark the Golden Jubilee of our iconic bicycle, we are proud to present the new Moulton Jubilee - small 20” wheels and full suspension for the longest or shortest of rides, on the smoothest or roughest of roads.

Moulton SPEED An agressive riding position, adjustable leading link front/Hydrolastic rear Moulton suspension and a sub-9kg weight make the all-stainless steel Moulton SPEED the perfect choice for performance-orientated Sportive riders.

New Series The next generation of comfort and speed, the New Series Moulton features advanced Flexitor front suspension, Hydrolastic rear suspension, and a lighter, stiffer, stainless steel frame.

New Series SPEED

For those who love to ride... FAST. The New Series SPEED is the lightest in the New Series range. Advanced Moulton Flexitor® and Hydrolastic® suspension systems keep the tyres on the tarmac and absorb shock, increasing comfort and speed.

New Series Double Pylon

The ultimate Moulton takes spaceframe construction to a new level. Stainless steel 'pylons' replace head and seat tubes to further increase stiffness. Sublime ride comfort and breathtaking looks.

EgyptMoulton company has greatly interested on investing in Egypt as its active market even though the current upheavals that facing its own interior concerns. Egypt is considered from the the countries that have the most worst managed traffic, with a 20 million vehicles at cairo city ONLY ;However, we see it a chance to test our revolutionary prototype that we believe that it will be faced by a great appetite from the regional clients.

Our locations-England:

The Moulton Bicycle Company

Holt Road

Bradford on Avon

Wiltshire

BA15 1AH

-Egypt:

Moulton bicycle co,Egypt

dokki

38 Mesadak st,

P.C: 121362

Market share We believe that we can dominate the bicycle market in Egypt beside our good competition at the british market.

Micro Environment of the Moulton Bicycle Egypt

1. Suppliers: As there is no manufacturing or reassembly bicycle company available in Egypt , the company faced a debate of whether contracting with the existing suppliers in UK , or dealing with other bicycle parts manufacturers around the world.After discussion among the Board of Directors of Egypt branch, they decided to keep the dependence on the current suppliers in UK HQ to provide the product with similar quality & less costs for the Egyptian clients that may suffer from importing components from all

over the world .

2. Marketing Intermediaries: the Moulton Egypt chose a strategic intermediaries all over Egypt that are an important part of the product distribution channel; one of the well known intermediaries which specialized on the bicycle trade is “Abou-el-ghokh” market chains.

Customers:Even though there are spots with a facade of affluence, Egypt is actually facing high levels

of unemployment and immense poverty. The majority of its younger population is struggling with unemployment and destitution, and heightening food prices in Cairo. According to an Associated Press report, nearly half of all Egyptians live under or just above the poverty line. More than 15 million Egyptians live on less than $1 a day, and the figure is steadily increasing. The Minister of Economic Development, Othman Mohamed Othman, once mentioned that the poverty rate in Egypt had risen from 19 percent of the population in 2005 to 21 percent in 2009. In 2010/2011, the poverty rate in Egypt had risen to 25% of the population. Various statistical databases show that Egypt has:

A population of 80 million, with 33 percent who are 14 years and below; and 20 percent of the population living below the poverty line.

A labor force of 26 million, with 32 percent working in agriculture, 17 percent in industry, and 51 percent in the service sector.

An unemployment rate of 9.7 percent. A literacy rate of above 71 percent, with males

at 83 percent and females at 59.4 percentHowever, there is a sector of customers in

Egypt who enjoys a very high style of living & financial wealth and richness.3. Competitors:

As we are introducing a revolutionary product design, and also because of the absence of bicycle industry in Egypt, thus we assume and claim our superiority in the local , regional market.

4. Publics: As we believe In society power, we has sponsored many Egyptian bicycle initiations that organize many events to encourage more groups to depend on bicycle riding for various puposes

Macro environment :-

1- Demographic environment :- - Size : Moulton bicycles are noted for unconventional frame design , small wheels and front and rear suspension ,the size of this bicycle is comfortable cause it can be ride from all ages. The Moulton design paved the way for such designs and versions allowing relatively easy dismantling for transportation and storage .

- Gender : Moulton bicycles can be driven by males and females .

- Age : Moulton bicycles can be driven by age of 10 years and up to 100 years old .

- location : Moulton bicylces can be driven in all streets in Egypt and it will be easy transportation cause it saving money and decreasing the pollution .

2- economic environment :- - Egypt’s economic is still low from the revolution 25-1-2011 stock market lose bonds and common stock , incomes go down and our country’s economic isn’t stable so this bicycles save money and time for our people .

3 - Natural environment :-- Egypt’s natural environment is so beautiful and full of resources from rubber or iron so by this resources we can spend it in make his bicycles .

4- Technological environment :- -Moulton bicycles are often included in the folding bicycle category along with small wheels folders , small wheel bicycles would be make technically correct term covering all such bicycles .

5- political environment :-

Types of Buying Behaviour

Three types of classes in Egypt which vary In income:-A- high class category: which have very high income and high buying power.Ex: business men.

B-middle class category: which not very wealthy but have a good buying power and keep up with latest products.They can be divided into two sub classes, 1-upper middle class: which have moderate-high income.Ex: professionals & bank managers.2- Lower middle: which have moderate income.Ex: accountant &teachers.

Dissonance-reducing Buying behavior

Customer will be high involved with our product which is infrequent and expensive product, but they will see little difference among our product and other brands.In this case our company/product will have the advantage of sole and specialization in this type of bicycles specially that there is no competitors in the Egyptian market.

Thus there is no comparison between our product and other products.After the consumer will buy our product he will know the huge benefits of our bicycle.

The segmentation and the targeting .

