Cyclermate Phase 2 – Some suggestions on how to approach the tasks
This is primarily an exercise in Marketing and Product Planning

Sir Claude is extremely excited about the future of electric bicycles after seeing this clip http://www.youtube.com/watch?v=sXhhWXw9V7A and has issued an urgent directive to the team to scope out the market opportunity for this type of product.
On the other hand, if your team concludes that the electric bike opportunity is not viable (you need to explain your reasoning), you need to suggest an alternative market strategy that the company should adopt. This will also require you to identify volume, prices and channels in the same detail as you would for the electric bicycle.
One of the key problems you will encounter is that you will not find precise answers to the questions you need to answer. Therefore the skill required is to assemble useful facts and use these to build a set of reasonable assumptions. These probably will be best estimates supported by a set of thoughts which limit the possible forecast range. This is probably the hardest skill to develop in marketing and you will need to explain how you have arrived at your results. This requires you to:- 1. Document the data sources you have used using Harvard referencing 2. Explain the steps and assumptions you have made from the source data to your projections 3. Write up these clearly in your supporting material to your presentation (note form is entirely appropriate)
The following notes are suggestions on how you might like to break down the tasks identified in the brief. These are designed to assist you, and are not compulsory.
Remember the report you produce is a Management consultants report. It should be well presented with clear headings and short readable sentences in the third person perfect.
The maximum word count is 1500 words. This means that you will