Appendix 1 List or Table of all barriers, enablers, clarification statements and sources Economic Enablers The RSA concluded that (1) “of the 3,446 cyclist collisions recorded between 2011 and 2015, 1,669 (48.4%) were recorded as having occurred at or near a junction.
Of th ese, 51% happened at a T – junction, a further 23% happened at a crossroads and 20% at a roundabout.”. This extraordinarily shocking figure evidently shows if kick scooter stations are set up to make roots quicker taking back roads, distanced from junctions, with cycling lanes in the proximity this will entice a much larger audience to our service as less casualties/collisions shall occur. Social Enablers People are more time – poor and seek efficient ways of transport in the city Easy access with kick scooters available in stations throughout the city Technology Enabler Long Run Costs are cut hugely. Implementing a self – service system would rid of employing people to supervise the stations leaving wages at approximately cost of zero. https://www.comfycoach.com/wp – content/uploads/2018/05/20180329 – 172156 – hdr.jpg Legal Enabler Fine Gael implement new law to protect cyclists/scooters: (3) ‘ In a bid to protect cyclists on Irish roads, Fine Gael Galway East TD, Ciaran Cannon and Government Chief Whip Regina Doherty, publish a Bill that will see motorists forced to obey a minimum passing distance of 1.5 metres – and one metre in zones with speed limits of under 50 km per hour – when 37 overtaking cyclists. Drivers who do not comply with the new rules will face an €80 fine and three penalty points, as proposed in the Bill.’ Profile of Market Segments in Focal Marketing System Segment A The benefits th e interviewee sought was a cheaper alternative to their current form of transport, which was taking the bus twice a day costing 4.60 euro every day.
The interviewee enjoyed the idea of having control over his punctuality for college too and having to walk to a bus stop in order to go home Segment B But she did agree it would be an ideal form of transport in order to assist with improving people’s health and that she would be capable of avoiding the peak hour congestion. The benefits the interviewee sought was a faster and cheaper option of transport, but these benefits don’t outweigh the social turmoil she feels she would face. Segment C She told us that she didn’t think there was any social issue with using a scooter to travel and was adamant to try this f orm of transport. 38 Appendix 2 Barrier and Enabler Categories or Themes USP and Positioning 2.
In comparison to cars it is a more environmentally friendly way of transport along with being a cheaper method of transports aids our point in why kick scooters can compete with other forms of transport. 3. During peak traffic hours it may be seen as a faster alternative to make your way across town. 4.
If the number of users increases there would be a strong correlation with obesity as the percentage of people suffering from this would decrease. These points listed above may make us stand out from our competitors, however, our unique selling point which we have pinpointed is that kick scooters both are portable and lightweight. Evidently kick scooters are seen to be both lighter and easier to manoeuvre compared to bicycles. It is possible to leave them in your office, home which can not be said for bikes. This gives potential customers an option which our competitors in the transport market cannot, which e ntices our target market push themselves to choose our method of transport. Positioning Image differentiation: Branding will allow us to create an identity through a logo and slogan (cover page).
A picture which depicts what our service provides and will remain in the heads of our current customers. Promoting our service, advertising through social media platforms e.g. Facebook, Instagram deals with the awareness stage of the AIDA model sharing the benefits which come with choosing our service. Channel dif ferentiation: Our knowledge of safety and road regulations will portray our concern for the health of our customers. By placing our stations in safer areas with more cautious routes across town which is outlined in our pestel analysis.
These points validate our position in the active travel market illustrating our safe, quick, easy, efficient service to be one which will capture the attention of our target market. Marketing Objectives Secondary Objectives Improving the health of citizen s in Galway: – Awareness: Short run; Advertise health benefits on social media. Long Run; Healthy Ireland and similar groups advocate scooter usage for its health benefits, which increases popularity. – Adoption Rate: Short run; attract 39 customers with health benefits. Long run; Use examples of people whose health has improved from scooter usage.
Our name ‘Super Scooters’ and statement ‘Push Yourself’ raises awareness to consumers. The benefits of scooters as a cheap alternative and its health benefits would spark interest and our convenience – based design and features bring desire. Acquisition would come from our initial low prices as we attempt to build our market share. Delivery Strategy There is very high customer engagement with this product as we are distributing the service directly to the customers. As a result, we have placed a high intensity on our products in areas with high student populations. An obstacle faced with this distribution strategy is the lack of scooter s tations may cause inconvenience to students living in areas with no scooter stations nearby.