The Egyptian market has lots of segments and

Moulton co. will focus on the psychographic Segment and the demographic segment and we will focus on the income and the life style, so we divided the Egyptian market into 3 main categories according to their incomes1st A class: people with high income flow and wealth (e.g. CEO's & celebrities)2nd B class: people with middle income and they are the majority of the population and its divided into 2 subcategories B1&B2 (e.g. Bank employees)3rd class: people with low income and no wealth (e.g. workers)And we will focus on the A class and B class using the differentiated strategy in order to satisfy the majority of the segments

life-style / classes

adventurous Comfortable

A Class

the “MOULTON SPEED” An aggressive riding position, adjustable leading link front/Hydrolastic rear Moulton suspension and a sub-9kg weight make the all-stainless steel Moulton SPEED the perfect choice for performance-orientated Sportive riders

the “double pylon”The ultimate Moulton takes spaceframe construction to a new level. Stainless steel 'pylons' replace head and seat tubes to further increase stiffness. Sublime ride comfort and breathtaking looks.

B1 Class

the “SPEEDO”

For those who love to ride... FAST. The New Series SPEEDO is the lightest in the New Series range. Advanced Moulton Flexitor® and Hydrolastic® suspension systems keep the tyres on the tarmac and absorb shock, increasing comfort and speed.

the “NSS”The next generation of comfort and speed, the New Series Moulton features advanced Flexitor front suspension, Hydrolastic rear suspension, and a lighter, stiffer, stainless steel frame.

B2 Class

the “AM SPEED”The original Alex Moulton design, backed with serious racing pedigree. Originally developed for the RAAM, the AM

SPEED is the lightest and fastest incarnation of the iconic AM series Moulton.

the “TSR8”Wide-ratio gears and all-purpose tyres make the TSR 8 a versatile

machine, at home in town or in the country. The Sturmey-Archer

gears provide easy shifting - even whilst stationary - and a wider

gear range than the TSR 9.

Positioning

Competitive advantages :-

1- The main advantage is foldability , according to survey results we concluded that most bicycle drivers complain from being stolen

2-it’s saves area in the contrary on the ordinary bicycles in carrying it in cars 3- pioneers in this regions because we are the first company that introduce this product

The positioning strategy:

More Same Less

More More for more More for same More for less

Same Same for less

Less Less for much less

The company adopted a moderate positioning strategy by selecting an extra benefit value perceived for customers with reasonable price to encourage customers buying our product which is being introduced by our emerging company in Egypt.

The Moulton Company’s Product

The product :

The Moulton company introduces the portable bicycle; a mean of transportation that can be described as foldable without any disruption of quality & performance.

Levels of product :

-Actual product: -Brand Name: The Moulton “FOLDSPEED”

-Quality Level: Higher medium-Packaging: -Design:-Features: portability, convenience,

foldablity, efficiency, Standard specifications for customer.

-Augmented product:-Delivery &Credit:-Product support:-warranty:-After sale services:

Consumer product :

As a folding bicycle isn’t a frequent product to be bought, we have chosen the Shopping products category that they compare carefully on suitability, quality, price, and style.

Product attribution :

-Quality: we aim to create a product mix the idea of quality and the cost perspective;

-features: 1)Foldable2)Simple

3)Heavy duty4)revolutionary5)efficient &effective

-Design & Style: unique – fashioned – young

Branding, Labeling

Our Brand &label is designed to refer to our prior Bicycle design which is ridden By the shadow of the founder of Moulton Co.

Packaging

Concerning the packaging, we choose to keep the ordinary package design to reduce the cost.

Product line decision and product mix decisions

We assist our main product with a group other complementary products that enhance the adventure &enjoyment of the riding experiment.

Product Lifecycle

As the company is an emerging one in Egypt, also the uniqueness of our product … we assume that we will position ourselves at the introduction progress.That is due to the expected slow growth as the product is introduced in the market.

Pricing

As we are an emerging company in Egypt , we have chosen to select the Market-penetration pricing strategy.

That is in order to a low initial price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly to gain market share.

Place:

Our marketing depends on a selective distribution

The main place to sell the product is in malls

As the potential customers are cyclists... Sending a sample to their clubs is the first phase

While the second phase is to hold a competition by our products to create a proof of strong quality in their clubs.

As our potential customers are traveller who travel a lot and who try to make space for his travelling stuff. The product is suitable for his needs. The traveller behaviour on buying things associated with internet. So the ideal place to reach their concern is online store with online payment.

As the potential customers are normal people or students... A trade fair is the attractive place to promote our folded bicycles.

Geographical place:

The product will be available in Cairo and Alex in a selective distributers.

And also in small quantity in new cities such as 6 October and Rehab city to deliverer the product to our targeted customers and to be available nears their hands.

Promotion:

Social media promotion:

The main promoting channel is on social networks. The targeted customers are youths. The potential customers influenced by technological communication

As a consequence, social media like Facebook &twitter will be ideal to interact directly to targeted

customers and take a feedback about our product and promotion strategy.

Another promotion channel is events allowing new potential customers to try the products

And giving us feedback to develop the product and promotional process

The best feature in our product that it is light and take a small space

For the cyclist customers the best time is in their champions of riding bicycles.

To deliverer the features of the product. Which are strong materials, less space and light weight. We make use of every possible channels to deliverer the message.

For strong material, champions and competitions events is good promotional to deliverer a strong quality of product.

For less space and light weight, the marketing promotion proves that it useful for travelling and storing for too long easily. Mountain climber can climb a mountain with the bicycle attached to their back easily.

Some sports men have freestyle of riding bicycle. We support them and promote the product to attach their awesome freestyle movement with the feature of the product. Such as strong material and light weight.