E Bike Marketing Plan

3132 Words Aug 13th, 2011 13 Pages
* EXECUTIVE SUMMARY :
This marketing plan examines the launch of a human-electric hybrid bicycle called e-bike by the world’s largest motorcycle manufacturing company HONDA, in China.
We all know that the Global Warming is a serious issue to be addressed. This is the right time to realize the importance of eco-friendly products to save the earth from global warming and its ill effects. Unfortunately the automobile emissions are the second largest contributors for the green house gases. Honda with a vision to become the world leader in environment and energy technologies launches this innovative and futuristic eco-friendly product called e-bike.
This zero CO2 emission mobility is certainly a head turner which is stolen from the future,
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This boom was triggered by Chinese local governments' efforts to restrict motorcycles in city centers to avoid traffic disruption and accidents. By late 2009 motorcycles are banned or restricted in over ninety major Chinese cities. Users began replacing traditional bicycles and motorcycles and, in e-bike became an alternative to commuting by car. * LEGAL AND REGULATORY FORCES -
In China electric bikes currently come under the same classification as bicycles and hence don't require a driver's license to operate. Previously it was required that users registered their bike in order to be recovered if stolen, although this has recently been abolished. Due to a recent rise in electric-bicycle-related accidents, caused mostly by inexperienced riders who ride on the wrong side of the road, run red lights, don't use headlights at night etc., the Chinese government plans to change the legal status of illegal bicycles so that vehicles with an unladen weight of 20 kg or more and a top speed of 30kmh or more will require a motorcycle license to operate, while vehicles lighter than 20 kg and slower than 30kmh can be ridden unlicensed. In the southern Chinese cities of Guangzhou, Dongguan and Shenzhen, electric bicycles, like all motorcycles, are banned from certain downtown districts. There are also bans in place in small areas of Shanghai, Hangzhou and Beijing.

* SWOT ANALYSIS –
Strengths
• Honda Motor Company, Ltd has the ability
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