In comparison to our competitors we offer similar distribution strategies with coke cola bike stations in terms of stations locations. However, we do provide a cus tomer service option through our mobile app unlike our competitors. Barriers in engaging with your offering Creating a visual presentation on how the app works without having to be physically present to show them aids both parties. These tutorial videos ex plaining how to use the app would deal with all possible problems’ customers could face and prevent them from using our product, along with giving a simplistic guide to stave off these situations from occurring. Time frame and key milestones Milestones tha t we have cemented to achieve for our future include: 1. To reach our AIDA targets mentioned in the pieces above, 2.
Know if our marketing mix is working (product, price place). I f not be able to identify rapidly and accurately how come. 3. To see continuous gro wth through improving customer satisfaction with our service for them paralleled with the expanding number of scooter users. 40 41 Appendix 3 initial drafts of Marketing System Dynamics Map 42 Appendix 4 Group Reflection and Assessment Agenda 1.
What does the group honestly consider will be a fair grade for the work you are handing in? 82%, the reason we feel we deserve this grade is because of the amount of creativity and marketing theory we have incorporated into this assignment. We tried to think outside of the box in all aspects of the assignment in order to provide something fresh a nd interesting to read. We believe kick scooters to be a form of active travel which is usually disregarded, and it required more extensive research to produce the findings we have laid out in this assignment. 2. What does the group think was the thing you di d the best in this assignment? We believe all areas in the assignment to be strong, but we believe that our marketing strategy is especially strong because it was the area, we applied a lot of creativity too and feel we were able to express some of our mor e interesting ideas there.
3. What did the group find the hardest part of this assignment? We feel the hardest part of our assignment was producing a relevant literature review. Our interviewees didn’t use scooters and we found it very hard to interview a fre quent scooter user, so it made it harder to get very important findings from our interview but in the end, we believe we gathered some very interesting information relevant to our market. 4.
If the group had the chance to do this assignment again from scratch , what (if at all) might you decide to go about it differently? Overall, I do believe we gave a great effort in terms of project and completing each segment weekly from the beginning. After deliberating as a team, we felt that the main thing we would do di fferently would be understanding the marketing management material of each segment a bit more before we began with each segment of the project. 5. How difficult (or easy) did the group find this project? As a team we felt that this marketing management team p roject was a hard difficulty. We felt that this project proved much harder the previous college projects that we had completed. The main reason we felt it was of a harder standard is that it took longer to fully understand each of the topics in marketing m anagement.
6. What was the most important thing you learnt about this subject through doing this project? In terms of material learnt from this team project each team member feels that they have learned and now fully understands each of the key topics within marketing management. The most 43 important thing we felt we all learned was the fact that you must spend 80% of the time you do the project on Marketing Analysis and Marketing System Dynamics while you only should spend 20% on Marketing Strategy. Also, the vital importance of integrating the core readings in each of the segments of the project.
7. What was the m ost important thing you learnt about yourself while doing this assignment? The most interesting and important aspect of this whole experience that gave us a great lesson for future projects is that the work we put into this project as a cohesive unit does not all show on the paper. The patience we all had for one another and respect was greater than we all thought. We came to the agreement that we found we were all extremely interested in each other’s ideas and took the best approach too each step of the pr oject putting our egos aside. 8. What do you think are the most important things I am looking for in this assignment? I believe the most important things you are looking for from us include accuracy, flow, clear accurate assumptions and facts.
The last thing I believe you would like to see from this assignment is sloppy work which has no fluidity no pieces connecting to show the big picture of this plan we put together. Using the notes and core readings from both lectures and articles and implementing them int o our ideas. 9. What is the worst paragraph of your report and why? We do not believe to have a “worst paragraph”, but rather concluded that we struggled with our unique selling point. Not as it was due to a lack of effort but possibly a lack of understanding and confusion on how to approach/explain this aspect of our service. We spent much time researching how to approach this segment of our plan and found it to have many similarities to other parts of the assignment e.g. positioning. 41 / 43