As the marketing director of a large e-bike manufacturing company you have some major decisions to make.During the previous 5 years, the sales of your line of e-bikes have ground substantially and the number of different e-bike types have doubled to meet the needs of your target audience.Currently you are the market leader with 20% share of market, the products are premium priced, the channels of distribution are via both small and large retailers, plus online (note the e-bikes are not sold in mass merchandisers due to the premium pricing strategy), and your communication is mainly in sports magazines and selected trade shows. As you begin to plan for next years business, you learn that Tesla will be launching a new e-bike. This could be a game changer and could put your market share in jeopardy.

6. Using the e-bike company in the previous question:

1. Explain how you segmented the market prior to Tesla's entry into the e-bike market.Give example of the demographics and lifestyle characteristics of your target segment(s). 10 points

1. How will your current segmentation be affected?Please justify any changes you make.If you make no changes, then please state your rationale. 10 points