Marketing Plan Phase IV
Executive Summary This report was put together by Marketing Team D to introduce a new marketing plan for a new product being introduced by Schwinn, the Tailwind electric bicycle. Schwinn has developed an electric bicycle that will be perfect for riders who want a comfortable and versatile bike for casual and fitness riding. This report will cover the SWOTT analysis of the Tailwind, the target market, what our research strategy was to develop this plan, segmentation, organizational buyers and consumers, the competitive landscape, features and benefits of the product, positioning and differentiation, and the pricing strategy for the Schwinn Tailwind. Marketing Team D has also included place and promotion elements, and the overall budget for the marketing plan.
Overview of Schwinn
Ignaz Schwinn began the Schwinn Bicycle Company in 1895. In 1998 Schwinn and GT bicycles merged to become Schwinn/GT. Forming this alliance has placed Schwinn as one of the top bicycle producers in the United States. “From your first ride without training wheels to a summer cruise at the beach with your friends, the thrill of riding a bike never gets old. Many of our fondest memories are tied to experiences we've had on bikes, rooted in unbridled joy and carefree fun. Even if you haven't hopped on a bike in a while, it won't take long for the smiles and laughs to come back ("Schwinn", 2014).

Importance of Marketing
The success of any product or business relies heavily on their marketing. If we want our product to do well, we need to rely on a well thought out marketing plan. Marketing for a product or business includes, but is not limited to, promotions, advertising, customer relations, and sales. It is such an important factor because it involves knowing the public, their demands, how to get the word out about our electric bike, where it would sell best, how