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bicn01:game_intro

Introduction

Logo Adventure-Bikes

Adventure-Bikes is a German bicycle manufacturer that produces many types of high-quality bicycles. The company was founded 1994 by the former student Marius Bronner, who began with an area of 50 m² in his father's furniture factory in Vaihingen, Germany. The company has expanded its production area to 20,000 m² and sells to more than 60 countries all over the world.

The current product range consists of various types of mountain bikes, trekking bikes, race bikes, city bikes, e-bikes as well as kids bikes. Ergonomically fitted women´s bikes, bikes for kids, wear and accessories complete the product line-up.

In addition to selling through resellers, wholesalers and Web shop, your own bike stores are to open now in medium-sized cities (250,000 inhabitants), which sell only our own products.

:!: We focus only on bikes and neglect clothing, accessories, etc.

Some Statistics

  • in Germany, approximately 4 million bicycles are sold per year!
  • in a city with about 250.000 inhabitants, the market is approximately 12,000 per year. The value may vary depending on the purchasing power.

The Business Case

A team of 4 students should open a bike store in one of the following cities: Freiburg, Heidelberg, Karlsruhe, Kaiserslautern, Wiesbaden, Ludwigshafen, Ludwigsburg, Friedrichshafen, Ulm, Darmstadt.

City Abbr
1 Darmstadt da
2 Freiburg fr
3 Friedrichshafen fn
4 Heidelberg hd
5 Karlsruhe ka
6 Kaiserslautern kl
7 Ludwigshafen lu
8 Ludwigsburg lb
9 Ulm ul
10 Wiesbaden wi
German vehicle registration plates indicate the place where the vehicle bearing them was once registered. The number of letters in the city prefix code mostly reflects the size of the district. The basic idea was to even out the number of digits on all license plates, because the largest districts would have more digits after the prefix for more cars. The largest German cities generally only have one-letter codes (B=Berlin, M=Munich, K=Cologne (Köln), F=Frankfurt, L=Leipzig, S=Stuttgart), most other districts in Germany have two or three letter codes.
  • The store has about 800 m² purity of retail space. In addition a small workshop, a kitchenette and a small storage room. Total size: ca. 1000 m².
  • A stock is not provided. The bikes, which have been sold will be delivered again free at the end of the month from the plant.
  • If bikes have to be re-ordered, because too few were ordered for the retail space, a certain amount will be charged per bike for the delivery.
  • Interior, incl. counter, cashier, etc. will be provided by the headquarter.

Prepare A Presentation

The opening is planned in January of next year.

Create a presentation for the Board with about 8 slides:

  1. Introduce the team members
  2. General info about the city: You have complete freedom. Find interesting things that are important to open a store in the city.
  3. Competitors: Investigate the competitors in the city.
  4. Plan your product mix: : consider a distribution according to product category and price range. Pay attention to your sales area. Each product category and each price segment at least must be 1 bike.
  5. Plan your employee mix: think about how many people want to employ. Sellers expect a commission from the sales revenue!
  6. Plan your marketing activities: consider marketing activities, as well as the months in which you want to carry out the activities. The Marketing Department of the head office will help you.
  7. Propose a store location: research a good location (address) and the prices on the Internet.
  8. Financing needs: How will the budget be used?

Use a collaboration tool, if possible.

Select a Location

The quality of the location is determined by the following factors:

  • the geo location
  • State and attractiveness of the building
  • Number of parking spaces
  • Opening Hours

Find an interesting location in the city. Determine the rental prices via a search on the web. You can also fake the location. However, determine the geo-coordinates.

Select Employees

Use the applicants to find out the list of employees. Pay attention to the following general conditions:

  • The store is open 6 days a week. Shops are closed on sundays in Germany.
  • The year has 365 days, 52 Sundays and 13 holidays. A store is open 300 days a year.
  • A sales representative expects a sales commission. This is calculated from sales revenue. Please use a whole number.

You can find the list of candidates under ERP -> Job Applicants.

  • Login: NO U01
  • Password: NO U01

Order the Bikes

Consider how many bikes from each product category you place in the sales room. You must select at least 1 bike from each product category and price segment.

Bike Category Percent
City Bikes x%
Race Bikes x%
eBikes x%
Kids Bikes x%
Trekking Bikes x%
Mountain Bikes x%
Total 100%

Select Marketing Campaigns

Think about marketing actions. For a list of actions with prices, see. CRM -> Corp. Marketing.

  • Login: NO U01
  • Password: NO U01

If you have a new, cool idea, I can add it to the list.

You also need to consider what month you want to do this campaign.

bicn01/game_intro.txt · Last modified: 2018/12/04 08:40 (external edit)